The Detroit times., 1912-08-02
NEWSPAPERS MUST Be
FEARLESS IF THEY ARE
TO Be SUCCESSFUL
When They Cease to Serve Pub
lie They Go Backward,
Says Don o. Seitz
INTERESTING PAPER READ
Tells National Newspaper Con-
ference Subsidized Press
Cannot Live

MADISON, Wis. Aug. THAT
newspapers must be fearless IL they
are TO have the confidence OF the peo-
pie, 10 the declaration OF Don o. Seitz,
OF the New York World, whose views
were presented TO the National News
paper Conference yesterday In an
illuminating manuscript. He says
when the press ceases to serve the
public II ceases 10 be successful and
that q subsidized press cannot live.
Mr.. Seitz's paper follows;
The first question ! am asked Is:
How Is the news service affected by
the constantly increasing cost OF the
newspaper plant. To begin with, this
Is q false premise. The cost OF the
newspaper plant is not constantly in
creasing except as the news value of
publication makes II necessary to
expand
'Three-fifths OF the cost OF operat-
ing modern daily are what might be
called overhead charges. | mean by
that. news service, editorial writer's,
pictures, cablegrams and the various
bureaus. The mechanical side only
represents two-flfths. do not know
a single progressive newspaper that is
not constantly increasing It's news
outlay far faster than II piles up Its
mechanical expenditure. The wise
editor knows that 1t Is the news that
sells the paper and not the press that
prints II.
The second query: How Is the
service affected by the increasing
proportion Of total newspaper revenue
derived from the advertisers? Ii Is
only affected by the extent to which
the various revenues enable II to
spend more money for news and bet
ter editorial service. Only the COM
mon practice OF selling newspapers
for one cent has had the effect OF cut
ting down the proportion OF the rev.
enue.
II should say that In normal,
energetic establishment the advertis-
ing would be about two-thirds Of the
revenue. leaving about one-third to
come from the circulation. The mar
gin Of profit on one-cent newspaper
IL, Of course, very slight over the cost
OF white paper. This does not apply.
however, to the Sunday paper, which
Is an important adjunct OF all the
large dailies, and where the circula-
ton profit remains an extremely I'm
portant factor But the advertising,
II must be remembered, comes only
with the newspapers success as a
newspaper.
"The theory that timber liars IN
the guise Of advertising solicitors and
circulation fakirs go out and impose
upon the business public, and thus
daily, is another delusion.
tial~ u oh 81
kind Of business proposition. The
large department stores spend their
money In exact percentages laid
against the value OF their wares, usu-
ally about three and onehalf per cent
OF their gross business Experience
has taught the good advertiser that
he must create current OF interest,
and he has learned that the only way
to do this is by inteligently present
ing his values and stock to the pub
lie in a convenient way.
There Is no greater convenience
than the daily newspaper which is
widely read and It is relied upon to
furnish those daily bulletins OF bust
ness thereby saving research and
sign-hunting by the busy public
Perhaps the Trainer OF the ques-
ton had in mind the thought that the
increasing advertising in some way
molds the opinions, news service or
editorial energy OF the paper. This
Is another foolish thought. II there
is merit In proportion, and think
there is. the more business a newspa-
per gets the stronger II becomes,
more powerful and more independent.
II IA giving value received TO the ad-