Little Falls weekly transcript. (Little Falls, Morrison Co., Minn.) 1894-19??, 1896-04-10
FALLS,

DAY night, and when looked through the
! paper Sunday morning saw the announce.
ment that the price would be reduced the
! next day." .&.E,a,
just Little Fun.
Then Mr.. MoCullagh came down town
and wrote an editorial for Mondays paper
accusing The Republic of following the
lead Of The Globe Democrat in reducing
Its price. Ho did not do this for the pur.
pose of deceiving any one, but simply to
| have little fun with the enemy-to see
hin fume and fret and protest. MIR. No
Cullagh is apparently never SO happy as
when he Is provoking and aggravating the
| editor of The Republic. d. Il. ri.
| Mr.. McCullah told me he had figured
| tho cost of the white Paper In the Saturday
! an eight page supplement- and 1t was
greater than the wholesale price of the
newspaper. The paper cost 50 cents for
| 100 copies, and tho Wholesale price of the
Globe Democrat is one-h half cent copy, or
80 cents per hundred. The other week day
Issues are not so large, but the half cent
for which they sell hardly phys the cost Of
| the paper on which they are printed. The
Globe Democrat, Mr.. McCnllagh says, has
increased It's circulation so per cent by
the reduction in price, but the increase
adds to the deficiency instead of lessening
1t. The press work and the postage in
crease with increase in circulation, and
when the price paid for each copy hardly
equals the cost Of the paper it cannot be as
! great as the entire cost of getting out the
journal, including press work, postage,
| telegraph bills, salary list, etc. 1t ia clear
then that only an increase in the amount
of advertising will make The Globe Demo-
| GRAFT whole on its recent venture. And
| Mr.. MoCullagh says there is mistaken
idea commonly accepted about the relation
of advertising to circulation.
"Before came to St. LOUIS" he said to
me- II edited The Republican in Chicago
for time. The Chicago Times was at
that time by far the biggest newspaper in
the west. But 1t used to come out day
after day with a very small amount Of
advertising-muchl less than The Tribune
though it had four times The Tribune's
circulation. Story did not care very much,
because he had other ways Of getting
money. But l was surprised that The
Times had SO small q share of advertising,
and, meeting the advertising manager Of
Field, Letter s. Co. one day, spoke to
him about 1t. He told me his firm adver-
tised in The Tribune simply because The
Tribune reached the people whose custom
they wanted"
Chicago Newspaper.
asked. Mr.. McCullagh If he thought
there was any likelihood that the Chicago
papers would go back to cents or more,
and he said it was possible, but no one
could tell because Mr.. Medill was a very
positive man and very likely to stick to
the course he had marked out.
Mr.. McCullagh expressed great interest
in Mr.. kohlsaat's Chicago venture, but
said he thought The Times-Herald was
shooting little over the heads Of its read
ers on it's editorial page. That GLASS of
literature he thinks may find reading
public in New York, but not in Chicago
or, in fact, in any western city. He COM
mented on the fact that the loss to The
Times Herald and Tribune in Chicago
from the reduction in price must be greater
than that of The Globe Democrat, because
the Chicago journals were printed on paper
of better quality. The Ti1nes-Herald, In
fact, made it's reputation and secured its
circulation originally because of the fine
paper on which 1t was printed. >-.'
81 wonder If the Cincinnati Enquirer
has changed It's price YETI" said Mr.. Nc
Cullagh, wheeling around In his chair and
picking up pile Of newspapers. "No,'
he added as he found the Cincinnati paper,
cit is still cents" II
Then he spoke of the changes In Cincin-
natl journalism and the passing Of Murat
Halstead from that field of labor where his
fame was made. Mr.. McCullagh was In
Mr. Halstead's Office when he was q young
man.
"When knew him flrst," he said, che
would have laughed at any man who sug-
gested that he ought to 60 to public meet.
ings and make speeches. He was content
then to be an editor. But after time he
got an idea that he ought to figure more
conspiouously in public affairs. That was
his greatest mistake, but not the only
one. I once said Of him In The Globe
Democrat that he had spent Is years ex-
planning the errors he had made In the 25
years preceding" -; -, -,
Dwelling on the subject Of the Cinoin-
natl papers, spoke of the vagaries In head
lining Of which they had been guilty Late
". Mr.. McCullagh is foe of the "scare
head, !" and The Globe Democrat goes be-
yond q 'three liner only on extraordinary
occasions. = s.a..';.-s 49, -
;, "It used to be the rule, said Mr.. Nc
CuudBu, W pun q VIZ AOsa~ AANo WV q
.department' whether 1t contained much
or little news. For example, Washington
must have big head. II there was only q
line Of telegraph matter from the capital.
frequently the head line was bigger than
the piece Of news. I went over the paper
one day with a piece Of string. and was
amazed to see how much space was wasted
on head lines."5 Ga.jHar.l 1.;,i';f's', -,
.s A An aeaxa Haada.
That string measurement settled the
sssoare head" In The Globe Democrat, be-
cause the editor Of that paper has hard
time finding room for all the news that
comes into bis Office. The Globe Democrat
has an enormous telegraph service. It has
held for Is years or more the proud distinc-
ton Of paying more money for telegraph
tolls than any other paper In the world.
This does not include cable tolls for,
though Editor McCullagh buys . great
deal Of foreign news from eastern papers,
he does not place high, value on it unless
IL has al, important bearing on local mat