The New York herald. [volume] (New York, N.Y.) 1920-1924, 1920-10-01
The New York Herald.

have sentiment enough, sense OF
fitness enough, to rejoice this morning
at the sight of THE New YORK HER
AID as the sole title Of big, strong,
virile New York newspaper, though
1t has come about from my own plan
ming and execution.
In all the history of American jour
nalism THE NEW York HERALD stands
out sharply as the biggest timbered
newspaper in the world, save one, and
that the London Times. In the big
ness of their vision, the bigness of
their undertakings, in the way of
news gathering the world over, these
two newspapers had no rivals any
where.
THE New York HERALD strove for
the mastery as a great nelcs news
paper, while its neighbors in this field
bid for fame and power through their
editorial columns. The wisdom of
the elder BENNETT in building as he
built was amply demonstrated by the
preeminent position THE HERALD
came to hold in this community and
the country over as newspaper of
matchless enterprise, making it the
one great emporium Of news, and the
one great emporium of commercial
announcements and general advertis-
ing. Through this enormous adver-
Using patronage-both display adver-
tisements and classified-its revenue
came to surpass all bounds of the i'm
nglnation for newspaper incomes.
Impregnable In its strength, as 1t
seemed 10 the younger BENNETT-now
the late Commodore BENNETT-this
very strength became It's weakness
through the stand taken by its owner,
which was in effect that no competl-
ton, differential in selling price or
anything else, could ever dislodge
THE New York HERALD from lis
stronghold. This was Mr.. BENEFITS
attitude when JOSEPH PULITZER cut
the selling price of the World to two
cents, while THE HERALD remained at
three, and 1t was still Mr.. BENEFITS
attitude when later the World, the
American, the Times, the Tribune and
THE sun came down to one cent.
1t was This dfferential in selling
price that brought THE HERALD down
from its proud place of undisputed
preeminent power There isn't a
newspaper In the world that could
withstand competition of this kind
from competitors as able as some OF
the other newspapers had now become,
and yet Mr.. BENNETT stubbornly held
to his three cent price until several
of these competitors had outstripped
THE HERALD in both circulation and
volume of advertising. 1t was not
\untll then that Mr. BENNETT yielded
a\pd brought the price Of his newspa-
pier down TO one cent.
That was only about four years ago.
/ believe / am safe in saying that, IL
Mr.. BENNETT had met competition OH
even terms. an equal selling price.
mean, few II any competitors OF THE
HERALD would ever have attained a
strong position against It, or perhaps
ever have reached n self-sustaining
basis. However this may be, IL is
certain that THE NEW York HERALD
would have held its lead over all other
newspapers and would have been at
Mr.. BENEFITS death the Gibraltar
of Amerlcar journalism.
The amazing thing In connection
with THE HERALD was it's wonderful
vitality, It's wonderful hold on it's
readers in spite of price differential
and It's wonderful hold on the mer-
chants and other advertisers Of New
York and the country over. II was
only few years ago that CHARLES
FRoHMAN said to me on board a
steamer crossing over to England that
Ger his theatrical business THE New
YoRK Herald was worth more to him
as q medium through which 60 reach
his public by means Of advertising
announcements than all the other
newspapers of New York combined.
All this is Of Mr.. BENEFITS owner
sbip Of THE HERALD. Now Of my sws-