History of the New York Times
1851-1921

By Elmer Davis

Originally published 1921

Some Aspects of Business Policy

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carried an editorial on the issues of the campaign which struck the Republican managers as about the most forcible presentation of the case which they had seen anywhere. Mr. Luther Little of the Com- mittee was accordingly instructed to call on the publisher to express the Committee's thanks and appreciation and to order one million copies of that issue for distribution.

To his profound surprise, the publisher of The Times refused to accept the order. He felt that the wide free distribution of a marked newspaper might easily create, in the minds of many who received it, a false impression to the effect that the appearance of the article and ,the purchase of the copies might be in some way a bargain. The Times, of course, would not receive payment of any sort for what appeared in its reading columns, and it did not want to incur even the suspicion. Mr. Little argued, not without plausibility, that The Times must have printed that editorial hoping that people would read it, and here a million more readers were offered. But the publisher of the paper felt that readers of that sort would do the paper little good, while the accompanying suspicions would do positive harm.

The conductors of The Times were publishing a paper for the people who liked the sort of paper they were publishing. They did not want it forced on anybody's attention or given away free because it contained something which happened to strike the fancy of gentlemen who were able to order and distribute a million copies. Circulation of such character, it was felt, could do the paper no good and might do a great deal of harm. The only readers

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