Arizona republican., 1919-03-11
Do all the good you can and make no fuss about it.
 CHARLES DICKENS.
The Newspaper Swimming Hole

 finer We say this by way of announcement to the democratic brethren who have diyested themselves of their clothing and are standing the brink, We orc informed with pledge of s1ooooo- ready to take the plunge but stn hesitatns lest later when they emerge they find their political shirts tied into hard knots. We can not guarantee them against such a contingency. We can only say out of pleasing ex- pcrience that the waters fine.
 We would be dereHct in that duty which always dcvolyes upon pioneers however if should neglect o tell our democratic friends of certain things they may not have observed beneath the waters. if We should fail 10 point out them the best way of secur- ing their clothing against the pranks of mschevious boys or if we should fail to inform them how not to take thc plunge.
 ono hundred thousand dollars sounds like good deal Of money for newspaper venture, but it is not too much and has been shown and then not to be enough. A budding newspaper is snguarly absorb ent beyond the dreams of avarice" Money disap- pears as if by magic. The old shoestrns days gone forever Money and plenty of it. is as essential to the modern newspaper as it is to bank
 This sum. understand, has been pledged by democrats of both factions of all factonal shades For the first time they united, but only Q single thing the need Of democratic newspaper That is a too narrow plank for such a party as the demo- cratic party Of Arizona Co stand long in comfort and harmony. The subscribers to tho fund apt 10 got crowding and trying to determine who shall be pushed of.
 The promoters have evidently foreseen such con- tngency and have proposed to import editor from hc outside so that neither faction shall have ad vantage such would be tho case it any Arizona democrat were selected. Tho paper. understand, is to be middle-of- the road paper. and there middle of the road Arizona democrats.
 uitlander would get the paper started straight, ut whether he could keep in the middle of the road would depend upon the absence the ogglins of his elbows by either faction. His task would be difficult and delicate and to the remuneration he would bc worthy of his hire. We would suggest not less than $500 a week. a guaranty of hospital expenses and funeral benefits
 Every newspaper is started with an expectation that ultimately it will become sef-supportins. if not source of revenue Political organs used to be sus- tained by political patronage. But papers run. such sustenancc is entirely inadequate. If daily paper had all the state patronage every line of advertising and all the county patronage and all of that of the city Of Phoenix it would not have enough to enable t to be a very good paper.
 It's must Come from outside political cir cles-from advertisers. local foreign. Subscribers do not directly contribute the sustenance of newspaper. They only give value to it's advertising space Without them. of the advertiser would not want any space
 The advertising business is not what it once was. when an advertisement was careessy thrown as a sop to hungry printers I is now part of the bust ness Of merchants and manufacturers and those who have things to sell lt is much part of it as rent insurance, clerk hire and the money appropriated for advertising purposes is iudciousy expended as any other appropriation for the conduct of the business
 The merchant may be democrat or a republican. hut either utilization does guide him or incline him in the slightest degree 10 democratic or n re- publican newspaper. To him the newspaper is a business and not political He has no use at an for the latter in his business no more con- cerned in tho politics of newspaper than he is in the politics ot his patrons or his obbers and his importers
 As a democrat or as republican. he may join in subscription fund to give democratic or republi- can newspaper start, just he would subscribe to church fund but as advertiser he will put his money only where he thinks it will do him the most good He win mix his business with either polite, or religion.
 And then there is the reader upon whose apprecia. ton of newspaper. it's value to the advertiser de. bends There a time when peoples fayoritt papers were papers of their political belief That time is past. There may yet be a few such people as there are remains Of other fossils but they arr such small constituency to be negligible Folk now take newspapers because they believe them to b better newspapers. Other things being equal the, would prefer paper of their own political belief Bu if paper of opposite political strain is a whi better that is the paper they will patronizc news papers only claim upon the loyalty of its clientele it's superiority
 good many newspapers have discovered witt sorrow this peculiar attitude of the advertiser and tn people and as the gentlemen who are promoting tn democratic newspaper are believe without prac tical experience. believe 1t our duty to appris them of these facts.
 So if in the plunge they hit upon this hidden rocl they cannot blame us for having failed to war