Milford chronicle., 1921-12-23
CIRCULATION BASIS OF
NEWSPAPERS USEFULNESS
H. U. Bailey Talks to Press Con-
gress of the World on Secur-
ing Wide Reading.

Circulation indicates the degree in
which a newspaper is fulfilling its
mission, according to H. U. Bailey,
editor of the Princeton (Ill) Bureau
County Republican, who addressed the
recent meeting of the Press Congress
of the World. He said in part:
1.-The modern newspaper is d COM
mercial institution to the extent that
it has two commodities for sale-clr-
culation and advertising. Both of
these are essential to the success Of
any newspaper enterprise, for they
constitute the only legitimate sources
/ of revenue upon which a newspaper
may depend for support. Of course,
many newspapers, especially in coun-
try towns, operate job printing plant
from which profit is derived, but GER
tainly the income from job printing
cannot be reckoned as newspaper
earnings.
In my opinion the circulation OF
a newspaper is its greatest asset, for
upon the circulation, its size and char
acter, depends the value of its adver-
tising space. 1t is the basis upon
which advertising rates are fixed and
is the lodestone which attracts adver-
tisers who have a message to deliver
to the public.
Circulation Tape Measure
"The building of circulation is one
of the publishers most important and
sometimes most difficult problems. A
large subscription list is the ambition
of every publisher of a newspaper,
whether he be located in a great city
or in a little country town. Circula-
tion is the tape measure of popularity.
1t indicates the degree in which the
newspaper is fulfilling its mission in
the community and the response
which its efforts to supply useful in
formation meets from the people it at
tempts to serve.
mo newspaper can hope to succeed
unless it becomes a vital, throbblng
part of the community life. 1t must
reflect what is in the minds and hearts |
of the people; it must be faithful |
record of human progress and human
events; it must lead the way with the !
pulpit toward the better things of |
life. 1t must win and hold the conf |
dence of the people as the champion |
of right and justice and the unceasing
antagonist of that which is against
the common good.
Keep the Public Informed
"To reach this goal requires more
than good intentions. 1t requires hard
work, tenacity of purpose, and keen
of human nature. n
While truth in journalism is essential
to success there must be coupled with
it energy and alertness which deliver
the news, bright and fresh from the
various centers of activity. Wherever
the common welfare is concerned the
should spare neither time,
effort nor money to keep the public
informed. 1t will be repaid many fold.
'.Never Gave Offense"-Failed
"I once knew a newspaper man in
Iowa who conducted a weekly paper
N a small town for forty years, and it
was his boast that he had never pub
Iished an item that gave Offense to
any of his subscribers. He was proud
If the claim that he did not have an
enemy in the world. And yet, when
le became a candidate for the job of
ocal postmaster he could not mus
er enough support to land the job
md he failed. While, perhaps, it was
rue he did not have any enemies, his
jupine attitude during his twenty
ears of editorship did not make him
my real warm friends and both he
md his paper were failure in that
community.
Create a Demand!
"In my judgment, the first essential
n building a circulation is to furnish
really worthwhile newspaper. In
ther words, manufacture meritori-
us articles for which there is pub
lc demand. 1t is useless to send out
gents to secure subscribers if you
annot hold them after you get
hem. You must furnish a satisfac-
Dry news service, giving in an inter
sting manner an unbiased report OF
ne events transpiring in the COM =
lunity which you serve" q
The growth of the Chronicle to .
oint where it has the largest circu- 9
ltion of any county weekly newspa-
er in the United States, East of the .
Mississippi River, has not been sud-
en- or miraculous. 1t has been the .
esult of years of patient and pains
king effort to serve the best inter .
;ts of the community. We have tried