Watertown republican. [volume] (Watertown, Wis.) 1860-1906, 1899-07-11


THE LATE ROBERT BONNER.
March he told his remaining children
that his own time had come He had
been confined to his bed only eight days,
and week ago Tuesday he was out
driving.
The end came peacefully and painless
ly. Mr.. Bonner lost consciousness early
yesterday morning and did not again
rally. His three surviving children were
about his bedside when his eyes closed
for the last time. They are Robert Ed
win Bonner, Frederick Bonner and Mrs.
Francis Forbes, all of whom are resi-
dents of this city and who have all been
IN almost constant attendance on their
father since it was seen that the end
was but matter of a few days.
Native of North Ireland.
Mr.. Bonner, born in the north of Ire
land on April Is, 1924, has been de-
scrlbed as simply a Scotchman born in
Ireland" Trained under the influence of
the shorter catechism. he never departed
from the faith of his fathers Noted in
ms boyhood for great manlineSS of char
acter and for frank and generous inn
pulses, those characteristics became
more and more conspicuous in later years
when he applied himself to the large af-
fairs of life. He was conscientious in
business. His industry was tireless and
he possessed a fertility Of genius that
many regarded as unmatched.
MIR. Bonner spent his early youth in
Connecticut, obtaining there a common
school education. He entered the com
posing room of the Hartford Courant
while still lad. The American Repub-
Hcan engaged his services in 1914. in
which year Mr. Bonner became New
orker. He soon afterward became in
terested in a small mercantile paper
known as the Merchants Ledger, which
mad limited circulation, and was de-
voted mainly to commercial affairs. He
had an idea that a literary paper could
be made to succeed in the metropolis.
contrary impression existed, as Boston
and Philadelphia then produced the best
known literary weeklies and family
newspapers. Mr.. Bonner thought that
literary paper SO directed as to apDeal
to all parts OF the country could be sue
cesSfully conducted
Saw His Opportunity.
Upon the Merchants Ledger he thought
he saw an opportunity TO build He soon
bought the paper, assumed the editorial
chair, and gradually changed the charac-
ter of the paper from a commercial to
literary publication. Fanny Fern at that
time was literary sensation. Her novel
Ruth HalP' had just appeared, and both
the work and its author were being crit
izing his opportunity, Mr.. Bonner sent
note to Fanny Fern offering her $50
column to write a story for the Ledger
When she declined, he sent another offer,
this time suggesting $50 column for the
story. She again declined and he in
creased the offer to $75 column.
She gave as a reason for declining this
last offer that she did not intend to write
for newspapers any more. Mr.. Bonner
learned later that if he would allow her
to write story Of not less than nine col
umns she would undertake it. The CON
tract was closed Immediately. He re-
ceived the manuscript, read half dozen
lines, sent her q check for $1,000, and
resolved with this story to introduce
new era in the Ledger.
Mr.. Bonner advertised this story as
nothing ever had been advertised before.
He spent fabulous sums and in the mag
nitude Of this advertising displayed the
remarkable business skill for which he
thereafter was famous. He believed in
the New York Herald, and once startled
the public by inserting an eight-page ad-
vertisement in single issue. He ire
for advertising special features of the
Ledger. Fanny Fern writes only for
the Ledger" is a sample of the style he
followed in this advertising.
What is the use Of your taking the
whole side of the Herald and repeating
IndC statement thousand tunes q
friend asked Mr.. Bonner.
Would you have asked me that ques-
ton" he replied, ''if l had inserted it but
once? | put it in to attract your atten-
ton and make you ask that question:
Attained Phenomenal Success.
From the appearance of this $1,000
story from Fanny Fern the success Of
the Ledger was assured. 1t soon attained
phenomenal success, and Mr.. Bonner
commanded the writings Of the leading
literary, professional and political person
ages He paid Henry Ward Beecher
$4,000 for his novel, NORWOOD" he
paid Lord Tennyson $4,000 for a poem
and Charles Dickens like amount for
a story, the only story he ever wrote
for an American publication. These are
but samples. though the most notable
ones. of the vast sums he was always
willing to pay for the works of well
known writer's.
Mr.. Bonner retired from the publica-
ton of the Ledger in 1887, just forty
eight years after he entered the Hart
ford Courant office as a printers appren-
tice. He transferred the business to his
| three sons and devoted himself to his
| horses. Mr.. Bonner. when asked at that
| time to what plan or system he attrib-
uted the success of the Ledger as a
| family paper, said:
"Judicious advertising, that is the main
secret. | was the first TO fill two, four
| or eight pages of a great newspaper with
my advertisement. 1t pays. If it did
not. | would not be able to retire today
with the competency l have. Get the