The watchman and southron. [volume] (Sumter, S.C.) 1881-1930, 1908-07-08
TIE NEWSPAPER.
!" is Great Business and One That
VIII Be Developed Even Further
The Business End OF 1t.


VIII Be Developed Even Further
The Business End OF 1t.
newspaper making. like government
Is nrst of all business. Statesman.
snip Is the ability to make compro-
misses; government Is regulated by
the necessities even more than BY the
Ideals Of the people. Newspaper max.
Ing is no better and no worse. Ideals
are essential to proper grasp of
newspapers possibilities, as we'll as
OF its limitations. but plain business
sagacity. well-directed hard work, and
comprehensive recognition of the
demands Of the public make the
nations newspapers what they are.
the great power in the national life.
says writer in Appleton's Magazine.
The American people form the
jury that passes on all newspapers.
the Jury that every newspaper maker
and every business man has. to meet,
sooner or later. It may be said that
newspapers print much matter that
may be useless and worthless. Any
newspaper doing this soon finds It.
self behind In the race Of competition: :
the p4cple decide what they wish.
and will have it. Newspapers simply
meet the demand Of the age, in size
and quality. a. the shoe manufacturer
meets the demand Of the public when
he puts out his leading style of shoes.
The people know what best ATS their
own feet.
The value Of q papers advertising
depends upon the character Of its cir
culation. that IL. whether it is a home
read paper, or one read only In street
cars and other public places. The
most prosperous papers in the Uni
ted States are those that 60 into the
home. The women Of the household
are the buyers Of the family supplies.
II not actually their ideas prevail.
To reach them is the aim of every
newspaper advertiser who has any.
thing to sell which can be used in the
home.
This reaching for home circulation
On the part Of publishers and adver-
tisers has the important effects of
raising the tone Of the papers. The
advertising columns Of a newspaper
are a public place. which a man
may enter by paying a fee. 1t is
the aim OF the average editor to keep
Objectionable advertising out of
his paper; and the public would
scarcely believe how large a quantity
Is excluded.
As evidence that the cleanest ad-
vertising pays best. one may consider
who are the largest advertisers in the
great CITY dailies. They are the great
dry goods merchants. Their adver-
tising II as timely and fresh az news,
and Is al much legitimate part OF
the paper. Their returns are COM
mensurate with their outlay: other.
wise they would not spend as high az
f3,o6o for . days advertising. tor the
merchant 10 no philanthropist in hts
advertising.
Having attained his circulation by
conducting clean ana able paper
and having gained sufficient advertis.
Ing business to make the paper pay
the. publisher has achieved one Of the
most difficult feats in modern bust.
ness. He must make his goods a
we'll a. sell them, and upon his man.
ner OF making them. or dressing W
the raw material depends his success
First Of all he must be fair. He must
always assume there are two sides tc
| every story. and that the under dos
may have some rights. He must bt
careful to print no piece Of news thai
might injure an innocent person. HI
must give equal prominence to tht
statements Of both parties in q po'
litical contest. and to reports Of
the meetings Of both sides, and tn,
utterance of both candidates. Th,
most successful newspapers In tn.
country are along those lines. Th,
day Of the party organ has passed.
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