Evening star. [volume] (Washington, D.C.) 1854-1972, 1894-02-03
COUPON JOURNALISM,
The Turkish Patrol Newspaper and
It's GIFT Enterprise.

ItS VII
From the Newspaper World.
| A few years since no orchestra was COM
plete in its list of music without the Tur-
kisn Patrol-a descriptive piece which was
supposed to represent the approach. pass
ing and recession of "a body of troops. At
first from the distance seemed to come the
first low strains of martial music. SO
| faint as to be scarcely audible. Ono by
one. instruments were added and the en-
ergy of the players was increased. till with
a deafenng b!arc. augmented by minor
strains and discordant combinations OF
sound, the host went past. Then the en-
ergy was gradually relaxed, the instru-
ments dropped off. and finally only the
faint echoes came back from the distance.
Coupon journalism, like the march OF the
sultan's defenders, seems TO have reached
the fff of its progression. We can scarcely
take up a paper or journal, daily. weekly
or monthly, that some scheme for the sale
of copies does not confront the reader.
These are too numerous to mention in de-
tail. The underlying principle. in all cases,
is the expectation or hope Of securing some
gift or prize which shall bring to the pur-
chaser much more than the value of the
sum invested. One New York journal. for
instance. offers a long list OF prizes to those
who shall come nearest TO guessing the
exact time which it will take a silver dol
lar to fall from the top of the publication
building to the sidewalk-all guesses of
course. to be accompanied by a certain
amount of subscription money. Another,
monthly magazine, offers complete
novel for each week in the year. and 50
the record goes.
For Curiosity Hunters.
The missing-word contest has suffered a
decline since the English courts pronounced
it gambling, and confiscated large sums
which were sent by those swallowing the
bait. But additional Attractions" are be-
ing constantly devised, and their number
and prominence Is now such as to lead one
10 ask where it is all to end. Referring to
the existing conditions, one Of the leading
newspapers OF New Jersey very pertinently
says: IF this goes on at its present rate
the time Is not far distant when a great
many of our esteemed CONTEMPORARIES will
have abandoned all the old and legitimate
features and purposes of a newspaper and
the question will not be which of them can
best record current events, but which of
them can offer the most attraction to the
curiosity hunter or the seeker after some
paltry prize. The gift enterprise feature
In journalism is a confession that the
newspaper employing this method to water
its circulation cannot stand on it's own mer-
its. The logic of this is so obvious that the
gift newspaper loses more on it's permanent
standing than 1t gains in temporary circu-
lation by coupon cutting. Advertisers ask
what benefit can accrue to them from cop
les of newspapers purchased in bulk for the
sake of the coupons and then sent to the
junk man. Readers who are saluted every
time they open a paper with announce
ments of votes for the most popular police
man or of alluring gifts of valuable articles
turn from them in WEAKNESS and disgust
and sigh for the time when the fakir and
cheap jack were not the controlling power
in journalism" .. II
Something Must Re Wrong.
In the same line, a prominent New York
cessity for resorting to such means, uses
pertinent language which is worthy of
thoughtful reading. 1t says: 1T is rea-
sonably safe to conclude that there is some
thing wrong with newspaper which can
not be sold upon its merits. 1t Is not nee
essary to offer premiums to people to in
duce them to buy something that they real
ly want and need"
And there is another phase of the matter
which Is tersely treated by a writer who
aims his remarks especially at the news
papers of large circulation which resort
to these Questionable means. THE news
paper of large circulation" he says. wrongs
its public by adoption of the premium offer
to gain subscribers and increase it's circu-
lation. The charges of It's wrong-dong
are direct and plain. 1t adopts premiums
that, in a greater or less degree, misrepre-
sent, and deceive with false promises of
quality and utility, and of inexpenslveness;
every reader being led by it's advertisements
TO invest money Win the Del6t tnat ne Will
receive something better and more than his
money ought reasonably to bring. 1t adopts
premiums that for the past twenty years
have been used regularly. in one form or
another, by the weekly press, and were
run by 1t until the whole country. outside
of the cities and large towns. refused them
because of their deceit 1t adopts premiums
and advertises itself as seller in it's own
columns in competition with sellers Of other
goods whom it invites, and who pay for
its columns. 1t sells books, photographs, |
and music today, but 1t may sell dry goods
and groceries tomorrow. 1t adopts pre-
nliums in dishonest competition with all
journals. whether of large or small circula- |
ton. that seek to build and establish cir |
culation and prosperity on the pure SUI |
of their news and literary enter
prise. The newspaper of large circulation |
is becoming rascally dishonest in this re-
spect."
These are strong words, almost to the |
border of harshness: but there can be |
no doubt that they are spoken from a con- |
scientious and honest motive.
Memory Not Injured.