The Taney County republican. (Forsyth, Mo.) 1895-1992, 1914-02-05
Real Control Of Newspapers.

hVNi OuHNOi W NGWSpupS'S'
In the course Of inspiring address to
the Press Club a local clergyman ex-
pressed the wish that he had the wealth
to experiment with splendidly en-
dowed newspaper on which he would
employ the best writers in the country
and have them present only the cleanest
most wholesome and optimistic news.
Efforts of this kind have been made,
generally without success. One paper
of nationwide circulation has adopted
this policy, vigorously censoring its
news. 1t has thousands OF readers,
but they are generally restricted to the
membership Of an aggressive religious
society whose name II bears in its title.
But, except where they are within a
few hours Of Boston, these readers sub
scribe for other papers also, since in
these modern days everybody wants
his news while ii is news. The chief
junction Of a newspaper is to give the
news and when it fails in that it fails
in everything.
Oversight Of the first principle has
led 10 some queer conceptions OF
newspapers. One these misconcept-
ions is expressed by those who voice
wish for newspaper free from fnan-
cia influences. The idea that the
great newspapers are mere mouth
pieces of financial interests" has
been asserted so persistently that many
people have accepted it as matter Of
course. But little infection would
show how absurd it really is. The only
control exercised over a newspaper
that is permanent success is exerted
by the readers. Circulation is the Lille
Of a newspaper, not that the revenue
from that source is large in these days
Of penny newspapers, but becaue the
circulation is largely responsible for the
amount and rate Of Advertising. DUAL
iiy Of circulation, territory Of circul,
alton conditions under which the paper
is read and similar elements enter into
the general problem. The business
Office policy" to which llippant re
ferences are often made is no more
than this. The business office does
not cater to the whims Of advertisers;
it shows the advertisers a circulation
that they cannot ignore.
How to gain and mold large circul-
alton is the problem Of the newspaper
maker. The history Of the business
shows that the only certain way is to
give all the news all the time while it
is news and to handle it with such
| fidelity as to retain the confidence OF
the readers. As to just what is news
| is often is often matter of judgment
into the forming Of which long ex
perence enters. Every editor has bis
ideals and would be pleased TO carry
them out. But experience has taught
him that there are certain things which
readers want and which he must give
them if he would retain them as read
ers. What would it profit a newspaper
if it were filed with the cleanest, most
wholesome and optimistic matter and
nothing else il il had few readers2 It
is not what one prints that counts, but
what enough people read nth interest.
There are all sorts and conditions Of
readers with a consequent variety OF
news. That abnormalities abound is
because they are interesting. Every
worthy newspaper maker strives to i'm
prove the tone Of his PAPER, but he
must not overlook the fact that folks
are folks and Oh their good will the
success Of his paper depends. 81.
Louis Globe Democrat.