The Ogden standard. [volume] (Ogden City, Utah) 1902-1910, 1909-07-27
AN HONEST POLICY
FOR NEWSPAPERS.
(Alorning EXamineT)

The question often arises In every
section Of the country as TO what the
true status OF a newspaper is regard
Ing its policy. Advertisers in many
instances contend that they contribute
most TO the support of the paper and
that they should have something to
do with the dictation of the papers
policy. On the other hand, the sub
soriberS lay claim 10 the greatest
patronage TO the paper and say that
were 1t not for the subscription list
there would be no advertisers, hence
they should dictate the policy,
Our humble judgment Is that no one
but the managers of the paper should
dictate It's policy and that the man
agement must reap the results as they
come. whether good or bad If the head
work OF the paper is faulty and the
policy falls to please a majority of
the patrons-whether advertisers or
subscrlbers-then the enterprise must
be marked as a failure, while on the
other hand if the policy meets the ap-
proval of the reading and advertising
public. then success crowns the en-
terpriSe.
1t Is recorded that within the last
few months the New York Herald has
sacrificed in advertising from the firm
of R II Macy e Co. of New York
something like $4,000 because It
claimed the right TO dictate its own
policy. The Herald refused TO permit
the big firm referred TO TO direct IN
any way. shape or form the policy
Of the paper, and the attitude of the
Herald has I'm most every instance
been upheld and acquiesced In by pretty
nearly all the large advertising con-
Germs of the country.
Melville E Stone, head of the Asso-
ciated Press, the greatest news gath
ering association OF the world, Is
quoted as unalterably supporting the
Herald, which means his support to
every other paper of like stamina, in
the following language;
Il heartily agree with the attitude
of the Herald in maintaining the in
dependence of its editorial and news
columns free from dictation by adver-
tiSers. The first duty of a daily news
paper is TO its readers, and it can be
successful in the long run only If it
is loyal TO those readers. If its news
and editorial columns are 10 be gov
erned by the wishes or whims OF its
advertisers such loyalty is obviously
impossible
But ii does not stop there. II Is
equally In the interest of every legit-
innate advertiser that such an indie
pendence should be maintained A
newspaper which departs from the eX-
preston Of its honest conviction in It's
editorial columns, or which departs
OF In
umns. ceases to be an influence pre-
ciSely In the measure OF It's departure.
And when a newspaper ceases To
be influential its advertising Is also
seriously injured No selfreSpecting
advertiser having knowledge of the
business can doubt that the best ad-
yertisement is In that newspaper
which has the confidence OF its read
ers. No newspaper can maintain the
confidence of its readers unless it
treats them squarely, And the integ-
rity OF its news and editorial col.
umns Is essential to such square deal
ing.
In the conduct oG a newspaper ey-
cry advertisement should be printed
as such. so that every reader may
know that he is reading an advertise
mcnt or reading the news or reading
an editorial, and should never be con-
fused in respect of it This is the
only safe course and the only line of
conduct which will command public
respect
The temptation TO a newspaper to
debauch its columns for money is very
great, and the New York Herald is TO
be commended for having set It's face
against all such prcatices, Its eX-
ample will be helpful to every news
paper and legitimate advertiser in the
country"