South Bend news-times. (South Bend, Ind.) 1913-1938, 1916-03-31
ISTO OR s PAP[.n,
SOLD At AUCTION
Marks Passing of "PaII Mall
Gazette" From Hands of
AriStOCraCy.

LONDON. March 31-The prem
ises and plant OF the Pail aIall Ga
Eette the London evening paper
owned by william Waldorf Astor
(now Lord Ast0r) for the past 20
years. has been sold al auction.
The sale marks the definite sever
ance of Lord Aston now that he
has been ennobled. from association
with the newspaper world. Tt also
marks the end OF one OF the most
interesting chapters ia English jour
nalism and incidentally points the
way by which any other American
millionaire. with the desire-and
unlimited dollars al his disposal
may find the entree 90 the British
peeraRe.
When Mr. Astor first came over
here from America and had decided
10 become a naturalizeG British cit
lien. one Of the first steps ne took
was 20 buy the Pail Mall Gazette,
the London evening paper which in
Thackerays words. was written by
gentlemen for gentlemen" To was
not intended as a good financial in
vestment Mr. Astors main idea
was TO work himself into favor with
the Tory party.
Previously. under the editorship Of
such famous men as Frederick
Greenwood. Lord Morley Cthen John
Morley. Lord Miner and w T.
Stead, the paper had followed a
more or less independent policy. but
once under the control OF Mr. As
tor II became the most staunch sup
porter of aristocratic privilege and
the old nobility
Society Delighted.
The west end clubs were delight
cd and with the dinners and re-
ceptlons the new proprietor gave at
mis- palatial house in Carlton House
terrace. ne soon became one Of the
most popular members of the Up
per Ten" For 10 years Mr. AstOr
poured dollars without stint into the
Golfers OF the Pail Mall Gazette. In
the period mentioned it is estimated
that he spent altogether S1,5OO.0OO.
Since the beginning OF the war ne
has gwen $3.50, 600 20 war charities.
Now he has been made a baron,
ne has cut of all unnecessary ex-
penses and is setting others a fine
example in thrift
The Pail Mall Gazette itself was
acquired some little time ago by an
adventurous member of parliament
ct the price OF an old song But
Aston has done with It. He has got
what he wanted and in the middle
OF the great war. when the whole
newspaper world in England is or
the edge OF a crisis. the new Lord
Astor has cried enough"
Lord Astor began his career as
an English newspaper proprietor
with flying colors. His first editor
was Henry John COckayne Gust,
heir 10 the barony Of Brownlow.
Money was spent iaviShly and reCk-
lessiy One day Mr.. Gust had the
happy idea 70 interview the sultan
of Turkey He chartered a special
train across Europe and. arriving in
Constantinople. with the Astor gold,
he managed TO finance his way into
the presence OF Abdul Hamid
How Much "a Word?
Next. this enterprising editor hired
such men as the late Lord Calls
bury. the duke OF Devonshire, Ar
thur Baifour. and Joseph Chamber
lain. 70 write special articles at the
rate OF 81 900 a column. The other
London newspapers gasped with
wonder but the game went ON mer-
rily until the years balance sheet
was made out. Then Astor and Gust
parted com pany.
Sir Douglas straight, a retired In
dian Judge. and one of the most
popular men ia London society. was
the next editor. The paper lapsed
into comparative ObsCurity. notwith-
standing the fact that the expenses
exceeded the income 10y about $500
600 yearly Then came another
effort 10 retrieve the process Of de
cav. F. J. Higginbottom. "a "staid.
sound and solid journalist. was APP
pointed TO the editorial chair, but
Astor's man of business a London
LAWYER was really in command The
expedients tried were novel but in
effective. The drain ON the Aston
Golfers continued.
Then came the most dramatic
period OF all in the history of the
Pail Mall Gazette. J. T.. Carvin re-
garded by many as the most brill
liant journalist in England. came in
With a loud flourish OF trumpets as