The Washington times. [volume] (Washington [D.C.]) 1902-1939, 1924-04-25
b. RICHARD sPMLANE.


NEW YORK. April 25.-To make
a success of one big newspaper or
one big magazine is considerable
achievement. Men who have had
experience can testify to that fact.
What, then, of William Randolph
Hearst, who has twenty.three news
papers and eight magazines, vari.
GUS OF them the leaders in their
fields, and who ranks today by far
the greatest publisher in the world?
He recently has placed some of his
most successful properties in a
newly organized corporation called
Hearst Publications, Inc.
Bond offerings, unless they are
those OF leading governments or of
big corporations, attract little at.
tention outside the circle of the
regulars. But a bond issue by
William Randolph Hearst viii
awaken a tremendous interest.
That is altogether natural. The
publishing business never has known
another man Of such ability as a
builder or rebuilder not only of
newspapers but Of periodicals.
He takes hold OF property that
hap been tagging or limping or
seems destined to fall by the way,
and puts the thrill of life into it.
II he had done It once or twice
II would not be SO impressive, but
1t has been done in so many in
stances that now it is accepted as
natural result.
No man could do that who did
not have the highest talent in his
line and, at the same time. a
great and efficient organization. In
addition Hearst knows the people
better than any other publisher in
the whole republic. He knows the
people OF the East, the West. the
North, and the South. Otherwise
ne could not have succeeded SO
remarkably.
The general public accepts Hearst
success as something SO obvious
that no one can avoid realizing
or approaching it. At the same
tune people Of the East know onlv
hazily, If at all, Of the extent Of
mis- properties in the West, and un-
counted thousands Of his newspaper
readers know little Of his great
success with his periodicals.
some or the things Mr.. Hearst
mas done are little short of anaaz.
ing. He has not been so much
OF builder as rebuilder. To ap-
preciate this fully, look at some
OF his periodicals.
Consider Harper's Bazaar. Mr..
Hearst ACQUIRED it in June, 1918.
~ solo at 10 cents copy and had
a circulation of $4,000 copies.
Its advertising aggregated an
proximately $500 lines in the June.
1918 issue and it's revenue from
that source was $3.50. The April.
1924 issue carried 1851 lines of
advertising and the revenue was
$120, 154.33.
Enlarged, improved, increased in
price per copy from Is cents to
so cents, its advertising swelled
nearly twenty-four times over and
its advertising revenue nearly fifty
times over in little more than
ten years.
Mr.. Hearst took over Motor in
1908, when its circulation was
about 5000 and its advertising lin
tied to eleven pages, yielding about
81 900 per issue. Now it's circu-
lation is about $4,000 per issue and
it's advertising averages $25, 900 per
issue.
Motor Boating had a circulation
of about 5000 when Mr.. Hearst
bought it in 1909 Now its circula-
ton is $4,000. It's advertising in
1909 was limited to about seventeen
pages, which brought in about $3.50
revenue per issue. Now its adver-
Using averages 1913 pages per issue
and the revenue $17,500. per issue.
Good Housekeeping was purchased
in May, 1911. Its circulation ap-
proximated 1000. It's advertising in
the May, 1911 issue was 1892 lines,
from which the revenue was $685.
5S8.14. Now Good Housekeeping
has a circulation of about 1000, 900,
The advertising of the May, 1924,
issue aggregated rs, 69S lines, which
means 1892 ,974.81.
Cosmopolitan became Mr.. Hearst s
property in the spring of 1905, when
it's circulation was 100000 copies.
Now its circulation is 100000. In
1905 its advertising per issue ave-