Indiana daily times. [volume] (Indianapolis [Ind.]) 1914-1922, 1920-06-08
The
Evening
Mail
New York City

To-Day, Will not prevent Inc
families in New York City, &C
customed to reading the paper
for many years, from continu-
ing to buy it.
The Mall has never been a
mass paper; it has never
sought volume of circulation.
This is not because OF lack
of sympathy for or apprecia-
ton of the masses, but New
York City has several publish
ers with millions at their com
mand to reach out and get mil
lions of readers.
The Mail, edited by Henry
L. Stoddard, who was born in
Greenwich Village, New York
City, never had millions with
which to build up a big circu-
lation
He had to move cautiously
and conservatively in money
matters.
He knows New York neo-
pie, however, He has lived
among them all his life.
He has conducted the Man
on the idea that he could
make paper that at least
100000 New York families
would take INTO their homes
and like and respect it.
1t took several years to get
100000 families to appreciate
the Mail, but the day came
when Mr.. stoddard could
proudly announce 100000 net
paid circulation.
That was ten years ago. I
remember the occasion dis
tinctly, because at that time
l was one Of the staff and
participated in the big cele-
bration that marked this big
event in the life Of the paper.
Afterwards, the circulation
grew nearly 10000 yearly, I'M
til il finally reached a sure. de-
pendable average net paid cir
culation of 10000.
During the past year a re-
markable thing has happened
to the Mail.
The old readers have never
been weaned from it and
never will. They will stick
until they die. Their places
will be taken by their. de-
scendants, for the Mail is
strongly intrenched in the
family circle.
During the past few months
the masses have shown a de-
sire to read the Mail.
No effort has been made 20
secure a large volume of cir
culation.
The Mail has not changed.
in any respect, its quality or
its character.
1t travels along steadily,
day by day, printing a good,
reliable, thorough enterpris-
ing newspaper.
There has been wonderful
growth in circulation during
the past few months. so much
so that up to the time I left
New York last Saturday to
come to the conJ ention of the
Associated Advertising Clubs
of the World it had passed the
100000 mark.
This volume Sf circulation
at the .2-cent price would, il
maintained for a year, entail
a net loss of over $3.50, 1000, rep
resenting the difference be-
tween the cost of print paper
and the money received from
news dealers.
Mr.. Stoddard frankly says
he can not afford to face this
loss, and he will not unfairly
advance advertising rates in
order to put the whole burden
on advertisers.
He thinks readers will keep
on buying the Mail. His ex-
perience justifies this belief.
At any rate, he does not In
tend to manufacture a product
and sell it at a loss.
He is right. 1t is not good
business to do so. Neither Is
it sensible.
People should buy and read
a newspaper. based on It's
merits and it's usefulness to
the community in which it Is
printed.
If they buy it on any other
basis, they do not respect it
or regard it as, a good news
paper.
Mr.. Stoddard proposes to
direct his newspaper on sound
business principles
He believes and so do I, that
both readers and advertisers
will stand by him in his efforts.
l will have more to say on
this subject tomorrow.
Sincerely yours.