Evening journal., 1914-01-31
NEW NENS OF YESTERDAY
How q Paper Raised It's
Advertising Rates
By Holland.


"One OF the reasons for the great sue
cess of Charles A. Dana as an editor
was his ability instantly to decide upon
a mooted point. had two Illustrations
Of that almost unmatched capacity for
instant decision while / was associated
with Mr. Dana as chief Of stan in the
management Of the New York sun.
"This statement was made to me by
the late John swinton who gr some df-
teen years represented Mr. Dana in the
Office OF the Sun at such times as the
chief was absent, principally at night
For Mr.. Swinton Charles A. Dana
had great liking and appreciation. He
loved TO Chat for half hour with the
brilliant and yet eccentric Scotchman.
Sometimes they disagreed, but il was
usually disagreement that was entire
ly upon the surface. for Mr.. Dana was
fond OF drawing Uncle John AS he al
ways called Mr.. Swinton-out.
~ never knew Mr. Dana to hesitate
when a matter was brought before him
for his decision" said Mr. Swinton. "ilis
answer was always delivered upon the
instant and was the categorical yes or
no.
y remember one occasion when Mr.
Dana asked me to summon one of the
staff who was in New England looking
up a newspaper story which Mr. Dana
had asked him 60 investigate Some
emergency had occurred: think a rcsie-
nation whereby one OF the executives
whose responsibilities in the Sun Office
III.I u 4. ....N. i D.
me 10 Telegraph to the young man in
structiuig him TO return so as to meet
the chief not later than the afternoon
Of the next day.
"'rhe young man came at the appoint
ed hour aud went ia with me 10 Mr..
Daua's office. The chief was at that
moment putting his desk into the per
fect order in which he always left IL
when his day work was done. lie
greeted the young man cordially after
] said to him, This is the reporter you
asked me TO send for
Mr. Dana. did not know the Young
man by sight although he had been "a
great admircr OF his work. lie was brief
saying TO the voung man that he want
ed him to take charge of a certain i'm
portant department of the paper and,
in fact, 10 take charge that very day.
Then he got up and began TO put on his
overcoat. The coat was half on when he
turned to the delighted but cmbarrass-
ed reporter and said: i have only one
instruction to give you. 1t is this;
When you are in doubt always decide
in the negative
"Havng said this. Mr. Dana went
away lie had made no mention OF his
salary. had forgotten TO speak of the
matter OF salary, because | for the first
time realized what Mr.. Dana's innexible
rule was When he was in doubt in any
matter he always decided in the mega
tive My mind went back to many cases
where he had acted upon that policy,
and usually wisely.
II remember one instance Of quick
decision. The managing editor had re-
ceived late in the evening some very
important news. The paper was already
crowded with news and advertisements
There were two columns of advertise
ments which, owing TO pressure had
been carried over to the editorial page.
The rate for advertisements at that
time was twenty cents an agate line.
The managing editor killed 4he adver-
tisements on the editorial page and put
i'm their place the important news. He
appended a paragraph announcing that
the pressure OF the news had made it
necessary to throw out the advertise
ments and the advertisers would have
their money refunded if they called the
next day at the business Office. He add
ed that thereafter the rate for adver-
tising would be forty cents line.
When Mr.. Dana appeared at the Office
on the following morning he sent for
the managing editor. The latter enter
ed the great mans presence with some
perturbance for ne did not know how
his ruling in the matter of the left
over advertisements would be taken.
He was relieved when Mr.. Dana com.
plimented him on his management of
the matter and confirmed his order of
the previous evening
(Copvricht. 1918. bv l.. j. Edwards. All