Daily Kennebec journal. [microfilm reel] (Augusta, Me.) 1870-1975, 1924-09-19
Facts Collected by the Chicago
Tribune - Opinions of Pub
licists Respecting News al
the Breakfast Tables - Re-
Spouse of the Readers to
Better Service

Those among newspaper readers.
ing news, may be interested in the
reasons for this choice which the
Chicago Tribune has taken pains to
look up and others may profit from
the information.
THE Chicago Tribune's Path state
ment Of circulation, made under oath
to the Federal government, diScloseS
a continuation of the amazing popu-
lar swing from the evening paper TO
the morning paper.
'Whe World War. which con-
vulSed humanity. had its effect upon
newspaper reading in Chicago--an
effect which should be studied and
understood by every man who buys
advertising space in this city.
"Prior to the war. morning news
papers had been read by the classes,
and evening papers by the masses.
1.-The intense fever heat of interest
in the Great War led enormous num-
berS of men and women to read
morning papers regularly for the first
time. In some cases this news read
ing habit was temporary, but those
who started reading the Chicago, Tri-
bune continued In fact, the habit
spread tremendously.
1.-The week day circulation of the
Tribune is now almost 100000 above
July, 1914. 1t has more than doubled.
The circulation of the Daily News,
the evening newspaper, is almost the
same as it was ten years ago, and
$4,000 less than seven years ago.
Why This Difference?
among the underlying reasons
are automobiles, motion pictures, ia =
dio. jazz, bridge, cabarets, nah jongg.
dancing and an enormous increase
in the mental horizon and in the pur-
chasing power of the masses.
People have the broadened mem
tally, the interest in world affairs,
which enables them to appreciate n
morning paper of the caliber of the
Tribune. And they no longer copsid-
er sitting around the living room with
the afternoon paper an adequate eve
ning's entertainment. They have
tastes which demand much more, and
they have the money to crafty their
tastes.
In proportion to circulation The
Chicago Tribune carries more adver-
Using than any other newspaper.
magazine or ether publication on
earth.
mo list OF leading American
newspapers could omit the New
York Times, New York Herald Tri-
bune. Boston Post, Philadelphia In
quirer, Cleveland Plain Dealer, De-
troit Free Press. Portland Oregonian.
Atlanta Constitution, Cincinnati En-
quirer. st. Louis Globe Democrat, San
Francisco Chronicle, New Orleans
Times Picayune. Los Angeles Times.
Louisville Courier Journal. Chicago
Tribune. all morning newspapers.
There are several times as many eve
ming newspapers as there are morn
ing papers. But few evening papers
are entitled to rank with the above
as great newspapers.
Rumor W. Reports Of Facts
"When the world wakes up and has
its breakfast things begin to happen
and not till then. During the fol-
lowing six hours-from Q to 3-the
afternoon newspaper must gather It's
news, write it, edit IT, print 1t and
distribute 1t in several editions. A
large proportion of the big news
events of every nature come to a
head too late in the day to be ade-
quately treated in an afternoon news
paper-if at all. Rumors must be
rushed into print before confirma-
ton can be attempted.
"TheSmorning newspaper starts its
news-gathering at the same time as
the afternoon paper, but works more
than twice as long (during which
time more than twice as many things
happen) before II need begin to get
ready to print its first edition. No
wonder its news Is more comprehen.