Arizona republican., 1916-02-01
The influence of Newspaper


 The Christian Science Monitor lately printed article relane, the great eftr" of the Londo1 TrIes wurin whose reign. from lS4l to 1872, the Times a the height of it's infuence, not only in England but throughout the world. Delane wltn.n that time became the most powerful figure in Fdrope. He made statesmen ani could unmaAe ther1 ard could turn the course political events. The Tlnes was then well named "Ihe Thunderer.' Many rnsl.shmen did not form at any rate, they did not express an opinirr until they learned what Tnn, had to say.
 We cannot reproduce the whole of the Monitors interesting article but the following will be instruct newspaper of today well those who read patronze the newspapers: For thirty years, until lS77 he the Autocrat of Printing House Square and during period he showed many things to be possible which gentlemen of the press still seem to regard impossible. He showed that advertising is not necessarily dependent the quan- tity of circulation but it's quality. He showed the influence of a paper is in proportion the number, but the intelligence of it's readers. And finally that though news should be procured as rapidly possible, quickness is poor substitute for accuracy. Of him, surely, editor, Hamlets famous saying about his father is small degree true"
 The Times surpassed in circulation by other London newspapers for reasons. It high priced paper Frequently compara- tively welto-do families subscribed for the same copy of the Times whereas a family in similar cir cumstances could pay for cheaper paper. Other papers, sensational appealed another class of readers whose opinions were of no value and whose patronage of the advertisers in the Times would have been of little value in comparison with that of the solid and influential clientele of the Times We should hesitate to though, that the Times in the time Of Delane took deal of thought of such thing the value of it's advertising space It desired mainly that the paper should be influential with a certain class of readers, the best class, if it retain it's great power and increase it.
 We live in more sordid times The chief aim of almost every newspaper make it's advertising space of the greatest value. Newspapers understand and those who make a scientific study of advertising understand that circulation does not give great value advertising space. There are two great fac tors that contribute the value One is the high character subscribers and the reason why they subscribers. Whether they have been dragooned more less unwillngly into the circulation list or whether they have become subscribers because they earnestly be and have confidence in the paper is of the greatest That confidence good feeling is the other factor of value There least three great newspapers in New York whose circulation is small in comparison with the circua- tions of three other newspapers in that city Yet advertisers regard the space of the first three the more valuable.
 The Republican has always been proud of the character of it's circulation. It enjoys certain de- gree of pride also in the fact that it has larger cir culation than any other paper in the state But it would far rather maintain the confidence and the close and confidential relation with it's subscribers which it now enjoys, than to retain the lead it ho.ds in the number of subscribers