Indiana daily times. [volume] (Indianapolis [Ind.]) 1914-1922, 1920-06-07
The Evening Mail
New York City

has increased IN circulation ana advertising 10
such an extent that it is necessary to check the
growth Of both or else face loss in operation
that the National City Bank Of New York. as rich
as it u.s. could not and would not stand indefinitely.
The first step to check growth in circulation
is made today by announcement IN the Mail
by Henry L. Stoddard, editor Of the paper and
president of the company that publishes it, to the
effect that starting tomorrow-Tuesday, June 9th
the price of the paper will be advanced from 2
cents to cents
Mr.. Stoddard who is a practical business man
besides being good editor Gan unusual combina-N $
tion) has written recently several remarkable
articles on the print paper situation, which have
attracted nationwide attention because of their
frankness and the irrefutable arguments ad-
vanced by him.
He has told readers of the Evening Mail the
exact facts, and they believe what he tells them
because he has always conducted his paper on the
principle that readers have the right to know all
about everything connected with it.
Mr. Stoddard thinks that by advancing the price
of his paper from cents to 3 cents he will stop
its growth in circulation but don I believe he will,
because think that than 80 per cent of his
readers will continue to buy the paper, whatever
its price may be-whether cents or cents the
copy.
On Friday, June 4th, Mr. Stoddard signed his
name to an article printed the first page of his
paper which concluded with this statement:
''TALK OF THREE-CENT NEWSPAPERS
FIVE-CENT NEWSPAPERS ARE NOT A YEAR
AWAYP'
In this article Mr. Stoddard says that news
paper publishers themselves are to blame for the
present high cost of print paper.
He states that the Canadian Export Company
adv ~ 9 nts mr. for
print paper-1 cent more beginning July l, making
the price then 512 cents pound; and cent more
beginning October l, making the price then 612
cents pound.
He states also that the International Paper Com
pany announces price of 5a4 cents pound
for print paper for the next three months and asks
the question: "What will the price be thenH"
Then he answers his own question by saying:
Certainly not lower"
quote the following paragraphs from Mr..
Stoddard's article in the Evening Mail of June
4th which shows that he calls a spade spade,
all right, all right:
Since day. 1918. perfect
orgy paper consumption Manufacturers pleaded to
purpose they talked of the increasing peril only be
scored So long publishers lived and published
struotion they creating back IN the woods. and
cared less If there to be day Of reckoning they
would await its dawnand then let the devil take the
hindermost
$50 advertising wac TANNED columns should
be for readers; advertising rates
lacked I'D to cover the Ioss caused by selling papers
less than paper cost-and publishers became de-
ous counting their profits that they did not realize that
they cutting away the very foundations which
than those piled up in 1ss-never did riches
completely blind to the realities and perlls of the
situation.
even when 1890 opened, with the fact of a heavy
paper shortage plainly sight the serenity of the big
fellows only internationally disturbed The small
err publishers in bushes felt the pinch and knew
store for them, but the city publishers
confident that it was manufacturers and
that the socalled of high prices for would not
last long.
Every boost in paper could be made to justify
In advertising rates. the big fellows argued and
they went with the orgy The bulky Sundays lost
Of their bulk until at last the plight of the small
daies and weekles through the country shamed the big
Sundays into a temporary reduction
Gust one publisher Mr.. Hearst (and he alone) had
the vision and the courage to meet the situation by cut
ting his Sunday drasticaly and permanently
the Hearst example four months ago. there would be
surplus OF print in the market today instead OF
serious scarcity than ever before and no price in
would be announced by the mills Nearly every
big publisher has refused 20 seek safety because he
other publishers might continue to prefer
safety! 1t seems absurd, but such is the fact
$50 one Of the greatest industries In the eeunryand
the business ranks high In invested capital
pay ros-today faces proftess future largely be-
Of Its greed for big profits last year and the
every always to
than rivals, what II may No thought of
have entered Into the calculations of pub
shers day Of atonement has been on their Calendar
You will agree that this is sensible, straight-for
ward talk
Mr. Stoddard in an announcement to appear in
all of the New York morning papers, June Sth
says:
Advertising and rates. of could be in
creased to produce greater ravenue but only at the
tnued sacrifice of that should be devoted to
and features OF popular interest