The times. [volume] (Richmond, Va.) 1890-1903, 1898-07-26
Some Newsnaner Chat.

In the course Of a splendid address nm
the subject of newspapers delivered by
Mr. Joseph BRYAN before the Virginia
Press Association at Old Point on the
18th inst. a most suggestive ana slsm-
fcant comparison Of the relative value 10
advertisers Of newspaper character ana
newspaper circulation was made which
should be studied by publishers and pub
dc alike. Among other things UT Bryan
said;
In is a notable fact that the pecuniary
value of a newspaper. and certainly IT'S
influence. is not 20 be measured by us
circulation. That achotypc of rabid sem
sationali-m the New York Journal. has
to-day circulation which 10 claims 10
be "a million and quarter This IN
cudes. however. AN OF its various odi-
tions morning. noon and niehI. all ~
which are sold in New York 40 one cent
"a copy Yet &c is doubtful if to-day the
journal is paying expenses or ever has
at any time since 30 started. ] remcm-
ber hearing authenticity that at one
time the Journal owed the concern of j..
Hoe a. Co.. about 10000 Tor presses
alone on the other hand the New York
Evening Post. which has "a circulation
of only about 5000 IS regarded as one
Of the most valuable pieces of newspaper
property in New York and has MAIN
tanned without abatement its price at
three cents per copy THE London Times
too which. without doubt. is the most
valuable piece Of property In the world,
not even excepting the New York Herald.
has "a circulation to-day ~ only about
50XNO and has stcadfast.y maintained
fits price at three pence or six cents
copy. The London papers have adopted
the American style Of striking headlines
and have raised their circulation 90 cnor-
nous figures. and have realized great
sums for tN->p cnterpr.s.ng promoters
who follow the lead Of American journal
ism. These bold invaders upon English
conservatism nut down their price as
they Increased the size of headlines The
Daily Mail ran up its circulation TO
about 10000 while the Daily Telegraph
reached 510O0. 10 has been well said,
however. that with a circulation Of only
"a little over % 600 the London Times re-
mains al the head Of the lst
The comparison Of the advertising
columns OF the cheap and nasty yellow
Journals Of New York with those Of re-
putable papers Ike the New York sun
and Herald whose character and stand
ing are guarantees Of their access 10 tho
homes of intelligent and desirable Gus
toners will fully sustain Mr. Bryan
contention. Circulation is not % be dis
paraccd Of course and when Size and
quality conioin should command high
advertising rates. But the iudicious ad-
vertiser will always consider character
as an important factor in his contracts
We have never believed that penny
paper could be made Profitable IN this
high pressure age Of expensive plants
and enormous cost OF newsgathering
together with increased expenses in ev-
cry department Of publication. There
are conditions which make the Richmond
Leader possible exception. but We have
the authority Of the New York Telegram
the Heralds evening edition. that a
penny paper-implying Of course. such
papers as take news by telegraph-can-
not be made profitable in New York city
our own opinion is that the public de-
mand IS not so much for cheaper pap
ers as for better papers. and that the
public will readily pay three cents and
five cents FOR papers that have the news
rather than one cent for papers that
have II not This fact is demonstrated
every day in the ready sale by carriers
Of one cent papers and two cent papers
for five cents. despite the fact the price
Is conspicuously printed on the front
page.-Petersburg Index appeal