Show SL SERVING 11 IT ING THE i PUBLIC MiRI ENSE EXPENDED TO SECURE NE NEWS WS of Anno american rican newspapers spars spare no expense in gathering Gatho riny information fornia tion interesting r in v cent census i people who believe 1 newspapers to day are arc making money hand over fist mid raking in numbers ibers of slick shekels els from their advertising cabi can ferto re rb the recent census bulletin on printing 0 and publishing and get much valuable information itis it is averted by mr W V S rossitor cr the export c port a gant about of the bureau that the nev newspaper managers havo have made a and ii 1 I are making dally large sacrifices for tho the public benefit and the last ten years have been a period of important gain t to 0 the public it at the expense ot the publishers at tio tao close of oe tho decade anz says as mr Rok rossiter Ro the daily newspaper was mare of a public institution than ever before because it sacrificed an increased share os 02 its revenue for the public benefit obtaining no compensating pen penz sating atin P r an 0 a I 1 cretu return r n f from rom either I 1 purchaser cr or advertiser I 1 to the uninitiated this phase of the newspaper business comes as a puzzling z pro propos loi they see cc that a i r increases in size gets a wider cai dilation circulation and carries more advertising and they naturally arrive at the conclusion that thab tho the paper is malchi making excessive profits it rarely occurs occurs to them thein to take into account that an enormous increase in expense Is always incurred in this development the progressive newspaper of our d day ay gives its readers the news regardless of cost with the result that the public is always the beneficiary in ahe th Q transaction tho the telegraph news service of a first class paper is most elaborate and is obtainable only through heavy expenditures on account of L tele telegraph graph tolls and the pay of correspondents t the bill for the alil white lc paper I 1 used i is a licad heavy and ever increasing expense and each additional pa page pae e means additional outlay As the c circulation ir cu grows crows so does docs the bill for the white ahito paper to print all the news and 6 give space to advertisements at the same time becomes to publishers a serious problem in giving L somo omo interesting facts along this line mr rossiter says that I 1 on a certain new york paper whoso choso circulation is much over the advertising 0 entails entail a cost of 21 cents I 1 a line for tho the wh whito ito paper alone and lia ho adds the publisher who secures a circulation cu lation of huge proportions proportion confronts the necessity of se securing buring from liis his advertising ver pa patrons trois a return of the cost of his paper space they the occupy with wilh a margin zd of profit there ai are e a number of american nievo newspapers accor according accordant dInt 1 to this authority whose expenses in the actual cost ct cf chite paper threaten to exceed tho the returns from froin advertising in the decade w 0 on n which mr ter based bis statistics advertising has hao showed no remarkable rate of increase while the expenses of the papers have grown enormously A better instance papers spared no expanse in securing v news cannot be cited than the mont blob t pole peleo affair Iffa lr the american public was aco kept pt thoroughly posted in every detail of the great catastrophe and to do this thousands of words were v pro cabled to the pross press at a cost 0 of from 2 to 4 a word so far then as benefits arc counted he elie public has been the gainer in de newspaper business and in many stances in Iri at the expense of the pub whery |