The Richmond Virginian. (Richmond, Va.) 1910-1920, 1916-03-28
PAIL MALL GAZETTE
GOES UNDER HAMMER
Lori Aston 20 Dispose OF White Eie
phant After Sinking Many
Millions.
OLD LONDON JOURNAL.
Famous In Hands OF Noted Journal
lists for Many Years. Sow Goes TO
Junk pic.
(By International News Service Cor
respondent)

tgy International News Service Cor
respondentl
London, March 27.--The premises
and plant of the Pail Mall Gazette,
the London evening paper owned by
William Waldorf Aston tnow Loru
Astor) for the past twenty years. Will
he sold at auction tomorrow.
The sale marks the definite sever
Ance OF Lord Aston, now that he has
been ennobled, from association with
The newspaper world. 1t also marks
the end of one of the most interesting
chapters In English journalism anu,
incidentally, points the way by ~hleh
any other American millionaire, Win
the desireand unlimited dollars AZ
his disposal--rnay find the entree 10
Inc British peerage.
When Mr.. Astor FIRST came over
here from America and had decided to
Become a naturalzed British citizen
one of the first steps he took was 10
buy the "Pali Mall Gazette" the Lon
don evening paper. which in Thaek'
eray'e words. WAS written by gentle
rnen for gentlemen" II was not IN
tended as a good financial investment
ar. Astor's main Idea was 10 WORK
himself into favor with the Tory
party.
Previously. under the editorahip OF
such famous men as Frederick Green
wood, Lord Morley then John MOT
Iey), Lord Miner aud w. I. stead
the pa per had followed more or less
independent policy but once under
the control OF Mr.. Aston, Ii became the
most staunch supported of aristocratic
privilege aud the old nobility
The West End Clubs we're delight
ed, and with the dinners and recep-
lions the new proprietor gave at ms
paIatial house in Carlton House Ter
race he soon became one of the most
popular members of the Upper Ten.
For fifteen years Mr.. Aston poured
dollars without stint into the Golfers
Of the "Pall Mall Gazette" In the
period mentioned Il Is estimated thRt
hH Epent altogether ~ 100000. since
the beginning OF the war he has given
$3.50. GEO 10 war charities, Now he
has been made a baron, he has cut
or all unnecessary expenses and rs
setting others a fine example in THRIFT
Early sale Cheap.
The "Pall Mall Gazette" Itself was
acquired some little time ago ny an
adventurous member Of Parliament. Al
the price Of AN old Gong. But Astor
hes done with 1t. He has got what
he wanted and in the middle OF the
great war. when the whole newspaper
world In England Is on the edge OF
enough"
Lord Amor began his career as an
English newspaper proprietor wi'h
fyins coiors His first editor was
Henry John Cocksyne Gust, heir TO
the Barouv Of Brownlow. Money was
spen, lsvishly and recklessly one
eiay MIR Cusr had the happy idea to
interview the Sultan 81 Turkey He
chartered special train across
Europe ana. arriving in Constan-
tincple eith the Astor gold, he rnan-
aged 10 finance his way into the pres
encc Of Abdul Hanid
Nert. this enterprisjng editor hired
&fch men as The late Lord Caiisoury,
the Duke OF Deronshtre. Arthur Bal
four and Joseph Cha meerlain TO write
special articles at the rate or s1,tUu
a column. The other London news
rapers gaped with wonder, but the
gam went on merrily until the year 8
balance sheet was made out Then
Astor ana CNst parted company
Sir Douglas straight. retired
Indian jndge@ and nue Of ts~ f2tst
nopular men in London society was
the next editor The paper lapsed
into con1pa rative ohscur,tr. notwsth-
standing the fact that the expenses ex-
tsesdea the income by about $500. 00O
yrsrfx Then came another effort
Hirr4nbottona "A "staid. sound and
, snitd' Journalist. was appointed 20 the
editorial chair but Astors man OF
business. London lawyer vas really
in command The expedients tired
were novel. but ineffective. Tho
drain on the Astor Golfers continued
Dramatic Period of Paper
Then came the most dramatic period
of nj in the history Of the Pail Mall
Gazette ]. T.. Carvin regarded by
many as the most brilliant Journalist
in England came lin with loud
flourish Of trumrets as the successor
OF Greenwood and Morley. He be-
gan hy gathering around him SOME OF
the best known journalists in London.
The circulation OF the paper rose. but
the advertisements did not come pro-
y~ortfopateiy Al the end OF the year
The balance against Astor was sun
heavily on the wrong side.
II should be explained that Mr.. Gar
YIN. before undertaking TO run the
"Paf Mali Gazette had brought out
~ ths ditch THE Observer, the old
est sunday paper in London. When
h~ became editor of this weekly
journal. Lord Northelife was the
s,rcurietor Mr.. Garsin raised the cir
citation from 10000 to 10000 IN a
., comparatively short time. Then, re-
!. 4ort says, Lord Northcliffe and his
y ditor differed over the question or
~, sriff reform. with the result that LORD
a. orthcllfe gave Garvin the chance
- Z f,uding a new proprietor The lat
i, II, a stanch party man, went TO the
N, ZEN Prime Minister. Arthur Balrour.
ii tr. Balfour approached Astor ana
stor bought the Observes" Tor
10000. =,
Re The prosperity OF the observer
ane ntinued. hut. even under Mr.. Gar
ne n. the Pail Mall Gazette" never
ne ,oked IKE becoming permanent
e recess. The truth is the day of the
viii Emmy 1.-TWO cent? evening newspaper
ir London is over. So, after a valiant
import, Mr. Garvin resigned from the
nds all Mali, and IL devoting his whole
DR. .errjes to the observer" About the