Yorkville enquirer. [volume] (Yorkville, S.C.) 1855-2006, 1908-06-23
THE NEWSPAPER AS IT IS.
Details About Its Needs. Its Resources
and Its WAYS of Making q Living.

Details About Its Needs. Its Resources
and Its Ways of Making a Living.
Newspaper making, like govern
ment, Is first Of all business. States
manship is the ability to make COM
promises; 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 a proper grasp or
newspapers possibilities, as we'll as OF
its limitations, but plain business sa-
gacity, well-directed hard work, and
comprehensive recognition Of the de-
mands of the public make the nations
newspapers what they are, the great
power in the national life, says wri-
ter in Appleton's Magazine.
The American people form the jury
that passes on all newspapers, the jury
that every newspaper maker anu 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 itself behind in the race
Of competition; the people decide what
they wish, and will have it. News
papers simply meet the demand
of the age, in size and quality, as the
shoe manufacturer meets the demand
of the public when he puts out his
leading style of shoes. The people
know what best fits their own feet
The value Of a papers advertising
depends on the character Of its circu-
lation, that is, whether 1t is a home
read paper, or one read only in street
cars and other public places. The
most prosperous papers in the United
States are those that go 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 anything 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 effect Of rails
ing the tone of the papers. The adver-
tising columns Of newspaper are
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-
vertisng pays best, one may consider
who are the largest advertisers in the
great city dailies. They are the great
dry goods merchants. Their advertis-
ing is as timely and fresh as news, and
Is as such legitimate part OF the pa
per. Their returns are commensurate
with their outlay; otherwise they
would not spend as high as $4,000 for
single days advertising, for the mer-
chant Is no philanthropist in his adver-
tising
Having attained his circulation by
conducting a clean and able paper and
having gained sufficient advertising
| business to make the paper pay the
publisher has achieved one Of the most
difficult feats in modern business he
must make his goods, as we'll as sell
them, and upon his manner OF making
them, Of dressing up the raw material
depends his success. First or all ne
must be fair. He must always assume
there are two sides to every story, and
that the under dog may have some
rights He must be careful to print no
piece of news that might injure an In.
nocent person. He must give equal
prominence to the statements OF Dotn
| parties in political contest, ana 10 re-
ports of the meetings Of both sides, and
the utterances of both candidates. The
most successful newspapers In the
United States today are conducted
along those lines. The day Of the par
lty organ has passed.