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


1915 and the end of January of this
year, when / combined IL and THE
New YORK HERALD, had put into 1t
over two millions of dollars and added
over one hundred thousand to It's cir
culation. This two millions of dollars
was quite apart from and beyond
the purchase price. 1t was money
spent in the papers betterment and
upbuilding.
Though this upbuilding had raised
its circulation to just about 10000 in
excess of it's peak circulation in the
old days nevertheless it was not
| financially prosperous when the ANAL
gamation between it and THE HERALD
came off and, frankly, / do not know
that it ever would have been, even if
it had attained TO a circulation of
100000.
The reason Is this: THE Sun under
Mr.. DANA was not developed on COM
mercial lines. 1t was a little four
page newspaper, which costing little
to make made its profit on the salerof
the paper itself. 1t did not lay the
foundation as an advertising medium
such as THE HERALD was, such as
the World was, such as the Times
has become and such as all news
papers must become, in these days of
enormous costs, to operate at a profit.
Here is the strange thing abou,
it: A newspaper that has never
I'D an advertising following and that
has gone on for years with little gen
eral advertising in an overcrowded
newspaper field such as New York
has been and still Is, cannot at once
command an advertising following no
matter what the circulation, with
other well established newspapers
tightly gripping the business. Indeed,
I know of nothing moe difficult in
all the realm of business than to bring
this about; and without advertising,
big volumes of advertising, no first
class metropolitan newspaper can be
operated profitably.
With the amalgamated Sun and
HERALD advertising flowed in
freely and gratifyingly THE HERALD
brought large amount with it, to
which we have added handsomely.
The reason for all this is that THE
HERALD is and always has been rec
ognized as a great advertising medium
by advertisers and by the public
generally.
In combination these two news
papers, THE Sun and THE HERALD,
have made very splendid record,
In the amount of advertising carried
in circulation and in standing with
the people at home and throughout
the nation.
am making a very frank state
ment concerning THE Sun and its
history for the distinctively Sun
readers who, not haviny been on tn,
inside of this situation as / have,
may feel hurt at my decision TO re-
tain THE NEW YORK HERALD as the
title of my morning paper rather than
call it THE SUN. With the foregoing
explanation the reason should be clear
to all why / have done as l have.
But in these tltular changes have
taken good care not to let THE Sun
perish. 1t has been matter of both
sentiment and business with me to
preserve it's name In the way | am
preserving 1t. And so too it has Deen
a matter of both sentiment and bust
ness with me to preserve the name
of THE NEW YORK HERALD as l am
preserving 1t.
Both these newspapers were dan
gerously near perishing before 1 pur-
chased them. I think they are safe
now for long run, long span of
usefulness in this community and In
the nation.
THE EVENING Sun, as 1t has been
called until to-day, when it becomes
THE Sun, is one Of Tie very best and
most profitable newspaper properties
in America. 1t has very big place
Ia this town. and with the added dig
nifty of its new title and with the
freedom of speech that comes with II
and with the inspiration to strive for
preater heights that comes with this