Coeur d'Alene evening press. (Coeur d'Alene, Idaho) 1907-1929, 1908-11-11

| esst schemes OF the age. Experts SAP
that II viii probably solve the problem
which has peFplexed Newspaper pub
fishers for generations. That problem
has been the relation Of the paper sup
ply 70 the cash In the newspaper cash
box
Lord NorthciiRe has solved the prob
lem IN q way characteristic Of his own
hustiing self He IL going 20 make his
own paper. To that end be has scoop
"a out 9 large tract, amounting to
1,400y000 acres, 10 Nova Scotia, Of VIVID,
unsettled land where they grow spruce
trees, and here he Is going 20 make
tis own product. The timber land win
be used to the limit, and the output
ct lFst win be not less than 1000 tons
q week.
During q visit to the United States
and Canada in 1894 Lord NorthcIifEe,
70 whom the paper problem had long
been a matter Of importance, began to
hear Of the immense dcpletions Of
American forests, which were then
leading topic In the press. On his re-
turn to Europe he made Investigations
and found that the Swedish and Nor.
wegian forests, which formed the chief
European supply. were also being rap
idly reduced This supplied him with
an idea. He sent out a large stan Of
experts, who were 10 travel ali over
the world and ascertain where the
best location would be for a newspa-
per plant that would produce its own
paper supply. The verdict was for
Newfoundland. There the new Harms
worth plant is being erected. and from
there It VIII supply the forty Ave pub
lications which now represent Lord
Northcllfe's activity in the newspaper
and periodical business.
Lord Northcliffe's career has covered
q period Of about twenty-five years.
He 10 foFty.three years old now and
does not look II. His father a bar
Fister, destined him for the law, but
he did not like the prospect and ran
away from home to become a newspa-
per man, or Journalist, as they call 1t
abroad. When only a boy he was a
writer on a weekly paper in London,
which he left to join the editorial stan
Of the Illustrated London News, which
was under the same ownership At
twenty-five years Of age be had got
far enough along to get married. and
II was in the same year that he CON
ceived the idea Of Answers, his first
periodical. which he first entitled An
swers to Correspondents. 1t under
took to give information not only gen.
ferai, but specific, and for that purpose
experts In various lines were engaged
to answer any question that might be
asked. This paper was the foundation
OF his fortune. He started here the
idea Of competitions for prizes and the
various other novel schemes which
have since been a prominent charac-
teFistic Of his publications.
The first entry was a competition for
a pound a week for life to any one
who should guess the nearest to the
amount Of money in the Bank Of Eng
land at q certain time. A soldier in
the British army won the prize.
This competition brought the circu-
lation Of Answers up to 205.OO0 a week.
Il was the mother Of the Harmsworth
publications. The list now includes re-
llgious papers, women's papers, boys
papers, comic papers. an art collectors
magazine, an atlas and gazetteer, etc.
The London Man has a daily eircula-
ton Of $50 900. rising at times to 1,5OO,-
900. The advertising rate for a page
is 81 800 for a single issue.
His novel methods are still eontin-
ued. Answers. for instance, carries
$1,000 insurance, covering a week, for
any one who has copy in his pocket
Il has offered $500 and three years
rent OF q shop to any news agent, to-
gether with extra prizes amounting to
$1,000 for the assistants in the shop
and their wives and daughters, who
set the greatest increase In sales Of
Answers for twelve weeks.
The foundation Of the scheme was
mutual and free advertising. he saw
the possibilities Of owning large
number OF periodicals, each Of which
could advertise In the others without
cost. and has perfected 1t so far that
today, If he should start a new period |
zeal. he would have forty-five newspa-
pers and magazines to advertise In |
without Its costing him a farthlng.
About seven years ago. while In the |
United States. he suggested to Joseph |
PulltHer his plan for tabloid" news,
paper, and Pulitzer offered him his |
paper to experiment with. Harms
worth had only twenty-four hours
notice. but accepted the proposition
and turned out a paper which created |
q lot OF talk. but did not satisfy the
ambitious Briton himself He went /
back 10 England and started ''tab-
loids newspaper Of his own, the Lon
don Daily Mirror. which Is OF almost
pocket size and abundantly carries
out his ideas. Though it has been es-
tablished only a few years. It has cir
eulatacn that makes most newspaper
mems mouths water.
Ao@ Aarvlsan Registered.
Vfhars q man nth rsaAlV. ah.aHv. "a Il