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1/1 B RARY

OF THE
UNIVERSITY
Of ILLINOIS

Return this book on or before the
Latest Date stamped below.

University of Illinois Library

I5^rW

H0V2 7

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31WTTW2

JAN 8 965 J%

OCT

15 1983

L 18 1983

DEC 0 9 1987

071999

L161— H41

LIBRARY

OF THE

UNIVERSITY OF ILUNOl'

Q&W-G'N

A handbook oFnew*
G/ paper administration,
-editorial, advertising,
productioacirculation,
-minutely depicting,
in word and picture,
"how it's done" by
the worlds greatest
newspaper -**•*•

<gf>

Wished ijTkChkfrThbm

in commemoration of its

Setent) fifth Birthday — * ~

Contents

Page

THE W. G. N 7

THE PAST

History of The Chicago Tribune JT

From Foundation to Fire (i 847-1 871) I4

From The Fire to The Fair ( 1 871-1893) 4o

From The Fair to The World War (1893-1914) «

The World War and After (191 4-1 922) 80

THE PRESENT

Editorial Division !2f

Local News 134

Departments 139

National News 143

Foreign News 145

Makeup of News . 153

Art and Photographic Department 160

L| Features . 163

' Selling News, Features and Pictures . . ... . . . 167

Morgue and Library 168

Editorials 170

Advertising Division 177

Want Advertising 179

Classified Display 189

Display Advertising 190

Local Advertising 191

National Advertising 193

Production Division

Chicago Tribune Pulp Wood Forests 205

Turning Trees into Paper 219

Composing Room 227

Etching .Room 237

Sterotyping 242

v Electrotyping 245

J Press Room 246

\> Rotogravure and Coloroto 256

N Electrical Department 267

Circulation Division 272

v Auditing and Comptrolling Division 282

^Building Department 284

Purchasing Department 291

J? The Medill Council 294

List of Illustrations

f Page Page

•Joseph Medill Frontispiece Headlines on Fall of Fort Sumter . . 24

Tribune Offices 1849 8 Headlines on Surrender of Lee ... 26

,Alfred Cowles, William Bross, Headlines on Assassination of Lincoln . 28

Horace White 19 _ . T . , . •. •

John Locke Scripps, Charles H. Ray . 20 Utter from Lincoln subscribing to
-Tribune ad of 1860 22 The Tribune 30

List of Illustrations— Continued

Page
Headlines on Burial of Lincoln . . .31
Courthouse before The Fire .... 37
Headlines on Chicago Fire .... 38
Horse Power for Presses in the Forties . 39
Waterworks before The Fire ... 40
Scenes during Chicago Fire .... 41
Chicago in 1865 and in 1870 . . . 42
Headlines on Beecher-Tilton Case . . 43
Headlines on New Testament Scoop . 45
Headlines on Assassination of Garfield . 46
Headlines on Haymarket Riots ... 47
Headlines on Swing Heresy Case . . 48
Tribune Buildings before and after Fire . 51
World's Columbian Exposition,

"The Fair" 52

Headlines on Battle of Manilla Bay . . 57
Corner of Madison and Dearborn Streets

in 1860 . . 61

Two Compositors with Century of

Tribune Service 61

Robert W. Patterson ...... 62

Tribune Building 71

Land Show— 1912 72

Library in Tribune Plant .... 72

Investors Guide 78

Headlines on Outbreak of World War . 79
Headlines of February 1, 1917 ... 81
Headlines of February 4, 1917 ... 82
Headlines of April 6, 1917 . . . . 83
European Edition of The Tribune . . 90
How European Edition is Quoted . . 92
Daily News, New York's Picture

Newspaper 100

Cross-Section View of Tribune Plant . 102
Advertisement of Cheer Check Contest . 1 10
Airplane Views of Tribune Plant . . 114
Offer of $100,000 Prize to Architects . 120
Laying Cornerstone of Tribune Plant . 123

Tribune Plant . 124

Heads used in The Tribune .... 129
Weekly Contest for Best Head . . . 130
Floor Plan— Fifth Floor Tribune Plant . 134
Floor Plan — Tribune Local Room . . 135
How News Moves from source to printers 136
Wireless Operator in Tribune Plant . 147
Crowd Receiving Election Returns . 147
London Office of The Tribune . . . 148
Tribune's European Territory . . . 150
Expense account in rubles . . . .152

Makeup Dummy 159

Photographic Assignment Sheet . . . 162
Tribune "Sunday" Room .... 165
Where Tribune News is Bought and Sold 166
Editorial Page of The Tribune . . . 172

Tribune Local Room 173

Tribune Linotypes 173

Special Auto for Photographers . . . 174
Tribune Offices in Rome and Berlin . .175

Tribune Want Ad Store 176

Advertising Charts 178

Advertising Charts 181

Want Ad Phone Room 185

Want Ad Credit Records 185

Want Ad Solicitors Records . . . .186

Page
Tribune School and Travel Bureau . . 1 86
Tribune Advertisement of Lyon & Healy

in 1864 ......... 192

Chicago Market Pictured in Charts . . 194
Clothing Advertising Statistics . . . 197
Advertising Lineage Chart 1906-1921 . 198
The Co-operator, Retailers Trade Paper 200
Advertising Advertising in 1982 . . . 201
Conference Room for Advertisers . . 203
Copy and Art Service for

Tribune Advertisers 203

Tribune Spruce Forest 204

Map — Tribune Timber Lands and

Paper Mill . . 206

Tribune's Timber Lands at Baie

des Cedres . 209

Submarine Chaser Dispatch Boat . . 210

Logjams 215

Diagram and Photos of Paper-Making

Machine 216

Million Dollar Log Pile 218

Grinding Logs into Pulp 223

Screening Impurities from Wood Pulp . 224
Couch and Press Rolls of Paper Machine 224
Composing Room Layout .... 228
"Making up" The Tribune .... 229

Linotype Operator 229

Camera and Acid Bath in Etching Room 230

Steam Tables 247

"Plating-up" a Press 247

Printing Presses and Newsprint Reels . 248
Diagram of Progress of Papers through

Press • • . • ..... 250

Cutting and Folding Mechanism of Press 253
Electrical Control Switchboard . . . 253
Automatic Conveyor from Press to

Mailing Room 254

Ownership, Management and Circulation

Statement to Federal Government . 255

Methods of Printing 257

Diagram of Coloroto Press .... 262
Coloroto Cylinder being Etched . . . 263
Coloroto Cylinder being Resurfaced . 263
Coloroto Magazine Presses .... 264
Tribune Baseball Champions . . . 269
Stereotype Casting Machine . . . 269
Mailing Room in Tribune Plant . . 270

Circulation Chart, 1912T1922 . . .273
Dot Map of Tribune Circulation

Outside of Chicago 274

Sketch of Mailing Machine .... 275

Floor Plan of Mailing Room ..... .278

Dot Map of Tribune Circulation in

Chicago 279

Trucks Receiving Papers 281

Steel Steamers "Chicago Tribune" and

"New York News" 287

Tribune Schooners at Quebec and

Shelter Bay 288

Tribune Building at Madison and

Dearborn Streets 290

Rotogravure Studio and Press Room . 293
TheTrib — Employees House Organ . 300

The W.G.N.

THREE hundred and sixty-five mornings each
year The Chicago Tribune is delivered to
hundreds of thousands of readers. Without
apparent effort it appears afresh each morning telling
what the world has been doing during the preceding
twenty-four hours — illustrating the report with
photographs and drawings — enlivening it with car-
toons— offering features both entertaining and
instructive.

Each day's Tribune contains far more words
than the average book — involves greater problems
of typography and make-up — and must be distributed
to hundreds of readers in thousands of towns and
cities before its ink is quite dry.

This book is designed to picture the machinery
which makes possible such a spectacular accomplish-
ment— steam, steel, timber, electricity, brawn,
brains, skilled hands — all closely co-ordinated and
driven every minute toward the daily rebirth of
The Chicago Tribune. Preceding this analysis of
The Tribune as it is today is a historical sketch.

1849

THE PAST

A brief history of the World's Greatest Newspaper;
its influence in the political \ social and economic develop-
ment of Chicago and the Central West,

History of The Chicago Tribune

THE CHICAGO TRIBUNE made its appearance
on June 10, 1847. The office was a single room
in a building at Lake and La Salle streets, southwest
corner. The first edition, four hundred copies, was pulled
on a Washington hand press, worked by one of the editors.

"... but with every stroke of the lever was anneal-
ing the substructure upon which was erected the power
and influence that has not alone decided the fate of this
city, but of the nation. From The Tribune, that had
such an humble origin, have been uttered dicta that
have controlled the destinies of parties and individuals
of prominence in the country, and infused the people
with that patriotism which bore such glorious results in
the internecine contests."

So speaks an historian of some thirty-five years ago,
when the Civil War was still a part of the lives of the men
of that time, and the most important national issue the
United States had known. It is a little difficult for the
reader today to visualize the men and events of the past
century; we are accustomed to regard the newspaper as a
business institution, short lived as are the great businesses
of our day in point of their past. We are accustomed to
think of big newspapers, and The Tribune, as current as
the linotype, the giant presses, and the mechanical wonders
that make them possible. It is our habit to identify them
as things of Today; almost never do we regard them as a
part of history. Consider this item : that some six decades
ago, The Tribune was as much of a living voice as Lincoln !
Today, Lincoln " belongs to the ages." This morning, The
Tribune appears less than twelve hours old. The story of
The World's Greatest Newspaper is in part the story of
our country, interwoven with the lives of men and events
that determined our present state. And it is a great, an
inspiring story, that shows the sources of strength and
greatness which this Greatest Newspaper derives from its
historic past.

Links Modern West with Pioneers

The Chicago Tribune was a creature of destiny, as
much a product of the times it lived and the events it
helped to shape, as was the Civil War. Essentially is it a
part of Chicago, and the Middle West. From a tiny ham-
let settled on a swamp has grown the fourth city of the
world ; an unsettled wilderness has become the most active,
productive part of this nation. And The Tribune, whose
growth and fortunes are indissolubly linked with these,
shared their peaks and depressions, their progresses and
retrogressions, their glories and their disasters.

You — addressing you as a mature man or woman now
doing the day's work of the world — and your father, and
grandfather, and great-grandfather, and The Tribune have
gone through four major wars together — the Mexican, the
Civil, the Spanish-American, and the World War; through
nineteen presidential campaigns, eight of which may be
said to have been big with the destiny of the people ; through
a fire that reduced the city to ruins — but not to ruin;
through an international exposition that established a
tradition of vastness and beauty which, in some of its
aspects, the world in three decades has not surpassed;
through strikes that disorganized the affairs of a nation,
and through more violent social and racial disturbances
that put panic into the public mind everywhere; through
processes of upbuilding and tearing down and rebuilding
that changed the face of nature over leagues of coastline
and prairie and that have given to the most humbly placed
man in the community comforts and opportunities, material
and spiritual, that could not be enjoyed by the richest when
great-grandfather and grandfather and The Tribune began
working together for father and for us.

Persons who so long have worked together in matters
so crucial — for the matters were naught less than the build-
ing of a world-city in a new world — ought to know each
other pretty thoroughly. They do.

The beginning and the end of each third of The Tribune's
three-quarter century synchronize roughly, but still aptly

To Fire, To Fair, To War, To Today

enough, with three distinct epochs in Chicago's develop-
ment. The first quarter century began when, within a
period of four years (1843 -1847), the population of the city
had risen from 6,000 to 16,000. That growth was con-
sidered phenomenal, though the years following '47 were
to make it seem slow. This first epoch ended in 1871, with
the great fire. It comprised twenty-four years. It was
the epoch of great-grandfather and grandfather and the
time of their hardest work.

From the fire to the fair was the second epoch. It com-
prised twenty-two years. It was the era flamboyant of
Chicago — of bewildering growth, of great riches quickly
acquired, of boisterousness, of vulgarity, and of vision. It
was father's epoch.

And so is this one his — his and ours. Say that the
opening of the world war put an everlasting landmark into
it, it may be described as comprising twenty-one years
by 1914.

Now, as The Tribune starts toward the century mark
we are eight years along in the bewildering epoch which
historians of the future may designate as "The Great War
and After. "

From Foundation to Fire

1847-1871

THE TRIBUNE was started at a time and in
situations that were both strategic.
City after city was falling before Generals Scott
and Taylor and the Mexican War, fraught, as fourteen years
were to prove, with the peril of another war, was drawing to
a close ; Salt Lake City was being founded by the Mormons ;
King William IV. of Prussia, that kindly, ineffectual cry baby,
convoked a parliament at Berlin; the Roman Catholic
hierarchy was established in England; that magnificent
vocality, Daniel O'Connell, came to a rather pusillanimous
end in Genoa; Queen Victoria had been ten years on the
throne ; Sir John Franklin perished in the region of eternal
ice, and "Jane Eyre," the authorship of which was the
current mystery of the English-speaking world, was pub-
lished. And the rumblings of '48 were worrying Europe.

The population of Chicago was then 16,000. Our
country comprised twenty-nine states, with a population
of less than 20,000,000. James K. Polk was President of
the United States — our last Democrat president of southern
birth for sixty-four years, a fact large with significance.
Abraham Lincoln was 38 years old and Joseph Medill, still
practicing in Coshocton, O., what law there was to practice
and picking up in a flirtatious sort of way the rudiments
of the printer's trade and the editor's craft, was 24. The
opening of his Chicago career was eight years distant.

Capital was centered in the East. Boston and New
York controlled the trade of the nation. The westward
trend was a slow seepage that spent itself in the prairies,
lacking the great impetus that the discovery of gold was to
give in '49. Illinois' first railroad had just been planned
in '46, and the project was meeting with the greatest dis-
couragement. The stagecoach companies, vast monopolies

Galena and St. Louis our Rivals

of travel and hostelries, interested in stores and horses were
fighting it bitterly. So little did Chicago think of the
railroad that the total subscriptions of Chicago merchants
were only twenty thousand dollars. The farmers were
opposed to the railroads, and wanted plank roads to haul
their grain to town to market. The Illinois and Michigan
canal, destined to link Chicago with Mississippi River
trade, was still unfinished after eleven years of effort and
discouraging work.

St. Louis was the commercial city of the central west, a
promising metropolis born and thriving on Mississippi
River trade. Galena was the Illinois commercial "big"
city; it and Kaskaskia had been considered rivals of St.
Louis, until Kaskaskia, with its ten thousand inhabitants,
had been wiped out in the Spring floods of 1844. The
destruction of Kaskaskia helped Galena and Cairo ; Chicago
was not thought of as a potential big city. The state
government, even, gave its business to Galena and the East.

Picture, then, this frontier town in 1847. Built on
marshland, two feet above the lake level, its streets were
always muddy, and some nothing more than bogs.

Water was pumped through bored logs. Sewerage was
limited, insanitary, and primitive; three planks fastened
together to form triangular drain pipes, set six inches to a
foot below the street surfaces. The first school building
was only two years old. Trade was nearly all retail. There
had been a terrific boom some years before, from 1833 to
1836, which sent Chicago real estate sky high, and flooded
the town with a temporary prosperity. The panic of '37
left it in a terrible depression. Business men and merchants
were forced to go back to the land to raise food to keep alive.
So much selfishness and unfair dealing, both in business
and politics, were in evidence during the boom years that
people were suspicious of any public movements for a long
time after. By '47, the effects of the panic had pretty well
worn off, and Chicago was building again, more slowly and
sanely, but giving little promise of being a wonder city.

First Newspaper in Chicago — 1833

The two decades following were to be the most active
and the most fearsome in our history, when sudden growth
was faced with as sudden dissolution, when accomplishment
and disaster ran side by side.

* * *

Chicago had been a fertile field for newspapers, since
the inception of its first, in 1833. But the exigencies of
pioneer country, the constant change and not infrequent
disaster were too much for the journals of the day. Pre-
vious to the appearance of The Chicago Daily Tribune,
some seven daily and weekly newspapers had been started.
Of these, two were contemporary.

Newspaper history began in Chicago with the advent of
The Chicago Democrat, a weekly founded by John Calhoun
in 1833, and later brought to a position of considerable
influence by w Long John " Wentworth, a famous mayor of
Chicago. The Democrat became a daily in 1840, and was
issued in the morning. In 1846, the issue was changed to
evening. "Long John" Wentworth kept it going until
the time that tried men's souls in 1861. Then he sold out
in a mood of war panic and the property was merged with
The Tribune. Through The Democrat, therefore, The
Tribune may trace its ancestry back to the first newspaper
published in Chicago.

Subsequent to The Democrat came The Chicago Amer-
ican, a weekly in 1835, issued as a daily in 1839; and dis-
continued in 1842; The Chicago Express, a daily afternoon
paper, began on October 24, 1842, and discontinued two
years later; The Chicago Daily Journal, which grew out of
the remnants of The Express, and with various changes in
ownership, continues up to the present ; The Chicago Repub-
lican, a weekly, started in December, 1842, and dropped
after six months ; The Chicago Daily News, also short lived,
appeared from late in 1845 till January 6, 1846; The Chi-
cago Commercial Advertiser began as a weekly on Febru-
ary 3, 1847, later appearing daily, tri-weekly, and weekly
until its expiration in 1853. There were also a number of

Enter The Tribune — June 10, 1847

journals and magazines, devoted to various interests, but
none of these survived for long.

* * *

With this none too encouraging background, The Chi-
cago Tribune was started. Joseph K. C. Forrest, James J.
Kelly and John E. Wheeler were its originators.

As for The Tribune's personal appearance in 1847, the
liveliest paper in town liked it. That was the Journal.
Our sole surviving contemporary of those days looked
us over on the morning of June 10, and in the afternoon
printed its opinion, which was detailed, admonitory, and
instinct with neighborliness. A few lines of its comment
follow:

Chicago Daily Tribune — A large and well-printed sheet with
the above title was laid on our table this morning.

Our neighbors have launched their bark upon the stormy sea of
editorial life, proposing to observe a strict impartiality. We wish
them every success in their enterprise and firmly trust they will shun
the rocks upon which so many gallant vessels have been wrecked.

The mechanical execution of The Tribune is beautiful and reflects
great credit upon the art.

The chronicle of the first few years, however, is little
more than record of the changes of ownership — indicating
that journalism of that day was a precarious profession
and not the substantial business the newspaper is today.
Our early owners were more our projectors than our
founders. They did not stick to the ship or the shop.
They had other irons in the fire.

1 Before The Tribune was a month old, James J. Kelly
had withdrawn to devote himself to the more lucrative
pursuit of leather merchant. His share was bought by
Thomas A. Stewart, who assumed the editorship. Mr.
Stewart was shortly thrust into the prominence incumbent
upon his position. In an editorial, he suggested that the
government vessel stationed at Chicago might make itself
useful by helping two merchant vessels into the harbor.
The Commandant, Captain Bigelow, resented the sugges-
tion and straightway challenged the editor to a duel.
Stewart published the challenge as an item of news. The

Medill Buys Share in Tribune — 1855

duel was never fought. The doughty captain abdicated
and thereafter helped belated vessels make the harbor.

In the same year, The Tribune bought the plant and
equipment of The Gem of The Prairie, which it continued
to issue weekly. In 1848, the second change in ownership
occurred. Mr. Forrest retired, selling his third interest to
John L. Scripps.

The following year was notable for two incidents. On
May 22, 1849, a fire destroyed The Tribune office and pub-
lication was suspended for two days. On December 6y The
Tribune installed telegraphic news service, the first paper
in the west to get news by wire. This was a startling
innovation. News from the east was commonly a month
or two old before it reached Chicago papers. The presi-
dential message, eagerly awaited every four years, was
considered well dispatched if its text reached Chicago by
mail or courier within a month after its publication at
Washington. The determination to get the news first, for
which The Tribune has always been noted, was manifest
even in that early day.

On February 20, 1849, a weekly Tribune was also
begun. The Gem of The Prairie was merged with this
weekly edition in '52. In '51, a syndicate of Whig poli-
ticians purchased the share of Scripps, who founded an-
other paper, The Democratic Press, in 1852, in company
with William Bross.

General William Duane Wilson, representing the syn-
dicate, was installed as editor. An evening issue of the
paper was also begun, but was shortly discontinued. On
June 18, 1855, Joseph Medill secured a third interest, andX
Dr. Charles H. Ray a fourth interest, the firm name be-
coming Wright, Medill & Co.

It was eight years after The Tribune was founded that
Joseph Medill became a guiding force in it. He was then
32 years old. He remained a guiding force for forty-four
years, but to the end he had young colleagues. When his
grandsons took up their work as guiders of The Tribune

Of the stock of The Tribune Company, 52 per cent is owned by

THE ESTATE OF JOSEPH MeDILL. PRACTICALLY ALL THE REMAINDER IS
OWNED BY DESCENDANTS OF MeDILl's THREE ASSOCIATES, PICTURED ON

THIS PAGE.

Alfred Cowles
Served as treasurer and business
manager of The Tribune during
the sixties, seventies, and eighties.
His son is now a director of The
Tribune Company.

William Bross
A staunch abolitionist, was
lieutenant governor of Illinois from
1865 to 1809. His grandson, Henry
D. Lloyd, is now a director of The
Tribune Company.

Horace White

Was editor of The Tribune in the sixties and

early seventies.

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"linininintniOinininininininininininininininininininininininininininininir

JUJIU'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'UHJIL

John Locke Scripps

was editor of The Tribune in the forties and fifties. He was
appointed postmaster of Chicago by Lincoln in 1861. His
cousin, James Edmund Scripps, who started his newspaper
career on The Chicago Tribune in the fifties, later founded The
Detroit News and assisted in initiating the "Scripps string of
newspapers" which now numbers twenty-nine.

Dr. Charles H. Ray,
who joined with Joseph Medill in the purchase of an interest
in The Tribune in 1855.

nininininininininininininininininininininininininininininininiriininininir

Medill had Founded and Sold Cleveland Leader

they were not so old as he was when he came out of the
Western Reserve to do his big work in the world. The
point of the allusion is that this newspaper, like the city
of its birth, has ever had the spirit of youth in it. It is
today what it is because it has marched with the genera-
tions; because it has grown with a community whose
growth is one of the phenomena of human annals. ) For
seventy-five years it has been a going concern; for sixty-
seven years its tradition has been definite and vital because
the ideal that sustained the founder of its greatness has
been the inspiration of those to whom the wheeling years
brought his tasks.

Joseph Medill was a curious combination of austerity
and aplomb. He was not showy, but he was sternly per-
vasive. He seems never to have cared for, nor to have
won, popularity of a flamboyant kind. But he was uni-
versally trusted, for his sense of duty permitted him no
evasions. He had a certain sangfroid and he was capable
of making and executing large decisions. To them he
adhered. His idol, if he had one, was humane common
sense. That is why he loved Franklin and why he was
loved by Lincoln. Beneath his formal exterior was a sense
of humor. Reverting once to the years of the late forties
when he was teaching school in Ohio, he told how he had
had to whip one of the boys who had been a leader in driv-
ing from the district Media's predecessor in the master's
chair. "After that fight," he said, "all the boys were my
friends" — a pause — "and," he added, with his sparse smile,
"as for the girls, I married one of them."

He came to Chicago in 1855 from Cleveland, where he
had successfully established the Leader, which still exists.
His purpose was the purpose of thousands of energetic
young Americans of those days — to "look over the new
field." Here he met Dr. Charles H. Ray of Galena, who
brought to him a letter of introduction from Horace Greeley,
who urged Medill to join Ray in starting a newspaper in
Chicago. They acted upon the plea by buying into The

&$ CHICAG0

Bttvunt

A DAILY, TRI-WEEKLY AND WEEKLY JOURNAL

1IETOTED TO

News. Commerce, Politics, Agriculture, Science and Literature.

EDITED AND n-BLISHEO AT CIIKMUO »f Tlllt

PRESS <fc TRIBUNE COMPANY.

J. L. W:'Rin>>, WILLIAM IJKOSS. C. II. KAY, 1. MKUILL, A. COWLES,
Editofsf n-Mrl T*roj>ri«tors.

FURNISHED TO SUBSCRIBERS AT THE FOLLOWING RATES :

DAILY, - - in advance, by Mail, .... $7.00 per annum.

TRI-WEEKLY, * * .... 4.00 "

WEEKLY, single subscribers, in advance, - - 1.50 "

" two copies, " ... 2.60 M

•• four copies, " ... 5.00 ♦•

" five copies, " ... e.00 "

" ten copies, *■ ... 10.00 -

" twenty copies, (and 1 to getter up of club,) 20.00 "

The CiiKiAfJO Press? k Tribune is designed to be a full and fair exponent of the GREAT
NORTH-WEST. To that end it keeps constantly in the field a large and efficient corps of
assistant editor.*, reporters, and correspondents, who are engaged in procuring, systematizing
and collating all manner of information respecting every locality embraced in the North-Wesr
fern States and Territories. Articles of this description appear in every issue of our papery
and have already made for it a reputation in this respect second to no other paper in the whole
country.

In price and size of sheet, amount and freshness of intelligence, variety mid value of
.information, fullness and accuracy of Commercial matter, and in whatever else goes to make
xip a first-class Newspaper, we challenge comparison with any other journal East or West.

In Politics, the Press k Tridixk is on the side of FREE LABOR. As an exponent of the
North-Weet, which has been made great through free labor,- it could not successfully fulfil its
mission, were it to remain neutral on so vital a question.

Parties abroad, who may desire to advertise in a paper, having a general circulation
throughout the North- West, will find the Press & Tribo'K the best possible medium of com-
munication.

Its circulation is larerex thaniiliatof anv other paper West of the seaboard cities

In 1858 The Tribune absorbed The Chicago Democratic Press
and for two years thereafter was known as The Press and
Tribune. The above is a reproduction of one side of an adver-
tisement sent out at that time. The other side asks for job
printing. The job printing department was in charge of
William H. Rand, superintendent, and Andrew J. McNally,
assistant.

Advance Begins under New Regime

Tribune. Medill had sold his interest in the Cleveland
Leader to Edwin Cowles, but Edwin's brother, Alfred, came
to Chicago with Medill. For a year he served the new
firm of Ray & Medill as bookkeeper and then he, too, bought
into the property. In 1858, The Tribune absorbed the
Democratic Press, and that brought into the firm Deacon
William Bross, a grand old Cromwellian of the early days
of Chicago Presbyterianism, and John Locke Scripps, who
stayed with us between two and three years, becoming in
1 861 the Lincoln-appointed postmaster of Chicago. For
two years the paper was known as The Press and Tribune,
but then reverted to The Chicago Tribune. Dr. Ray sold
out in 1863, and Mr. Medill became editor-in-chief.

Thus with Medill, Cowles, and Bross was founded the
original "Tribune family," which, growing later to include
Horace White, survives through direct descendants as a
Tribune family to this day.

Among all these colleagues of his, Medill seems to have
been the driver — the man who, though he was all jour-
nalist, was also practical printer. In a word, he was no
empiric, though he was not afraid of experiments. To the
last detail of newspaper making he knew what he wanted to
do and how to do it. Through his initiative a steam press
was installed and the first copper faced type ever used by
an Illinois newspaper was bought. He had an abiding dis-
taste for the "other irons in the fire," and that was, and is,
good for this newspaper. "Alas," the great Hippolyte
Taine once said, "there are writers who were born to write
newspaper articles and who write only books." Joseph
Medill was not that kind of a journalist. His product was
not indifferent books but great journalism. He believed
that to prepare, to inspire, and daily to assemble excellent
newspaper articles was a grand work which demanded all
of skill and fortitude that good minds and honest hearts
possessed.

Thus The Tribune got its real start with a growing
town and an honest man who was also a man of vision.

Had Faith in Great Future for Chicago

Because he was visioned he believed in the town. He be-
lieved with the acute English publicist, Frederic Harrison,
that "the manifest destiny of Chicago is to be the heart
of the American Continent," but he said that forty-six
years before the memorable night at the Union League
club, where Frederic Harrison said it.

Medill bought into the nearly By TELEGRAPH<

bankrupt Tribune on June 18, .„„ ™ *tt„*«,«
\j , • i , , THE ATTACK ON SUXTER
1855. He took active hold on

Saturday, July 21. The property tflE SURRENDER!

made money in its first month mmM^mmm
under the new regime.

to EFFECT OF THE NEWS IN

Chicago had leaped from a Washington.

population of 16,000 in '47 to mHm+***m+m*

80,000 in '55. It was a big year PRESIDENT LINCOLN'S PBO-

in the world, lhe Exposition

Universelle was on in rans ; so was

, ^ . 1 1 T» • AOTION OF TH« 8TATB3.

the Crimean war, and the Russians

. rot. 1 THE PBIVAniHG KXCITBJtEST.

were getting out of bebastopol; - — -

the Bessemer process was being Tnfllllflg War news,

patented; Thackeray's "The xhb vbwy l»test.

Newcomes'' and Tennyson's From 7he ChkaSo Tribune,

" Maud " were published ; Frank- April IS, 1861

lin Pierce was President of the

United States, and The Tribune neither liked nor trusted

him — thought him too slick and devious and used to call

him "Frank Pierce."

We (The Tribune) then, as now, were ever admonitory,
but not portentously so, for there was humor in us, and that
saving infusion of common sense which Joseph Medill
thought so important an attribute of a newspaper that he
put some words about it in his last will and testament. We
struck out at every abuse, whether it was cruelty to a black
man or cruelty to a horse, and when we could we nailed it
to the wall with names and dates attached. There was
the case of "a Mrs. Wheeler. " She tried to commit suicide
on Monday night, June 29, 1857, by drowning herself in the

Local Reporting of the Fifties

lake at the foot of Ohio street. On the Thursday following
we printed this:

ATTEMPTED SUICIDE— We learn that on last Monday night
a Mrs. Wheeler attempted to commit suicide by drowning herself in
the lake at the foot of Ohio street. She was rescued by Robert Donnelly.
The woman stated that she had been married about a month, and that
her husband abused her so much she was induced to commit suicide.

The husband told Donnelly he was "d d sorry he did not let her

drown."

There was a sequel. It came eighteen days after the

attempt, and we said :

A BRUTE — James Wheeler was yesterday fined $5 for abusing
his wife. Mrs. Wheeler is the woman who has twice attempted to
commit suicide, once by throwing herself into the lake and again by
taking laudanum. Both those attempts resulted from injuries inflicted
upon her by her husband. A few months' experience in breaking stones
in the bridewell would do this Wheeler a "power of good," and he
ought to have been sent there.

So lately as a few weeks ago in a lecture at Medill School
of Journalism of Northwestern university, Dr. Charles M.
Sheldon, author of "In His Steps," said that was the way
it should be. " Put your editorial protest against a wicked
deed, " said he, " in with your record of it — not in a detached
editorial six pages distant. "

The same day that we told James Wheeler what would
do him "a power of good" we also had a word on the case
of John Connor:

SERVED HIM RIGHT— A brutal fellow named John Connor
was fined $5 in the police court yesterday for abusing his horse. There
is scarcely despical [sic] or cowardly crime than the abuse of domestic
animals, nor one which should meet with a more prompt punishment.

Thus we tried cases and imposed sentence in our news
columns. 'Tis considered highly indecorous now to do so.

The outstanding community problems of six decades
ago were identical with ours today. They were Crime
Wave and High Cost.

On January 28, 1857, the crime situation seemed rather a
cause for optimism than consternation, considering that we
were a city of nearly 100,000 extremely lively and adven-
turous souls, for on that date we printed this :

IN JAIL — There are but twenty-two prisoners confined in the
County Jail.

Crises Frequent Then as Now

NEWSBYTEUEIUPH.
THE END.

THE OLD FLAG
VINDICATED.

LEE MB HI;
AMY SFRRENDERED

But two days later hope was dashed to pieces. The
sacred hen-roosts had been invaded. We were bitter about
it and recommended legislation:

ROBBING HEN-ROOSTS— During the present week a number
of hen-roosts on West Madison street have been depopulated by thieves.
We would suggest the propriety of adding a chapter to the new city
Charter for the especial protection of everybody's hen-roosts.

Matters soon assumed the aspect of a crisis and we
laconically "razzed" the police:

WHERE DO THE POLICE BURROW?—
We learn from a reliable source that during the
past week some one hundred robes have been
stolen from sleighs left standing in the streets.
Are the police asleep?

In less than six months the crisis
burst right in the town's face, and The
Tribune set up a lusty shout for Pinker-
ton — firm still flourishing. Things were
coming to "a terrible pass" and this
drove us to italics. The "burglarious
depredations" — excitement did not con-
strict our vocabulary — included the use
of chloroform, as now:

WHAT SHALL BE DONE?— Things are
coming to a terrible pass in this city. Chicago
seems to be delivered over into the keeping of
thieves and house breakers. The police force,
which our citizens are sustaining, at a cost of
two thousand dollars per week, have proven to
be utterly useless, to protect the dwellings of the
people from burglarious depredations. They are
good for nothing outside of the open view, rough
work, of picking up drunkards, suppressing dog-
gery brawls, and carrying away articles found on
the sidewalk at night, while the thieves are oper-
ating upon the domiciles of our citizens.

Now, what shall be done? No man's house
is safe. Every night a large number of dwellings

are entered by burglars and robbed. Sometimes the inmates are shot,
other times drugged or chloroformed in their beds, and others again are
forced into silence by revolvers pointed at their heads, while their
clothing and drawers are rifled of their contents before their eyes. . . .
We verily believe that, if Bradley and Pinkerton were employed as "de-
tectives," that within a week afterwards burglaries would cease and
pocket-picking become infrequent.

In short, Managing Editor Medill, coming from sedate

The Official Correspond-
ence between Gens.
Grant and Lee,

Tbe.Oflken and Meo to be Pa-
wled aid Go Home Until
Exchanged.

ill Ann Artillery and Hmi-
fionsof tor MM!

Gen. Grant

Officers to Retain Siae

Arms, II orses and
Baggage.

Sehna, Ala., Reported

Burned by Union

Cavalry.

Inter froa Mobile— Ihe City
being Sradnallj forested.

Interesting from Sichmoud

—Tho Contents of Tron*

holm's letter- Bo oh.

From The Chicago

Tribune

April 10, 1865 ■

Cost of Living a Vital Issue

Cleveland, found that he had cast his lot with a lively town,
and he was ever for keeping the peace in it — even at the
cost of a fight.

High cost it seems not only followed but preceded the
civil war. Trusty old Pro Bono Publico, whose grandchild
is Voice of the People, came forward emphatically during
Buchanan's administration with his protests, and The
Tribune sustained them.

Pro Bono said:

THE COST OF MARKETS AND HOW TO SECURE CHEAPER
PRICES — It costs more to live in Chicago than in any other western
city. Rents are frightful, and growing more terrible each year. Market-
ing keeps pace with the rents and is outstripping them. It is not the
wholesale prices nor the sum paid to the producer that is increasing,
but rather the retail — the huckster's price. We have seen barrels and
boxes of poultry held for bigger prices until decomposition destroyed
them.

There is only one effectual remedy for the present state of things
and that is to establish protection unions, or people's grocery stores,
one in each division of the city, where good fresh marketing of all kinds
shall be sold at cost. A million dollars a year could be saved to Chicago
people if this plan was fully carried out. Pro Bono Publico.

And we said there was something to do besides "sitting
down and trading corner lots with each other." The
Medill recipe of "following the line of common sense in all
things " was being vigorously applied to the mind of a some-
what flighty community.

This was in a semi-news, semi-editorial article :

CHEAP LIVING AND INDUSTRIAL PROSPERITY— If Chi-
cago ever attains the greatness for which we all look so confidently, it
will be because her manufacturing, as well as commercial advantages,
are properly developed. Some men talk as if we had only to sit down
and trade corner lots with each other to grow immensely rich, like the
two boys who swapped jackets all day, each making money at every
trade. Others are sanguine enough to believe that commerce alone
will expand the limits of our goodly city till she fills the ample dimen-
sions staked out for her by the land dealers.

[But manufactories were not developing rapidly enough.

Therefore] :

These retarding causes are mainly high rents, and famine prices in
provisions; and if these continue there is little prospect that two dollars
a day will tempt skillful artisans to Chicago, where one dollar a day
has to go for rent of a decent shelter for himself and family, and only
the strictest economy enables him to procure the other necessaries of life
with what remains. . . . The cost of living must come down, or Chicago

Gossipy Days before the Civil War

can never become the great manufacturing place for which it is, in every
other respect, so admirably adapted. Rents will come down when
capital enough is invested in building to supply the demand. . . . When
we speculate less and produce more; when the industrial arts vie with
the commerce. . . . Then may we indeed talk largely of the future of
Chicago.

The two decades from our birth year to the period of
the six years after the civil war and before the fire were
neighborly days in the town and in our office. There was
intense solicitude for the city and deep pride in the achieve-
ments and honors of its citizens.
One morning in kindly old times we
led our news columns with this:

DOCTOR OF DIVINITY— Hamilton
college, New York, has conferred the degree
of doctor of divinity upon Rev. R. W. Pat-
terson, Pastor of the Second Presbyterian
Church in this city.

That clergyman was the father
of the R. W. Patterson who years
afterwards was to become the paper's
editor-in-chief.

When, as he put it, "items were

dull," young Editor Medill, fresh

from the less hectic Cleveland, did

not worry. He simply said :

CORRESPONDENTS— We surrender
pretty much all our local space to corre-
spondents. Items were "dull" yesterday,
with a downward tendency, and we fill up
with communications as a substitute.

In fact, in those days, before the
civil war put a premium on prompti-
tude in news presentation, The
Tribune, like all its local contem-
poraries, serenely scissored and

pasted from the New York papers, and was very grateful
when McNally, the newsdealer, or his rival Burke, got the
latest New York papers to it early in the evening so that
there was plenty of time to chop them up for next morn-
ing's issue. It was wonderful time when McNally or Burke,

POSTSCRIPT.

4 CT CLOCK A. M.

TERRIBLE ffiWI

President Lincoln Assassi-
nated at Ford's Theater.

AKBElOESPERAfO SHOOTS

HIM THROUGH THE HEAD,

AID ESCAPES-

Secretary Seward and Major

Fred Seward Stabbed by

Another Desperado. .

THEIR WOUNDS IRE PRO

NOrXCEO ROT FATAL

Full Details of the Ter-
rible Affair.

UNDOUBTED PLAN TO

MUBDER SEOBETABY

STANTON.

Very Latest-The President is
Dying.

(BpMSal Dtipatch to th» Chlcafo Tritme.]
Wlra»TOM, 'Z^rtl 14. isefc

From The Chicago
Tribune, April 15, 1865

Medill, Ray and Bross Fight Slavery

here, delivered the papers at The Tribune office forty hours
after they had left the presses in New York. Today it is
done in half the time, but we thought McNally and Burke
were wonders, and we used to fire their souls with ambition
by putting their records into the paper. For example,
this appeared on a Thursday:

McNALLY had the New York papers of Tuesday at 6 o'clock last
evening. He also has the Ladies' Journal for July.

And this on a Wednesday:

QUICK TIME — McNally and Burke tread close upon each other's
heels. Mc brought us Monday's New York papers last evening about
5 o'clock and Burke followed in, three minutes thereafter, with his arms
full of the same. Go it, 63 Clark street!

And this on the next day:

BURKE AHEAD— At 5 o'clock precisely Burke left on our table
the New York papers of Tuesday, and in a few minutes thereafter we
had the same favor from McNally. Go it, Mc!

* * *

As the war drew nearer the tone of the paper changes.
The quaintness that was almost rusticity begins to disap-
pear. Questions that were to tear the republic asunder
were becoming very pressing and the editors and your
grandfathers had more important things to think about
than current facetiae or the local case of drunk and dis-
orderly. In these years we see passing of The Tribune as
town gossip and local mentor. It is becoming the public
intelligencer and a voice of the nation. Medill had equip-
ped himself to act a great part in the supreme crisis. In
Cleveland, in 1853 and 1854, he had done history making
pioneer work in organizing the forces which were to con-
stitute the Republican party, and to that party he had
given its name. In the columns of The Tribune the fight
which he and Dr. Ray and William Bross waged against
slavery was early, constant, and pitiless. They defined the
issue in long editorials and they fired the soul of the North
with brief burning paragraphs, of which this is a specimen:

MORE OF THE BEAUTIES— About two weeks ago a Negro
belonging to Logan Harper in Carthage, Miss., arose in the night and
killed his wife, by chopping off her head, after which he hung himself
to a tree near the house. The reason for this horrible deed was that

Lincoln Subscribes for Tribune

&flUsK*y/L£*0 fc^o /y. /¥??

A*j s&f 'SFim oh~ £% <yU*n^**> & 4r*jsCA~*i*j
of fires *sV ** &*-e*£>tT <r-f* pK**>*~*+ --**% As-£L^£, J>

y%&i*cfUJ

Lincoln's first subscription to The Tribune was paid in cash
to "Joseph Medill. Shortly after the latter had injected his
personality into the paper, Lincoln walked into the office, said
that he had not liked The Tribune in the past because it smacked
of" Knownothingism" but he had noticed a decided change for
the better recently. Therefore, he had decided to quit borrowing
it and to subscribe for a copy of his own. The above letter reads:

Press & Tribune Co. sPrineficid. June 15. iss9

Gentlemen: Herewith is a little draft to pay for your
Daily another year from today. I suppose I shall take the
Press & Tribune so long as it, and I both live, unless I
become unable to pay for it. In its devotion to our cause
always, and to me personally, last year, I owe it a debt of
gratitude, which I fear I shall never be able to pay.

Yours very truly,

A. Line oh.

Tribune Prints Lincoln's Speeches in Full

his wife, a beautiful quadroon, was obliged to submit to the sensual
caprices of her master.

This is another of the beauties of the Southern Democratic Amal-
gamation party.

In this fight no quarter was given or asked. The lan-
guage was bitter, the blows terrible. President Buchanan
got a taste of both :

THE CURTAIN LIFTED — The President's message was delivered
yesterday. . . . Mr. Buchanan boldly espouses the cause of fire eaters
of Carolina and the highwaymen of Kansas. He flings the gauntlet
in the face of the North, spits upon the land that
bore him and upon seventy years of his own life,
takes his party in the Free States by the throat
and leaps with it into the ditch. Poor old man!
that you should bring your gray hairs so low!
Lies so portentous that they darken civilization,
smite the humanity and blaspheme the Christi-
anity of all ages! At least you might have spared
the place of Washington this last humiliation. . . .
Millions of freemen inspired by the common
truth and stung by the general degradation shall
rise to stay this giant and overmastering wrong.

But simultaneously with the tearing
away of the props of slavery, which many
cautious men still considered props of
union, went constructive work, and Ab-
raham Lincoln was The Tribune's choice
as the man to carry the work into the na-
tion's councils. Steadily, on a big scale,
and shrewdly The Tribune built up a
body of opinion which in three years was
to effect the nomination of Lincoln for
the presidency. Here is a specimen of
that valiant and candid propaganda, and
it should be added that we were the first
to print Lincoln's speeches in full:

MR. LINCOLN'S SPEECH— Elsewhere in today's paper, we
publish entire the speech made by Hon. A. Lincoln at Springfield, in
answer to the late effort of Senator Douglas. Our readers will give it
the attentive perusal demanded by the importance of the subjects of
which it treats, and the great reputation of the speaker. They will
find it a calm, lucid, and convincing refutation of the assumed facts
and the false logic contained in the senator's harangue. In it Mr.
Lincoln has evidently spent more labor to be plain and clear than to

NEWS BY TELEGRAPH
TIIE LAST OF EARTH.

Closing Obsequies to
the Honored Dead.

ABBAHAM LINCOLN
IN HIS TOMB.

Elttto wailo (Uoeps with

A BEFITTING AND MOURN.

FUL CEREMONY.

Tlie Eslogj *f C: -k"p Slopsea.

The Elation «f two U. 8. Sen.
tors from Tennessee.

Jeff Paris and- Leallag Rebels

to be Indicted wild

tie- Assassin*.

EtBI.'T tHSrUW METTOM OF
THE itf MM UIE1TES.

Cifi Thompson BtarenihreS.

BSBTJCTIOH OP TKB A8XT

AMD HAVY.

COT. AlKEI 10T ARKESTEP.

pros upmncFitLg.

tw) l»«rts«*lara*r du r«M»l c.

(?P«U1 Dtipitcfc la a. Cktaro TMtaM.)

From The Chicago

Tribune

May 5th, 1865

Propose Lincoln for Presidency

be ornate and oratorical. That he has succeeded, we are sure our
readers will admit.

We cannot neglect the opportunity to thank him for his vindication
of the language and intent of the Declaration of Independence, now so
frequently assailed by the politicians of the Pro-Slavery party. The
part of the speech devoted to that vindication is in Mr. Lincoln's
happiest vein; and if we knew him only by that we could not fail to
declare that he is a clear headed, sound hearted, and eminently just man.

The Republican party, organized in February, '56,

thus found its leader. At the state convention, May, '56,

Lincoln made the "lost speech" that made him a national

figure. Joseph Medill, present at the convention as a

delegate, and also representing his paper, said :

"I took down a few paragraphs of Lincoln's speech
for the first ten minutes, but I became so absorbed in
his magnificent oratory that I forgot myself and ceased
to take notes, but joined in the clapping and cheering
and stamping to the end. I was not scooped, however,
for all the newspaper men present had been equally carried
away by the excitement and had made no report."

Illinois elected a Republican governor. Lincoln was
spoken of as Douglas' successor in the Senate. The year
'57 brought the panic and the whole country lay prostrate
under intolerable economic conditions that were not to be
changed until the political atmosphere cleared. In '58
came the famous Lincoln-Douglas debate that left Douglas
broken and spoiled of power. The editors of Illinois met
in the office of The Chicago Tribune and decided on the
railsplitter as a candidate for the Presidency.

On February 16, i860, we came out with the celebrated
two-thirds of a column editorial leader placing Lincoln
before the people for the nomination.

In the great cause of the nomination Mr. Medill was
active inside the office and out. Ten days after the nom-
inating editorial found him behind the scenes in Washing-
ton and to The Tribune he sent back this report :

READ, REPUBLICANS, READ!

Our Mr. Medill, who is in Washington, as the correspondent of
The Press and Tribune, writes in a private note as follows:

"Washington, Feb. 26, 1860.

"From the reports sent here by the Douglas men, some of our
folks begin to fear that through disaffection among the Republicans

Tribune Word Picture of Lincoln

the bogus Democrats will carry Chicago. The idea gives them cold
chills. Senator Wilson says that the loss of Chicago at this crisis will
endanger Connecticut, and do much to insure the nomination of Douglas
at Charleston. At least thirty members of congress from other states
have spoken to me about it. They say that for the cause and the great
campaign the city must be saved.

"Wade, senator from Ohio, told me that the loss of Chicago would
be the worst blow that the Republican party could now receive. He
says he is ready to go there and stump every ward to save it. This is
the general feeling. A national convention is soon coming off, and
great things are expected of Chicago. She is the pet Republican city
of the Union — the point from which radiate opinions which more or
less influence six states. The city must be saved."

We ask our friends who are hanging back to put that letter in their
pipes and smoke it. In the face of such direct and explicit testimony
as to the vital importance of the contest, no man need hesitate what
to do. Boys, up and at 'em.

"The boys" did "up and at 'em," for in three months
came Lincoln's triumphant nomination, and with it a Trib-
une "close-up" of the candidate which for justness and viv-
idness is not excelled by many a Lincoln study of far later
and calmer times and far greater pretensions. Phrases
from it are reprinted here:

Stands six feet and four inches in his stockings.

In walking his gait, though firm, is never brisk. He steps slowly and
deliberately, almost always with his head inclined forward and his hands
clasped behind his back.

In dress by no means precise. Always clean, he is never fashionable;
he is careless, but not slovenly.

In manner remarkably cordial, and, at the same time, simple.
His politeness always sincere but never elaborate and oppressive. A
warm shake of the hand and a warmer smile of recognition are his
methods of greeting his friends.

Head sits well on his shoulders, but beyond that it defies description.
It nearer resembles that of Clay than that of Webster, but is unlike
either.

In his personal habits simple as a child. Loves a good dinner and
eats with the appetite which goes with a great brain, but his food is
plain and nutritious. Never drinks intoxicating liquors of any sort,
not even a glass of wine. Not addicted to tobacco in any of its shapes.
Never was accused of a licentious act in all his life. Never uses profane
language.

A friend says that once, when in a towering rage in consequence of
the efforts of certain parties to perpetrate a fraud on the state, he was
heard to say, "They shan't do it, d n 'em," but beyond an expres-
sion of this kind his bitterest feelings never carried.

Never gambles. Particularly cautious about incurring pecuniary
obligations. We presume he owes no man a dollar. Never speculates.
A regular attendant upon religious worship, and, though not a com-

War Creates Demand for News

municant, is a pew holder and liberal supporter of the Presbyterian
church in Springfield to which Mrs. Lincoln belongs.

A scrupulous teller of the truth — too exact in his notions to suit the
atmosphere of Washington as it now is.

If Mr. Lincoln is elected president ... he will not be able to make
as polite a bow as Frank Pierce.

* * *

The war burst. Sumter fell. On April 15, 1861, The
Tribune printed its call to battle. It was a hundred per
cent appeal — nay, command, and to this day it makes the
pulse beat high:

EVERY MAN'S DUTY— READ!

Lenity and forbearance have only nursed the Viper into life — the
war has begun.. It may not be the present duty of each one of us to
enlist and march to the sound of a bugle and drum, but there is a duty,
not less important, which is in the power of every man and woman in
Chicago, and in the North, to perform — it is to be loyal in heart
and word to the cause of the United States. From this hour let no
Northern man or woman tolerate in his or her presence the utterance
of one word of treason. Let expressed rebuke and contempt rest on
every man weak enough to be anywhere else in this crisis than on the
side of the country against treason — of Lincoln and Scott against Davis
and Twiggs — of God against Baal. We say to the Tories and lick-
spittles in this community, a patient and reluctant, but at last an out-
raged and maddened, people will no longer endure your hissing. You
must keep your venom sealed or go down! There is a republic! The
gates of Janus are open; the storm is on us. Let the cry be, THE
SWORD OF THE LORD AND OF GIDEON!

* * *

The Tribune's course throughout the civil war may be
said to have made it a great property, both in a material
and a moral sense. It was energetic in the covering of
events and it was passionately loyal. But even in the heat
of conflict it could be decent. In the course of an appeal
for comforts for the sick rebel prisoners herded in Camp
Douglas, The Tribune said :

These men will be our countrymen again. The memory of this
conflict will be effaced.

As hundreds of thousands of men went to war, the
home folks experienced a new deep craving for news from
beyond the horizon — news complete, authentic, recent —
such as only metropolitan papers could supply. By striv-
ing wholeheartedly to satisfy this craving The Tribune

War Correspondents Score Scoops

won a place in the hearts of the great foundation stock of
the Middle West which has never been shaken.

Telegraph news suddenly became of the utmost impor-
tance. The Tribune had its correspondents all over the
field of action, and gave the best possible news service.
George P. Upton, then for many years after on The Tribune
staff, scooped the other papers in the country by his story
of the capture of Island No. 10, and later scored other
scoops. In 1864, The Tribune exposed a plot to free the
Confederate prisoners in Camp Douglas and prevented its
accomplishment.

At all times, The Tribune advocated aggressive prose-
cution of the war, and never wavered in the often question-
able assumption that the Union
would triumph. It took the lead
in many important reforms. When
Fremont's abilities were doubted,
The Tribune sent Joseph Medill to
ascertain the facts. Likewise, when
General Grant was charged with
drunkenness and incompetence, Mr.
Medill went to the front to inves-
tigate. It was also due to his efforts
that the governors of Wisconsin and
Minnesota called special sessions to
grant soldiers in the field a vote in
the second Lincoln election.

The Tribune became the head-
quarters of Union men. Nightly
bulletins were posted for large and
enthusiastic crowds. Dr. Ray or
Mr. Bross spoke when word of im-
portant victories came. Dr. Ray
was the hail-fellow-well-met of our family, and on the night
when the news of the fall of Fort Donelson was received
in Chicago he read the dispatch to an immense throng
and then said, "Friends, 'Deacon' Bross authorized me to

NEWSBYTELE6RAPH.

FULL DETAILS OF THE GREAT
GRIME.

Secretary Seward still
Lives.

PEECARIOUS CONDITION OF
FREDERICK SEWARD.

The Order for the As-
sembling of the Vir-

giniaLegislatuio
Rescinded.

RIOT IN SAN FRANCISCO

BOOTH AND HIS ACCOMPl ICES.

Booth's Mistress Attempts
to Commit Sucicide.

Arrest of some of the Supposed

Assassins.

launrtHon if tin New Prnddont-
Andrtw JohuKD takes the Oath mt
-inioe-ui. Unub In Fall.

_ War Pimuiwi, I

WumoTOB, April lft— 8 y. m. f

From The Chicago Tribune
April 17, 1865

Circulation of 40,000 Attained

say that any man who goes to bed sober tonight is a
traitor to the government." The deacon's consternation,
considering his Cromwellian standards, may be imagined.

The Tribune of that day, as now, had its enemies.
Federal troops had to be called to guard the building in
June, '63, when the copperheads threatened to destroy the
paper. In any event, then as now, it was characteristic of
the paper that it never did anything half-heartedly. It
backed a project to the utmost, or fought it to a finish.

The war years brought prestige and prosperity to The
Tribune. Its circulation increased from 18,000 to 40,000,
and the publishers made money despite the generally ad-
verse business conditions. In 1861, The Tribune was
incorporated by a charter issued by the Illinois legislature.

* * *

In '65, John Locke Scripps, who had been serving as
postmaster since '6i, sold his interest to Horace White,
who assumed the editorship. White was editor-in-chief of
The Tribune from 1866 until 1874, during part of which
period Mr. Medill gave much of his time to the proceed-
ings of the Illinois constitutional convention of 1869 and
to his duties as mayor of Chicago immediately after the
great fire. William Bross was also out of active touch
with The Tribune, serving as lieutenant - governor of
Illinois from 1865 to 1869.

During his activities as editor-in-chief Mr. White gave
The Tribune a free trade tendency, which did not make
Mr. Medill happy, although he was no high protectionist.
In any case, in 1874, after a tour of Europe, he took full
charge of the paper. Mr. White later performed distin-
guished service as editor of the New York Evening Post.

Another notable event of 1865 was the establishment of
a Western Associated Press, a forerunner of the "A. P." of
today. Mr. Medill called a meeting of Western editors,
held in Louisville, to effect this association.

It was in '69, that The Tribune moved from 51 Clark
Street, where it had been published for many years. A new

Burned Out but Unbeaten

building, four stories high, of Joliet marble, had been built
on the site of the present Tribune building at Dearborn
and Madison Streets. The building was valued at #225,000,
and was highly thought of as an architectural accomplish-
ment in its day. The paper was published here until the
great fire of October 8 and 9, 1871.

* * #

Because of its rapid growth, building in Chicago had
been haphazard and careless. The Tribune, in an editorial,

September 10, 1871, called
attention to walls "a hun-
dred feet high and but a
single brick in thickness/' . .
"There are miles of such fire
traps . . looking substantial,
but all sham and shingles. "
The fire virtually cleaned
out the city. The Tribune
building, spared once, was
caught in the conflagration

The Courthouse and an issue Put to press the

second night, Monday, Octo-
ber 9, while fire surrounded the building and McVicker's
Theater next door began to burn.

A few hours later another office was opened at 15 Canal

Street. Editors, reporters, and pressmen gathered here and

went to work on the story of the fire. On Wednesday,

October 1 1, a half sheet paper was issued with a five column

story of the fire and the following famous "Cheer Up"

editorial :

CHEER UP

In the midst of a calamity without parallel in the world's history,
looking upon the ashes of thirty years' accumulation, the people of this
once beautiful city have resolved that

CHICAGO SHALL RISE AGAIN

With woe on every hand, with death in many strange places, with
two or three hundred millions of our hard-earned property swept away

From First Issue after the Fire

in a few hours, the hearts of our men and women are still brave, and they
look into the future with undaunted hearts. As there has never been
such a calamity, so has there never been such cheerful fortitude in the
face of desolation and ruin.

FIRE!

Destruction of
Chicago !

MOOAcrM of Build-
ins* Dettroyed.

let
a it Ms, teis. w*t

Thanks to the blessed charity of the good people
of the United States, we shall not suffer from hunger
or nakedness in this trying time. Hundreds of train-
loads of provisions are coming forward to us with all
speed from every quarter, from Maine to Omaha.
Some have already arrived — more will reach us be-
fore these words are printed. Three-fourths of our
inhabited area is still saved. The water supply will
be speedily renewed. Steam fire engines from a
dozen neighboring cities have already arrived, and
more are on their way. It seems impossible that
any further progress should be made by the flames,
or that any new fire should break out that would
not be instantly extinguished.

Already contracts have been made for re-
building some of the burned blocks, and the clear-
ing away of the debris will begin today, if the heat
is so far subdued that the charred material can be
handled. Field, Leiter & Co. and John V. Farwell &
Co. will recommence business today. The money
and securities in all the banks are safe. The rail-
roads are working with all their energies to bring us
out of our affliction. The three hundred millions of
capital invested in these roads is bound to see us
through. They have been built with special refer-
ence to a great commercial mart of this place, and
they cannot fail to sustain us.

Chicago Must Rise Again.

We do not belittle the calamity that has be-
fallen us. The world has probably never seen the
like of it — certainly not since Moscow burned. But
the forces of nature, no less than the forces of rea-
son, require that the exchanges of a great region
should be conducted here. Ten, twenty years may
be required to reconstruct our fair city, but the capi-
tal to rebuild it fireproof will be forthcoming. The
losses we have suffered must be borne; but the place,
the time, and the men are here, to commence at the
bottom and work up again; not at the bottom,
neither, for we have credit in every land, and the
experience of one upbuilding of Chicago to help us.
Let us all cheer up, save what is yet left, and we shall
come out right. The Christian world is coming to
our relief. The worst is already over. In a few days more all the
dangers will be past, and we can resume the battle of life with
Christian faith and Western grit. Let us all cheer up!

The extent of the disaster was terrific. Nobody was

id bat lisinKi
!ljclsS«pHi2J.

Oyer a Hundred Dead
Bodies Recovered
froa ths Debris.

TtmtflMs if Cites

Mail Bane. M

Fed « CMuf,

Eighteen Thousand
Euildings De-
stroyed.

Incendiaries and

Ruffians Shot and

Hanged by

Citizens.

riUiitotyFiie, Siffca-

tin. ut Crushed by

Milne Walls.

Refill Arriving from
Other Citiss

Hourly.

Organization of a

Local Belief

Committee.

ft Br rasa m« Ms.

OrV. ul n**rf< npr, flaw..
■ktidnS ill ik Dm*™ H»
oa. VaT> Iteaa, ni .» it.

in (kank. n i-u»

From The Chi-
cago Tribune,
Oct. 11, 1871

In New Building One Year After Fire

spared. But the spirit of the men of the time did not
falter, nor shrink from the truly vast burden of recon-
struction. The case of The Tribune was typical. To get
paper for the first post-fire issue, the business manager had
to borrow sixty-four dollars from personal friends to pay for
it. Forty-eight hours before, The Tribune's credit would
have been good for more than a hundred thousand dollars.
The next day, October 12, the paper came out with a
full sheet. Revenue began to come in from advertisements
inserted by sufferers who were seeking lost families and
friends. A little later, work was begun on a new building
on the site of the old. On the night of October 9, 1872,
just one year later, The Tribune was published from its old
location, but in a new building. Thus swiftly is the first
epoch in the history of the community and The Tribune
put behind and the second begins.

How power for the presses was
secured in the Forties

From the Fire to the Fair

1871-1893

FOLLOWING the Great Fire are twenty years of
rather prosaic history for The Tribune — and for
Chicago. The effects of the Civil War, as well as
of The Fire, were still a depressing influence. It was a
period of rebuilding, readjustment and swift, uncouth
growth as corn and wheat spread in tidal waves over the
prairies which had known but buffalo grass for centuries.

To scan for decade after decade the yellow pages of
newspaper files is a stimulating experience, one that proves
the reverse of many things that men are wont to take so
completely for granted that they make them the basis of
endless shibboleths and catch phrases. The principal of
them rings the changes on "the degeneracy of the press."
The community and newspaper story put together from
the files of The Tribune and certain of its contemporaries

is a seventy-five year study
in and vindication of opti-
mism. It shows that the
type of newspaper now con-
sidered reckless and sensa-
tional was, at a time still
well within the memory of
men now living, not only
reckless and sensational but
villainous and vindictive to
the point of outraging de-
cency. The type of news-
paper now supposed to be
identified with ''the interests" and to be sustained by
them was then susceptible to the blandishments of a
free supper at the new hotel. The type of newspaper
now described as conservative was then reactionary to the
point of pitilessness.

The Waterworks

LtiU'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U' U 'U'U'UHJiUiUlLl

As the Fire approached the Marine hospital near the mouth
of the river.

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'Good Old Days" not so Good

Let him who thinks that newspaper reports of such a
case as the current Stillman-Beauvais scandal exceed the
bounds of decorum turn to the file of 1874. He will dis-
cover in the reports of the Beecher-Tilton scandal a gusto
and a particularity in the presentation of squalid details
which will convince him that the treatment in our time is
all for the better; wholly in the direction of that legitimate
reticence which, while it does not pander
to pruriency, does not, by silence, make
evil easier for the evildoer.

The files show how all the material
and mechanical changes of newspaper
making since its early days in Chicago
have been emphatically to the advantage
of the newspaper reader. By means of
three line digests of every important
article and by means of terse, coherent,
explicit, and unelaborated headlines his
time is saved, and, by the use of larger
type in heads and in the body of the
paper, his eyes are comforted instead of
tortured. The whole paper is more
readily assimilated.

Pictorial development has been so
pronounced in late years and is still going
forward at a pace so extraordinary that
it makes a history so new and so special
that it cannot be linked up with what lay
critics of the press like to call the "golden
days of Greeley." This picture making
and the copious — indeed for some prop-
erties downright ruinous — use of the

cable have been the most striking features of journalistic

history in the last decade.

The articles you read now are shorter than those father
and grandfather read, but their number and variety are
far greater. The rule now, whether invariably observed or

BEECHER-TILTON.

Un. Elizabeth Cadj Stanton's
Views of " The Gicat

Social Earth-
quake."

•TV Tne Sotiat C«it Host Be

tin Same for Both

Sties.''

"The Orowninj Perfidy" ot
<• the Great Preacher."

•Jfa. TiTton 0oo» Forth "to Vindi-
cate the Mas She Lores,"

f h\ ir.tr latins > Iwtlsll «f Bat,

" tuts Bir Jiiai like • Kilh-

ati Fltwr."

Bcrcktrl Pssiiiea maintained for Dim

■I * Tkres Pswsrfal Bcllg-

lons Rings."

Diniomecy end Hypocrisy trrHIgh

Places."

"lbs lmporsib£ity of Steering Justice

for any Oae when Koaey Can

as 0ml ActfBst Him."

Is Tfkicb Sns Ciararterln* Her Husband.

«. " Goo< and Nofcie, aid

Boat Fare."

And ApaaJta of Him ae Zndariag-
"Crual Furaacutiona."

>••"•> t~w Sin. BUMS cur

W. uko *jiti.Gil..rut *• ttunk JusUkab:., Ub-
MtJ ia pinna; u» f.llaanat; private letter, ra-
teat]/ rtMiToo, to ta. public. The BmcJmt-

raaj coaUibut. to 1

WU aa pealie auaaUao. lanital. W. caa
Sbonfar* caiweiMt.oaalT wttlibold Mr..;*
toa'a very aula and t-jterMtlttg loiter feoib

From The Chicago

Tribune,

Oct. 1, 1874

Newspapers Today Better than in Past

not, is "tell it as briefly as possible." The rule so lately
as the early '90s seemed to be "spin it out," and — what
with the lead for the whole story and the subsections of
the story — "tell it at least thrice."

Nor is it solely in these material aspects of news presen-
tation that there has been change so emphatic that it attains
the importance of solid reform. In the things of the intel-
lect and of the spirit the emphasis is firmer and more intelli-
gent. News articles are not only less windy but vastly
less vituperation and partisanship get into them. In truth
vehemence and partisanship appear once to have been
encouraged; they now are vigorously discouraged.

Editorials today are at once more humane and less
facetious. They cover a wider range of topics and are
written in better English, but with less vigor only if violence
and name calling are synonymous with vigor. Our fore-
bears in this profession probably would consider them
deficient in a quality dear to their hearts. It was "raci-
ness." It covered, while it caused, a multitude of sins of
taste and manners.

The epitome of two outstanding contrasts between the
newspaper of the mid-nineteenth century and long there-
after and the newspaper of today can be briefly given:
There was more individuality — of a quaint and rustic
kind — and less taste. And the news element today is, to
use the largest word, an infinitely greater factor.

That vehement individuality was the expression of
enormous vitality. Some of the manifestations of it were
more interesting than to be imitated. If a rival publicist
did not agree with you he was "an ancient liar" or "an old
lunatic." Neither age nor ailments protected a man.
Mature men, men of parts and men of reading, who were
guiding the destinies of a community and of the imperial
realm of the middle west, said, and said in print, things that
today would not be forgiven a cub reporter.

But, after all, the lesson learned from the days of file
scanning was the big lesson, as vital today as ever it was,

An Extraordinary Tribune Scoop

of the survival of the men and the properties that had the
clearest ideals of personal and civic probity.

On Sunday, May 21, 1887, The Tribune astonished its
readers with one of the greatest scoops of history — nothing

less than the entire revised edition

JH of the New Testament. Samuel

NEW TESTAMENT Medill, Joseph's brother, who as

managing editor engineered it, in-

OFOUBIABDABDBAYIOR troduced fc tQ his readers a§ fol.

JESUS CHRIST, lows.

translated out of the 6REEK1 "The Tribune presents to 63,000

^a.T^MMki.ftioi. purchasers and 200,000 readers this

u-pw»«wnktk.BMtA«>u»* morning, in addition to a regular issue of

AuthorWf* u>4 Railed <=" . . » . . .

A.B.1MU twenty pages, the revised edition oi the

New Testament entire. The whole work,

ranttttoK chioaoo uedtd without the omission of a single chapter

loxiEWssT. or verse, is contained in sixteen pages of

the size usually issued from this office.

ctb cmcMio MUBOTni PBMas. There are journals which would find

a publication of this kind a considerable

^a^mZ!!Z?£££m*mC~' undertaking. But The Tribune's typo-

rmZ~?1?ZZ!Z!Zt graphical and mechanical resources are

OEOROr W. DAT. aterOcr». VT F

Mmunt.Mmnt.tm. such that it can issue any volume of or-

dinary size at a day's notice. The public

From The Chicago Tribune may De interested to know that the first

May 21, laol type of the New Testament as it appears

in our columns today was set at ten

o'clock yesterday morning and the last page made up in stereotype at

ten o'clock last night. The job was completed, therefore, in precisely

twelve hours. Ninety-two compositors were employed in setting type

and five in correcting errors noticed by the proofreaders.

Meanwhile twenty additional pages of advertising and reading
matter were set up, corrected, put in form, and stereotyped: so that we
are enabled to issue this morning thirty-six pages, not one line of which
had been put in type at ten o'clock yesterday morning.

The Tribune is not inclined to boast of its present achievement.
It believes in doing thoroughly what it undertakes to do at all. Hence
it has not undertaken to give mangled extracts from a few books of
the New Testament, but to print the revision in such shape that no
reader of The Tribune need ever buy a copy of it unless he feels disposed
to do so for special reasons.

This journal was the first to announce the publication of the New
Testament. It may have imitators. It expects them. But it can
have none who will be any more than feeble copies of the original. It
is accustomed to having its ideas plagiarized by journalistic sharks that
follow in its wake and pick up its leavings. But it intends always to
lead the way and be the first in introducing novelties to the people of
this community.

Claim Superiority for our Advertising

ASSIGNATION,

James A. Garfield Falls Be-
fore the Assasin'a
Bullet

The Oeed Committed by a

Madman Named Charles

J. Cuiteau.

Half-Past Nino O'clock of Sat-
urday the Baleful
Moment

The President, Arm-ln-Arm with
Secretary Blaine, Was En-
tor lug s Depot.

From ai Ambueosde the Maniac

Find Two Balls into the

President.

Elsewhere on the same page :

The fraudulent newspaper on Wells street printed a week ago a
bogus "cable dispatch" purporting to contain the principal changes in
the Old and New Testaments made by the Committee on Revision. Its
shallow trick was immediately exposed by the
American revisors so far as the Old Testament
was concerned by the simple statement that
its revision was barely begun. Its forgeries in
case of the New Testament are now proved by
indubitable evidence. A comparison of its
fraudulent version with the true version
printed this morning shows that the former is
false in nearly every particular.

That was our whack at Story and
his shifty Times.

A month later in the same year a
circulation war was on and The Tribune
went after The Times again :

Advertisers are not fooled. There is no
shrewder set of men in the world. They would
not continue to invest their money as liberally
as they do in The Tribune space if they were
not satisfied that they got abundant returns
for it. And they do get such returns. Every-
body who has tried it knows that they do.
Seeing is believing, and trying is the best way
to find out the truth in this matter. . . .
What can possibly ail that venerable lunatic
if not a consciousness of the inferiority of his
own newspaper in any respect to The Tribune?
. . . The facts and figures are in the local
columns. They are mathematical evidence
that The Tribune is as much superior to The
Times in its city circulation as it is in its ad-
vertising, or its news, or its sense of decency, or
its common sense.

One Took Effjpct frrthe Eaek

and the Other la

the Arab

Journey of a Brave Little Woman «j
from Long Branch to

Washington.

Magnificent Oourrge and Ooed
Cheer of the Chief Ex-
ecutive.

A Constant Tocaln -Of Deetll

Sounded Vp to About 9-

at Night

A ThsaWal ffstte* Llttau to Better
lews After that Bap;y

CARFIELl).
jtn-r e. is*ti. .

• <•>»• •our.taoianeiltou

AT THE DEPOT.
«rst accouht.

Wamikotos. O. C Jolr S-W «. K.-Oe«.

From The Chicago

Tribune

July 3, 1881

Look in, now, on the lads long
gone, on the feverish nights of early
November, 1884, when the Cleveland-
Blaine result still was hanging fire and
the whole country's nerves were snap-
ping. Here it is the morning of Nov.
6 and still no decision on the election of two days before!
Evidently our nerves were getting a wire edge, too, and we

Tribune Begins Fight Against Anarchism

tartly informed a waiting world of subscribers that "inside
information" was put in this paper, not kept out of it:

In the rush and press of these busy and exciting hours we have no
time to answer their telegrams, and this must serve for a general reply
and apology for apparent neglect.

We can only say that all the news we have or can get is printed in
The Tribune and that we have no inside information that does not
appear in its columns. ... It would have taken one man's entire
time to answer one-half of the inquiries received yesterday afternoon.

* * *

No event of this period took stronger hold upon men's
imaginations than the Haymarket riots and the ensuing
murder trials. On May 4, 1886, a platoon of police was

bombed when about to disperse

A HELLIHH DEED. an anarchist meeting in Hay-

A dynamite bomb thrown into a market Square, Chicago. Seven

CllOWD OP POLICESLEN. - .

policemen were killed. Leaders

It Explodes and Coven the Street with

D.e1,?d T.t.l,Bt*dJ?mc,>eTAJTm of the anarchist movement in

of Bullets Follow*— The Police Return

ZZZZ^ZSTrZSl Chicago were tried for murder

Street Station— A Sight of Terror. • . J •, f . ♦!• *

A dynamite bomb thrown Into a squad of aS lnStlgatOTS Ol tne Crime,

ZTZZZS^IZZ though no attempt was made to

Injuring nearly fifty men. The following- U a pTOVC tUat tUey WCTC pTCSCnt Or

-partial list ot the dead and wounded police- i i i it

£n: even that they knew who made

JOSEPH DEAGAN. Wett Lake 8treet Station; 1 » . 1 . 1_ 1 1 T*l_

tell d«ad in froat of the Detpialne. street Station. Or WHO tmCW tliC DOITlt). 1 ftey

'ttt'lhearaia of Detective John McDonald. Be bad ~

..««,.„, ..uiuyto wa.a from th. .c.n. of *. j^ preached assassination and
From The Chicago Tribune. revolution and the policemen
May 5, 1886 nad been killed by some one in-

fluenced by that preaching. On
this basis they were convicted and sentenced — four to
death, three to imprisonment. The Tribune vigorously
upheld the justice of these convictions and criticised the
action of Governor John P. Altgeld (first democratic gover-
nor of Illinois in forty years) when, on July 26, 1893, he
pardoned those still in prison.

The scandalously high protective Republican platform
of 1888 (General Benjamin Harrison's campaign) was
forced upon the party despite The Tribune's vigorous
declaration that the Mississippi valley was not enamored
of excessive protection any longer, and it imparted its scorn

Activities of the Eighties

of the document in rhymes that traveled far and still are
quoted in the histories (see Paxson: "Recent History of
the United States, " p. 140) :

Protection, in a nutshell, means

A right for certain classes;
A little law that intervenes

To help them rob the masses.
The rich may put their prices high;
The poor shall be compelled to buy.

This period also saw the rise and fall of the Parnell-
Gladstone movement for Irish Home Rule. Medill had
been born in New Brunswick of Presbyterian parents from
the north of Ireland, but was a consistent supporter of the

various Home Rule bills. A great
prof, swino. deal of space was devoted to Irish

Annua Meeting of the Chicago neWS in The Tribune.

Chicago is famous the world

Mt%SPaLST ** over for having reversed the flow
_, -. r~nT,.v.™ of its river, forcing a stream to

Prot Swing b Accused of Sabellian- °

tsm, cmuruaisiD, Etc drain Lake Michigan after it had

ho Eaa used unwarranted emptied into the lake for eons. In

Language About , . • . inp! rj* .»

peneiope. this achievement, Ihe lnbune

h. k».m^*« «. wmr had no sma11 Part' lt stood con"
price collar chapei. sistently for the Drainage Canal

He hu Rejected Three Great project, and in 1889, Joseph Medill

Presbyterian Tenets. r J f t i 1

went to Springfield and exerted his

The Whole Hatter Be&rred to a Cob. i • n i

■**»• personal influence to the utmost to

itwinBeportThukoBiing. see that the necessary legislation

was passed. He did not live to

From The Chicago Tribune . i • c .1 •

April 14 1874 see tne completion ol this gigan-

tic public improvement, nor to see
his grandson elected president of the canal board.

Alfred Cowles, one of the factors of The Tribune's up-
building, died in 1889 and his colleague, "Governor" or
"Deacon" Bross, as he was better known, stood too long
with head uncovered at Mr. Cowles' funeral, and con-
tracted an illness that led to his death within a month.

* * *
48

Chicago Captures the World's Fair

There had always been a bond of comradeship among
the men who made The Tribune and on January i, 1890,
the management sought to strengthen this sentiment by
inviting all employes to a "family dinner." These dinners
were held each year until 1908 when the force had grown so
large that they became impractical. The following year
The Tribune presented each employe with a gold piece in
lieu of the dinner, and from this has developed the present
generous system of annual bonuses. These bonuses are
figured on a scale of percentages of the salary received
during the year just ended. The lower salaries and the
longer terms of service receive the highest percentages and
vice versa. The Tribune's first pension system was in-
augurated in 191 1. The present day program of pensions,
insurance, etc., is chronicled in a subsequent chapter en-
titled "Medill Council."

* * *

That Chicago had fully recovered from the terrible
blows of War and Fire was evidenced when America talked
of celebrating the four hundredth anniversary of the landing
of Columbus. Up rose Chicago with indomitable business
pluck and audacity to claim the Fair. New York wanted
it. St. Louis cried for it. Washington was in a mood to
bleed and die for it. Chicago business men, with charac-
teristic spunk, fell to and raised $10,000,000, an argument
neither New York nor Washington could match.

A wonder of wonders, that fair, in and of itself. The
flat, prosaic plain enclosed within the borders of Jackson
park had become a scenic paradise, with its lovely lagoons,
its wooded island, its masterpieces of landscape architecture.
Palaces of consummate beauty had risen majestic. Never
before had buildings at once so vast, so exquisite, and so
numerous grouped themselves in a superbly harmonious
composition, nor, has there since been anything anywhere
to rival the total effect of grandeur, stateliness, and monu-
mental splendor.

There is a strong temptation, always, to overestimate
the educational value of a world's fair. Just because the

Fair opens New Epoch for Chicago

turnstiles at Jackson park registered admissions aggregating
27,530,460 it hardly follows that visitors carried home
accurate information anything like commensurate with
those figures. On th6 other hand, it is as easy to under-
state a world's fair's cultural influence. At Chicago it was
tremendous. Multitudes enjoyed their first delicious ac-
quaintance with painting, with sculpture, and with superb
monumental architecture. No one thing that ever hap-
pened in America tended more directly — indeed no one
thing that ever happened in America tended half so directly
— toward the evolution of a public for great art.

Joseph Medill appreciated fully the great possibilities
of the fair. He was one of the original stockholders and a
director. He saw to it that The Tribune led in the presen-
tation of its beauties and glories. A special bureau was
maintained in the Administration Building from which
Tribune reporters covered all activities and telegraphed
full reports to the paper, where all w Fair" news was handled
by a special copy desk.

[JIUIU'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'UII

In 1869 The Tribune occupied the above building — erected for
it at a cost of $225,000. In 187 1 the issues of October 9 and 10
were missed when the building was engulfed in the great con-
flagration. On the first anniversary of the Fire we moved into
the $250,000 structure shown below.

JIUIU'U'U'U'U'U'U'U'U'IJ'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'CJ'U'U'U'UIL

The Court of Honor, looking east from balcony of the Ad-
ministration Building. This was one of the most inspiring
views afforded by the World's Fair. At the left of the picture
is the Manufactures Buildings with Agricultural Hall on the
right.

View from the roof -promenade of the Manufactures Building.
In the foreground is the Wooded Island^ with the Japanese
Building at its northern end. Fronting the Lagoon on the left
is the Woman s Building; further to the right is the Illinois
Buildings with its lofty dome surmounted by a flagstaff which
marked the highest elevation on the grounds; while at the extreme
right is one of the circular wings of the Fisheries Building. In
the background of the picture stretches the Chicago of '<?J.

From the Fair to the World War

1893-1914

FOLLOWING the fair came crop failures, hard times,
Coxey's "Army," and the industrial warfare known
as the "Debs" or "Pullman" strike, which flared up
in Chicago and radiated to every part of the United States.

The Tribune, while fiercely opposed to Debs as the legiti-
mate successor of the anarchists and the representative of
violence was, nevertheless, keenly critical of the attitude
of George M. Pullman who refused to make any conciliatory
move. The Tribune warmly supported President Cleve-
land when he sent Federal troops to Chicago and it de-
nounced the inactivity of Governor Altgeld.

An incident at this period shows how the new order in
journalism was coming into its own on The Tribune, coin-
cident with a new epoch in civic affairs. Mr. Medill one
day ordered the city editor to preface every mention of
Mr. Debs' name with the word " Dictator. " So the follow-
ing morning The Tribune was liberally sprinkled with
references to "Dictator" Debs. R. W. Patterson, general
manager, demanded an explanation of the city editor,
stating that the day had passed for permeating the news
columns with editorial comments. The next day the paper
appeared without the word "Dictator" and Mr. Medill
called the unfortunate city editor on the carpet to know
why his orders had not been obeyed. He was referred to
Mr. Patterson and finally yielded to him.

From that time on, practically the entire burden of
Tribune management rested on Patterson's shoulders and
The Tribune progressed surprisingly, while its competitors
slipped backward. The Times, once The Tribune's most
formidable rival, merged with The Herald as The Times-
Herald, and later this new paper was absorbed by The
Record and the name became Record-Herald.

Tribune Turns Light on Gas Graft

In 1892, The Tribune had installed new presses, the
first of their kind ever built, capable of producing four-page
to twenty-four-page papers at the rate of 72,000 eight-page
papers per hour. The Sunday paper was now beginning
to develop and in it Mr. Patterson took particular interest.
On November 6, 1887, a twenty-eight-page Sunday paper
was gotten out in four parts, inaugurating this method of
dividing the Sunday issue. On September 14, 1890, a
record was set with a forty-page Sunday paper.

In 1895, The Tribune startled the newspaper world by

reducing its price to one cent daily. Before the Civil War

the price had been three cents, raised to five cents in 1864,

reduced to three cents in 1886, and reduced to two cents

in 1888. It was found impossible to maintain the one cent

price, however, and after the Spanish War, the price again

became two cents. In 1910 another attempt was made

to sell the paper for one cent, but the European War again

raised production costs so that the two cent price was made

necessary.

* * *

When the Cosmopolitan Electric Company 50-year
grab and the Ogden Gas ordinance were simultaneously
introduced in the council on February 25, 1895, there
arose a great cry of graft and boodle. The Tribune led
in unsparing denunciation of these "monuments of corrup-
tion." "Two more infamous aldermanic jobs" is the title
of an editorial demanding the legislature then in session
to take from the idiots and boodlers the power to grant
franchises and give away the city's rights.

"Birds of a Feather Flock Together"— "Anti Boodle"
— "Let Us Have an Absolute Veto," "Stands by the Boodle
Gang — Mayor Approves Ogden Gas and Amends Cos-
mopolitan."

As a result of the campaign against these measures the
mayor who signed them, John P. Hopkins, was unwilling
to risk a stand for reelection five weeks later. And his
candidate was defeated. And as a second result of The

Traction Boodlers Denounce "Newspaper Trust"

Tribune's tireless campaign against the boodle aldermen
the honest forces of the community laid the basis of the
organization of the Municipal Voters' League, which was
instrumental in cleaning up the council and putting gray
wolves in the minority.

The Tribune fought aggressively in the interest of the
public against the infamous Humphrey and Allen bills
which would have turned the streets of the city over to
the Yerkes car line system for a half century.

Early in the spring of 1897, John Humphrey, on behalf
of Yerkes, introduced his twin bills in the legislature.
These took from the city council all power over traction
franchises. The late Edward C. Curtis, who has been
named in the conspiracy charged against the present gov-
ernor, Len Small, was at that time speaker of the House.
At the crisis of one of the fights Curtis became ill and left
Springfield with a substitute speaker in the chair of the
House and it was rumored Curtis was afflicted with a
"gumboil." Hence the sobriquet of the day, "Gumboil
Curtis."

A terrific battle was waged against the measures by
The Tribune, which was seconded by such men as Mayor
Harrison, John H. Hamline, John M. Harlan, Frank J.
Loesch, Edwin Burritt Smith and the Civic Federation.
The measures came to a vote on May 12, 1897, and were de-
feated by a 4 to 1 vote.

On the night of his defeat and denunciation as the most
audacious boodler in the country, Yerkes used some now
familiar language: "The newspaper trust has done every-
thing to demoralize the people and to injure Chicago.
The most brazen and glaring untruths, etc., etc. News-
paper trust ! Newspaper trust !"

But Yerkes was not so easily licked. He went back
to Springfield with new but similar measures, which were
finally rounded out as the Allen bill, which gave the city
council power to grant fifty-year franchises. The same
energetic fight was put up against the Allen bill, but on

Tribune for Gold Against "16 to 1"

June 9 of the same year (1897) it became a law. Gov.
Tanner signed it after Yerkes had said to him, "The news-
papers do not express the sentiment of the people of
Chicago."

This odious Allen law, denounced day by day by The
Tribune as a boodle measure bought by bribery- — a swindle
and a robbery of the people — did not long survive. In the
subsequent session of the legislature it was repealed and
in the intervening months the temper of the people, en-
lightened by the upright press, was such as to deter any
possible action by the city council. And the council during
that time was improving, being lifted out of the shame of
Ogden Gas days, a period of purging in which The Tribune
was continually alert and aggressive.

In 1895 Raymond Patterson, The Tribune's famous
Washington correspondent, secured a notable scoop on the
decision of the United States Supreme court knocking out
the income tax.

R. W. Patterson had been distinctively and almost
exclusively a newspaper man, but in 1896 he went to the
republican national convention and was very influential
in having the "Gold Plank" inserted in the republican
platform. Needless to say, The Tribune took an exceed-
ingly prominent place among American newspapers in
bringing about the election and the re-election of William

McKinley.

* * *

The Spanish American War was marked by one spec-
tacular Tribune achievement — the great scoop on May 7,
1898, which enabled The Tribune to telephone to President
McKinley and to the Secretary of the Navy and the Secre-
tary of War in Washington the fact that on May 1, Dewey
had defeated the Spanish Fleet in Manila Bay. When
war broke out, Edward W. Harden, a Chicago newspaper
man, was in the Orient. The Tribune and The New York
World arranged with him by cable to accompany Dewey's
Fleet. After the victory, the cables having been cut by

Scoop on Battle of Manila Bay

Dewey, there ensued a week of waiting. The world knew
that Dewey should have attacked Manila, but there was
no way of receiving word until Harden reached Hong Kong
and filed his story to The New York World and The Chicago
Tribune. It reached New York too late for any regular
edition of the World, but arrived in Chicago before the
" final" had gone to press. Earlier Tribune editions were
recalled from railway stations and replaced with new ones
containing the big news.

Only one Illinois regiment reached Cuba, so there was
comparatively little news of fighting from Tribune staff
correspondents, but there were powerful stories dealing
with the scandalous conditions at Chattanooga, Tampa,
and Montauk Point. In fact, the campaign for military
preparedness, which was then inaugurated has never been
allowed to lag. The Tribune has endeavored to keep con-
stantly before its readers the terrible consequences visited
upon the volunteer soldier by failure to prepare for war in
times of peace.

Wfa (ftfrifago $miu STrifattm

•ATPtoAT, UT T, mill Will I 'I

POPE MOVES FOR PEACE.

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DIRECT NEWS FROM DEWEY!
NO AMERICAN SHIP LOST!
NOT ONE AMERICAN KILLED!
ONLY SIX AMERICANS INJURED!
ELEVEN SPANISH SHIPS SUNK!
300 SPANIARDS ARE KILLED!
400 SPANIARDS INJURED!

ON flOM* th* L'ntir* Sltrt lUgthip Olympl*.

Ms*ll*. I.vion Ul,n4. Phltipfinr*.

(SPfCt-l CAHLC

(BY E. W. HARDEN OF CHICAGO.'

Monf konf. I>w

From The Chicago Tribune of May 7, 1898

Little Labor Trouble in Tribune History

The Tribune had its first strike at a critical point in the
war. On Friday, July i, 1898, the stereotypers' union,
having refused arbitration, called a strike on all Chicago
newspapers. No paper was issued until July 6. In the
meantime, the Spanish fleet was destroyed at Santiago and
the French liner La Bourgogne sunk off Nova Scotia with a
loss of 553 lives. Newspapers from Joliet, Milwaukee, and
other cities poured into Chicago and sold for as much as
half a dollar a copy.

The only other strike in Tribune history was one which
affected all Chicago papers in 191 2. It grew Out of trouble
between the pressmen and the publishers of W. R. Hearst's
Chicago newspapers. It involved the pressmen, stereo-
typers, drivers, and newsboys, but did not prevent the
publication and distribution of The Tribune.

Trouble between The Tribune and its employes is a
decidedly abnormal event. There has never been a strike
among Tribune compositors. The stability of the organi-
zation is evidenced by the following tabulation showing the
length of continuous service of employes as of January I,
1922:

Less 5 10 25 35 45

Than to to to to to

Department 5 10 25 35 45 55 56

Years Years Years Years Years Years Years Total

Advertising, Classified . 117 8 5 1 131

Advertising, Display. . . 98 12 11 1 122

Auditing 157 24 10 1 192

Building. 90 8 26 124

Circulation 196 45 16 1 258

Composing 57 39 63 20 7 3 1 190

Editorial 149 25 32 1 207

Electrotype . . . 4 1 5

Etching 44 18 7 1 70

European 5 1 6

Executive 5 5 14 2 1 27

General 82 8 5 95

Press 92 49 7 2 150

Rec. & Warehouse ... . 19 1 1 21

Stereotype 28 2 9 1 40

Total 1143 245 207 29 10 3 1 1638

Modern Skyscraper Built for Tribune

The Spanish War caused a wave of interest in world
affairs and The Tribune established staff correspondents in
London, Paris, Rome, Berlin and Vienna. These foreign
bureaus were not continued, however, and from the open-
ing of the twentieth century, until the World War, The
Tribune's journalistic achievements were chiefly in local
and national news, though it recorded a scoop in the fall
of Poj*-AfTrrur to the Japanese^,

Joseph Medill died March 16, 1899, at San Antonio,
Texas. His last words were "What is the news?" During
the last several years of his life he had participated very
little in the active management of The Tribune.

The increasing circulation and advertising under the
regime of R. W. Patterson made it imperative that The
Tribune secure new and better quarters. It was deter-
mined to erect a splendid skyscraper, and a number of
sites were under consideration. The corner of Dearborn
and Madison Streets, which had been occupied by The
Tribune for thirty years, was not seriously considered be-
cause of the rule which provided that school board prop-
erty would be leased only subject to revaluation every five
years. There was a movement on foot, however, to do
away with this policy, since practically all school property
was covered with dilapidated shacks, it being economically
impossible for lessees to spend money on adequate im-
provements. As a result The Tribune was offered a ninety-
nine year lease if it would agree to improve its corner with
a two million dollar building, which would revert to the
school board at the end of the lease.

This subject is taken up more in detail in a later chapter
of this book, headed "Building Department.'' Three
successive school boards ratified The Tribune lease and the
modern seventeen-story structure which now stands at
Madison and Dearborn is the result. It was occupied by
The Tribune in 1902 with the expectation that the new
machinery and the great structure would be ample for

Origin of "Sane Fourth" Movement

Tribune requirements until the end of the lease. It was
outgrown in twenty years.

In 1899 The Tribune began its crusade for a Sane
Fourth — a crusade which was successful after twenty years
of consistent hammering. As a result thousands of chil-
dren are saved from death or mutilation every year.
Collier's Weekly tells the story of the inception of this
campaign as follows:

On the Fourth of July, 1899, Managing Editor Keeley of The
Tribune was at the bedside of his small daughter, who was on the verge
of death. The air about his home was filled with the din of that bar-
barous demonstration which as a matter of unquestioned fact we had
come to associate with the demonstration of patriotism. Keeley hover-
ing over his little child, anxious to the point of frenzy, thought this
noise was pushing her out of the world. Late in the afternoon in the
midst of his distraction he called up The Tribune office to speak to his
secretary, but there was so much of the clatter of celebration at both
ends of the line that for a time neither could hear the other. An idea
came to Keeley: "Get reports from thirty cities on the number of
killed and injured by this blankety-blank foolery," he said, "and let's
see what it looks like."

Ten minutes later he called up again and dictated the exact form
of the message to be sent, and added: "Make it a hundred cities, get
the figures in shape, and we will print them."

The next morning on the front page of The Tribune there was a
column devoted to the Fourth of July horror. On the following morn-
ing, with more data at hand, the results were elaborated in three terrible
columns. This was the beginning of The Tribune's campaign for a
sane Fourth. At first, papers and people jeered, but year after year
The Tribune continued to tabulate the ghastly results until the battle

was won.

* * *

The terrible disaster of the Iroquois Fire stunned Chicago
on December 30, 1903. The manner in which this great
story was handled by The Tribune is familiar to students
of American newspaper history. On the day following the
fire the entire first page of The Tribune contained nothing
except the names of 571 dead and missing. Before sunrise
that same morning twenty members of The Tribune staff
had been sent out with lists of names to secure photographs,
and on New Years' morning, The Tribune printed several
times as many pictures of victims of the disaster as the
other Chicago papers combined.

rwn»i

■

■
■

■

■
=1

This mudhole is the corner of Madison and Dearborn Streets
as it looked in i860. At the farther corner of Pos toff ice Alley
is the book store of John R. Walsh.

(Plioto by courtesy of John M. Smyth)

T. E. Sullivan, 56 years on The Tribune, and T. B. Catlin,
48 years on The Tribune, hold the longest service records among
Tribune employes. Both are compositors.

JIU'U'U'U'U'U'U'U'U'U'U'U'U'U'U'UIUIUIU'U'U'U'U^U'U'U'U'U'U'U'U'U'U'U'U'L.

Robert W. Patterson
Mr. Patterson succeeded his father-in-law, Joseph Medill,
in control of The Tribune. His funeral in igio was one of
the most impressive events of the time because, dying within
a few hours of his mother, the service for them both was held in
the same church on the same day. That was the Second
Presbyterian church, of which Mr. Patterson s father had long
been minister. R. W. Patterson s characteristics were justly
appraised by the Illinois State Journal in its notice of his death.
"He realized," said that paper, "that changes come slowly,
that reforms cannot be effected in a day, that patience is a req-
uisite to the accomplishment of any important fact. Better
still, he appreciated the saving grace of good nature in the
crusader. He seldom lost his temper, and defeat never ruffled
him." He was born in Chicago in 1850.

Enterprise — Aggressiveness Mark Tribune Progress

Following the Iroquois Fire The Tribune pressed for the
prosecution of those responsible and organized The Tribune
Committee of Safety composed of leading engineers and
architects. This Committee formulated specific demands
for a reform in Chicago's building code; demands which
were incorporated in city ordinances and which have un-
doubtedly prevented many disasters during the intervening
years.

On the morning of December 18, 1905, The Tribune
scored a scoop on the failure of the banks of John R. Walsh.
One consequence of these failures was the discontinuance
of Walsh's newspaper, The Chronicle, which suspended
publication May 31, 1907.

In 1906 The Tribune played an even more spectacular
part in giving the world news in connection with a bank
failure. Managing Editor James Keeley trailed the ab-
sconding bank president, Paul O. Stensland, to his hiding
place in Morocco and induced him to return voluntarily
to Chicago. During the same year it printed the corre-
spondence between Roosevelt and the Storers which caused
an international sensation.

Throughout the administration of Mayor Edward F.
Dunne The Tribune vigorously opposed his program for
the municipal ownership and operation of the street car
system, and criticized the management of school affairs.
As a result suit was begun to invalidate the lease of the
property on which The Tribune Building stands. Three
courts decided on every point in favor of The Tribune.

* * *

Nonpartisanship in the handling of news had developed /
to such a point on The Tribune that this avowedly repub- > '
lican newspaper issued a series of special editions in Denver ]
throughout the democratic national convention of 1908. J

A full staff of editors, reporters, artists, photographers,
and telegraphers was taken west in a private car. The
Rocky Mountain News loaned its mechanical facilities, and
also assisted in securing distribution. Leased wires sup-

Tribune Holds First National Land Show

plied The Tribune in Denver with all news of Chicago and
the Central West and also supplied The Tribune in Chicago
with complete reports of the convention.

A year later, when an imposing expedition of business
men and legislators headed by President Taft journeyed
down the Missouri and Mississippi to the Gulf of Mexico,
The Tribune published its famous "Deep Waterways
Editions" at St. Louis, Memphis, Natchez and New Orleans.
The St. Louis Star, the Memphis Commercial Appeal, the
Natchez Democrat, the New Orleans Item, and the New
Orleans Times-Picayune gave generous assistance. Again,
in 1921, a special edition of The Tribune was printed on
the presses of The Commercial Appeal and distributed on
the train carrying the investment bankers of the country
to their national convention in New Orleans.

* * *

Irrigation and scientific agriculture had at this period
developed a new wave of colonization throughout the
United States. Public interest in undeveloped sections
and in agricultural opportunities was great. Chicago, as
the railroad center of the nation, was the focus of coloni-
zation activity in which The Tribune naturally became a
leader. At a dinner in February, 1909, attended by men
influential in land development, it was suggested that a
great land exposition be held in Chicago the succeeding fall.
The Tribune offered to start this exposition, guaranteeing
its financial responsibility by a contribution of $25,000.
In the first prospectus sent out it was stated: "The rail-
road and land interests in Chicago have initiated a move-
ment to hold an exposition in Chicago for the exploitation
of our country's undeveloped land resources and have
arranged with The Chicago Tribune, as a non-competing
interest, to assume financial and executive responsibility."

A Land Show was held in the Coliseum during November
and December. It was generously supported by railways,
state departments of agriculture, chambers of commerce,
and similar organizations in sections seeking settlers. It

Surrenders Show — then Recovers It

attracted tremendous crowds, not only from Chicago, but
from the entire Central West. Nevertheless the deficit
which The Tribune was obliged to pay amounted to more
than #40,000.

The following year The Chicago Tribune, feeling unable
to assume such a great burden again, turned the Land Show
over to some Chicago business men who felt that they could
run it in a manner satisfactory to exhibitors and to the
public, and still make a profit. A successful Land Show was
held in the winter of 1910 under their auspices and a small
profit was made.

They undertook to repeat the show in 191 1, but intro-
duced a new element by offering free lots with every paid
admission.

Each person attending the show was presented with
a coupon giving him the right to a lot on payment of approxi-
mately three dollars for abstract, and recording fees. More
than 40,000 of those attending the Land Show paid this
money to the promoters of the show and were given re-
ceipts, and promised deeds and abstracts at some future
time. The land in Michigan, which the Land Show pro-
moters proposed to subdivide into building lots, was
inaccessible and covered with snow, so that the surveying
and platting of it was extremely difficult.

Those who had paid their money became exceedingly
impatient as months went by and no deeds were received.
Although The Tribune had had no control over the 191 o
or 191 1 land shows, the institution was popularly known
as "The Tribune Land Show/' and great numbers of
protesting lot owners began calling on The Tribune for
their deeds. Exhibitors had also been exceedingly indignant
at the lot scheme and their denunciation of the 191 1 Land
Show in every part of the United States was distasteful and
injurious to The Tribune.

An arrangement was made, therefore, by which the Land
Show was transferred back to The Tribune and its recent
owners were put under bond to deliver the lots that had

Inauguration of Good Fellow Movement

been promised. The Tribune, having given birth to this
unique exposition, was anxious to restore it in the esteem
and respect of exhibitors and the public. The Tribune
formed a corporation known as the United States Land
Show, which held shows in the Coliseum in the winters of
1912 and 1913. In each instance there was a substantial
deficit paid by The Tribune. At the 191 3 Land Show a large
number of Ojibway Indians were brought to Chicago and
presented the Hiawatha Legend in pantomime. Exhibitors
included the United States Government, the University of
Illinois, the Canadian Government, Province of British
Columbia, Province of Alberta, State of New York, State
of Oregon, State of Alabama, State of Ohio, State of West
Virginia, State of Mississippi, and the Great Northern,
Canadian Pacific, Canadian Northern and Grand Trunk
Railroads.

During these years The Tribune also conducted in the
Sunday paper a "Forward to the Land Bureau" which
answered many thousands of inquiries concerning agricul-
tural conditions in various sections.

In December, 1909, The Tribune received a letter from
one of its readers, who asked that his letter be printed in
The Tribune without disclosing his identity. The original
Good Fellow is still anonymous, but his letter initiated a
movement which makes many thousands of children of the
poor happy each Christmas. The famous Good Fellow
letter as it appeared in The Tribune of December 10, 1909,
follows :
To the Good Fellows of Chicago:

Last Christmas and New Years' eve you and I went out for a
good time and spent from $10 to $200. Last Christmas morning
over 5,000 children awoke to an empty stocking — the bitter pain
of disappointment that Santa Claus had forgotten them. Perhaps it
wasn't our fault. We had provided for our own; we had also reflected
in a passing way on those less fortunate than our own, but they seemed
far off and we didn't know where to find them. Perhaps in the hundred
and one things we had to do some of us didn't think of that heart sor-
row of the child over the empty stocking.

Now, old man, here's a chance. I have tried it for the last five
years and ask you to consider it. Just send your name and address to

Many New Departments of Service

The Tribune — address Santa Claus — state about how many children
you are willing to protect against grief over that empty stocking, inclose
a two-cent stamp and you will be furnished with the names, addresses,
sex, and age of that many children. It is then up to you, you do the
rest. Select your own present, spend 50 cents or $50, and send or take
your gifts to those children on Christmas eve. You pay not a cent more
than you want to pay — every cent goes just where you want it to go.
You gain neither notoriety nor advertising; you deal with no organiza-
tion; no record will be kept; your letter will be returned to you with its
answer. The whole plan is just as anonymous as old Santa Claus him-
self.

This is not a newspaper scheme. The Tribune was asked to aid
in reaching the good fellows by publishing this suggestion and to receive
your communication in order that you may be assured of good faith
and to preserve the anonymous character of this work. The identity
of the writer of this appeal will not be disclosed. He assumes the
responsibility of finding the children and sending you their names and
guarantees that whatever you bestow will be deserved.

Neither you nor I get anything out of this, except the feeling that
you have saved some child from sorrow on Christmas morning. If that
is not enough for you then you have wasted time in reading this — it
is not intended for you, but for the good fellows of Chicago.

Perhaps a twenty-five cent doll or a ten cent tin toy wouldn't
mean much to the children you know, but to the child who would find
them in the otherwise empty stocking they mean much — the difference
between utter disappointment and the joy that Santa Claus did not
forget them. Here is where you and I get in. The charitable organi-
zations attend to the bread and meat; the clothes; the necessaries;
you and the rest of the good fellows furnish the toys, the nuts, the
candies; the child's real Christmas.

GOOD FELLOW.

A corps of clerks are kept busy during the six weeks
preceding Christmas each year distributing to Chicago
Good Fellows the names of poor children whose cases have
been checked by Chicago charitable organizations. If any
names remain untaken on Christmas Eve, their owners are
supplied with toys and Christmas cheer by The Tribune.
Newspapers in other cities have taken up the Good Fellow
idea until it is quite impossible to estimate the amount of
happiness generated as a result of the publication of the
above letter in The Tribune.

* * *

At this period The Tribune developed with amazing
rapidity and success a series of novel departments of serv-
ice. Dr. Wm. A. Evans, who had made a splendid
record as Health Commissioner of Chicago, was employed

R. W. Patterson Succeeded by Grandsons of Medill

to conduct a daily department under the heading "How to
Keep Well." The Marquis of Queensbury was brought
from England to write on sports. Laura Jean Libby inau-
gurated a department dealing with affairs of the heart, and
Lillian Russell told women how to be more beautiful. A
department, known as "Friend of the People," offered to
intervene with local officials in behalf of the private citizen.
These Tribune departments have been widely imitated by
other publishers and the idea that a newspaper should not
only distribute news, guide public opinion, and offer enter-
tainment, but should also render definite personal service
is now well established.

In 1909 The Tribune began using the sub-title "World's
Greatest Newspaper" occasionally in its advertising. It was
later registered in Washington as a trade mark and on
August 29, 191 1, it began appearing as at present on the

first page of The Tribune.

* * *

Early in 1910 R. W. Patterson died. He had been
president of The Tribune Company and editor-in-chief
since the death of Joseph Medill. For some time prior
to his death he had been in poor health and a grandson of
Joseph Medill, Medill McCormick, now United States
Senator from Illinois, had been in charge as publisher.
Shortly after the death of Mr. Patterson, Medill McCormick
was forced to abandon his connection with The Tribune
because of illness, and he has never since participated in
its management. His brother, R. R. McCormick, had
been made treasurer of The Tribune Company in 1909 and
his cousin, J. M. Patterson, had been made secretary of
The Tribune Company the same year. In 1914 they
assumed complete control as editors and publishers.

* * *

Shortly after the death of R. W. Patterson and the
retirement of Medill McCormick, a young man, named
Charles White, who had been a member of the Illinois
Legislature, visited The Tribune for the purpose of selling

Tribune Scoop Opens Lorimer Case

a story of corruption in the election of William Lorimer,
and other legislative acts.

Tribune reporters were hastily rushed to various points
in Illinois in order to check up as far as possible on the
charges which he made. All the information which could
be secured seemed to corroborate them, so his story was
purchased and published in The Tribune — the famous
Lorimer and "jack-pot'' story. After an unprecedented
deadlock, which persisted through the first months of 1909,
William Lorimer, Congressman and Republican boss from
Chicago, had been elected to the United States Senate from
Illinois by a most extraordinary combination of Republicans
and Democrats. White, a Democrat, related in detail how
he and other Democratic legislators had been promised
money for their votes.

Part of the money was due the legislators as their share
of the "jack-pot" created by contributions from various
interests for which bills were killed or passed, and part of
it was in direct payment for Democratic votes for a
Republican Senator.

Investigations were immediately begun by grand juries
in Cook and Sangamon Counties. Mike Link and J. C.
Beckemeyer, two of the Democratic legislators, accused
by White as members of the group paid off at the same time
he was, confessed to the Cook County Grand Jury.

States Attorney Edmund Burke, in Springfield con-
ducting an independent investigation, unearthed many
corroborative facts. By representatives of office furniture
concerns, he was told that certain state senators had
extorted bribes as a condition precedent to the purchase of
furniture for the Senate Chamber. He developed the fact
that even small fishermen along the Illinois River had been
forced to contribute to the "jack-pot" in order to prevent
the passage of legislation which would have injured their
business. Senator Holstlaw, a Democrat, a banker at
Iuka, Illinois, and a pillar in his church, confessed that he
had been paid for his vote for Lorimer and had gone to the

Lorimer Issue Fought for Years

notorious West Madison Street saloon of a fellow senator
to receive the cash.

States Attorneys J. E. W. Wayman of Cook County
and Edmund Burke of Sangamon County prosecuted the
resulting indictments with energy, but every case was lost.
The reason was not long concealed. Two Chicago jurymen
accused an attorney for one of the defendants of failing to
pay them the amounts promised for their votes as jury-
men for acquittal. Cases for jury bribing succeeded those
for legislative bribing, but without convictions.

The charges against Lorimer were brought up in the
United State Senate and after an investigation the Senate
decided in his favor.

The Lorimer case originated as a piece of startling news
submitted to The Tribune for publication and daringly
published. As the case developed so many additional facts
The Tribune undertook to fight for the prosecution of the
guilty and the unseating of Senator Lorimer with all pos-
sible vigor. Editorials and cartoons aroused not only
Chicago and Illinois, but the entire United States.
Whether or not Lorimer's election had been bought became
a national issue. The close of 1910 found The Tribune
apparently beaten and Lorimer vindicated all along the
line.

But the fight was not over. When the Illinois legislature
convened in January, 191 1, The Tribune proposed that it
investigate the manner in which the preceding legislature
had elected a United States Senator. H. H. Kohlsaat in his
Record-Herald printed the charge that a fund of $100,000
had been instrumental in securing Lorimer's election. The
State Senate appointed a committee in charge of Senator
Helm, of Metropolis, which began seeking evidence along a
new line. It endeavored to find out where the money came
from with which the corrupt legislators had been paid.

Clarence Funk, general manager of the International
Harvester Company, testified before this committee that
a Chicago multimillionaire had asked him to contribute to

North front of The Tribune Building at Madison and Dear-
born Streets — erected in 1902. The greatest Want Ad Store in
the world still occupies the corner on the main floor ; but the
press rooms in the basement were outgrown in 1920.

J'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'UIU'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'UIV.

United States Land Show, held in the Coliseum under
Tribune auspices in the winter of 1912.

Library in Tribune Plant.

Tribune Secures Presidential Primary

a fund for paying the expenses of Lorimer's election.
Other evidence of the same nature was developed by the
Helm committee as the result of which the case was re-
opened by the United States Senate. And, after going
into the new evidence, a vote was taken and Lorimer's seat
was declared vacant.

The Tribune has been highly praised and bitterly
blamed for its tactics in the Lorimer case. The vehemence
with which it fought on after Lorimer had secured his
"vindication" aroused the enmity of Lorimer's innumerable
friends. These friends have sought to blame The Tribune
for the failure of Lorimer's bank, but it has been clearly
shown by trials in the criminal courts that this failure was
due to corrupt banking and not to Tribune publicity.

To The Tribune, Lorimer was a symbol of a vicious
political system which it had always fought and which it is
still fighting. Lorimer has long ceased to be a factor, but
the fight against all that he represented still goes on. At the
time the Lorimer case was at its height a faction of Repub-
licans, of which he had been boss, organized what was
known as the Lincoln League to fight their battles. Promi-
nent in this League were Len Small, now Governor of
Illinois; Wm. Hale Thompson, now Mayor of Chicago;
and Fred Lundin, boss of the "Thompson" Republicans.
Against these men The Tribune is still fighting the war for
clean government of which the Lorimer case was one spec-
tacular battle.

* * *

Always enthusiastically for Roosevelt, The Tribune was
insistent that he should run for President in 191 2. Early
in that year, when Roosevelt was consistently refusing to
oppose Taft, The Tribune undertook to secure a direct
primary in Illinois which would prove conclusively that the
people were still eager for "T. R."

There was no law providing for a presidential primary
in Illinois and the legislature was not scheduled to meet
until January, 191 3. The Tribune urged Governor Deneen

Amazing Advertising Growth Begins

to call the legislature in special session. Deneen refused.
Time grew short. The Tribune hammered away, arousing
public sentiment.

At last the governor promised that he would call the
legislature if, within a specified brief interval, The Tribune
secured definite pledges from a two-thirds majority of the
senate and house to vote for the desired legislation.

The Tribune undertook the task with enthusiasm and
determination. At 3 o'clock on the morning of the last
day it had two less than the required number of men, but
the "final" edition that morning carried the full list of
pledged legislators. The law was passed. The primary
was held. Roosevelt won decisively over Taft.

Then began the fight for progressive principles, and
later for Roosevelt, although it never supported the Prog-
ressive Party. The Tribune has been steadfastly Republican,
but it considered Roosevelt a better Republican under any
label than Aldrich with the party organization in his
pocket, and it never felt bound to support corrupt local
machines simply because their candidates were listed under

the Republican circle.

* * *

Up to this time advertising has figured little in Tribune
history. The Tribune's substantial circulation among the
best classes of Chicago and the Central West attracted a
considerable volume of advertising. The Tribune had
always been free to be independent in its utterances be-
cause it was a profitable commercial institution.

In 1905 there were only seven employees in the adver-
tising department. Then a more intensive solicitation of
Want Ads was begun. New uses and new users for this
type of advertising were discovered and developed. A
similar process was undertaken as to display advertising
and in 1910 The Tribune printed, not only more adver-
tising than appeared in any other Chicago newspaper, but
more than appeared in any other newspaper in the six
largest cities of the United States.

Advertising Advertising Booms Circulation

Now came a conception of the economic value of ad-
vertising— its already great and potentially tremendous
importance to readers.

In the winter of I9ii-i9i2a determined effort was being
made by large financial interests to revive the rather de-
crepit Record-Herald, successor to The Herald, The Record
and The Times. Money was being spent like water to
secure circulation. Clocks, arm chairs, sets of dishes, etc.,
were being given as premiums, and Record-Herald circu-
lation was soaring.

The Tribune had offered premiums in the past to secure
circulation, but in this emergency they were discarded —
and have never been used since. Instead, an entirely novel
idea was worked out. This idea was to secure circulation
and checkmate the plans of The Record-Herald by advertis-
ing Tribune advertising.

A splendid campaign was prepared and run not only
in The Tribune, but also in three leading evening news-
papers. The plan was to advertise the advertising in The
Tribune and thereby make it still more productive to the
advertiser and more serviceable to the reader. Within six
weeks an increase of 20,000 in Sunday circulation was
credited to this advertising.

Hundreds of thousands of readers had their attention
focused on one division of Tribune advertising after another
— shoes, bonds, flowers, hats, etc. Volume of advertising
soared even faster than circulation and The Record-Herald
was definitely and finally distanced.

* * *

The immediate success of its local advertising encour-
aged The Tribune to launch a campaign in other cities
seeking advertising from manufacturers. Copy telling of
the power of The Tribune in its market — The Chicago
Territory — was run in newspapers in sixteen major cities.
A direct mail campaign supplemented the newspaper adver-
tising both locally and nationally.

Merchandising of Advertising Developed

As a result of becoming an extensive buyer as well as
seller of advertising, The Tribune during 191 2 gained 1,600
columns over 191 1, and was the only Chicago paper that
did score a gain in advertising.

Development of advertising solicitation was pushed
vigorously. A copy and art department was started to
assist local advertisers and a merchandising service depart-
ment began the organization of assistance to manufacturers.
The work of this department is told in detail in the chapter
on the Advertising Division, page 193. By advancing and
living up to the theory that retailers should be persuaded
to stock any product before it is advertised, not forced to
stock it by means of advertising, The Tribune has done
much to take the "blue sky" out of advertising.

Hundreds of newspapers have studied what The Tribune
has done in this field, and have been assisted by The
Tribune in developing similar departments for themselves.
The Tribune has been a large factor in showing the business
world how to "merchandise" advertising systematically

and profitably.

* * *

More care in the censorship of advertising had gone
hand in hand with its increase in volume. In three striking
instances The Tribune felt it necessary, not only to bar a
class of advertisers from its columns, but also to expose
them. Crusades, ultimately of national import, were
launched against loan sharks, "men's specialist" medical
quacks, and clairvoyants.

To crush the loan sharks, The Tribune enlisted the
assistance of eighty Chicago attorneys who volunteered to
give their services free in fighting the usurers. Victims
were invited to submit their cases to The Tribune, where
the facts were analyzed and recorded. Each one was then
assigned to a competent lawyer. Daniel P. Trude, now a
judge, headed the group of lawyers and donated practically
all of his time to the work for more than a year.

Judge Landis, long known as a foe of the extortioners,
presided in the bankruptcy court and was a tower of strength

Ad-Censorship Leads to War on Quacks

to the campaign. One notorious shark committed suicide.
A number decamped for other cities. Disbarment pro-
ceedings were begun against a lawyer loan shark. Interest
payments running up to several hundred per cent were
revealed as quite common. Hundreds of unfortunates
were released from the jaws of the sharks. Names of victims
were not used in The Tribune.

News of the battles aroused such public sentiment that
the legislature was led to pass remedial laws, and eventually
the other Chicago papers even found it advisable to elimi-
nate loan shark advertising.

After routing the loan sharks The Tribune turned its
attention to a group of medical sharks, whose extravagant
claims and bearded faces crowded the columns of other
papers.

Reporters, carefully examined and found physically
sound, were sent to call on these "men's specialists."
Almost invariably the "specialist" at a glance discovered
all the symptoms of venereal disease and sought to terrify
his patient into the payment of fat fees.

The Tribune's stories resulted in the elimination of this
sort of fake advertising from Chicago newspapers, and
many of the "quack docs" left the city. The series of
stories was reprinted in book form by the American Medical
Association and given wide circulation.

The Tribune's exposures of clairvoyants led to criminal
prosecutions in which it was shown that payments of graft
to police and of newspaper advertising bills were their chief
expenses.

The Tribune's financial censorship was made more and
more stringent and extended to Want Ads as well as to
Display Advertising. A complete code of rules governing
the admissibility of financial advertising was printed, the
first code of its kind ever issued.

When the Illinois legislature passed a "Blue Sky" law
many concerns which had been barred from The Tribune
qualified under it and then hastened to The Tribune with

Competition Intensified but Tribune Wins

their ads, confident that they would now be permitted to
buy space. To their surprise they found The Tribune far
more strict than the state "Blue Sky" commission. Unless
they met Tribune requirements for the protection of inves-
tors, their money was refused.

The Tribune went
beyond this and estab-
lished a department
known as the Invest-
ors' Guide, which by
letter and through the
columns of The Trib-
une has replied to more
than one hundred thou-
sand specific inquiries
concerning the char-
acter of investments.

JE i^a^Tribttnelnvesto^Guide
IMP;

le up!

* * *

In 191 1, The Tribune had won its battle with the
Record-Herald and that paper had declined steadily. In
1 914, however, it was combined with the Inter-Ocean under
the name Chicago Herald. It had the backing of big local
advertisers and of some of Chicago's greatest fortunes. The
new paper set out to compete vigorously for advertising
and circulation.

Net results may be summarized in the following tabu-
lation of Chicago Tribune circulation and advertising:

1914 1921

Advertising (columns) .. . 43,503 76,703

March Statements
1914 1922

Daily Circulation 261,278 499,725

Sunday Circulation 406,556 827,028

Considering the increases in rates necessitated by the
war, this means that aftersixty-seven years of steady pro-
gress, The Tribune doubled its circulation and advertising
receipts during the past eight years. The Herald, after

33,200

Gain

238,447
420,472

1914 to 1922 Show Swiftest Growth

four years of struggle, was absorbed by Hearst's Chicago
Examiner in 191 8, and the name of the latter paper changed
to The Herald and Examiner.

Such amazing growth as The Tribune has made during
the past eight crowded years is analyzed only with diffi-
culty by one so close to it, but it cannot be passed over if
we are to give any true conception of what The Chicago
Tribune is.

FINAL WAR EXTRA

NAVAL BATTLE IMPENDS; BRITISH SHIP SUNK

NOLANDATWAR

RTIAL LAW IN ANTWERP; GERMANS EXPELLED

LONDON, AUG.. 5, 5 A. M— A British mine laying ship has been sunk by a German fleet The
British torpedo boat destroyer Pathfinder was pursued by the fleet but escaped.

ANTWERP, Aug. 5.— Serious anti-German rioting occurred today. A mob sacked the German cafes
md tore the escutcheon from the German consulate. The police being unable to check the disorders, the
military governor placed the city under martial law and ordered the expulsion of all German residents.

TIAKCE HURLS )
DEFIANCE AT
GERMAN ALLIES

III 1111 >ll UK.

CKEAT NAVAL BATTLE AT HAND;
RUMORS OF CUSBLtC FLEET!

'TO ARMS!' IS KAISER GETS GREAT BRITAIN ACTS
BELGIAN CRY; ONE BILLION | WKEN KAISER DEFIES

fund voted! forward BEl8IAMpRALITY;tlIIS

<^*.*.<— »■»»■■ <*

<i'iw tudj ti Ftit:"~~~ —"-•'•- tecrtis $40,000,009 ParUmcRt Pissb tit, london, a„,. 4 (r.c«~j im r. n,|f T4." f^ZZZ tS\Z, BTm
Anj Cea^try Mick F^ff . ti hit Ciim (1 Ftntti Fori to SSSlSSffSSiSm*^ ""\ ~£^7££ ■%£££$
Saeports Kaiser. «rr7~;~?~i: totia. Pay Eiieasrs. ^^ ^ "jv;'i5i~,;crio~,«.—l SSSSSS "rT^r^llT !L

'REKERTaiSSTMIu-;

;" Mobilize Our Commercial Power.

The World War and After

1914-1922

DURING the months which immediately preceded
the opening of the World War in 19 14, The
Tribune laid a foundation for new records in
circulation and advertising. The first step was to capitalize
the soaring motion picture craze for Tribune benefit. This
was done in three ways.

First, The Tribune originated the idea of printing a
daily directory of motion picture theaters and their attrac-
tions. Advertising men said it couldn't be done, that a
neighborhood theater could not afford to pay Tribune
rates to print its program when only a few thousand out of
The Tribune's hundreds of thousands of readers are pros-
pective patrons. It was stiff pioneering work for the
advertising department, but the Motion Picture Directory
is now a solidly established feature of The Tribune. It is
a service highly valued by readers. It is profitable to
advertisers. It brings in more revenue to The Tribune
than all other forms of amusement advertising combined.
The marvelous development of the motion picture
industry is in turn greatly indebted to the large advertising
which it used while the older forms of amusement stood
conservatively inert.

Second, The Tribune originated the idea of printing
a serial story in conjunction with its picturization in the
movies. The Adventures of Kathlyn was the first serial
thus filmed. It was advertised extensively and sent the
circulation of The Sunday Tribune swiftly upward.

Third, when the World War dwarfed everything else
on earth The Tribune not only covered it with staff corre-
spondents, but sent its own motion picture photographer
to the front in Belgium, in Germany, in Poland and in
Russia. These "War Movies of The Chicago Tribune "

BB®fr* ®fe^M..,S'a|ii? dJtfbwttfl^

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"SINK ALL SHIPS"— KAISER

«wne shuts j^j^mLJPRESSViEiiis DRAWS DEADLINE ABOUT EUROPE; [iujsfacwg

SJf'H^fflSKS BARS VESSELS OF NEUTRALS; ™"™k

jyiLSHiPSJyvg^ i grave tone; 0 ^ aLLOWEQ ONE BOAT WEEKLY* il1 J?"

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Here m the first of a striking series of three pages which review
our entry into the War. On February I, 19/7, Germany
announced unrestricted submarine warfare. The Kaiser did
not know it, but that edict was summoning three million
American soldiers to France.

t ruTj-w tuxi

tHr sir

]Otye Qlljxjra^tf ^uujDr^g OtfxJfome

FINAL
v* I EDITION

htJ^v-;1! »£;.«,

U. S. STRIPS FOR WAR

AMERICAN STEAMER SUNK— GERMAN SHIPS SEIZED

-/ AMD MY SOMS

1©

SERVE AMERICA"

Pi.Jtu Aid lo W.'.o-
5..1, 1. «... .«
Army DivtMton.

1 •~^C?!i-T*" 1

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* * *

^'rS-j-HS1'"

HANG OUT
THE FLAG!

tu Flat Bug Ii 0»i I

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MfeSi

P" ,

AO05EV£ir5j*r5, TIE fiEIMAI CBIS:$ tl A IITSHELL

' Still May Bt Avoided

Three d*m later, February 4, 19 17, The Tribune felt that all
possibility of peace had vanished and launched its stirring
crusade for preparedness. Every energy and resource of The
Tribune from that instant was concentrated on a swift, decisive
victory.

ggW* <tyfesm$&u g^^jM

VOLUME I-XXVL— HO-

tAk.. FUDAY. APKU. C niT.-TWJUtTY-st:

HOUSE FOR WAR

VOTE IS
373 TO 50

It was more than two months later that war was declared.
The Tribune's policy was well expressed in this "Resolution"
which it printed in the form of a full page advertisement:

Whether in undeterred pursuit and exposure of enemies within:

In devoted watchfulness over the welfare of our fighting forces:

In determined insistence upon efficiency instead of bureaucracy and
upon vigorous progress as opposed to unnecessary delay:

In ready praise or fearless criticism of those in authority deserving of
either,

Let us test each thought, each word, each act for its sincerity and help-
fulness toward

The Will To Win This War.
83

Tribune Militantly American Throughout War

were shown to vast audiences in all the large cities of the
United States as well as in Chicago.

As circulation began to soar The Tribune took unprece-
dented measures for safeguarding its supply of raw
materials. The story of its paper mill and timber lands is

told in subsequent chapters of this book.

* * *

The Tribune's stand throughout these stormy years was
militantly American. We fought desperately for pre-
paredness, and urged that American rights be vigorously
and fearlessly upheld, whether against German submarines
or Mexican bandits.

In 1916 we published a serial story entitled "1917,"
which pictured vividly the dangers of unpreparedness.
It showed, with military accuracy, how the victor in the
European War could overrun the United States. It was
hung on the thread of personal adventure and love, but
great care was taken that all military statements should
be correct. It was a strong influence for preparedness
and caused an enormous increase in Tribune circulation.

When on February 1, 19 17, Germany proclaimed unre-
stricted submarine warfare, we recognized that war was
inevitable and exerted every ounce of strength to insure
swift and decisive victory.

When war was declared two months later, The Tribune
was already driving ahead with full force. It supported
conscription, food, and fuel conservation, and the sending
of a great army to France.

Its editors and publishers were in the vanguard of that
army. During the absence of the editors in military service,

William H. Field was in charge of The Tribune.

* * *

" Morale" was a word that came into wide use during
the war. The morale of military forces and of civilian
populations vastly concerned those responsible for the
success of our armies. The Tribune had, of course, been
functioning steadily in maintaining the morale of the home
folks, but realizing the terrible homesickness of American

Unique Newspaper Printed in Paris

doughboys in a foreign country, The Tribune, at the sug-
gestion of Joseph Pierson, one of the editorial staff, deter-
mined to act in a unique manner to upbuild the morale of
our overseas troops.

With this purpose, The Tribune began the publication
of an English daily newspaper in Paris, known as the Army
Edition of The Chicago Tribune. The first number was
issued July 4, 1917, the very day that the first American
troops marched through the streets of the French Capitol.
At great expense and in the face of almost overwhelming
obstacles this novel newspaper was printed and distributed.

Since it was published mainly to give the boys up-to-
the-minute news from home, cable tolls were tremendous.
Censorship, both French and American, complicated edi-
torial problems. Since the type had to be set by men who
understood no word of English, mechanical difficulties were
multiplied. Since it had to be delivered each day through
a war-torn country to scattered, shifting groups of soldiers
whose locations were kept secret by censorship regulations,
circulation problems hitherto unheard of were presented.
Bundles were delivered to front line trenches by aeroplanes.
French newsboys sold Chicago Tribunes wherever American
troops were quartered. Soon the Y. M. C. A., Knights of
Columbus, Salvation Army, and Jewish Welfare Board
were enlisted in distributing Tribunes to the units they
served.

William Slavens McNutt, in Collier's Weekly of July
6, 191 8, relates the following experience at the front:

I went back up the trench and talked with the men there again.

"Anything much doing lately?" I asked after a while.

"Pretty quiet. We put over a good raid night before last, though.
Got some prisoners."

"That so? Tell me about it."

"It's all in the paper here. Hey, Jim."

"Yes?"

"Hey, listen: Bring up that paper with the piece in it about the
raid here the other night, will you?"

A soldier came up and handed me a daily paper. I was at the
front. I sat there on a fire step in a front-line trench with that Paris
edition of a daily paper on my knees and read — mind you, I read — the
account of the raid that had started from the American wire from within
a short distance of where I sat.

"Army Edition" becomes "European Edition"

I read it, and looking over my shoulder, eagerly reading it with me,
line for line, stood men whose clothes were in tatters, torn by the
wire as they had gone across on the raid we were all reading about.

So popular did the Army Edition of The Tribune become
that notwithstanding all its hardships it eventually made
money. When it was started a pledge had been made that
any profits derived from it would be devoted to army
charities. On November 30, 191 8, a balance was struck
and it was found that profits amounting to 106,902.87 francs
had been made. A check for this amount was forwarded

Personal.

AMERICAN EXPEDITIONARY FORCES
OFFICE Or THE COMMANDER-IN-CHIEF

Prance. January 27, 1919.

Mr. M. P. Murphy, Manager,

The Chicago Tribune, Paris.

My dear. Mr. Murphy

I received your letter of January 10th, on-
closing the check to my order for 106'. 902. 87
francs, which represent the profits of the Army
Edition of the Chicago Tribune to the end of
November, the month in which the armistice was
signed, to be used for such purposes, connected
with the men of the Expeditionary Forces, as I
may deem wise.

I cannot hope to express to yqu adequately
the thanks. of the American Expeditionary Forces
for this. You have rendered a signal service
to us all in the publication of your newspaper
and in your consistently generous and helpful
attitude to officers and men in this war. Now
you have placed us still. further" in your debt
by your, generosity.

It requires some study on my part before
deciding how this fund may best be used in ac-
cordance with your desires. I will communi-
cate further with you when I have reached a de-
cision.

Again I wish to extend to you my hearty
personal thanks for your generosity.

Sincerely yours.

eoAJL^-**

European Edition Secures Peace Treaty

to General Pershing who replied thanking The Tribune
for its services.

The name of the paper was then changed to The Euro-
pean Edition of The Chicago Tribune and it has been pub-
lished as a militant exponent of Americanism in Europe.
Interest in it has steadily grown on the part of thousands of
American tourists and business men in Europe. It is
quoted regularly by hundreds of newspapers in every part
of Europe.

During the negotiation of the Peace Treaty it played
a highly important part, a fact testified to by members
of the American delegation to Versailles. It secured the
famous Peace Treaty scoop of 1919.

The following 268 men left The Tribune to serve in the
World War. They were guaranteed re-employment on
their return:

Abrams, Solomon, Private, S. A. P. Reconnaissa's

Airey, Dennis D., Seaman 2nd Class, U. S. N. R. F.

Anderson, Fred P., Quartermaster 2nd Class, U. S.
N. A. C.

Arrles, Leonard R., Private, Base Hospital
No. 13. Died.

Beatty, Gilbert A., Student Officer, S. A. T. C.

Beatty, John P., Apprentice Seaman, U. S. N. R. F.

Bell, Harry, Private, 122nd Field Artillery.

Benedict, R. E., Private, U. S. Marines.

Benham, Clyde S., Corporal, U. S. A. S. C.

Benson, Harry C, Sergeant, 111th Ord. Depot.

Berglund, Edwin G., Private, 103rd Infantry.

Bierma, Albert, Private, 342nd Infantry.

Bjornson, Olaf, Lds. 4th Class, Unit K, West U. S.
Naval Base.

Black, Stanley, Musician 2nd Class, U. S. N. Naval
Air Base.

Blake, Robert J., Corporal, 149th Field Artillery.

Blend, Wilton R., Lieutenant (J- G.), U. S. N. R. F.

Blossom, Malcolm H., Storekeeper 3rd Class, U. S.
N. R. F.

Bober, Edward, Electrician 2nd Class, U. S. S.
Culgoa .

Boley, Wilson N., Driver, Auto Con's S. S. U. 646.

Bowers, Ashley, Private, 161st D. B.

Brado, William, Seaman 2nd Class, U. S. S. Com-
modore.

Brander, John, Private, 344th Infantry.

Brewer, Frank M., Second Lieutenant, F. A. R. C.

Brinkerhoff, Geo. H., Private, U. S. A. A. S.

Buckley, Charles J., Lieutenant, A. S. R.
C. Killed.

Burgee, Henry V., Sergeant, 122nd Field Artillery.

Burke, Hubert H., Student Officer, A. R. O. T. S.

Burke, Joseph H., Private, Ambulance Co. No. 47.

Burke, Thomas A., Seaman 1st Class, U. S. S. Lake
Elizabeth.

Burket, Sanford L., Jr., Private, 21st Infantry.

Burns, Edward H., Jr., Sergeant, Co. 8, 2nd Exten-
sion Camp.

Burritt, Richard C, Private, 122nd Field Artillery.

Campbell, Harold R., Private, U. S. A. A. C.

Carr, Willard C, Sergeant, 122nd Field Artillery.

Chase, Al., Apprentice Seaman, U. S. N. R. F.

Christopher, Joseph P., Private, Chemical Warfare
Service.

Classen, Edward F., Student, U. S. N. R. F.

Cleary, William J., Corporal, Co. E, 5th Regiment.

Cloud, Holman R., First Lieutenant, Par. B. C. M.
Cochrane, Thos. J., First Lieutenant, 122nd Field

Artillery.
Cooper, James W., Sergeant, U. S. A. M. P.
Coughlin, Eugene J., Apprentice Seaman, Armed

Guard Det., U. S. N. R. F.
Covington, Euclid M., Second Lieutenant, U. S.

A. A. C.
Cratin, John E., Corporal, 49th Infantry.
Crawford, Neal D., Private, U. S. M. R. C.
Darling, Roy L., Private, 344th Infantry.
Daunis, Dominick, Private, 161st D. B.
Davis; Theodore, Ensign, U. S. N. R. F.
Dean, Franklin A., Major, 29th Field Artillery.
Dearborn, Allen B., Private, 149th Field Artillery.
DeCaluwe, Philip, Seaman, U. S. S. North Dakota.
Delhanty, Lawrence, Private, Quartermaster Corps.
Donahey, William A., Private, 472nd Engineers.
Dorsey, George C, First Lieutenant, A. S. R. C.
Duffey, Charles W., First Lieutenant, 122nd Field

Artillery.
Duryea, Leo, Private, 7th Casualty Co.
Engel, Jacob, Private, Co. 39th Ammunition Train.
Erickson, Henry O., Private, Co. 16 — Group 667.
Erickson, Morris, Sergeant, 53rd Engineers.
Farrell, William E., Seaman, U. S. S. Wyoming.
Flagler, Elmer E., Sergeant, U. S. S. C.
Flanagan, C. Larkin, First Lieutenant,318th Infantry.
Flanagan, William I., Sergeant, Prov. Hdqrs. De-
tachment.
Flannery, George, Engineer 1st Class, U. S. N. R. F.
Fletcher, Francis B., Seaman 2nd Class, U. S. N. R. F.
Fry, Earl R., Private, U. S. A. A. S.
Garonke, Walter, Mechanic, U. S. A. A. C.
Gates, Carroll N., Private, U. S. N. A. S.

Killed.
Gerhardt, Frank P., Second Lieutenant, 122nd Field

Artillery.
Gilbert, John, Driver, 344th Infantry.
Glasscock, C. B., Private, M. C. O. T. S.
Goad, John M., First Lieutenant, R. F. C.

Killed.
Goddard, Paul, Private, 35th Infantry.
Goldberg, Bernard, Private, 163rd D. B.
Goldberg, Jack, Blacksmith, U. S. S. Delaware.
Gray, Harold L., Candidate, C. O. T. C.
Green, Eben, Corporal, 123rd M. G. B.
Greene. Merton W., Student, U. S. N. R. F.
Griebahn, Walter, Private, 149th Field Artillery.

Tribune Roll of Honor — 1917-1918 — (Cont.)

Gross, Joseph, Private, 149th Field Artillery.

Haeger, Francis L., Captain, 27th M. G. B., Co. A.

Hampson, Phillip F., Sergeant, U. S. Medical Dept.

Hart, Kenney P., Clerk, 33rd Division.

Haskett, Harry, Private, 311th Engineers.

Heaney, Francis C, Second Lieutenant, U. S. A. A. C.

Henderson, John C, Second Lieutenant, U. S. N. A. C.

Herbeck, John, Private, 161st D. B.

Hess, Elmer, Private, 5th Anti Aircraft M. G. B.

Hessey, J. J. E., Sergeant, B. A. C.

Hilgartner, Dan'l E., Jr., Private, Co. E, Sth Regt. L. S.

Hinman, Albert G., Corporal, 159th D. B.

Hinman, George W., Jr., Captain, 143rd Infantry.

Hirsclificld, Jerome, Sergeant, U. S. A. A. C.

Hogarth, Cecil S., Corporal, 149th Field Artillery.

Holden, Albon W., Seaman 2nd Class, U. S. N. R. F.

Holla ha n, Robert E., Second Lieutenant, U. S. A. A. C.

Hough, Joseph M., Private, Base Hospital No. 11.

Houlihan, Thomas A., Lds. Yeoman, U. S. N. R. F.

Houser, Alfred C, Candidate, C. O. T. C.

Howard, William, Seaman, U. S. Navy.

Hunt, Charles R., Sergeant, F. A. R. D.

Hunter, Kent A., Captain, 122nd Field Artillery.

Hutchinson, Herbert, Student, U. S. N. S. C.

Hyatt, Garth B., Sergeant, 313th F. S. Bt'n.

Hyde, Earl W., First M. Mate, U. S. N. A. C.

Jacobsen, Veder, Private, 27th Infantry.

Jenkins, E. M., Private, U. S. A. A. C.

Johns, J. Franklin, Seaman 2nd Class, U. S. N. R. F.

Jones, Rees D., Corporal, U. S. S. R. C.

Kane, Robert M., Fireman, U. S. S. Florida.

Karles, Charles, Private, B. H. No. 60.

Kasbeer, John H., Ensign, U. S. N. R. F.

Keir, Floyd E., Private, U. S. A. Medical Corp.

Kiley, Gerald, Private, U. S. A. A. S.

King, Alexander, Corporal. 602nd Engineers.

King, David E., Student, U. S. N. A. C.

King, Harry J., Private, U. S. A.

Kirk, Wallace F., Captain, 14th Field Artillery.

Kloud, Edward, Private, U. S. A. M. C.

Kohtz, Arthur R., Corporal, Motor Transport Corps.

Krah, Carl A., First Lieutenant, 18th Field Artillery.

Krum, Morrow H., Cadet, U. S. A. A. C.

LaChat, Frank H. G., Private, 602nd Engineers.

Lambert, Max S., Sergeant, U, S. A. A. S.

Lando, Abraham, Private, U. S. A. A. C.

Larson, Charles, Apprentice Seaman, U. S. N. R. F.

Larson, Edward L., Private, 161st D. B.

Lax, Max, Private, 335th Infantry. Died.

Leabeater, John E., Seaman 2nd Class, U. S. N. A. C.

Lehrbas, Lloyd A., Second Lieutenant, U. S. A. A. C.

Lenz, Carl K., Seaman 2nd Class, U. S. N. R. F.

Lewis, Elmer M., Private, 341st Infantry.

Lingle, Alfred, Chief B'T'N'M'E, U. S. N. R. F.

Lippert, Thomas P., Private, U. S. F. A.

Loper, Walter A., Candidate, F. A. C. O. T. C.

Loucks, Ralph B., Sergeant, M. T. Base 7.

Lundberg, Oscar G., Sergeant, U. S. S. C.

MacArthur, Charles, Private, 149th Field Artillery.

Mackenberg, Jack, Private, Q. M. C.

Mackenzie, Herbert M., Private, 1 18th Field Artillery.

Maclean, Gordon A., Seaman 2nd Class, U. S. S.
Wyoming.

Magner, James J., Seaman, U. S. N. R. F.

Maloney, J. Loy, First Lieutenant, 94th Aero Squad-
ron, A. S. U. S. A.

Martin, Daniel B., Corporal, 122nd Field Artillery

Martin, Ralph W., Private, Base Hospital No. 13.

Mather, Orion A., First Lieutenant, 342nd Infantry.

Meader, Amos K., Student, F. A. O. T. C.

Medary, George C., Second Lieutenant, U. S. M. C.

Meier, Harry C, Lds. for Yeoman, U. S. N. R. F

Miesse, Richard, First Lieutenant, U. S. M. C.

Mohr, Lee J., Corporal, U. S. Medical Corp.

Monahan, C. P., Student, U. S. N. R. F.

Morrell, Rufus E., Sergeant, Ord. Train Corps.

Morrison, Donald C, Corporal, 108th Am. Train.

McCarthy, Edward, Sergeant, 8th Field Artillery.

McCarthy, Joseph, Private, 58th Pioneer Infantry.

McCormick, Robert R., Major, 5th Field Artillery,
Colonel, 61st Field Artillery.

McCracken, Davis K., Jr., Private, Co. D, Regt. 37.

McGivena, Leo E., Cadet, U. S. A. A. C.

McGlone, Felix, Private, B. E. F. Killed.

McQuirk, Chas. J., Student, U. S. N. A. C.

McKenna, Andrew, Private, U. S. E.

McNamara, Paul H., Private, 344th Infantry.

Mugruer, Norman H., Lds. for Yeoman, U. S. N. R. F.
Murray, Frank H., Second Lieutenant, 18th Field

Artillery.
Nelson, Paul E., Private, S. A. T. C.
Nessinger, Frank A., Corporal, 4th Prov. Regt.
Neuenfeld, William H., Private, U. S. S. C.
Nichols, Donald E.. Sergeant, Hospital Unit No. 14.
Novak, Anthony, Gun's Mate, U. S. S. Benham.
Olson, Hilmer C, Private, 321st Infantry.
Olson, Hobart, Private, Hospital Unit No. 14.
O'Malley, Austin, Chief BT'N'M'E, U. S. N. R. F.
Onderdonk, John A., Second Lieutenant, 149th Field

Artillery.
O'Neill, Edwin S., Private, Heavy Tank Service.
Orban, Paul, Private, 5th Pioneer Infantry.
Palmer, Jack G., Sergeant, Co. D, 5th Battery
Parker, Gilman M., Chief Yeoman, U. S. N. R. F.
Parrish, Russell L., Private, U. S. Hospital No. 12.
Partice, Daniel, Private, 47th Infantry.
Patterson, Harold A., Sergeant, 55th Infantry.
Patterson, Joseph M., Captain, 149th Field Artillery.
Pelz, Wenzel A.. Private, 122nd Field Artillery.
Persons, Ralph IL, Private, U. S. S. C.
Pe'terson, Elmer S., Private, 124th Field Artillery.
Peterson, John M., Quartermaster 2nd Class, U. S.

N. R. F.
Phelps, Norman J., Student, U. S. S. N. A. C.
Pohl, Joseph, Fireman 2nd Class, U. S. S. Texas.
Pollock, Bert Bernard, Apprentice, U. S. N. R. F.
Powers, William J., Private, Eng. Rep. Troop.
Price, Garrett, Lds. for Yeoman, U. S. N. R. F.
Prindeville, Redmond I., Radio Electrician, U. S. S.

Houston.
Pruitt, F. T., Student, U. S. N. R. F.
Purtell, John V., Apprentice Seaman, U. S. N.
Quigley, John, Private, Royal Canadian Dragoons.
Rapalee, Ernest W., Private, Hospital Unit No. 14.
Read, Thomas A., Chief B'T'N'M'E, U. S. N. R. F.
Rebscher, Frank G., Private, 117th Machine Gun

Battery
Reilly, Henry J., Colonel, 149th Field Artillery.
Renner, J. Conrad, Seaman 2nd Class, U. S. N. R. F.
Kistine, Richard II., Second Lieutenant,
U. S. A. A. C. Killed.
Rose, Sol, Private, 149th Field Artillery.
Ryan, Quinn A., Sergeant, S. A. T. C.
Saladin, John, Apprentice Seaman.Naval Base No. 17.
Sargeant, Charles F., Private, 149th Field Artillery
Sato, William, Chief Yeoman, U. S. N. R. F.
Sauck, Oscar, Electrician, U. S. N. R. F.
Schmidt, Fred, Private, 344th Infantry.
Schmidt, George, Private, 332nd Field Artillery.
Schmitt, Leslie D., Cadet, U. S. A. A. C.
Schroeder, Herbert C, Seaman 2nd Class, U. S.

N. R. F.
Schulz, Rudolph G., Sergeant, 108th F. S. B.
Schwarz, Charles, Private, Co. 15, Jefferson Bar-
racks, Mo.
Seiffe, Ralph, Yeoman 2nd Class, U. S. N. R. F.
Seivert, Emil, Radio Operator, U. S. N. R. F.
Shahbazian, Harry A., Private, 124th Infantry.
Shanley, John, Private, 27th Infantry.
Sharkey, Anthony F., Bandsman, 57th Infantry.
Shaw, C. E., Candidate, F. A. C. O. T. S.
Sherwood, Harold B., Captain, 416th S. C. Bwy's

Btn.
Sherwood, Merrill F., Corporal, Q. M. Corps.
Sisley, Raymond, Sergeant, Art School Det.
Smith, Chas. R., Private, 37th Infantry.
Smith, Frank M., Lieutenant, 165th Infantry.
Sommers, Ralph, Ensign, U. S. N. R. F.
Steffans, Chas. W., Private, Base Hospital.
Stevens, Arthur A., Private, U. S. Marines.
Stiemert, Richard A., Sergeant, C. M. G. T. C.
Stolz, Leon, Private, 36th Engineers.
Stone, Frank M., Corporal, Ordnance Dept.
Stoops, Herbert M., Second Lieutenant, U. S. F. A.
Stuehler, Arthur, Private, 122nd Field Artillery.
Swartz, Richard T., Corporal, 603rd Engineers.
Sweet, Melville S., Private, U. S. Marines.
Sweet, Oney Fred, Private, 333rd B. T. S.
Taylor, Lorane E., Lieutenant, U. S. A. A. C.
Thomas, Edwin B., Second Lieutenant, 333rd F. A
Tilley, Carl A., Private, 106th Engineers.
Tipton, John F., Private, 33rd P. O. D. Co.
Tobin, William, Private, 22nd Prov. Ret. Co.

Tribune News Beats in Europe

Trego, Stuart D., Sergeant Major, U. S. Coast Webster, Ronald F., Major, C. O. T. S.

Artillery. * Weigle, Edward F., First Lieutenant, U. S. S. C.

Trude, Sam'l H., Jr., Lds. M'H'M'E, Co. O, ISth Weston, John H., Private, U. S. Marines.

Regt., U. S. N. A. C. Weymouth, Daniel George, First Lieutenant, Base

Umbright, John M., Private, 58th Pioneer Infantry. Hospital.

Van Horn, Archie M., Second Lieutenant, 129th White, Charles H., First Sergeant, Signal Corps,

Infantry. 42nd Division.

Versailles, Oliver, Private, 132nd Infantry. Wieckers, Charles H., Private, 471st Engineers, Sub.

Victor, John Claude, Corporal, 130th Regt., 33rd Dept.

Division. Wieckers, William H., Corporal, U. S. A. A. C.

Vorda, William, Yeoman 3rd Class, U. S. N. R. F. Wiers, George S., Corporal, Co. T. S.

Waldron.Jfay C, Ensign, U. S. N. R. F. Willett, Robert L., First Sergeant, Base Hospital

Wallace, Edwin, Private, Machine Gun Btn. No. 114.

Walsh, William E., Private, 108th Am. Train. Williams, Orva G., Jr., Sergeant, Base Hospital

Ward, Joseph E., Student, U. S. S. Panama. No. 14.

Warren, Garrett, Machinist 2nd Class, U. S. S. Wirth, Orville L., Seaman, U. S. S. Hudson.

North Carolina. Woodman, Henry, Second Lieutenant, 30th F. A.

Wassell, Elmer j., Student, U. S. N. R. F. T. B.

Watson, Mark S., Captain, Intelligence Section Zahringer, Eugene W., Second Lieutenant, 341st

Weaver, Hamilton, Private, U. S. F. A. Infantry.

The Tribune has promoted a movement for the planting
of memorial trees along American highways, commemorat-
ing every soldier who died in the World War.

* * *

With the signing of the armistice The Tribune redoubled
its efforts to cover international news adequately. Dis-
appearance of battle lines and censorships opened the way
to newspaper enterprise. Floyd Gibbons, Tribune war
correspondent, and other stars were organized into a
Foreign News Service of extraordinary power.

Gibbons achieved a spectacular scoop when he landed
on the Irish coast after being torpedoed with the great liner
Laconia in February, 191 7. He was on. hand when the
first American soldiers set foot in Europe and kept pace
with them until one of his eyes was shot out at Chateau
Thierry. He was decorated by both French and American
governments for his service. Under his direction The
Chicago Tribune Foreign News Service has scored a notable
series of scoops.

Frederick Smith, of The Tribune staff, making the
journey by aeroplane, was the first American newspaper
man in Berlin after the armistice. Frazier Hunt, another
Tribune man, gave the world its first authentic, first-hand
account of the Allied expedition to Archangel and later
sent the first stories from Petrograd and Moscow after the
Soviets seized Russia.

A spectacular scoop, which attracted the attention of
the entire world, had its inception in Paris and its climax

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Reproduction of The European Edition of The Chicago
Tribune, published in Paris by an American staff and read
throughout Europe. The size of the European edition of The
Chicago Tribune is iy x 2^% inches over all.

Foretells Collapse of Victorious Armies

THE TWILIGHT OF THE KINGS

church end kneel before God and prey I

Heidelberg etuoenti

in Washington when The Chicago Tribune presented to the
United States Senate a copy of the Peace Treaty which the
Senate had sought in vain to secure from President Wilson.
The Treaty had not been stolen, but had been given to
the European Edition of The Tribune by a representative
of one of the Powers participating in the Peace Conference
and desirous of publicity.

Another extraordinary scoop was achieved by Gen-
eral Henry J. Reilly, of the United States Army and of
The Tribune staff. General Reilly was sent to Poland at

the time that the Bolshevik troops
were threatening to break through
this barrier state and descend upon
the rest of Europe. The Russian
hordes had apparently overwhelmed
Polish resistance and were within a
few miles of Warsaw. All the great
newspapers of the world had corre-
spondents on the scene. All the
great nations had their military ob-
servers. The prophecy from every
one of these newspapers and from
every capitol in Europe was that
Warsaw was inevitably doomed.

In the face of practically unani-
mous contradiction, General
Reilly, whose military rank had ob-
tained his entree to the French
General Staff, cabled a masterly
analysis of the situation to The
Tribune in which he stated posi-
tively and without qualification that
Warsaw would not fall; that the
Bolshevik forces had spent their strength; that the Polish
Army, notwithstanding its terrible retreat, was intact and
undefeated; and that within a few days, instead of War-
saw in Russian hands, the Russians would be fleeing from

and caught by maaked i

Baleburs ahall blow Un bead off a baker from if*

Lotn.

" Qo to cfcoroh and prey tor help "—that the hell
•hat! W bettor to innocent Ardennea than U to la

tnnoceot Korao than In equally Innocent Poses.

And the plottatlo csar commende Ma aubjeeta to Qod
that tbay n»ay here etrength of arm tn a quarrel
they do not understand; that they may Inflict mora
•afftrtnra tUtfK tbay ere required to eadure and tba^
name of Romanoff be ~

of llapebur*, that Ita terrlto:
tba tarritortoo of Uobenaolt
of Hapabwrn- leev

Tba ptothnlo emperor of Am
facta to Qod. to aeak dtrtna esalatnnce to eruah tba
paaaanta of Serbia, dragged from the wheat field
when It wee ready for the ecythe and flran te the
eortbe themeelTee,

Thla la. are think, the lest eaJl of monarchy npen
CtetnJty when Asmodeus walka tn armor. Tba kings
worship Baal and sell It OoA. but out of the a&crtOoe
will come, we think, a resolution firmly tabes to have
no mare wheat gnawers and gTOwera of com, makers
of wine, minora and fianere, artlemae and traders,
aallora and atorekeepere offered Op with prayer to the
Almighty la * feudal alaug hter. armed against aaeb
ether without hate and without eneee they know, or.
If they knew, would aire a penny which way it waa
determined.

Thla te the twilight of tba king*. Western £urope
ef the people may be caught in thla debacle, but never
again, Eaetern Kuxnpe of the king* wtll be remade
and -the name of dtod ahall not gtre frees to a
hundred aqua re tnllee of broken bodies.

It airiniiy entara here it eomea with a aword to oe-
i;v»r the people from the sword.

It to tba twilight *t the Unci. The rapahlle

The above prophetic
editorial appeared in
The Tribune of Aug-
ust 2, 1914.

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^ number of clippings from foreign papers are reproduced herewith, which show
how widely the European Edition of The Chicago Tribune is quoted. Its state-
ments are reprinted in hundreds of European journals every week.

Four Men Race to Russia

Poland. Then step by step he saw his prophecy fulfilled
and cabled to The Tribune the swift Polish triumphs.

When Fiume in the hands of D'Annunzio fascinated an
amazed world, Thomas Ryan, of The Tribune Foreign
News Service, was on the spot. His vigorous stories of
what was happening in the city so enraged the revolution-
ists that a clique of Fascisti broke into his room with the
avowed intention of killing him, and his life was saved only
by the presence of an American Army officer.

When the Soviets, driven by the starvation of millions
of peasants, sought aid of the United States, The Chicago
Tribune cabled to four of its correspondents and ordered
each one to go to the famine zone as quickly as possible.
It was considered that if any one of them reached the spot
the effort would have been worth while. One man started
from China across Siberia to enter Russia from the east;
another sought to get in from the north; a third from the
west ; and a fourth from the south. Two of them succeeded :
Floyd Gibbons, who went in from the west as a correspondent
officially credited and recognized by the Soviet Govern-
ment, and Larry Rue, who traveled from Syria, where he
had been covering the operations against the Turks. Rue
had no passports and was absolutely on his own. From
Constantinople he crossed the Black Sea and the Republics
of the Caucasus Mountains to the Caspian Sea; then up
the Volga River to the very heart of the famine swept
country. The Tribune's eye-witness stories of the famine
were the first to reach America.

John Clayton, another Tribune correspondent who
succeeded in entering Russia, secured such uncensored
stories that he has been condemned to death by the
Soviets.

Charles Dailey, The Tribune man who had been ordered
to the Russian famine from China, was turned back when
half way across Siberia. Later he gave to the world
the first eye-witness account of the terrible Chinese famine

England Meets Ireland in Tribune Office

of 1 92 1. His stories brought to China millions of dollars
worth of food.

In Peru, in Brazil, in Mexico, in Chile, staff correspond-
ents of The Chicago Tribune have recorded great news
beats during the past few years. Papers in South America
have purchased from The Chicago Tribune the right to
reprint exclusive Tribune news of South America; likewise
newspapers in Europe have purchased from The Chicago
Tribune the right to reprint its exclusive stories gathered
in Europe.

One of the most important works of The Tribune Foreign
News Service did not result in any notable scoop, but was
of service to three nations: England, Ireland, and the
United States. John Steele, correspondent of The Tribune
in London, by reason of the confidence placed in him by the
Sinn Fein leaders, as well as by Downing Street, was able
to bring the English and the Irish together in informal
conferences which preceded and made possible the nego-
tiations of the Peace Treaty. Steele made repeated trips
to and from Ireland to facilitate the conferences and often
the representatives of Ireland and England met in The
Chicago Tribune's London office.

* * *

While scoring international scoops abroad The Tribune
was exceedingly active at home.

When Henry Ford kicked over the lantern of history
and offered himself, in 1916, as a new Moses to lead this
people into a world of better opportunities and established
peace, he found his way blocked by The Chicago Tribune,
his authority questioned, his Americanism challenged. He
did not get beyond that obstacle. It may be accepted as
an historical fact that the summer of 1919 found Henry
Ford's influence as a national educator destroyed.

Henry Ford instituted a suit for libel against The
Tribune, claiming one million dollars' damages, because he
was called an "ignorant idealist" and an "anarchistic
enemy" of his country. The Tribune accepted this oppor-

Ford's Limitations Exposed by Tribune

tunity to present Ftrdism to the world. Mr. Ford found
himself on trial.

Stripped of his "experts," forced from behind his wall
of advisers and secretaries, taken away from his millions
and presented as a man and a thinker, Henry Ford brought
about his own downfall as a leader through the revelation
of his peculiar unfitness to lead, the confession of his own
bleak, dark ignorance of the things of which he preached.
He was finally "acquitted'' as an "anarchist." He became
convinced on the witness stand that he was an "ignorant
idealist." Instead of the million dollars in damages that he
asked for, the jury gave him a verdict of six cents, plus six
cents costs, twelve cents in all.

The Tribune fought Henry Ford as it fought the
Copperheads in the Civil War. It was the fact of his mil-
lions and his assumed leadership of the pacifists of 1916
that brought him into this conflict. It was all impersonal.
The Tribune went into this attack and spent hundreds of
thousands of dollars because its editors looked upon Henry
Ford as a menace to American unity and true American
ideals. That will remain as the sole, undisputed motive in
the case. All of Mr. Ford's efforts to show a "greedy,
financial motive" failed.

Mr. Ford remains untouched in his reputation as a man
of great inventive genius, as a business organizer, as a
rightful factory king, and in the purity of his private life.
The Tribune did not attack his character as a man. It
dealt solely with him as a public force, as a mistaken,
groping idealist who wished to proclaim the millennium
at hand when the country rested over a powder mine;
as a hasty, prejudiced thinker who sought to bring about
a condition of things that would leave America as helpless
as China. It was clear thinking against muddled think-
ing, experience against willful ignorance. The Tribune
forced the whole Ford philosophy into the limelight de-
spite efforts of the attorneys for Mr. Ford to escape this
issue. That was the history of the trial.

Tribune Praised Ford as Industrialist

Words and the definition of words formed the meat of
the case. In his new crusade for imp eparedness Mr. Ford
had attacked several opponents by shouting murderer and
criminal at them. Mr. Ford had set aside a trifle of #1,000,-
ooo to burn the phrase "war is murder" into the conscious-
ness of the American people. But when he read in The
Tribune one morning an editorial characterization of him
as an "anarchist," he was hurt and shocked. And that was
what the trial was all about.

When Mr. Ford instituted his "profit sharing" scheme

in 1914, The Tribune accepted it at its face value and said

editorially :

"The action of the Ford Motor Company offers a striking illustra-
tion of the new business conscience in action and is the more likely to
be heeded, since it is not the act of visionaries and propagandists, but
of exceptionally able and successful business men."

When Mr. Ford ordered his employes to make their

homes more comfortable and to maintain an American

standard of living, The Tribune said :

"The Ford plan of treating the worker is humane, American and
modern."

On August 7, 1915, The Tribune said of Henry Ford:

"Mr. Ford should be a cheering exhibit to those who are sweeping
the country for present day genius that compares with the railroad
builders or the consolidators of a steel industry. He is giving the world
the day's lesson."

Inside his factory, taking care of his employes, The

Tribune respected Mr. Ford. When he stepped outside

this sphere and began to advise the warring nations of

Europe and the people of America The Tribune said he was

a "voice from the dark."

It was the call for the mobilization of the national guard,
issued June 18, 1916, which precipitated the clash between
these two forces. The purpose of this call was to prevent
further aggression from Mexico upon the territory of the
United States and the proper protection of that frontier.
American soldiers had been trapped and massacred at
Carrizal. It was reported that General Obregon had planned
to invade Texas. Troops began gathering on that Sunday

Denounced His Policy on National Defence

afternoon in armories in Detroit, Mr. Ford's home city, and
in Chicago, bound for the mobilization camps. The country-
was aroused and war with Mexico appeared imminent.

Henry Ford did not take this situation seriously. He
said it looked like a political play. He said he thought the
"interests" were stirring things up in Mexico. He did not
see any danger ahead. He had discouraged men from
enlisting in the guard. He did not believe that President
Wilson was sincere in this step, or consistent. He was
violently opposed to any increase in the efficiency of the
guard. It was all ''militarism" to him, all steps toward
"organized murder."

On the morning of June 22, a story headed "Flivver
Patriotism", appeared in The Tribune, and a corresponding
story in another paper. The Tribune's story had been
received from its Detroit correspondent. This corre-
spondent had received his information from Frank L.
Klingensmith, vice president and general manager of the
Ford Company. It read as follows:

"FLIVVER PATRIOTISM"

"Ford employes who volunteered to bear arms for the United
States will lose their jobs. While most employers have guaranteed
not only to give patriotic workmen their old places when they return
from fighting their country's battles, but have promised to pay their
salaries while they are in service, Henry Ford's workmen will not have
a job when they return, much less will they receive pay while fighting
for their country. Ford's superintendents refuse to say if there are
any guardsmen employed in the plant, but it is known that some
seventy-five men of the militia are Ford employes. No provision will
be made by Ford for their wives and families."

The next morning The Tribune carried this editorial:

"HENRY FORD IS AN ANARCHIST"

"Inquiry at the Henry Ford offices in Detroit discloses the fact that
employes of Ford who are members of or recruits in the National Guard
will lose their places. No provision will be made for any one dependent
upon them. Their wages will stop, their families may get along in any
fashion possible; their positions will be filled, and if they come back
safely and apply for their jobs again they will be on the same footing
as any other applicants. This is the rule for Ford employes everywhere.

"Information was refused as to the number of American soldiers
unfortunate enough to have Henry Ford as an employer at this time,

Ford Sues for Million Dollars

but at the Detroit recruiting station it was said that about seventy-five
men will pay this price for their services to their country.

"Mr. Ford thus proves that he does not believe in service to the
nation in the fashion a soldier must serve it. If his factory were on
the southern and not on the northern border we presume he would feel
the same way.

"We do not know precisely what he would do if a Villa band decided
that the Ford strong boxes were worth opening and that it would be
pleasant to see the Ford factories burn. It is evident that it is possible
for a millionaire just south of the Canadian border to be indifferent to
what happens just north of the Mexican border.

"If Ford allows this rule of his shops to stand he will reveal himself
not merely as an ignorant idealist but as an anarchistic enemy of the
nation which protects him in his wealth.

"A man so ignorant as Henry Ford may not understand the funda-
mentals of the government under which he lives. That government is
permitted to take Henry Ford himself and command his services as a
soldier if necessary. It can tax his money for war purposes and will.
It can compel him to devote himself to national purposes. The reason
it did not take the person of Henry Ford years ago and put it in uniform
is, first, that it has not had the common sense to make its theoretical
universal service practical, and second, because there have been young
men to volunteer for the service which has protected Henry Ford, for
which service he now penalizes them.

"He takes the men who stand between him and service and punishes
them for the service which protects him. The man is so incapable of
thought that he cannot see the ignominy of his own performance.

"The proper place for so deluded a human being is a region where
no government exists except such as he furnishes, where no protection
is afforded except such as he affords, where nothing stands between him
and the rules of life except such defenses as he puts there.

"Such a place, we think, might be found anywhere in the state of
Chihuahua, Mexico. Anywhere in Mexico would be a good location
for the Ford factories. "

The following day Henry Ford issued a denial of the
original news story, stating that the thirty-seven members
of the militia among his thirty-three thousand employes
would be re-employed "without prejudice" upon their
return from service. The Tribune printed this statement.
Ten weeks later Ford filed suit in the United States District
Court in Chicago, making the editorial quoted above the
basis of his claim for one million dollars' damages. The
case came up before Judge Landis, but on July 14, 1917, a
new suit of the same nature was filed in the state court of
Michigan and the one pending before Judge Landis was
dismissed.

The trial and the case lasted for ninety-eight days at

Ford's Experts Praise Tribune Advertising

Mt. Clemens, between May and August, 1919. It is con-
sidered by lawyers as the first big, modern vindication of
the "right of comment." The instructions of Judge James G.
Tucker to the jury are recognized as a summary of
modern law on this subject.

An interesting minor phase of the case was the testimony
of advertising experts called by Mr. Ford to prove that
The Tribune, although published in Chicago, had a tremen-
dous influence with the leading citizens of Michigan and
other surrounding states.

Charles A. Brownell, advertising manager for Mr. Ford,
testified in part as follows:

Q. Has the Ford Motor Company, during your connection as
advertising manager, used The Chicago Tribune as an advertising
medium of its product?

A. We never put out a campaign of newspaper advertising that
did not include The Chicago Tribune.

Q. In selecting The Tribune as one of the newspapers in which
advertising of the Ford Company should be placed, what did you have
in mind?

A. The leading newspaper in the city of Chicago with a large
circulation and an influential circulation; as well as a large circulation
in the territory in which we have a number of live, progressive agents:
states of Illinois, Iowa, Minnesota, Wisconsin, Indiana, and Michigan,
especially the northern section of Michigan, which is not reached by
the Detroit metropolitan papers, or in a large volume by the Grand
Rapids papers.

That territory is literally covered with the Chicago papers, particu-
larly The Chicago Tribune — that is, the element we wish to reach.

Q. Are you able to state the relative position of The Chicago
Tribune as an advertising medium of automobiles in the territory you
previously named, as compared with other Chicago newspapers?

A. I considered it by far the best.

Mr. E. LeRoy Pelletier, called in as advertising expert
by Mr. Ford, made the following statements under oath :

Q. Does The Tribune circulate in the surrounding territory?

A. O, yes, for some distance, probably covers 14 states.

Q. Is that circulation in through that district of The Tribune of
value to advertisers of automobiles?

A. O, yes, so much so that the factory always pays half of it,
because of its broad distribution. We consider it in a sense the National
media, that is to say, it is one of a few that we consider sufficient to
cover nationally.

Q. Has Mr. Benham ever discussed circulation matters with you?

A. O, yes. We figure it covers twelve to fifteen states, to some
extent. Of course, you get farther away from Chicago the influence

DAILY JH NEWS |f§|

Vol. 3. No. 312.

I York. Saturday, Junp 24,

MINE WAR SPURS U. S. ACTION

HER- KIND.— A girl's pho-

. . yesterday again He- terday a suit for dm _ _
nied a break with his wife. Mrs. Louise Tinker (above),
s 'pending in this known on stage as Louise

-unrry or abroad, he i

Wj&&%M

MjMgaVttp^
W It

WHO ELSE WOULD OBJECT?— Just because hi objected to this bathing suit. Helen BOY'S KIDNAPING— Joseph Vaccayo (right.
Armstrong (above), cafe dancer, says Marerhal Tissot, retired French officer, broke oil with Detective Brennan) was accused yesterday in kio>
their engagement. She aays she now will «eek {50.000 heart balm naping of Angelo Cuspini. eleven. 297 Avenue A

Reproduction of first page of the Daily News, New York's
Picture Newspaper, founded by The Chicago Tribune in June,
1919, and which already has the second largest morning daily
circulation in America. The largest is that of the Chicago
Tribune. The size of The Daily News is uyZ x i§}4 inches
over all.

100

Tribune Founds Paper in New York

is less. I should say, taking Grand Rapids as a sample, it is probably
more influential than the Detroit papers.
Q. Why do you say that?

A. Because of the class of people who take it. A very excellent
class of people buy it, and a considerable percentage of a class of solid
business men, to whom we sell automobiles in all those places.

* * *

On June 26, 19 19, The Tribune began publication of a
tabloid, pictorial, morning newspaper in New York. In
less than three years this paper, The Daily News, New
York's Picture Newspaper, has attained more than half a
million circulation. Thus, The Chicago Tribune and its
New York offspring have the two largest morning weekday
circulations in America. Pride is also taken in the fact that
The New York News was making money one year and three
months after its foundation.

* * *
Nineteen-nineteen saw swiftly increasing circulation and

advertising. A new rotogravure press was built and put
in operation. A new million dollar unit was purchased
and installed in our paper mill. Half a block of ground on
Michigan Boulevard, just north of the Chicago River, was
bought and construction of a model manufacturing Plant
was begun. For the benefit of employes The Tribune
organized The Medill Council and established the insur-
ance, sick benefit, and pension systems described in the
chapter on that subject in this book.

* * *

On October 14, 1920, The Tribune, whose radio nom de
plume then was 9ZN, received directly from Bordeaux,
France, a news dispatch by wireless. This was the first
dispatch received by any paper in the world from a foreign
nation by direct wireless transmission.

During almost three months The Tribune received by
direct wireless transmission from Bordeaux all of its dis-
patches from Continental Europe, an average of about
3,000 words daily. Each dispatch came to The Tribune
from four to six hours more quickly than the same dis-

101

lis IP-

■■■hi

JjL

<tfag.-jrft.il wujmgCT

102

Tribune Moves into New Plant

patches would have come had they been filed either by cable
or by the Marconi wireless system. Each dispatch was
brought into The Tribune Plant at least thirty per cent
more cheaply than if it had come through other channels.

The wireless sifts hours into minutes. This is of vital
importance and The Tribune's demonstration of dreams
come true has started things with a vengeance. The fact
that The Tribune had found a way to save hours meant
very little to the great communications corporations. But
when these corporations realized that in its quest for effi-
ciency a newspaper known to be an extensive patron of the
cables and the telegraphs also had found a way to save
money — that wouldn't do at all.

So, when the great Lafayette station at Bordeaux,
erected by the United States and operated during the war
by the United States, passed into the hands of the French
government, a working agreement was entered into between
France and the Radio Corporation of America which pro-
vided that all dispatches sent to America must be handled
in America by the Radio Corporation and the land telegraph
companies with which it is bound by other agreements.
Furthermore, American law forbade the navy to compete
with private enterprise by assisting in the transmission of
press dispatches. Therefore, The Tribune's wireless receiv-
ing station has been suspended.

* * *

On December 12, 1920, at the busiest time of the year,
and between a Sunday morning edition of 760,000 and a
Monday morning edition of 450,000, The Tribune installed
itself in its new Plant without missing a deadline or a mail
car. One hundred telephone lines and 275 extensions
were transferred without disturbing service. Fifty-seven
linotypes, nine steam tables weighing seven and one-half
tons each, furniture, hundreds of filing cases, all moved
in orderly procession from Madison and Dearborn Streets
and started functioning in their new home. As much work
as possible had been done in advance, but an enormous

103

"1921 Will Reward Fighters"

job of moving had to be completed within twenty hours.
The mechanical excellence of this new Plant as described
in subsequent chapters of this book has practically made
other newspaper plants out of date.

At about this same time The Tribune furnished funds
for founding the Medill School of Journalism of North-
western University and has since aided in establishing this
vigorous young institution.

* * *

During the latter part of 1920 The Great Depression,
from which we are only now beginning to emerge, descended
upon the United States. The threat of hard times suc-
ceeded swiftly to boom times and easy money. Business
men were terrified by such an abrupt change of conditions.
The "cancellation evil" was a paramount topic of conver-
sation. Wholesale retrenchment was resorted to by many;
unemployment grew rapidly; and panic was in the air.

It was amid these circumstances that The Chicago
Tribune confronted the problem of its program for 1921.
The Tribune management informed the advertising divi-
sion that there would be no retrenchment on the part of
The Tribune; that The Tribune's faith in the soundness
of this country was unshaken; that we would meet ad-
verse conditions by fighting harder for business than ever
before; and that we would endeavor, by extensive adver-
tising, to induce others to follow our lead. A convention
of the advertising force was called in December, 1920.
This program was announced to them and the slogan was
adopted, "1921 Will Reward FIGHTERS."

This slogan was then hammered into the business men
of the United States by a series of full page advertisements
in The Tribune and in other metropolitan newspapers, and
in trade papers.

Thousands of letters poured in upon The Tribune from
American business men expressing appreciation for the
stimulating influence which this thought radiated.

To prove that the slogan was the expression of a vital

104

Tribune puts New Spirit in Business

truth and not a mere juggling of words, The Tribune
offered ten prizes of #100 each for true stories of successful
1921 Fighting Salesmanship.

The response was instant — and national in its scope.
From a large number of excellent letters ten were selected,
printed in Chicago Tribune ads, and later collected in a
booklet. More than forty thousand booklets and hangers
were distributed. The slogan was adopted by sales organ-
izations everywhere, quoted, reprinted.

But some hard-boiled pessimists still discounted the

truth of The Tribune's slogan — "1921 Will Reward

FIGHTERS/' They admitted that an individual salesman

might make a sale now and then in the face of "conditions,"

but they would add :

"Business is rotten in my line. No one is doing anything. The
public is not buying. You can't fight general conditions. Sales and
advertising efforts merely waste money trying to do the impossible."

So The Chicago Tribune set out to see whether these
gloomy statements were true, or whether organizations
were being rewarded for fighting in 1921, as well as indi-
viduals.

Four lines were selected in which all the croakers claim-
ed that business was terribly depressed : Groceries, Cloth-
ing, Autos, Musical Instruments.

The largest users of Tribune space in each of these lines
were then called upon and asked how their 1921 business
compared with the big records made during the correspond-
ing period of 1920.

Without exception, these unterrified fighters were doing
the biggest business in their history. Some of their com-
petitors had "quit" and left the field largely uncontested.
Total business available might be less than last year, but
they had increased their proportion of the total. Other
lines of business were investigated and it seemed that there
was ample business in every line to keep the FIGHTERS
busy.

The slogan was changed to "1921 Is Rewarding FIGHT-
ERS" and on this topic Tribune advertisements were pre-

105

Greatest Circulation Stunt in History

senting the successes achieved by various big organizations.
Some of the best examples could not be used because the
record-smashing firms feared that publicity would stir up
their competitors to imitative activity.

These advertisements were run in The Tribune, in several
other metropolitan newspapers, and in trade papers.

By this campaign of the advertising division of The
Tribune, conducted in paid space, The Tribune achieved
something new in American journalism. It influenced the
thought of the entire business community of the United
States in a constructive manner and largely assisted in
averting a threatened panic.

As for The Tribune, its advertising revenue in 1921, the
year of depression and hard struggle for business, was the

largest in its history.

* * *

Between November 25 and December 4, 1921, The
Tribune conducted the most astounding circulation stunt
in newspaper history. In those eight days The Tribune,
starting with the largest morning circulation in America
and the largest Sunday circulation in Chicago, increased
its city and suburban circulation by more than 250,000
daily and 200,000 Sunday.

Yet the increase in the number of Tribunes sold was
insignificant compared with the effect which The Tribune's
"Cheer Check" distribution had on three million people.

It wasn't a Tribune idea in the first place. Mr. Hearst's
newspapers throughout the country were putting on lotteries
to stimulate circulation. They were disguised as philan-
thropy. In Chicago, the Herald & Examiner early in
November, 192 1, began distributing free of charge millions
of "Smile" coupons. Envelopes full of them were stuffed into
every citizen's mail box. Piles of them were available at
lunch rooms, cigar stores, groceries, etc. Each day the
Herald & Examiner printed a list of numbers of "Smile"
coupons which were awarded prizes, redeemable at the
Herald & Examiner office. It was the theory that since

106

Tribune Cheer Checks take Chicago by Storm

practically every person in Chicago had been presented with
coupons they would buy the Herald & Examiner every day
to see if one of their numbers had won a prize.

A different local politician was pictured each morning in
the act of drawing that day's winning numbers. Even Mayor
Thompson and Governor Small participated thus in a
newspaper's circulation lottery. Of course it was not called
a "lottery" but was camouflaged as Christmas charity.
The lottery increased the Herald & Examiner's circulation,
but not in any sensational manner.

The Tribune, having won circulation leadership by years
of hard fighting, was not inclined to permit this lottery
scheme to imperil its supremacy. Two courses seemed
open: complaint to the federal authorities, or a direct
counter attack. The latter was adopted.

It was decided to run a lottery that would make the
Hearst affair look like penny ante compared with Monte
Carlo and to run it frankly and openly as a circulation
getting lottery — not as philanthropy. It was determined to
operate in such a loud, plain manner that the viciousness
of obtaining circulation by such methods would be apparent.
Such a policy would compel the authorities to stop both
lotteries.

On November 25, The Tribune announced in a double
page spread that distribution of its Cheer Checks would
begin that day, Friday; that a public drawing would be
held Saturday; and that on Sunday 679 prize winning
numbers would be awarded $17,000.00, the "first slice of a
$200,000.00 melon."

No one connected with the stunt anticipated such
astounding results. Cheer Checks took Chicago by storm.
Two of the largest railway printing houses in the world
worked twenty-four hours a day printing them and when
the contest ended ten days later they had not caught up
with the demand. More than twenty-five million Cheer
Checks, each bearing four numbers, were printed and
distributed during those ten days.

107

Tribune Burlesques its own Project

Banks asked for Cheer Checks to give to their deposi-
tors. Sunday schools distributed them. The largest indus-
trial concerns asked The Tribune for allotments for their
employes. Attempts to pass them out from trucks in the
Loop led to riots. Canvassers hired to take them from
door to door preferred to keep the checks or sell them,
rather than receive their pay.

If one retail store in a neighborhood had Tribune Cheer
Checks and others didn't, it might as well close up. As a
result thousands of retailers came to The Tribune Plant
and stood in line in the winter rain to get allotments of
Cheer Checks.

Chicago's rich as well as Chicago's poor were collecting
Cheer Checks and speculating on the possibility of collect-
ing the possible maximum of #20,000.00 in prizes in one day.

It is doubtful if any event in the history of Chicago ever
created such universal feverish interest and maintained it
for ten days.

The strain on The Tribune organization was tremendous.
Not only was circulation almost instantaneously increased
by 200,000 or 250,000 copies, but all stories, pictures or ads
referring to the lottery were eliminated from all except city
editions, necessitating unprecedented replating. Thus a
great increase in routine work came with the novel tasks of
distributing Cheer Checks, holding drawings, and making
payments.

A news story in The Tribune each day burlesqued the
whole affair. These stories were signed by "Senor Tirador
del Toro, World's Best Known Spanish Athlete," or by
"Miss Fortuna, the Goddess of Something for Nothing,"
or by Bock Y. Panatela, or by Manuel G. Perfecto, famous
Colorado Maduro formerly of Honduras and Havana.
The open drawings of numbers from a great glass box and
a gold fish bowl were held in different parts of the city and
attracted great crowds. "Big Steve" Cusack, a noted
baseball umpire in full regalia, acted as announcer. Draw-
ings were made by a different team each day, for instance,

108

Circulation Up Quarter Million in Week

"Lady Luck" and "Queenie Midnight," two street sweepers,
two Chinese, two chorus girls, etc.

Each day the full page advertisement in The Tribune
carried an editorial statement of which the following is
typical :

DID WE FALL OR WERE WE PUSHED?

The Tribune enters upon its mammoth distribution of cash by lot
with strangely mingled emotions. We frankly admit that when our
morning contemporary inaugurated this scheme for selling more papers,
we looked upon it with disfavor, not to say distaste. Having built
our own circulation upon the merits of our newspaper, we felt some-
how that the innovation was unethical.

But the judiciary and the officials elected to administer and to
enforce our laws co-operated so wholeheartedly in the promotion of
this remunerative charity that our scruples seemed actually prudish —
a relic of days when skirts trailed below the ankles, and "penny ante"
was a mortal sin.

Furthermore, it seemed a shame that an institution which had
flourished in such expansive magnificence, even in the piffling banana
republics, should receive such niggardly treatment in this rich metrop-
olis. As the dominant newspaper of this community, long supreme
both in circulation and in advertising, we were obviously confronted
with the duty of seeing that three million people were no longer in-
sulted by being urged to scramble for a share in $500 a day.

The publication of numbers all jumbled up so that holders of
tickets could determine only with the greatest difficulty whether or
not they had won, was another point not in keeping with the best
traditions of this ancient institution, nor with the dignity and fair
name of our city.

Having been "pushed" by these factors we "fell" — or rather we
"plunged." The reception which the citizens of Chicago have given
to our offer of $200,000.00 and yesterday's split of $17,000.00 is indeed
gratifying. We are also pleased to announce that our contemporary
has seen the light (to some extent) and is now "offering" more money.

We must confess that it is difficult to feel so keenly the scruples
of past weeks now that circulation is rising in such astounding waves.
We could have easily sold a million Tribunes yesterday, and we have
hardly begun. It seems too good to be true. Such profitable phi-
lanthropy.

Notwithstanding The Tribune's plain speaking there
was practically no criticism of the contest. The public,
high and low, simply clamored for Cheer Checks. The cash
paid out to 2,373 winners in eight days amounted to
$53,950.00.

Other publishers, however, appealed to Postmaster
General Hays and to District Attorney Clyne. Both

109

When Tribune Quits Excitement Subsides

papers were asked to stop and agreed to do so. The
Tribune did stop on December 4, 1921. The Herald &
Examiner stopped the particular stunt which had been
complained of, but on December 5, announced continued
free daily distribution of cash prizes to street car transfer
numbers, telephone numbers, and automobile license num-
bers. It caused no more commotion than had its original
lottery before The Tribune "sat in the game with a stack of
blue chips/* When The Tribune stopped the show was over"

rmatco p^t_t»j»u»». mictmt, cucpnna s. wt

CIMA

SHOWEROFGOU*

Here Are the Prizes
To Be Drawn Today

Morganbilt D. Rochy-For J wouldn't
sneeze at holding a Cheer Chech now

Regular Prizes:

First numberdrawn.... $5,000.00 $5,000.00

Second number drawn. 2.500 00 2300.00

Third number drawn.. 1,000X0 1.000 00

Next 2-EACH... 500.00 1.000.00

Next 4-KACH. ....... 250.00 i.000.00

Next 10-EACH .„..=. 10000 1,000.00

Next 20-EACH..v.-„ SO00 1.000.00

Next 60-EACH..^^., 2500 1.500.00

Next 200-EACH. ....... 10 00 2,000.00

Next 1,000-KACH.,™™. 5.00 5.000X0

Special Prizes:

"Keno"— To holder of a Cheer
Check, bearing any two winning
numbers drawn the same day. . .$10,000.00

•Big Dick"-To holder of the
highest winning number drawn
(exclusive of series number) . . 2,000.00

"Little Joe"— To holder of the
lowest winning number drawn
(exclusive of series number) . . ... 2X00.00

More Than 130O Ca»h Prize*
Total Money $35,000

Some Joy Ride

No other newspaper in America. <
■uch swift and tremendous <
thai of The Tribune during tfi

week. WesoW

: in aanuement rather than boasting,
surety appreciate merit. We took the
ition-BUtldinc scheme which our morn-

with only fair results— but improved it and AD-
VERTISED .t. Public appreciation wa? so over-
whelming that within a few days we had smashed
all records in the history of newspaper publishing in

Our first winning numbers were printed last Sunday.
Tomorrow will be the second Sunday and our largest

192 Winners in yesterday's PUBLIC

drawing for a $6,000.00 slice

of the $200,000.00 melon

$1,000.00

$500.00

$100.00

$250.00

F4— ism

Z1I—M3M
$St.M

S10.00

If any Two of the Above Humbert Are on Oat

Check the Holder Will Receive $10,000.00 It

Addition to the Two Regular Prlztt

Special $500.00 Prizes

M Dick) (LitiU J»)

Why The Chicago Tribune
is known as

"The Worlds' Greatest Newspaper"

Last Day to Cash These
Prize Winning Numbers

!ss B aS £3. tS ibs,

Order Sunday's Tribune Now

Mayor Thompson Sues for Libel

Mayor William Hale Thompson, placed in office by the
most powerful political machine Chicago has ever known,
resented The Tribune's stories presenting to the world in
unvarnished terms his hostility to America's war effort.
He has filed the following libel suits against The Tribune:
Date Damages Asked

September 7, 1917 $ 500,000.00

June 22, 1918 250,000.00

August 1, 1918 100,000.00

August 31, 1918. 500,000.00

Total #1,350,000.00

The first of these suits went on trial before Judge
Francis Wilson in May, 1922. Mayor Thompson was
placed on the witness stand by The Tribune and testified
— that in his opinion blunders of the Wilson administra-
tion rather than German aggression caused the War.
— that during the War he opposed sending an army to
Europe.
. — that he opposed sending foodstuffs to Europe.
— that he opposed conscription.
— that he issued no proclamations to aid Liberty Bond

or Red Cross drives.
— that he said farewell to none of the Illinois regiments

leaving for service.
— that he never addressed the soldiers at Camp Grant or

at Fort Sheridan.
It is the contention of The Tribune that the mayor's
attitude toward the War thus admitted by him shows how
justifiable were The Tribune stories which he claims injured
him in the sum of #1,350,000.00.

Two jurors in the case became ill. The Tribune offered
to go ahead with ten jurors, but the Mayor insisted on his

right to a "mistrial."

* * *

Patriotism is not the only issue between Mayor Thomp-
son and The Tribune. The present administration of

111

Tribune Charges $4,000,000 Fraud — Sues

municipal affairs has been marked by scandals in the police
department, school board, and board of local improvements.

In the latter case, such amazingly barefaced methods
were adopted for looting the public treasury that The
Tribune called upon the courts to halt them. For work as
real estate experts within twelve months, five members of
the city hall machine were paid almost three million dollars
(#3,000,000.00) and were about to be paid more than one
million dollars (#1,000,000.00) additional when The Tribune
intervened.

The Tribune Company, as a taxpayer, filed suit on
April 19, 192 1, against Mayor Thompson, M. J. Faherty,
president of the board of local improvements, George F.
Harding, city comptroller, Frank H. Mesce and Austin J.
Lynch. The suit seeks to force the return to the City of
Chicago of #1,065,000.00 paid to Mesce and Lynch for
services rendered by them within one year in appraising
property for condemnation. An injunction to prevent the
payment of an additional million dollars to these same two
experts is also sought.

The defendants demurred to the bill, and after argument
Judge Charles M. Foell sustained The Tribune in a decision
which sets a precedent of vast importance to the people of
Illinois. He held that restitution could be enforced, not
only against any person obtaining public moneys by fraud,
but also against every official who knowingly participated
in the transaction.

On June 24, 1921, The Tribune Company filed a suit
similar to the above in subject matter and with the same
defendant officials. But three new "experts" are named:
Edward C. Waller, Jr., Ernest H. Lyons, and Arthur S.
Merrigold.

The Tribune charges that the one million seven hundred
thousand dollars (#1,700,000.00) paid to these men for
"experting" within one year was fraudulently obtained.
It demands that they and the officials who conspired with
them to obtain it be compelled to return the money to the

112

a
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5
J

5
3

■

IWplhtfSI*f%lil

FOOD WILL WIN THE WAR. DON'T WASTE IT

USE LESS WHEAT
SAVE ON SUGAR

B HELP WIN WAlP

During the War The Tribune maintained an enormous bill-
board at the north end of Michigan Boulevard. It was used
for patriotic subjects as shown above.

U,U,U,U,U,U,UlU»U,U'U,U,U'U,U,UiUlUIUiU,U,UlUlU,UlU,UiU'U,U,U,U,U,U,U'l_

These photos show The Tribune Plant from the south
{above) and from the north {below). The ruled white space
marks the site on which the new Tribune Monument will
stand. Architects have been offered $ioopoo.oo in prizes
for a suitable design. The low building north of The Plant is
a Tribune garage.

Ten Million Dollar Libel Suit

City of Chicago. Injunction is also sought to prevent the
payment of additional fees amounting to $270,000.00.

Both the above suits are awaiting trial.

* * *

In a desperate effort to stop The Tribune's exposures of
incompetence and corruption in municipal affairs, the
Thompson administration caused a libel suit to be brought
in the name of the City of Chicago against The Tribune
demanding damages in the sum of ten million dollars
($10,000,000.00). This is the largest amount ever asked in a
libel suit, and it is the first time in American history that
any agency of government has attempted to sue for libel.
Probably no more dangerous attack has ever been made on
freedom of the press and free speech.

The politicians' claim was that The Tribune's allegations
of incompetency and corruption had injured the credit of
the city — lowering the rate at which its bonds could be sold
and increasing the cost of supplies.

The Tribune demurred, maintaining that the articles
complained of were not libelous and that in any case to
maintain the action would violate the freedom of the press
guaranteed by both state and national constitutions.

On December 12, 1921, Judge Harry M. Fisher, of the

Circuit Court of Cook County, handed down a notable

decision sustaining the stand of The Tribune. Comments

of the press on this case and Judge Fisher's opinion have

been printed by The Tribune for distribution to those

interested. Judge Fisher's summary of the points involved

was, in part, as follows:

The press has become the eyes and ears of the world, and, to a
great extent, its voice. It is the substance which puts humanity in
contact with all its parts. It is the spokesman of the weak and the
appeal of the suffering. It tears us away from our selfishness and
moves us to acts of kindness and charity. It is the advocate constantly
pleading before the bar of public opinion. It holds up for review the
acts of our officials and of those men in high places who have it in their
power to advance peace or endanger it. It is the force which mirrors
public sentiment. Trade and commerce depend upon it. Authors,
artists, musicians, scholars and inventors command a hearing through
its columns. In politics it is our universal forum. But for it the acts

115

Newspapers Check on Official Corruption

of public benefactors would go unnoticed, impostors would continue
undismayed, and public office would be the rich reward of the unscrupu-
lous demagogue. Knowledge of public matters would be hidden in the
bosoms of those who make politics their personal business for gain or
glorification. While not always unselfish, yet in every national crisis
we find it constant and loyal, rendering service of inestimable value.
Observe the role it played in our recent national emergency. It was
the advance agent of our treasury, and the rear guard of our army. It
set us to work upon the minute and told us when our several tasks were
done. It informed every soldier when and where to report for duty
and gave him his instructions with reference to it. It kept us in touch
with our men in the field and carried messages of cheer and encourage-
ment. It built up our spirits, aroused our determination and finally
had the honor of heralding in every household the joyous news of
victory and peace.

It is only natural that the rendering of such service should result
in corresponding power; and power without the abuse of it is unfor-
tunately rarely found. The press is no exception. Economic interests
often lead a great portion of the press to serve the commercial elements
of the community, upon which it largely depends, to the detriment of
the public. But, fortunately, while the good the press is capable of
rendering, if unafraid, is without limit, the harm it can do has its own
limitations. The press is dependent for its success, for its very exist-
ence, almost, upon public confidence. It must cater to public senti-
ment even as it labors to build it up. It cannot long indulge in false-
hoods without suffering the loss of that confidence from which alone
comes its power, its prestige and its reward.

On the other hand, the harm which would certainly result to the
community from an officialdom unrestrained by fear of publicity is
incalculable.

Plaintiff's counsel's own argument shows where the law which he
contends for, if it were the law, would lead us to.

"Everything," he says, "which affects the city in its finance or
in its property must be treated by law the same as if it were spoken of
or done against a private corporation. If a libel would result in an
increase of one cent on the cost of pencils, the city could maintain an
action."

It is difficult to imagine a case of adverse criticism of a municipality
which could not be shown to have affected it or its property in some
remote way. Moreover, if plaintiff's position is sound, does it not
logically follow that criticism directed against the responsible officials
of the city, which would result injuriously to the municipality, would
give rise to a like cause of action on behalf of the city?

To say that a city is an unsafe place to live in because of the cor-
ruption or the inefficiency of the police department is almost certain
to keep away prospective residents whose payment of taxes would
otherwise enhance the city treasury. To say that the mayor of a city
has no regard for contractual obligations would unquestionably keep
men from bidding and contracting with the city on the same basis
that they would if they were certain that they will have no trouble in
enforcing the city's obligations. To charge that bribe money must
be paid in order to obtain a contract from the city would result in keep-

116

Freedom of Press Imperiled by Suit

ing responsible bidders away and increase the bids of those who would
offer it. To charge that political favorites are preferred in the letting
of contracts will keep away many more bidders than would a charge
of insolvency. For, as a matter of fact, a municipality cannot be
insolvent, in the sense in which that word is ordinarily used. At any
rate a contractor desiring the work could easily ascertain how and
when the money will be forthcoming to pay the obligations of the con-
tract, but when favoritism governs the granting of contracts he knows,
if he is not of the favored few, how useless it is to bid for work. In
short, almost anything unfavorable that could be said of the govern-
ment or its office holders is likely to affect the municipality financially
just as injuriously as the articles charged to have been published by
the defendant. It is too evident to permit of doubt that, balancing
good against good, the mischief which would flow from an application
of the rule which would permit the city to sue as a private person would
overwhelmingly outweigh the benefit which could possibly come from
it.

Stripped of all the elaborate argument, in the confusion of which
the question for decision might look difficult, the fact remains that, if
this action is maintainable, then public officials have in their power one
of the most effective instruments with which to intimidate the press
and to silence their enemies. It is a weapon to be held over the head
of every one who dares print or speak unfavorably of the men in power.

There are men who, in the interest of public service, would not be
terrified by criminal prosecution and imprisonment. They would keep
up the struggle against a corrupt government even from the cell,
if the instrument for conveying their thought would remain intact.
But the recovery of heavy damages, in a civil action, or even the neces-
sity of continually defending against such attempted recovery would
destroy the instrument itself, the newspaper. Especially would this
be true in smaller communities where the newspapers have not large
means. The cost of the defense alone would be sufficient to impoverish
them. In civil actions, unlike criminal prosecutions, the jury is not
the judge of the law, and a friendly judge (and such a thing was found
not impossible at least so far as the history of prosecution for libel is
concerned) would have the right to instruct the jury to find the defend-
ant guilty, or, if a verdict unfavorable to the plaintiff were returned,
to set it aside, and order a new trial, and continue granting new trials
until a favorable verdict were obtained.

While good reason exists for denying a publisher the right to print
that which he cannot prove against an individual, and recklessly to
pry into his personal affairs, defaming his character and reputation,
simply because of his public position, no reason exists for restraining
the publication against a municipality or other governmental agency
of such facts, which, as Judge Taft puts it, is well that the public should
know, even if it lies hidden from judicial investigation. There are other
differences to be found between an action by a municipality and an
action by an official whose personal character and integrity are attacked.
In the one, the prosecution is at the public expense, in the other, at the
personal expense of the plaintiff. Aside from the costs involved, there
is much which would cause an individual to forbear action. The
honest official seldom fears criticism. He answers argument by argu-

117

"Our Country — Right or Wrong"

ment, and only, in extreme cases, resorts to law. The dishonest official
is often restrained by the fear of laying his character open to a searching
judicial inquiry; but if he can hide his own infirmities by labeling his
action in the name of a municipality, the number of suits would be gov-
erned only by political expediency.

This action is not in harmony with the genius, spirit and objects
of our institutions. It does not belong to our day. It fits in rather
with the genius of the rulers who conceived law not in the purity of love
for justice, but in the lustful passion for undisturbed power. It will,
therefore, be unnecessary to consider the other questions involved, and
since I find that the demurrer ought to be sustained not merely because
of any defect in the pleading but because no cause of action exists,
nothing can be gained by amendment. The demurrer will, therefore,
be sustained.

Appeal was taken from the above decision and is now
pending in the higher court.

* * *

The Tribune carries every day at the "masthead" of its
editorial page this slogan:

"Our Country! In her intercourse with foreign
nations may she always be in the right; but our
country, right or wrong." — Stephen Decatur.

On April 21, 1922, The Tribune printed a letter from
one of its readers protesting against the reiteration in peace
times of a "chauvinistic" sentiment excusable only as a
war measure. On the same page The Tribune replied in
the following characteristic editorial:

SHE'S UP TO STAY

In the Voice of the People, across the page in this issue, is printed
a letter . . . protesting against the continued use of the sentiment of
Stephen Decatur at the head of the editorial department of The Tribune.

Mr. Fry's letter and others of similar protest received from time
to time are sufficient reason and good reason for keeping the sentiment
nailed to the flagstaff for the next hundred years. So far as the present
management of The Tribune is concerned it's there to stay.

This nation has been described by contemptuous Europeans as a
mongrel. It has been tested to the hilt by the admixtures which have
come to find new fortunes here. If it were not substantially sound it
could not have stood the test. It has.

Nationality is a precious thing. It is a powerful spirituality. It
ennobles. It is also material. It represents a protective community

118

Tribune Everlastingly American

of interests. Right and wrong are not black and white. An egotistic
man can say, and does say, that he knows which is right and which is
wrong. He is a cricket in a fence corner.

It is altogether possible that the foreign policy of an American
government would distress the consciences of a great many citizens.
Some think that Haiti is a reproach to us now. They think that brutal
marines are imposing upon a cultured and defenseless land. The
Tribune thinks that a land of savagery with a fringe of superficial
literacy has been brought into a semi-ordered state and that it is the
duty of the United States to make it at least semi-ordered.

New Englanders and others in the north thought the war with
Mexico was bad. What is bad? Is it bad that Texas is not Chihuahua
or Sonora? Vallandigham thought the war with the South was bad.
Is it bad that human beings are not being sold down the river in the
United States?

Debs thought the war with Germany was bad. Is it bad that the
German fleet is not protecting the landing of German divisions in
Central American and South American ports and driving the United
States, lone and unprepared, to a war with the greatest military power
of Europe? Who shall say policies are good or bad? The government
through its ordered methods or the midge of a citizen who without
responsibility comes to conclusions satisfactory to his egotism?

The structure of a nation does not permit these individual judg-
ments in emergency, and particularly the structure of the United States
does not. Americans have permitted the man from Cork, the man
from Berlin, the man from Teheran, the man from Kief, the man from
Naples, the man from Stockholm, the man from Glasgow, the man
from Lisbon, from Tangiers, from the Congo, from Mesopotamia, from
Armenia and from Siberia, from Kent and from Saxony, from Tuscany
and from Brittany, from Quebec and from Coahuila, from Araby and
Abyssinia to come here without restriction until recent years and
acquire citizenship easily.

Its danger is that in its dealings with other lands it will disintegrate.
It was frankly said not long ago that the principal, the only, duty of
the Italian ambassador in the United States was to direct the influence
of Italians voting in the United States in the interests of Italy. Italians
here are urged by their government to nationalize in the United States
and help Italy by their votes as American citizens. This is true of
other nationalities in spirit if not in form. These alien blocs in the
United States tend to break down American purpose conceived purely
for American well being.

The United States is regarded as the soft shell crab of nations. It
is supposed to be easy to fry. We admit that government mistakes
might try the conscience of a citizen, but where will he take his indi-
vidual judgment when the organized policy of his nation has committed
him in a dispute with another nation?

Will he admit that he may in clear conscience be with the other
nation ? Then how does he expect to keep America, with her diverging
elements, an integrated nation? Or does he not care, being in some
high altitude of egotism, whether he is a citizen of a nation or an
individual in a riot? Possibly he would prefer to be a citizen if he

119

*1<

Tribune is 75 Years Young

considered nothing more spiritual than his investments and real estate
holdings.

Our flag is up to stay. When the American nation makes its
decisions in foreign relations we hope that the decisions are justifiable,
but if another nation challenges them, and if force is to be the issue,
then we are for the United States, right or wrong.

In commemoration of its seventy-fifth anniversary,
The Tribune

— offers #100,000.00 in
prizes for designs for
a new building to be
erected between its
present Plant and
Michigan Boulevard.

— awards to Paul Cross
Chapman a prize of
$5,000.00 for mural
paintings to be placed
upon the walls of its
news room.

— announces the in-
vention of a Color-
Rotogravure press
and its weekly use in
printing a beautiful
— new magazine sec-
tion for The Sunday Tribune.

— publishes this book.

And, as this book goes to press, The Tribune is fighting
tremendously important battles for free speech, and better
government, not only in its columns but in the courts.
Libel suits aggregating $11,350,000.00 are pending against
it, and its suits to save Chicago more than four million
dollars in "expert" fees await trial. Tribune circulation and
advertising are at the highest points. Assuredly, The
Chicago Tribune is 75 years YOUNG.

IN PRIZES TO ARCHITECTS

Seventy-five yean old today. The
Tribune seeks surpassing beauty
In new home on Michigan Boulevard

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SEVENTY. FIVE

YEARS

TODAY

120

THE PRESENT

The business of publishing a newspaper-
Editorial, Advertising, Circulation,
Production,

121

122

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Laying corner stone of
Plant at St. Clair street
and Austin avenue,
June 7, 1920. Co-
Editors and Publishers
of The Tribune speak-
ing—Col. R. R. Mc-
Cormick at right —
Capt. J. M. Patterson
below.

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Editorial Division

TRULY great newspaper must be, first
of all, a newspaper, because it is for news,
first, that readers want a paper.

The appetite for news is instinctive, an-
other evidence of the gregarious nature of
man ; we not only like to live together but
we want to know the fortunes of our fellows. This appetite
is deep seated, old as the race. The courier never lacked
refreshment or a place by the fire ; the intelligence he bore
made his welcome. The "oyez, oyez,, of the crier opened
shutters at midnight in the mediaeval towns. Today, in
isolated places, the beat of hoofs, the sound of a strange
motor, the sight of a sail, quickens the pulses; there
may be news coming.

The craving of news is logical, understandable. The
material world of each of us, the world in which we live and
work and play, is a little place, limited by necessity. But
the world of the mind and soul is infinite, and in this inner
personal world, each man is his own Columbus. We read
avidly of countries we shall never see, people we shall never
know, events that will never touch us ; of crime and heroism,
accomplishment and disaster, vice and virtue — all to mag-
nify and complete and furnish this inner world, wherein we
go to escape the monotony, the limitations, the ennui of
our own existence. We find in news a spiritual and emo-
tional satisfaction.

Moreover, news is a constructive force. We increase our
knowledge, amplify our experience, and improve ourselves by
the news we read. The shopgirl wants to read of marriages,
of the work of men, of children, of new hats, because mar-
riage and men and babies and hats are all part of her life to
be. The man in the street is interested in rumors of wars;
he has been in one and is concerned about taking part in
another. He follows politics, because politics influence his

125

Tribune Energies Ever Focused on News

future. He reacts to every story. Prices go down; his
money will buy more. Employment is scarce; he may lose
his job. New bond issues pay high interest; he ought to
save. And so on. Not a day passes but the outlook, the
personal plan and selfish program of all of us is influenced,
determined, or modified by news.

Indeed, the successful conduct of business, of social life
and government, would be impossible today without news.
The influence of news is collective as well as individual.
War threatens in certain parts of the world; a government
breaks off or cements certain foreign relations. There is a
crime wave in Boston ; the local chief of police can look for
one here. A strike in the coal mines; manufacturers con-
serve coal. A cold wave is coming; department stores
prepare for a rush on blankets and overcoats. Nine hun-
dred thousand bushels of wheat are dumped on the Chicago
exchange; prices fall, trade languishes, panic threatens,
farmers protest, the government is disturbed. But tomor-
row's newspaper tells the story of a clerical mistake in a
brokerage house, and the anxiety of millions is dissipated.

With these considerations, it is obvious why The Chicago

Tribune, and all big newspapers, go to such lengths of

effort and expense to secure news. News is the newspaper' s

most important commodity.

* * *

The Tribune from its inception has always been noted
for news. Pioneer in utilizing the telegraph, sponsor of
the Western Associated Press, time and time again the first
paper to discover and release important intelligence, this
greatest paper has been untiring in its effort to encompass
the daily grist of the world. The Tribune was the first
newspaper in Chicago to receive news by telegraph and the
first newspaper in the world to receive international news
by wireless. Neither expense, nor effort, nor when neces-
sary, time, is spared to get the news. This spirit always
prevails in the whole editorial division of the paper; and
as the need brings forth the men, this policy has always
been instrumental in bringing to The Tribune the best

126

Individuality of Expression Encouraged

ability in every editorial field. And, not the least reason
for The Tribune's success is its human policy toward the
people who find and write its news.

Reporters like to work on The Tribune, for the obvious
reason that it is pre-eminently the best paper; the associa-
tion is in itself significant of merit and ability. Aside from
this fact, which affects the whole personnel of the paper as
well as the newsgathering end, there are more specific
reasons which determine the newswriter's choice.

In the first place, barring only the limitations of time and
space, a reporter is, perhaps, under less restriction on The
Tribune than on any other paper. The requirements are
only that his copy be: first, news; second, interesting. Be-
yond these, everything lies with himself. No office style,
no hard and fast rules or methods of treatment, need be
conformed with. Under such conditions, The Tribune
newswriter is enabled to make the fullest possible use of his
personal resources. If he sees a human interest in a news
item, his story may be humorous, or pathetic, or moving as
he can make it. The elements that make literature cannot
spoil news, but rather improve it. As a consequence, the
pages of The Tribune reflect life — fully and comprehen-
sively. In the daily schedule, now and then is to be found
a piece of writing that might be called classic — chuckles and
tears and passages of vividness and power.

This freedom of expression is the best incentive to abil-
ity. It keeps the contents of the paper, and the staff, live.
It is a perpetual invitation to do the best work. Homer
would have liked to work on The Tribune; no blue pencil
would have blurred the onamata-poeia of his lines. So
would Horace, with his whimsicalities ; Herodotus, with his
wealth of incident. So would Balzac, Addison, Samuel
Johnson, Dickens, Hardy, Kipling, and Mark Twain.
Because in writing Tribune news each of these would have
opportunity to exercise his exceptional abilities.

The Tribune's policy, in many other respects, assists the
reporter. The paper not only professes to be independent

127

Business Office Seeks no Special Favors

and non-partisan, but is. Just so the story be news, and
true, The Tribune prints it, though it shake the portals of
the state or pillars of society. A notable example of this
independence is the incident of the peace treaty; when in
1919 a Tribune reporter secured a copy of the withheld
treaty, The Tribune printed it, because The Tribune
believed that the right of the people of the United States to
know the substance of the treaty came ahead of the possible
diplomatic advantages that lay in keeping it secret.

Furthermore, the business office is without influence in
the reporter's realm. Advertising is sold strictly on a
business basis with no editorial bonus. Dramatic, literary,
automobile and movie editors write their comment and
criticism with certainty that they may express their con-
victions with absolute freedom. The Tribune has held
steadfastly to this policy in the face of attempts to penalize
it by heavy withdrawals of advertising. Tribune writers
are often admired for their "fearless" criticisms. The
"fearlessness" was The Tribune's. It paid the bill in loss
of revenue, while the writer's salary went on as usual.

The reporter on The Tribune feels, and is, secure. Harsh,
"quick firing" methods in vogue on some papers have never
prevailed on The Tribune. A Tribune reporter is not
looked upon as a bird of passage. Thirty-two members of
the editorial department have been on The Tribune more
than ten years. The Tribune not only attracts, but holds,
ability.

The following extracts from an address by the city
editor of The Tribune to the students of the Medill School
of Journalism shows the attitude of this department of
The Tribune toward its work:

"News is a record of action.

"If you will examine this definition in all its facets, I
think that some day you may come to some understanding
of the business of newspapers. You must become competent
to set down a record and you must become competent to
judge of what is an action fit to be recorded. A great many

128

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Framed #«<i /;#»£• on a post in the Local Room where all
copyreaders can see it is the above collection of Tribune heads. '
When the city editor or telegraph editor passes a story to a
copyreader, he marks it" 8 hed" or" 2 hed," etc. If the copy-
reader is in any doubt as to the style of the head to be written —
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Prizes are offered each week for the best heads written by
Tribune copyreaders. During the week each man clips the
heads of which he is most proud and posts them on the bulletin
board shown above. At the end of the week the managing
editor looks over the entries and makes the awards as shown.

Newspaper Must Thrill with Eternal Youth

times you will be tempted to record something which you
really believe ought to be the truth. But what ought to be
the truth and what is the truth provokes a discussion that
is likely to give you a great deal of concern. It is this very
salubrious difference in values that will bring you acrid
letters from our ancient friend vox pop ; and often cause you
to decide that after all the best way to conduct a newspaper
is with a sawed-off shotgun.

"The newspaper business is a game of eternal youth. It
wants snap and action. It reflects the growing world, not
the middle-aged, sagging, comfortable world that has re-
tired on a competence, or the decayed, woeful world that is
standing on a street corner begging for alms.

"The moment you regard the human race as a finished
product you have quit newspapering and you are making
your will. The newspaper is unlike almost any other busi-
ness and yet nothing is quite so symbolic of the changing
world. Each newspaper day is a complete cycle. Each
twenty-four hours tells its story, banks the fire in the fur-
nace, winds the clock and goes to bed. Nothing is so old,
so stale, so tasteless to the newspaper man as yesterday's
newspaper. We keep the newspapers of yesterday in a
place called the morgue. You need no Arabian imagina-
tion to tell you why it is called the morgue.

"The news room lives for today. It is this eternal youth
of the newspaper that makes the dangerous rainbow of
color and atmosphere. You often are likely to hear such
esthetic locutions as the "urge" and the "fascination of the
life they lead/' the "thrill" and "excitement." If you are
given to thinking of these things, forget them. They are for
romantic laymen. You cannot be the scenery and the
audience, too.

"If this school can erase the notion that newspapers exist
for dreamy, poetic minds whose sole product is to be only
frothy little imaginings uttered without direction or restraint,
it will have done a master's work. Even among those whom
we consider experienced workers we constantly are meeting

131 \

Success Demands Disciplined Organization

with those who fondly conceive it to be their parts to turn
out 'light, chatty stuff/ T cannot work on assignments,'
they will say, 'I must go and pick up little stories here and
there. I must write just as I feel. My copy can't be
corrected. I always do my own correcting and my stories
must run as I write them.'

"Stop it. It isn't being done. The newspaper business
is a serious affair. It deals intimately every day with the
serious concerns of millions of people. Don't get the idea
that it is conducted by a collection of irresponsibles who go
charging about without mode or reason to publish, at a
prodigious cost, inconsequential and childlike utterances.
Every person on a newspaper has a direct mission and pur-
pose. Everyone is under direction. There are no sacred
cattle with divine license to ignore authority. Every act
on a newspaper is done by delegated authority.

"On a newspaper one of the most hopeless types of prima
donna is the one that is completely intolerant of prima
donnas. He is the one who constantly asserts he views his
field with a broad, even distribution of light but never fails
to complain bitterly because his last paragraph was left out.

"The prima donna is one who will not understand that a
newspaper is bounded by steel hoops — literally, not just
speculatively. It is surprising what little elasticity there is
in the metal page of type. And yet the prima donna will
weep bitter tears, resign, curse the editor and classify him
among the most unspeakable of blundering upstarts because
the sacred brain child of the prima donna has been trimmed
to fit.

"A real star is one who fully understands that it is not his
one little contribution that boxes the compass and puts man-
kind at its ease, but that it is the complete newspaper, care-
fully designed, each item of world news, of industry, econom-
ics, domesticity, politics, science, health, crime — everything
in proportion, that stamps the dependable and trustworthy
journal. It is the easiest thing in the world for a newspaper
to devote itself to the shocks, the horrors and atrocities of

132

Patient Labor by Trained Brains

life. A newspaper man need have only a spoonful of brains
to dip his journal in blood and wave it before a morbid mob.
He is just as sure to attract attention as if he ran naked down
the middle of State Street. But it does require knowledge
and a steady hand to inquire into the complexities of advanc-
ing civilization.

' ' In order that this may be kept so, there has grown up
the things we call system, efficiency. Stories are not printed
without investigation. Even in the face of investigation
there are mistakes. But that is because human judgment
errs. Hardly any two persons can see the same event alike.
That is why the newspaper requires trained minds with a
capacity for patient inquiry and sound decision. You may
not write what you think. You must write what you find.

" Often I have thought about that pleasant delusion of
the laymen: 'How thrilling and exciting it all must be.'
The most exciting moment I can think of is when, at the
deadline — the instant of going to press — a copyreader is
trying to summarize a two-column story into a headline of
l2>Vi letters when his mind seems mechanically determined
upon 14 letters. That half letter is holding up a whole com-
posing-room, a mob of sweating, impatient stereotypers, a
battalion of inky pressmen, a wagon train of circulation
drivers and a half million readers. The torment that passes
in that copyreader's brain is all the nerve-racking strain of a
lifetime crystallized into the moment. And yet those who
seek to view from the sidelines the mad clamor of the news-
room will find their sole recompense in a lone individual
sitting quietly and thoughtfully at a desk.

"The excitement and thrill is not in the savage rush of
reporters and yelling of editors. Your newspaper is the
result of patient, constructive effort. It has been prepared
by mental concentration. Men do not concentrate in a
cyclone. That silent, thoughtful copyreader is the personi-
fied prototype of the excitement you read about. "

133

Local News

.ERHAPS the best idea of how local news
is obtained will be gained by enumerating
the sources of such news.

The City News Bureau is a news-gather-
ing organization jointly maintained by the
daily papers of Chicago. By this co-opera-
tive effort the newspapers avoid duplication of effort in
covering routine sources of local news. The City News
Bureau has its reporters stationed all over Chicago and
suburbs. They are at police stations, City Hall, County
Building, Courts, Federal Building, Board of Education,
Hotels, etc. All is grist that comes to their mill, everything
that is news or that might be news. They phone their
stories to the main office of the Bureau at freauent intervals,
not attempting to write finished productions, but sending in
briefly, accurately, promptly, every possible facJ.

The story is taken at the main office by a typist with a
telephone receiver strapped to his head. Instead of ordinary
paper his machine contains a stencil, on which he writes one

r£LE6fi]APH ROOMS

LOCAL
ROOM

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DARK ALLEY /\

PHOTO ROOM

Fifth Floor of Chicago Tribune Plant
134

City News Bureau Bulletins Local Events

or two sentences to a sheet. As fast as he finishes them the
sheets are run through a duplicating machine and shot by
pneumatic tube to every newspaper office.

These News Bureau bulletins are instantly scanned by
the man "on the desk." On receipt of the first " flash" he
may rush every reporter he can reach to cover the big story
it implies, or he may wait until all the News Bureau bulletins
are in and then decide that it is worth turning over to a
reporter for check-up, or he may discard it as valueless, or
he may turn the sheaf of bulletins over to a "re-write man"

Local Room on Fifth Floor of Tribune Plant

135

LOCAL

How news passes from its sources to The Tribune's com-
posing room.

136

City Desk is Never Vacant

to be organized into a story. The volume of raw material
for news stories turned out each day by the City News
Bureau is enormous.

A number of Tribune reporters are assigned to regular
" beats" — City Hall, County Building, Federal Building —
duplicating to a certain extent the work of the Bureau, but
concentrating their efforts on the biggest events only. At
night when ''dead lines" make minutes precious, and when
crimes and fifes might be inadequately covered if hurriedly
filtered through the Bureau, a "night police reporter" is
kept out at a key police station on each side of the city.

Of course there are many other sources of news. " Tips "
flow in to the "city desk" from friends of The Tribune or
of the staff, from policemen, officials, politicians, lawyers,
hotel clerks, press agents, club women, business men, etc.

* * *

Someone is "on the city desk" every minute of the
twenty-four hours every day in the year, ready to receive
news and to concentrate the entire resources of The Tribune
on covering it if necessary.

Although the day never ends, it may be said to begin
at 8 in the morning. At that hour the dog watch is relieved
by the first day man on the desk. He finds the place clean.
There is no litter on the floor, nor any accumulation of
files or rubbish on the desks. It is like the beginning of the
first day. His watch is usually a quiet one, though there are
many telephone calls, events of the day to be noted for
reference, and on occasion a robbery or a railway accident,
to cover which reporters and photographers must be called
and dispatched to the scene.

At 10 o'clock the assistant city editor comes on and
remains until 6 or later. Being in superior authority he is
"on the desk" and so remains until about 5 o'clock when
the city editor takes charge. The first duty of the assistant
city editor is to make up the assignment book. This is a
large folio volume, allowing two pages to each day and space
for some two hundred entries. Some of these, those regular-

137

Innumerable Sources of Local News

ly recurring, are printed but most of them are entered in
writing each day. The information for this list comes from
various sources. Yesterday's assignments and news clip-
pings from the day's papers furnish some. The future box
contains announcements of coming events. The City Press
news always has something that must be followed up. The
comparative news scrap book shows, in parallel columns,
how the various events are treated in the morning news-
papers. And the telephone and mail are bringing in facts
or notices of coming events. From all these and every other
available source is compiled a complete prognosis of the
day. These usually range in number from 65 to 100. Oppo-
site each event is set the name of the reporter who is to
cover it. Sometimes a man is given two or more assign-
ments for a day. At others any number of men up to a
dozen may be assigned to a single event, with one of them
in direction of all.

After the assignments are given out, the daily routine
continues. There is a continual trickle of copy from the
City News Bureau. And all the while the telephone, the
mail and the telegraph are bringing in additional matter
requiring attention.

Between 11 and 1 o'clock there is a perceptible increase
in the activity of the place. The society, religious, financial
and real estate editors come in. These usually finish their
work and turn it in to the city editor by 6 o'clock. The
reporters also come, except those who, like the police report-
ers, have regular assignments and do not appear until the
day's work is done. They first get their mail, then look at
the assignment book and get further information when
necessary, and go about the work in hand. Those having
afternoon assignments are expected to complete them and
turn in their copy by 6 o'clock to relieve the congestion
of the later hours, and also to be ready for evening assign-
ments.

138

Departments

A SSOCIATED with the local staff are various editors
J \ who cover particular fields of news requiring
A. JL specialized attention.

The political writers, for instance, devote their entire
attention to this field. The political editor's strength lies
as much in what he knows and in who he knows as in what
he writes. Other staff men specialize in economics and
sociology.

* * *

The Religious Editor is always a clergyman. He also
conducts "The Bank of Kindness" which receives and
distributes contributions for various worthy charitable
cases brought to public attention by the news columns —
relief for the family of a policeman or fireman killed in the
performance of his duty, funds for free ice and vacations
for the children of the poor, Chinese or Russian famine

relief, etc.

* * *

The Society Editor is always a woman and has a woman
assistant. On occasions such as the opera she increases her
staff by recruiting other feminine members of the editorial
department. She has correspondents in New York, London,
Paris, Palm Beach, etc., and keeps close check on the activi-
ties of Chicago's haut monde. An enormous amount of
news is mailed or brought in person by the public to this
department, and the lists of engagements, weddings, and
social events fill columns in The Tribune every Sunday.
The affairs of Chicago's many women's clubs are followed

by a special Club Editor.

* * *

Sports are handled by a highly specialized department
affiliated with Local. It comprises seven or eight men, each
of whom is expert in one or more branches of sport — foot-
ball, golf, pugilism, etc. Three men follow baseball almost

139

Sports and Real Estate both Important

exclusively. There was a time when reports of professional
baseball practically dominated the sporting pages except
for a brief period when football ruled. Professional baseball
is still of great importance, but The Tribune has taken the
lead among American newspapers in giving proper recogni-
tion to the many other sports in which millions of citizens
are not only interested, but in which they actually par-
ticipate.

Special attention is given to high school and college
sports, to fraternal society, business institution, municipal
playground, and semi-professional sports. Among the
sports regularly covered by the sporting department of
The Tribune are track and field, skating, roque, polo,
swimming, chess, checkers, bridge, skat, yachting, bowling,
billiards, soccer, lacrosse, racing, trap-shooting, hunting,
fishing, fly-casting, wrestling, handball, tennis.

The Sporting Department has its own staff of corre-
spondents in other cities and at colleges and universities.
A large volume of news is sent in to this department by the
public. * * *

The Real Estate Editor has his own column every day
and fills a page each Sunday with news of important leases,
changes in ownership, building construction, real estate
mortgages and bond issues. The Tribune pays an annual
fee to the Cook County Recorder of Deeds for the privilege
of copying his records each day. Other news is volunteered
by brokers, agents, contractors, and architects. This
department is closely followed by business men and prop-
erty owners because of the large and swift effect which
transfers of title or projected improvements may have on
property values. Material submitted is therefore carefully
checked and edited. The influence of this department is
decidedly constructive, and aids whenever possible the
extensive program for municipal development known as
The Chicago Plan. * * *

The Financial Editor, an assistant and a New York
correspondent record the daily pulse of the financial and

140

Specialists Write of Markets and Movies

industrial world. Interest and exchange rates, bank clear-
ings, stock sales and prices, dividends, bond issues, etc.,
must be reported promptly and with absolute accuracy.
Although exceedingly condensed and printed with abbrevia-
tions that make some of it almost unintelligible to the
uninitiated, the news occupies one or two pages every day.
The world of finance is always clouded with rumors, some
casual or circumstantial, others deliberate propaganda.
Consequently financial newsgathering is a delicate opera-
tion. The Tribune strives to eliminate the gossip and

rumors and to print only facts.

* * *

Market Editors report the news and quotations of the
Board of Trade, the Stock Yards, and South Water Street.
This news, together with current prices for metals, cotton,
sugar, oils, dry goods, and other raw materials, fills one or
two pages each day. The Board of Trade is the world's
most important grain market, the Stock Yards constitute
vastly the greatest market for cattle, hogs and sheep, and
South Water Street probably buys and sells more butter,
eggs, vegetables and fruits than any similar area on earth.
The Tribune also prints each day the quotations of markets
in other cities, stocks in Boston and Philadelphia, grain in
Omaha and St. Paul-Minneapolis, cattle in Kansas City, etc.

Practically all the bankers, manufacturers, and big
business men throughout the Central West read The
Chicago Tribune every day as an essential part of their
business day because of this detailed, up-to-the-minute
picture of national and local market conditions.

* * *

But the tired business man and his wife and his daughter
and his son and his father and his mother and his remote
relatives and humblest employes are interested in knowing
how to spend the evening most entertainingly. For their
guidance, the Literary Editor, the Dramatic Editor and the
Motion Picture Editor criticize current offerings in their
respective fields. Motion pictures are reviewed every day
and theatrical productions as often as new ones are pre-

141

Tribune Apologizes Daily for Errors

sented in Chicago. Both receive large treatment in The
Sunday Tribune with the addition of a weekly report from
The Tribune's dramatic correspondent in New York.
Books are treated on Sunday only. There is an extensive
review of one worth-while book by the Literary Editor, a
column of comment and gossip by his assistant, and reviews
of books on varied subjects by specialists.

* * *

An interesting and distinctive department originated by
The Tribune is known as the Beg- Your- Pardon Department.
Each day, if necessary, apologies for and corrections of
errors in the news report are made under the above head-
ing. News passes through many hands before it appears in
type, and in the pressure of securing, printing and distribut-
ing upwards of one hundred thousand words of it each night,
mistakes are inevitable. Every week, therefore, The
Tribune prints an advertisement on its first page acknowl-
edging its fallibility and urging readers to report any errors
they may discover to the Beg- Your- Pardon Department.

Tribune. Local Room
142

National News

NEWS of the nation comes to The Tribune from
the Associated Press, from the United News
Service, from The Tribune's own news bureaus
in New York and Washington, and from hundreds of
correspondents in other towns and cities.

The Associated Press is a world-wide organization for
gathering news and distributing it to newspapers. It is a
co-operative institution financed by the newspapers which
hold "charter memberships" in it. The number of mem-
berships in each city is limited, and an "A. P. charter" is
often very valuable. An entire newspaper with its plant is
sometimes purchased in order to secure a charter.

The United News is a similar service. The Tribune uses
both in order to get all possible news, to get it as quickly as
possible, and to get every angle on each piece of news. The
"United" occasionally gets an "exclusive" story which does
not come to the notice of the A. P. correspondents, and vice
versa ; and one service may secure a story hours in advance
of the other. The employment of these two great news-
gathering organizations ensures the best of all the news
extant. The Tribune is by no means dependent upon these
services. Its own correspondents frequently * scoop " both
of them.

The Tribune's New York news bureau, situated in the
New York Times Building, serves as source of New York
City, Eastern, and some foreign news, all of which is trans-
mitted by The Tribune's special leased wires. This bureau
has access to all the news of The New York Times and of the
New York News, The Tribune's own paper in New York.

The Washington news bureau covers national politics,
governmental and diplomatic affairs. The Tribune's Wash-
ington staff consists of three correspondents and a number of
assistants, reporters who keep track of the activities of the
various departments and legations. From this staff The

143

Hundreds of Correspondents

Tribune obtains its national political news, for which the
paper has always been noted. A Washington correspondent
must be more than a reporter; the job requires a close stu-
dent of affairs, somewhat of a diplomat and politician.
Men prominent in public life have been graduated from this
bureau.

The other correspondents, excluding the Foreign News
Service, literally run into hundreds. The Tribune has at
least one in every large city and sizable town, usually a
staffman on a local paper. These correspondents send a
"flash" — a schedule of stories available — by wire and the
telegraph editor wires back his order. The query, for in-
stance, may run :

WABASH WRECK, 6 KILLED— 600; TAFT SPEECH
DEDICATION CO. BLDG.— 400;
MAYORALITY ELECTION— 500

The figures indicate the number of words in the story.
The telegraph editor wires back: Wreck 300, Taft 200,
signifying that he will buy three hundred words on the
wreck, two hundred on Mr. Taft's speech, and nothing on
the mayoralty election. These correspondents are also
called upon when further detail or verification is required
on important A. P. stories. They are paid fixed rates per
column.

144

Foreign News

[N foreign lands The Tribune maintains
thirty-six correspondents. Many of these
are salaried men, while some, known as
casual correspondents, receive liberal pay-
ment scaled with regard for the character
and quality of their production rather than
quantity. While on assignment away from their established
headquarters, all correspondents are reimbursed for their
traveling and living expenses.

In the more important posts correspondents have sec-
retaries and assistants and, in some cases, correspondents
appoint representatives here and there in the territory for
which they are responsible to insure adequate covering of the
field. Large offices are maintained in Paris, London, Berlin,
Rome, Peking, Manila and Dublin, and in each of these
bureaus several correspondents make their headquarters.
Upon orders from the European director, or from the home
office, these correspondents rush from place to place by
trains, autos, and, frequently, by airplanes, wherever
news is breaking. Their stories are telephoned or tele-
graphed to their individual headquarters and then are
relayed to Chicago via cable or wireless as speedily as
possible. Wherever news is to be found in the world,
there also may be found a Tribune man or a Tribune
connection. Tientsin is the clearing point for Tribune
news from China and Siberia, and Tokio for Japan, with
Manila sometimes as a relay station. Sydney, Australia,
looks after the antipodes and Buenos Aires has watchful
eyes upon South America.

The Tribune being an American newspaper it is deemed
best that Europe and the rest of the world be covered in an
American way, so, with very few exceptions, The Tribune's
foreign staff is made up of men who made good in the home
office. They are instructed to cover the news impartially,

145

Foreign Dispatches Transmitted in "Cablese"

that is to present both sides of every argument, and to sub-
merge their personal opinions.

Code books are seldom used in the foreign news service,
but there are other short outs which are taken full advan-
tage of. The definite and indefinite articles are never
cabled and conjunctions and prepositions are included only
when absolutely necessary.

There was a time when a correspondent was permitted
to coin almost any sort of a word containing up to ten let-
ters or he could save many words by use of prefixes and
suffixes. But now a ruling has been made that prohibits
combinations unless the combinations appear in an Amer-
ican dictionary. Cable dispatches are read carefully by
an agent of the Company and where the rule has been
broken extra words are charged for.

Nevertheless, many words included in the press dis-
patches nowadays must puzzle the operators somewhat,
for correspondents searching for shortcuts in the diction-
ary soon build up strange vocabularies. The language
which the correspondents employ in their dispatches is
called "Cablese." Thus exlondon and londonward are
cabled instead of from London and to London and only
one word is charged for by the cable company.

Despite the great care with which wireless, cable and
telegraph operators perform their functions, it is seldom
that a dispatch comes through letter perfect. In the case
of wireless this is due to a great extent to static interference.
In cabling from Paris to Chicago, for example, the dispatch
must be transmitted over three separate lines; Paris to the
cable station, over the cable and from the American cable
station to the addressee by land telegraph. Thus mistakes
causing garbled words find three open doors to enter.

* * *

At the end of every night's work the last duty of the
cable editor is to send a cable to each of the bureau points
which includes three things — a transmission report show-
ing the time each dispatch was received in The Tribune

146

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■

Wireless operator in Tribune Plant receiving dispatch
direct from Bordeaux, France.

Flashlight photograph of crowd receiving election returns in
front of Tribune offices at Madison and Dearborn Streets.

I»U,U,U,U,U,U,U'UIU,U,U"U'U'UIU,UIU»UIUIU,U,U,U,U,U,U,U'U'U,U'U,U,U,U»U«1-

London offices of The Tribune at 125 Pall Mall, S. JV., 1.
In these offices John Steele, Chicago Tribune correspondent,
brought together representatives of the British Government
and of the Dail Errain in conferences which led to those in
which Lloyd George and Arthur Griffith and Michael Collins
worked out the Irish Free State Treaty. Since the establish-
ment of The Irish Free State The Tribune also has offices in
Dublin.

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■

Cable Editor Keeps Detailed Records

office; a report showing how each important foreign story
was played by The Tribune that night, and any criticism or
praise deemed necessary; and instructions, if any, for the
following day's work.

The first word of a correspondent's dispatch is always
the dateline of the story; the second word is the name of the
writer. The last word is the name of the filer of the dis-
patch and just preceding this name is a figure of five digits.
This shows the cable editor the date and time of filing at
the cost of one word, numbers of five digits being counted
as one word by the cable companies. In cabling to corre-
spondents the cable editor refers to any specific story by
using this number.

For instance, he might cable a correspondent :

"Your 21 1 J 4 scooped America 21220 killed editorial
stop 21235 Tribune."

The first two digits indicate the day of the month ; the
next two the hour of the day from one to twenty-four, and
the last digit that portion of the hour divided into sixths in
which the dispatch was sent. So when the cable reads
21 174 it refers to a story filed by the correspondent April 21
in the afternoon between 5 140 and 5 150 o'clock. Ciphers
are used to fill out the full five digits so between 9 and 9:10
o'clock on the morning of the seventh of the month would
be 07090.

The cable editor also keeps each night a careful schedule
of each dispatch received. This schedule when completed
shows of each story the city from which it came; the name of
the author; the subject of the story; the time filed; the time
received; the method of transmission, wireless, cable or mail;
the number of words contained in the original dispatch ; the
number of words appearing in the paper, and the disposition
of the story showing what page and column and under what
style of headlines the story was carried, or, if the story was
killed or held over, the reason for such procedure.

Every ten days there are prepared by the Cable Desk
from these schedules similar records of the production of

149

The Tribune's European Territory

December 31, 1920

Each dot on this map indicates a point at which the European Edition of The
Chicago Tribune is sold and read regularly. Beyond this, the European
Edition circulates in America, Arabia, India, Madeira and Persia.

150

Maps Illustrate Stories from Abroad

each principal correspondent to be sent by mail. The cor-
respondents on receipt of these records are enabled to con-
sult their files of The Tribune and learn just what has been
the fruit of their endeavors, and why.

Another means of keeping the men abroad in close touch
with the home office and The Chicago Tribune viewpoint is
the careful preparation by the Cable Desk of a circular let-
ter each week. These letters go to all hands abroad. They
give in some detail the domestic news of the past week and
the probable focus of interest for American newspaper
readers for the next few weeks. They also record the ac-
complishments of the foreign staff; describe conditions in
the home office, and include any general instructions or
orders that may be in order.

All the cable or wireless copy is skeletonized, most of it
so closely as to require virtual re-writing, and all must be
filled in, that is translated from Cablese to newspaper
English, punctuated, paragraphed and sub-headed. Then
headlines must be written. When this has been done and
the brief foreign news summary has been written, the copy
is taken to the night editor who reserves space for it in the
paper. Then it goes to the compositors.

* * *

Two by-products of The Chicago Tribune Foreign News
Service are maps and photographs, and all correspondents
are always desired to think in pictures and maps on all their
assignments. Pictures of all noteworthy events abroad that
possess distinct American interest are secured by the corre-
spondents and mailed immediately to Chicago.

The maps on foreign affairs are prepared by The Trib-
une's cartographer, from information supplied by the cable
editor. Occasionally, as in the case of recent earthquakes
in Argentina and Chile and of the great Chinese famine
where areas were affected which no existing map would
indicate, the correspondents cabled minute details for draw-
ing maps in The Tribune office. These cables which gave
a starting point by latitude and longitude and then traced

151

Much News Received via Wireless

the area by means of compass bearings to other definite
positions until the starting point was returned to, would
seem hopeless to many persons, but the cartographer reveled
in them and The Tribune scored map scoops because of his
ability and the initiative of the correspondents, who, by
the way, scooped the world with their stories also.

For some months in 1920 and 1921 The Tribune received
its European dispatches by wireless from Bordeaux to The
Tribune Plant. Since governmental restrictions and com-
mercial red tape forced the abandonment of this service a
new arrangement has been made for the receipt of news by
wireless.

The Tribune and a group of other papers have organized
a co-operative wireless station at Halifax, which now
handles the bulk of the wireless press traffic of the world,
particularly on the Atlantic. This station works from six
to nine hours daily with the new British postofBce trans-
mitter at Leafield, near Oxford, in England. This station
also has the record of handling in actual practice, the fastest
sending of press in the world, receiving forty-two words a
minute over a considerable period in the actual reception of
press dispatches. This speed is about twice that attained
by the usual cable.

The Chicago Tribune Foreign New* Service, 420, Rue Saint-Honori, Paris.
Expense account of Correspondent IAERY SUE

stationed fl/,..C0H31AKTI|K!i,S,5, covering operations in TORXBY ASP SOOTH RUSSIA

5 CHIMSA TRCM SEPT 1, Sept 20 ftuoles

Pood (average 70,000 rubles dally Including ent.
Boon expenses, tips, sheets, 10,000 moles dally
Carriages average 15,000 dally
Incidentals, laundry, eta.

%\ - 25,000 rubles. 2,055,900 - $82.23

Total
Paid out in dollars

1.470.CXX
210, OCX
315, (XX
60.9CK

2,055,90<

$82.23

152

Makeup of News

TO make certain of getting the paper out on time it
has been found necessary to act according to plan.
The whole procedure for the editorial assembling
of the news of the day or night must be mapped out. The
telegraph and cable editors prepare a schedule of the news
in hand or in prospect for the whole night. The city editor
does the same with the local news. The advertising depart-
ment prepares a schedule of advertisements to be inserted
for the foreman of the composing room, where the adver-
tisements are set up in type and assembled.

The news schedules are simply lists of stories made up
of items something like this: "Russia, 50," meaning a story
about Russian affairs 50 per cent of a column in length.
An allotment of several columns will be made on the schedule
for filler — short items of interest used just as the name im-
plies as filler in the newspaper. Only the display head
stories are designated by slug or guide lines — in plain
English by name — so that they may be assembled and placed
in the paper with greater facility.

The makeup editor copies these schedules on a larger
schedule blank of his own. He also lists on his schedule
the cuts or engravings to be made from pictures which are
to illustrate the paper. He adds up the total space for
telegraph, cable, city news, markets, pictures, and so forth.
He finds out from the foreman of the printers what the
advertisements total. Assume that this total is 180 col-
umns. The foreman and night editor confer and decide
that a 32-page paper will give sufficient room for the news.
A 32-page paper of 8 columns to the page makes 256 col-
umns and after subtracting the 180 columns of advertising,
it is found that 76 columns remain for reading matter and
pictures.

Adding up the news schedules and the space alloted for
sports, markets, editorials and other departments reveals

153

Editors Allot Space to Each Story

the fact that more than 80 columns are scheduled. Here
the managing editor takes a hand and goes over the night
editor's schedule to reduce it to the necessary 76 columns.
He has the city, telegraph and cable editors outline their
stories, decides what each is worth in space and orders it
cut down or expanded as his judgment dictates.

He may decide that "Russia, 50" is not worth a display
heading, but can be used to best advantage, if at all, as a
short item. On the other hand he may rule that his sub-
ordinate editor has erred or underestimated a big piece of
news of vital interest in world affairs. In which case it is
entirely likely that he will order Russia expanded to two
columns and some other stories cut down to make up for
the expansion.

There may be so much general news that ought to be
printed that the managing editor will decide to cut down
the space ordinarily given sports and markets and the heads
of these departments will be instructed to shorten their
stories, or the reverse might be true and general news have
to be trimmed to provide space for extraordinary market
or sport news.

The necessity of all this planning is quite apparent at
press time when the news is being fitted into the paper.
Often a story will not fit in the particular position where the
makeup editor has placed it, and then it must be given
another position, or it must be cut in type or more room
provided somehow by leaving out other news or by shifting
of advertisements.

In spite of all planning it nearly always happens that a
great deal of news is omitted for lack of space, but if sched-
ules had not been prepared and there had been no planning
it is fair to assume that more stories would be left out, that
careful selection of the best news would be difficult and
often impossible, that the composing room would be a bed-
lam with editors and printers lost in a chaos of type.
Theoretically this careful planning and preparation leads to
the selection and printing of the cream of the news.

154

Character of News Varies with Editions

News stories do not go into the paper hit or miss. The
makeup editor is supplied with "dummies" of the pages
after the advertising has been placed. The dummy pages
are part of the plan to avoid confusion, to make sure that
there is a place for everything worth while in the paper
and to guide the printer who makes up the page.

In the first edition it is the aim not only to give the
readers the best news available, but also to give them the
particular news of most interest to them. It follows that
the first edition carries news of particular interest to rural
readers — news of general interest, farm news if there is any,
news of local interest to Wisconsin and other nearby states,
because that edition goes to those states.

If the Wisconsin news be of interest to Wisconsin readers
only, the routine proceedings of that state's legislature for
instance, it will not survive in the later edition. In the
argot of the profession it is "killed." But if it is something
that will interest or amuse, or if the Wisconsin legislature
is considering a matter of great importance, it will be kept
alive and printed in the later editions. It might be only a
frivolous item about a proposal of some legislator to tax all
bachelors. Then it may be found on the first page of the
city edition.

The aim is to print constructive news, informative news,
news with a lesson in it and something with a smile or a
tear in it, something that will stir the emotions. News-
papers are frequently accused of printing too much frivolous
and inconsequential matter, but what does not appeal to
one person will probably interest another, and judicious
variety secures and holds many readers.

* * *

Variety is one of the important things to consider in
making up Page One. The first page is the paper's show
window. The best and most thrilling or important news
which gets the biggest display will be put normally in the
right hand column, or what is called the "turn" column
position. That means that if it is more than a column in

155

Every Page made Interesting

length the reader will turn to page two to complete his
reading of the account.

There is method to this, of course. The idea is that
the reader has been lured to the interior of the paper where
he will find other news and advertisements to interest him.
Page One also carries the local weather report and a cartoon.
Page Three is made attractive with a large picture and the
next best news to that on page one, and so on all through
the paper. Right hand pages get the best news and cuts
because these pages strike the eye of the reader first.

Similarly most stories continued or jumped from page
one go on left hand pages because the reader can be led
there, and he doesn't need any leading to the right hand
pages.

Markets, sports, the detailed weather report and want
advertising are usually placed in the second section. These
are departments that it is advisable to give regular, fixed
positions, and in addition the persons interested will hunt
them up in the back of the paper as readily as they would
in a forward position.

After the turn story for page one is chosen, the problem
of selecting the other news for display arises. Sometimes
there is so much news worthy of page one that it is hard
to make a selection. At other times it is difficult to find
variety. In The Tribune it is customary to put the best
Washington news — the most important story relating to
national progress or welfare — in the first column of the
first page. The other columns get various stories of interest
which may be of wars, education, crime, scandal, discovery
or whatnot, with a due regard always to avoid improper or
excessive featuring of crime and scandal. An attempt is
always made to get at least one story on page one of par-
ticular interest to women.

Making up the paper constantly develops the problem
of the worth of individual stories as to space and display.
"What can you tell it in ?" is the question of the editorial
executive. "A column,, or "a thousand words" or "500

156

Copy Must Flow Steadily to Printers

words'* may be the reply, and more often than not the
verdict is: "Too much; write it in 200 words." Or the
editor, out of the wealth of his experience might know
that the story could not be told properly in the space
designated and order a column and a half written.

News values are relative. What may be a big story at
one time will attract little attention in or out of the office
at another. Almost any happening is dwarfed on the
night of a national election and the report that would other-
wise be featured on page one will find a place on an obscure

back page.

* * *

Every move in the mechanical processes of printing a
newspaper must be done on schedule and the supervisor of
that schedule, the "train despatcher," so to speak, is the
Night Editor, or Make-Up Editor. It is his duty to see
that every edition goes to press on time, and that various
departments are so supplied with work as to operate most
efficiently.

Copy passes through his hands and it is possible for him
to regulate the flow to the printers. When there is more
copy than the printers can put into type before press time
it is his duty to weed it out, to select the best or essential
stories and hold back the less important or pass it on to the
composing room copycutter with some such marking as "Set
when clear," which means that when the copycutter's hook
or spike is clear of what the printers call "takes" he can have
this matter set up so that there will be no slack time in the
printers' period of production.

Perhaps the printers are out of copy and then the night
editor tries to get some from the telegraph and city editor.
The aim is to keep the flow steady, sometimes accentuating
and sometimes retarding, sometimes marking a story "rush"
or "put ahead." If all the matter printed in a newspaper
were dumped on the printers two hours before press time it
could not be set except by maintaining an extraordinarily
large force who would work but two hours a day.

157

Every Move Conforms to Rigid Schedule

It is the make-up editor's duty also to see that the pages
of type when made up go to the stereotypers, who cast them
into plates for the pressmen, in a steady stream. "Pages
must not be bunched!" is the order. The reason for this is
the same as for the regulation of copy. If too much work
is dumped onto the stereotypers and pressmen at one time
they will be swamped, and the printing of the newspaper
will be delayed.

The Tribune has nine steamtables, which with the
molding machines turn out the matrices of the printed
pages from which the leaden plates are cast, from which
in turn the paper is actually printed. Each steamtable
will accommodate one page of type which must stay under
the steamtable for seven minutes before the matrix is suffi-
ciently dry to retain its form and hold the imprint of the
page of type.

If the paper has thirty-two pages and the pages were
handled in batches of nine at intervals of seven minutes
there would be three full batches of nine and one small one
of five in twenty-eight minutes. But they cannot be han-
dled in quite that way. There are two molding machines
and each page must go through the molding machine to
get an impression; in addition each matrix requires a little
work after it comes out from the steamtable and before it
goes to the casting room.

The casters must have three or four minutes to make
each curved plate for the press and they must produce sev-
eral casts of the same page for the different presses. So
the stereotypers must have one or two pages at a time over
a period of about an hour. And to do this the whole news-
paper organization must work on a schedule and some of
the reporters must produce early copy.

A certain train leaves at say n o'clock at night for
Springfield. The next train leaves at 4 in the morning,
but that is too late to get The Chicago Tribune to Spring-
field in time to catch the people going to work. Conse-
quently to get your paper into the Springfield area the last

158

Late News Necessitates Replating

page must leave the composing room where the type is set
at 10 o'clock. That is called the "deadline" for the com-
posing room. The editorial room has its "deadline" for
the edition, which is half an hour earlier.

Sending the last page away at 10 o'clock will give the
stereotypers time to cast the plates, the pressmen to print
the paper, the mailing room time to prepare the bundles
and the circulation department time to haul the bundles
to the railroad station. A great many trains must be
caught on narrow margins of time and five minutes or even
one minute delay by a reporter may result in his story being
left out of the paper.

The purveying of news is not confined to regular edi-
tions. It is the practice of all newspapers when they get
an important piece of news to break in on the regular run
of the press with what is known as a "replate." While the
presses continue to hum a change is made on page one and
such pages as may be necessary or desirable, the new news
is inserted in place of something of lesser importance, the
new plates of the remade pages are cast and then the presses
are shut down, the new plates put on and the presses begin
to whir again within a few minutes with some new tale of
import to the world inserted among the diverse items on the
printed pages. «*,«*!«,.<*,*«.

Iro

Crv

***»•>« ^#*u»

Dummy Page Showing Stories to Run
159

Art and Photographic
Department

THE art department of The Chicago Tribune con-
sists of a group of specialists, comprising political
cartoonists, "comic" artists, illustrators, fashion
artists, lettering experts, cartographers, photograph
retouchers and "layout" men. It is seldom that a specialist
in one of these lines is expert in another. This is true
largely because of the three reproductive processes which
succeeded each other in the history of news illustration.

The first of these, the wood cut, was brought to its
highest point of effectiveness during the Civil War, by the
first noted American cartoonist, Thomas Nast. This medi-
um, which involved the artist's carving his drawing directly
upon the block, was a tedious and difficult one and illus-
trated papers were few, but Nast's stirring cartoons —
appeals for the preservation of the Union — were of such
widespread popularity as to evoke the constant admiration
of Lincoln himself, and to create an increased demand for
graphic portrayal of events of the day.

Came the chalk plate, differing in consistency alone,
from the wood cut. This somewhat more facile repro-
ductive medium brought to the fore the daily newspaper
assignment artist.

In the 'eighties, the photo engraving process was in-
vented, liberating the artist from the mechanical labor of
etching his own plates, and in time enlarging the field of
journalistic art, to include what is now the cartographer,
the fashion artist and the "letter man."

Then with the improvement of the process, making
possible the reproduction of half tones (a development of
twenty-five years ago), the assignment artist was succeeded
by the staff photographer, whose work necessitated the

160

Holds Records for Number of Illustrations

co-operation of the photo retoucher and the decorative
expert, known as the " layout " man.

The newspaper art department is — in common with
the news room — a training school. Some of the foremost
cartoonists, painters, and illustrators of the day received
their earliest and most valuable education in a news-
paper's art room, and many of these were trained in the
rudiments of their profession in the art department of
The Chicago Tribune.

This newspaper, unlike most of its metropolitan con-
temporaries, combines in one group, the illustrators who
illuminate its Sunday magazine and the men engaged in
the humbler though equally important task of handling
the photographs, maps, etc., which appear in its daily
news sheets. This affords an incalculable inspirational
advantage to the artist, and makes for a centralization of
control valuable to the paper itself, for by this means the
widely diversified talents of the department may be con-
centrated unreservedly toward any end prescribed by the
requirements of the paper as a whole.

The Chicago Tribune prints, daily and Sunday a greater
number of photographs than any other newspaper in the
United States. To accomplish this task, it employs the
largest newspaper art staff. Its Sunday magazine utilizes
the talents of three illustrators on the staff, and as many
more not directly connected with the paper. In addition
to these, its fashion experts — in Paris and New York —
engage the services of artists in both cities. Also, there are
two fashion artists employed on the staff.

The Tribune's photographic staff has a personnel of
fifteen. They cover an average of twenty-five assignments
a day, seven days a week. To prepare their photographs and
those from other sources for publication, the art department
maintains a staff of two retouchers and six "layout" men.

Since the Serajevo incident in 19 14, the Tribune has
made a practice of printing a map each day illustrating,

161

Photo Assignments Carefully Scheduled

topographically, an outstanding feature of the daily news,
and one artist specializes in this work.

In all, The Tribune employs from 35 to 40 artists,
cartoonists and photographers, who turn out approxi-
mately one hundred drawings and five hundred photographs
each week.

Uay

ASSIGNMENT SHEET

HOItHJ

stagg

Bowling

Arena

Hooster

Genblars

Hartal

Clyne

Sribe

Doris

otspoemoM

Thera la plo stoat frea
r ea t erday at Stagg Field at
I a ■ today.

At -Senslngera Wabash bowlii*

i Al» at 2;20'for group * T

liidivldwnl plot of Birk-

( olas woman bowling taaa.

Ask for Ut»« Sohroodor who

will furnish info for foto \.

i ho is oapt or angr of tin feaw

This efyemoon at Ulohlgan
( lty for plo of new arena
whloh la being built for
the 460,000 parse lightweight
qhampionship this mummer. Auk
for Ot Whitenan overseer
construction work at the
which is about 5 blooks
from Michigan Central ?*
station. Take taxi iron th<
station to arena.

too K Jaaes at 4915 HaYensJwood
ivanue, fone -avanawood 6685
las roostar that parforjis,
aounts kids bed a roats his
>ut in morn, danoes dooa
> very thing.

Shoriff'e wen are to smash
1 filing devises taken in

raid in Uioero so o tine
i. go. See Otto Owenioh

Catherine --artal, deserteh
by husband, trios suiolde.
: s taken to itossevant hospital
l lives at 669 II Dearborn

Investigation of Clyne a
< ffico starts.

Francis J I'nhoney in O'Don^ell
jury fixing case, it to
aopoar before Judge Caverlfc
is contempt hearing this mo(rn

Doris Hutchinson— Frank H
Katteneroth lore affair in
court. She is suing hia
k tows rengeanoe.

0 Z

Pi ok

He: lea

Fi»k

0 I

(10)

( It)

At«oU

H< lien

tight

This is a facsimile of an assignment sheet used in the sys-
tematic search for photographs to illustrate The Daily Tribune.
News assignments are similarly laid out in advance and
closely checked.

162

Features

("GROUPED under the comprehensive title "Features,"
-w> are varied departments of service, instruction and
J entertainment. Many of them are handled in what
is known as the "Sunday Room" under the "Sunday
Editor," although this has become somewhat of a misnomer.

There was a time when the difference in size between
the Daily and the Sunday paper was made up of more
advertising, lurid stories of crime and scandal sensation-
ally illustrated, long articles on travel, history, etc., pro-
duced largely with paste pot and shears. A few people
turned out a large volume of space-filling material, and
standards prevailed below those that would be permitted
in any other department of the paper.

Several years ago The Tribune decided that both
readers and advertisers were entitled to better treatment
in the Sunday paper. At about the same time The Trib-
une was inaugurating its policy of rendering service to
readers — a policy which has been widely imitated and has
had an enormous influence upon American journalism.
These two developments have gone hand in hand. The
departments of service, instruction and entertainment take
the place formerly occupied by yellow trash in the Sunday
paper, but are carried, usually in smaller space, in the
week-day papers also. The Sunday Tribune contains in
expanded form practically every department of The
Daily Tribune. The only new features are the color and
rotogravure sections.

Several factors contribute to making The Sunday Trib-
une what it is. It has a larger circulation than The Daily
Tribune because it appears on a day when more people have
leisure for reading. It can contain a much larger volume
of news and features and advertising and still be thoroughly
read because people have more leisure for reading. It can
contain such attractions as color and rotogravure because

163

"Features" include Humor-Service-Fiction

it comes out only once a week. These presses must run so
much more slowly than the news presses that it takes a full
week to run off the color and rotogravure sections of The

Sunday Tribune.

* * *

The Tribune's departments of service include: How to
Keep Well, T. he Friend of the People, 7 he Legal Friend of
the People, The Friend of the Insured, The Friend of the
Soldier, The Investors Guide, Patterns by Clotilde, The
Tribune Cook Book, Beauty Answers, Farm and Garden,
Advice to the Lovelorn, Woods and Waters, Sally Joy
Brown's Helping Hand, The Home Harmonious, Automo-
bile Routes, Fashion's Blue Book, Embroidery Patterns.

These departments receive hundreds of thousands of
letters from Tribune readers every year. Each department
is conducted by the best expert obtainable with all the
secretarial assistance necessary to answer conscientiously
every letter received. The letters and answers of most
general interest are printed, usually accompanied by an
informative article. A chapter might easily be written on
each one of several of these departments.

* * *

Humor has become an essential in the modern American
newspaper, so the staff of The Tribune includes nine car-
toonists and two " column conductors. " The work of one
cartoonist is bought from an eastern syndicate. The "col-
umn conductor" is an exceedingly interesting development
of modern journalism, critic, poet, stimulating witty contri-
butions from a wide following. Bert Leston Taylor, who
inaugurated The Tribune's Line-o-Type, and Hugh E.
Keough, who inaugurated The Tribune's "Wake of the
News," were unquestionably deans of their peculiar pro-
fession. The "Line-o-Type" is more than a Tribune de-
partment. It is a Chicago institution. "The Wake of the
News " is a powerful and unique influence for high standards,
sanity, and sportsmanship in athletics.

* * *

Fiction has long been used by newspapers, but until

164

Women Writers for Women Readers

The Tribune began buying and printing its Blue Ribbon
Fiction, it fell in one of two categories: (i) Cheap, second-
rate fiction, not salable to the better magazines or book
publishers, or (2) reprints of fiction previously published
in magazines or in book form.

The Tribune's Blue Ribbon Fiction consists of short
stories and serials by authors of the highest reputation, pur-
chased by The Tribune in competition with the leading
periodicals. Edward J. O'Brien, who compiles an annual
analysis of American short stories, ranked The Tribune,
during 1921, ahead of several leading magazines in the
proportion of short stories published having literary excel-
lence. Two novels are always in course of publication in
The Tribune, in serial form, one in the daily paper and the
other in the Sunday paper. Blue Ribbon Short Stories
appear only in the The Sunday Tribune.

In developing feature departments for women great
care has been taken to make them strictly authentic and
reliable. Practically all the staff employed in such depart-
ments are women. The results have been of very great
importance from the standpoint of circulation and of adver-
tising. The Tribune, both daily and Sunday, is read closely
by women, and consequently carries a large volume of
advertising directed to women. This, in turn, tends to win
more women readers so that an extraordinary balance has
been achieved, and The Tribune is able to "pay out" on
advertising directed either to men or to women.

Tribune " Sunday Room
165

The map above indicates the more important of the points
from which news is gathered and sent, by cable or wireless,
to The Chicago Tribune.

Hundreds of newspapers in other cities buy Chicago Tribune
features. You can read ■■* The Gumps" in San Francisco as
well as in New York. The map above indicates the extent to
which news, features, cartoons, pictures, etc., are distributed.
166

Selling News, Features
and Pictures

OTHER newspapers pay hundreds of thousands of
dollars each year to The Chicago Tribune for the
right to reproduce material orginated by The
Tribune staff. The sale of this material is handled by The
Chicago Tribune Newspapers Syndicate and by The Pacific
and Atlantic Photos Service with offices in New York and
Chicago. The Syndicate sells news and features; the
Photos Service sells pictures.

Twenty-seven American newspapers maintain more than
twelve thousand miles of leased wire leading from their
plants to that of The Tribune. These papers are buying
Tribune news reports although they already have the
services of general news bureaus such as the Associated
Press, United Press, etc.

Many other newspapers, which do not receive a full
report over leased wire each night, buy Tribune news
regularly, receiving it over commercial wires and paying
space rates and telegraph tolls for it.

Tribune news has been sold, not only to papers in the
United States, but also to papers in Cuba, Peru, Argentina,
France, Greece, and Germany. Hundreds of European
papers clip stories regularly from the European Edition of
The Chicago Tribune. It is not uncommon for European
papers to learn of events in their own capitals from the
reports of The Chicago Tribune correspondents there.

More than two hundred American papers buy Chicago
Tribune cartoons, and other features. These are sent to
them by mail in matrix form sufficiently in advance to
permit publication simultaneously with The Tribune.

Photographs are sold both in the form of prints and

matrices. They are secured by the photographic staffs of

The Tribune and the Daily News, New York's Picture

Newspaper, and also by The Tribune's large foreign news

service.

167

Morgue and Library

THE reference room, commonly known as the
"morgue," while one of the most important adjuncts
of the newspaper, is one of the departments least
known to the public. But it is the "morgue" that enables
a paper to print a photograph and biography of an impor-
tant man the news of whose death is received just before
the paper goes to press.

The Tribune's morgue is a storehouse of information. It
contains biographies, information and photographs of prac-
tically every person of note in the world. It has photographs
and matter on all big cities and besides contains clippings on
a host of topics of general interest.

Every time a person is photographed by a Tribune
camera man the plate is filed against the time when the
subject may run away with an heir or heiress or become
involved in a story of general interest. Likewise any time
anyone's name appears in a Chicago newspaper it is filed
ready to be referred to at a moment's notice. Zinc engrav-
ings also are filed and indexed for use when the time is too
short to make new ones.

The Tribune's morgue contains about 1,500,000 clip-
pings, 300,000 photographs and 30,000 engravings. While
most of the morgue's material dates back only twenty-two
years, certain clippings have reached a ripe old age — for
instance the stories describing the activities of the Jesse
James bandits are still in their envelope.

Besides serving Tribune people the morgue is an ency-
clopedia for many thousand Chicagoans who settle their
arguments or prepare their theses on material obtained
from the reference room. From fifty to a hundred telephone
calls from persons seeking enlightenment on some point or
other are answered every day. Many inquiries by mail
are also turned over to the morgue, and the people in charge
seldom fail to supply the desired information.

168

Everybody Asks Tribune about Everything

Buried away in their envelopes in the steel filing cases
in the reference room are stories of pathos, greed, heroism,
tragedy, and so on, ready to add to the lustre of a name or
to expose the unworthy.

* * *

The Tribune has a well equipped library of about 3,500
volumes, especially chosen for the use of critics, editorial,
and other special writers. The subjects range from statis-
tics to travel, with the greater part being on social science,
political economy and kindred subjects.

Government documents of all kinds are ready for instant
reference and statistical works are numerous. There are
numerous works on naval and military science. Editorials
demand accuracy and authority and there are few subjects
on which Tribune writers cannot get some light in their
own library. There are a half dozen encyclopedias, numer-
ous English dictionaries, foreign language dictionaries,
guides to various countries and histories. In the library,
as well as in the reference room, are found articles from
leading papers and magazines on general topics such as
the tariff, housing, state police, waterways and subjects
which the reader finds on the editorial page.

The files of The Tribune are stored in a separate room
adjoining the book shelves and these volumes are almost
priceless as works of Chicago history.

As in the morgue thousands of miscellaneous inquiries
from readers are answered by the librarian.

169

Editorials

EVERY morning, after allowing time to assimilate the
news of the day an editorial conference is held in
The Tribune office. It is attended by the editorial
writers, the chief cartoonist, and either or both of the editors
and publishers. This conference is to discuss and deter-
mine on subjects to be treated in the next issue of the
paper.

The general lines of Tribune editorial policy have been
reduced to a specific program and printed repeatedly on
The Tribune editorial page. Conspicuous in the "mast-
head," or routine matter at the upper left hand corner of
the editorial page this sentence always appears:

Our Country! In her intercourse with foreign nations
may she always be in the right; but our country, right or
wrong. — Stephen Decatur.

The Tribune program, enumerating the most important
things for which the paper stands, is divided into two parts ;
for Chicago, and for the Central West. They are as follows :

The Tribune's Platform for Chicago

i — Build the Subway Now.
2 — Abolish "Pittsburgh Plus."
3 — Stop Reckless Driving.

The Tribune's Program for Middle West Development

i — A Square Deal in Congress for the Middle West.

2 — Open the Great Lakes to the Atlantic.

j — Finish the Lakes-to-the-Gulf Waterway without Delay.

4 — Develop a Practical Highway System.

5 — Regrow our Vanished Forests.

Other problems, of course, are met as they arise; but
the above policies are kept constantly in mind, and public
opinion on them formed and crystalized by consistent
editorial hammering, year in and year out.

170

Editorial Policy Fearless and Creative

In 192 1 Greenville Talbot of Atlanta, Georgia, wrote
to editors of twelve American newspapers asking each for a
list of the twelve American newspapers which, in his opin-
ion, had the best editorial pages. According to the results,
as printed in Editor & Publisher, The Chicago Tribune tied
for first with The New York Times and The Springfield
Republican, each being named nine times out of a possible
twelve. No other Chicago paper was named more than

once.

* * *

The Chicago Tribune won national fame more than 60
years ago by its vigorous championship of the Union, by
sponsoring the new-born Republican Party, by proposing
Abraham Lincoln for President and by attacking slavery.

The Tribune has always been noted for the strength
of its editorial convictions, and for fearlessness and
ability in expressing them. Tribune editorials have been a
powerful influence in forcing through important reforms
and constructive improvements.

Among the great movements fostered by Chicago Tri-
bune editorials are the following:

Fireproof Chicago (Joseph Medill was elected Mayor
of Chicago on this platform) — The Drainage Canal — The
World's Fair — Lincoln Park and the Boulevard System —
The Sane Fourth — Small Parks — Track Elevation — Electri-
fication of Railroads — Boulevard Link — Good Roads —
Municipal Pier — Forest Preserve — New Union Station —

National Civil Service.

* * *

The Tribune is amazingly free about printing criticisms
of itself. When political speakers denounce The Tribune
their remarks are printed verbatim. Letters differing
violently with Tribune editorial policy are found every
week in the Voice of the People column on the editorial
page. Bert Leston Taylor in his Line-o-Type differed
frequently and freely from opinions officially expressed as
The Tribune's in the adjoining editorial columns. When

171

Tribune Prints Charges of its Critics

Oswald Garrison Villard printed an extensive attack in
The Nation on the thesis that The Tribune's editorial policy
makes it "the world's worst newspaper," The Tribune
immediately reprinted it in full.

Those antagonistic to Tribune policies are regularly
and freely given space in "The Voice of the People" — a
department which occupies a column on the editorial page.

In short, The Chicago Tribune has a definite editorial
policy, fights for it aggressively, but presents opposing
opinions to its readers in confidence that truth, right and
justice will prevail.

| FKIETO OF THE PEOPLE ||*~"

172

IJIUHJ'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U

Stories written and edited in the Local Room {above) are
swiftly set in type by the linotype operators on the floor below.
This photo shows only a part of The Tribune's battery of lin-
otype machines.

J'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'UIUIUIU'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'I-

When a Tribune photographer arrives at the scene of action
and finds crowds obstructing his view, he no longer is compelled
to climb a tree or a light post. With the tower car pictured
above he is sure of a good chance for pictures. The chauffeur
operates the disappearing tower by pushing a button. After
the pictures are taken, the button is pushed again and the
tower disappears and the car once more looks like an innocent
pie wagon. The body of the car was built in The Tribune
wagon shop. The picture was taken at a Tribune skating
tournament in Garfield Park.

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Reading room connected with Tribune offices in Rome. These
offices are on the main floor of the Excelsior Hotel on the Pincian
Hill.

Chicago Tribune office at i Unter den Linden, Berlin.

lUiU'U'U'U'U'U'U'U'U'U'U'U'UiU'U'U'U'U'U'UiU'U'U'U'U'LJ'U'U'U'U'U'U'UiUiL

Want Ad post office, where more than three million letters from Tribune
readers are received each year and distributed to users of Tribune Want Ads.

At left, section of the main
counter in The Tribune's big
Want Ad Store at Madison
and Dearborn Streets.

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Service Bureau for femi-
nine users of Want Ads.

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Advertising Division

ANY newspaper with the large circulation of The Chi-
cago Tribune could have a large volume of advertis-
ing with practically no effort. Furthermore, this
advertising would sell itself at such rates as to be profitable
both to the advertiser and to the newspaper. Therefore, it
should be interesting to consider why The Chicago Tribune
maintains the largest advertising sales force of any news-
paper in the world and spends enormous sums advertising
for advertising.

There is little to be said of the advertising history
of The Tribune during its first sixty years of life. The
volume and character of its circulation necessarily won
it recognition as an unusually good advertising medium, but
that was all. During the past fifteen years, however, the
advertising department of The Tribune has excelled quite
as distinctively as has the news division.

Tribune advertising men do not look upon the commo-
dity they sell as a mere by-product, but as a utility of vast
public service, a powerful influence in elevating standards
of living, and a vitally important factor in reducing the
cost of distributing merchandise. Because they have ap-
proached their problems from this angle, and with a deter-
mination to make The Chicago Tribune worthy of the title
"world's greatest advertising medium," the advertising
branches are entitled to considerable space in this book.
They will be considered under three heads: Want Adver-
tising, Local Advertising, National Advertising.

177

Division of Advertising among Chicago Newspapers, 1921

Division of Tribune Advertising Space, 1921

Division of Tribune Display Advertising, 1921
178

Want Advertising

'ANT advertising is the oldest and simplest
form of advertising. It is the only form of
advertising written and placed and checked
by the masses. It is a public utility similar
to the telephone. Like the telephone, it
must approximate universal use to be of
maximum value. A telephone system that reached only
a few families, or that was open only on certain days would
be of slight value. Each telephone subscriber is interested
in having as many other subscribers as possible and in
having continuous service. Similarly, each want advertiser
profits from all the other want advertisers whose offerings
surround his and compete with it, because it is the con-
veniently classified grouping of many offerings which
attracts reader-buyers.

Want ads constitute a unique addition to the markets
of the world. Probably no other means ever brought buyer
and seller together so efficiently. The cost of selling and
distributing merchandise through the usual channels of
trade ranges from 25% to 50%, yet #10. worth of want
advertising may sell a $500 piano or a #2,000 automobile,
or a #20,000 home. No phase of the modern newspaper is
more essentially romantic, more amazing, than the service
of the want ad. A few lines of agate type buried among
thousands of other lines of agate type, bring together em-
ployer and employe, or landlord and tenant, or buyer
and seller, drawing each to the other out of the chaotic
millions of the metropolis.

To make the want ad columns most servicable to the
greatest possible number of people, classifications must be
rigidly adhered to, it must be easy to find any and every
ad, and the small ad must not be overshadowed by large
ones. Therefore, The Tribune maintains the most elabo-
rate and minute system for censoring and classifying the

179

Want Ad Salesmen Cover Entire City

hundreds of thousands of want ads which it prints each
year. Therefore, no amount of money can buy bold face
type or ads more than one column wide in the want ad
section.

The Tribune sells Want advertising to the public through
seven channels, using in the process an organization of
more than 200 employes — by far the largest organization
of its kind in existence. These seven channels are:

Want Ad Store in Tribune Building.

Drug Store Agencies throughout Chicago.

"Cash** Solicitors throughout Chicago.

"Contract" Solicitors throughout Chicago.

Staff of girls using telephones.

Correspondence department.

Display advertising in Chicago Tribune.

The Want Ad Store at Madison and Dearborn streets
includes a big post office for handling replies to "box num-
ber" ads and a special department for women advertisers
in addition to the equipment for receiving want ads. The
special women's section with comfortable desks and with
want ad saleswomen in attendance, was inaugurated several
years ago and has always been generously patronized. A
refrigerating system keeps this model Want Ad Store sup-
plied with cooled, washed dried air in summer. The use of
druggists as agents for the receipt of want ads is declining
with the increasing use of the telephone.

Each section of Chicago is covered by two salesmen of
Tribune want ads. One man handles the transient or
spasmodic advertiser and attempts to secure cash advance
payment for every order he takes. This is desirable to
avoid the detail involved in billing and collecting so many
small accounts. The other man specializes in securing and
handling the business of want advertisers who contract to
use at least three lines of want advertising every day for
a year. As an inducement they are given a discount in rate.
The chief users of want ad contracts are real estate dealers,
automobile dealers who must dispose of the used cars they

180

Want Ads Sold over the Phone

have taken in trade, hotels offering rooms to transients,
large storage warehouses which always have furniture for
sale, and big corporations which are steady users of the
"Help Wanted" columns.

Reception and solicitation of want ads by telephone is
largely a development of The Chicago Tribune. A staff
of fifty or more intelligent, carefully trained girls are em-
ployed in this work. Anyone who subscribes to telephone

Tribune Prints More Want Advertising
Than All Other Chicago- Papers Combined

Leads in Want Ads of Every Type— Employment, Real Estate, Automobiles, Business

The tabulation and charts below tell an extraordinary
story of the domination of a great market by a great
newspaper. Want advertising constitutes a perpetual
referendum of the people of a community on the ad-
vertising value of their newspapers.

Flatt to Rent

The significance of these tacts is beat appreciated when one coo*
aiders that want advertisers make up more than 80% of all news-
paper advertisers, and that want advertisers are very dose ob-
servers of results. Only that newsi
the best retui

y that newspaper which is found to bring
s the bulk of U» pontic'* patronage.

Situation^ Wanted

BZL? WASTED

The Tribunes advertising: appeal covers all kinds and dasses of
people. Note that it printed more help wanted advertising than
Its competitors combined. It is the preferred medium for reaching
the working class. Employers God that The Tribune brings the
bditr kind of employees.

The Tribune reaches the people who spend and invest money.
In real estate, automobiles, household goods, business chances,
and in many other classifications of want ads. The Tribune printed
more than all competitois combined.

The Tribune's dominance in every main classification
of want ads shows that the Chicago public prefers to
use Tribune advertising as a means of fulfilling all
its wants. It is also noteworthy that The Tribune's
average want ad rate per line is higher than that of
any other Chicago newspaper. The public prefers
to pay more only when it knows it gets more for its
money.

"THE CHICAGO TRIBUNE DOMINATES THE CHICAGO TERRITORY"

A page from The Book of Facts
181

Tribune Advertises its Want Ads

service in Chicago or surburbs may place want advertising
with The Tribune by phone and have it charged to him.
The extent to which the public has been induced to avail
itself of this privilege and the volume of business handled
by the telephone ad-takers is indicated by the fact that there
are always on The Tribune's books from 40^000 to 70,000
of these small want ad accounts.

The correspondence department handles the consider-
able volume of want ads received by mail from all over the
world. There are advertising agencies engaged almost ex-
clusively in the business of placing want advertising.

* * *
Of prime importance in promoting the use of Tribune
want ads is the use of Tribune display advertising. This
is used in three ways :

— to induce people to read the want ads
— to induce people to place want ads in The Tribune
—to educate users in the efficient use of want ads
Notwithstanding their obvious utility, the want ad
columns must be continually "sold" to the public. Num-
erous classifications must be built up and interest in them
sustained. Multitudes must be constantly reminded of the
advantages they may derive from placing want ads or from
scrutinizing the want ad columns. Upwards of #50,000 a
year is spent by The Tribune for this promotional pub-
licity.

The education of want ad users to a more efficient use
of space is the latest phase of this work. The occasional
use of want ads is as common to hundreds of thousands of
people as the daily use of the telephone or the street car.
Sometimes this casual attitude results in a want adver-
tiser's taking too much for granted and his expenditure
goes awry.

The Tribune Want Ad Section is great in that it brings
millions of people to a common basis of communication
possible by no other means at such insignificant expense.
Beyond making it easy to insert a want ad, classifying it

182

"The More You Tell the Quicker You Sell"

for the reader's convenience, and carrying it into several
hundred thousand homes, offices, and factories The Tribune
cannot go. Offers vary as the individual; differences in
requirements are manifold; the Want Ad Section is a most
illogical place for the bromide, but this the want adver-
tiser sometimes forgets. His confident sang froid is tribute
to The Tribune's power to produce, but it hurts a most
important factor in determining the success of his want ad —
the wording. Tribune representatives help, whenever pos-
sible, with the phrasing of a want ad, but by far the greater
number are written by the advertiser unassisted.

In every issue there are want ads that disappoint the
advertiser — the end sought for is not attained, even though
the offer behind the want ad, the market, and the price
asked seem to justify a quick transaction.

It is not to be supposed from this, however, that
Tribune want ads, in the aggregate, do not produce. Over
three million replies are distributed annually at The Tribune
Want Ad Post Office in response to "box number" want
ads alone. Tribune Help Wanted columns overshadow all
employment agencies combined. In Automobiles, Real Es-
tate, Business Chances — millions of dollars change hands
after an issue of The Sunday Tribune Want Ad Section.
The percentage of want ads which have not contributed to
this response is slight, but the Tribune decided to reduce
it still further.

Therefore, at the beginning of the 1922 season, The
Tribune inaugurated a campaign, epitomized in the maxim,
"The more you tell, the quicker you sell." Large display ads
were run, advising greater care in the phrasing of a want
ad. Printed outlines containing fundamental features to
be remembered in using the various classifications, were
posted in the Want Ad Store to help the advertiser as he
was preparing his want ad. Monthly bulletins were mailed
to advertisers urging the application of the new idea.

The response to this was tremendous. Examples by the
hundreds soon proved that there had been a real need for

183

Post Office for Replies to Want Ads

this corrective measure. These examples were used in ad-
vertisements to illustrate the principle to other advertisers.
Upon reflection it will be seen that only a really great
newspaper — one without peer — could foster such a plan —
could devote effort and expense to helping its Want Ad-
vertisers secure better results from their advertising — effort
that could as easily be devoted to the exploitation of its

own columns as against those of other newspapers.

* * *

Less than one-fourth of Uncle Sam's post-offices distrib-
ute as much mail as does the want ad post-office of The
Tribune. Only 10% of Trbune advertising is signed with
a " box number, M and this is necessarily the least productive
advertising because people prefer to know with whom they
are dealing. Nevertheless, during the year 1921, The
Tribune received and distributed 3,852,016 replies to "box
number" ads.

The box number quoted in any want ad is a combination
of a number with a letter or with letters of the alphabet.
The numbers used run from 1 to 600, corresponding to the
600 separate pigeon holes or " boxes " in the Want Ad Post-
office mail racks. The figures are preceded by one letter or
by two letters. I, Q, U, V, W and Z are not used because
experience has shown that they are most liable to be misread
by those replying to the ads. R is also excepted. Want ad
replies addressed to R. 512 Tribune might be interpreted
to mean Room 512 of the Tribune Building.

All other letters are used, both singly and in combination.
For example, there is Ai, A2, 3, 4, etc., to A600, there is Bi,
B2, likewise. There is ABi, 2, 3, etc., there is AC in same
manner, there is BA, BB, BC, etc., in all numbers. The
number of possible combinations of letters and figures
enables the Purchasing Department to place in stock at one
time a supply of printed box number tickets sufficient to
last a year. Every order for a box number want ad is
assigned a separate box number, and this number, once used,
will not recur in Tribune want ad columns until a year later.
Hence there is no chance of confusion through duplicates.

184

JiUiU'UiUiU'U'U'U'U'U'U'U'U'UiU'U'U'UiU'U'UiU'U'U'U'U'U'U'U'U'U'U'UiUiUl

The Adtakers in the Telephone Room receive thousands of
Want Ads in a day. Any telephone subscriber is entitled to
insert Want Ads on credit if he has no past bill overdue.

To determine whether the advertiser s record is good, each one
is checked against these files in the Auditing Division. On
each set of revolving leaves all delinquent advertisers are listed
on cards in alphabetical order.

• U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'UIU'U'U'U'U'U'U'U'U'U^U'U'U'U'U'U'U'U'l-

Board in Want Ad Solicitors Assembly Room, on which daily
and cumulative comparative records of salesmen are kept.

A Corner of bureau maintained by the Advertising Division
to give free information to the public concerning schools, and
travel.

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System Facilitates Mail Distribution

The actual box number tickets are perforated forms with
one gummed edge. The box number appears on both sides
of the perforation. When a box number want ad order is
received the gummed edge portion is detached along the
perforation and stuck to the "copy." From it the compos-
ing room sets the type for the box number address immedi-
ately after the main body of the ad. The other portion of
the ticket tells in addition to the box number that the bearer
is entitled to want ad replies for that address for five days
from date. This is given the advertiser for his use in claim-
ing replies. When box number want ads are taken by phone
the advertiser's call ticket is mailed.

Notwithstanding the tremendous volume of mail handled
by The World's Greatest Want Ad Postofrlce, a relatively
small amount of floor space suffices for the work. The
efficient handling of want ad mail has been brought about
only by most careful study and planning.

Behind the mail counter are six mail racks, end to end,
each divided into ioo numbered pigeon holes or "boxes" as
they are called. The mail is sorted into these boxes and
remains there until the want advertiser calls for it, or until
it is mailed to him, if he is an " out-of-towner. " These
racks face the counter and above each rack is an electrically
lighted marker reading i-ioo, 101-200, etc. The advertiser
calling for mail notes the number on his box number ticket
and naturally applies at that part of the mail counter near-
est the mail rack containing his box. Each box contains all
answers to that particular number, irrespective of what
letters of the alphabet precede the number. For example,
box number 546 may contain answers to B546, KF546 and
YP546. It is unusual that more than eight separate "box
numbers" occupy the same box at one time and it takes but
a few seconds for a mail clerk to run through all replies in a
box and select the answers belonging to any letter or letters
of the alphabet.

Whenever the replies to a particular box number exceed
twenty, all replies excepting one are bound together and

187

Want Ads Outnumber Chicago Families

placed on a special overhead shelf. The reply not bound is
stamped "Pack," and left in the box. The mail clerk in
securing mail for this box number observes the "pack
stamp" on the single reply and secures the proper pack of
answers from the special shelf. This procedure is of con-
siderable value as a time saver. It is not at all unusual for a
want advertiser to receive forty or fifty replies to a single
want ad. If forty or fifty letters to PL 439 had to be run
through whenever anyone called for G 439 or CL 439 a lot
of time would be required and opportunity for error afforded.

Special attention has been paid to the personnel of The
Tribune Want Ad Post-office, to insure that only the most
expert service is given. Eight mail men have had previous
experience in governmental postal work before coming to
The Tribune. For the total personnel of twelve men, there
is an average of eleven years each as the period spent in
postal work, either for the United States or for The Tribune.

The majority of replies to box number want ads come
by U. S. mail, but large numbers are dropped in the Receiv-
ing Box at The Tribune Postofnce. A careful watch is kept
over all answers. For example, The Tribune's rules pro-
hibit circularizing. The trained eyes of mail specialists spot
cases where general solicitations are being made to want
advertisers.

The tremendous investment value behind The Tribune
want ad market is indicated by the fact that upwards of
forty million dollars worth of property is offered for sale or
exchange in Chicago Tribune want ads each week. About
one hundred different makes of automobiles are offered on
an average Sunday. The Tribune prints annually more
than twice as many want ads as there are families in Chicago.

188

Classified Display

GROUPED under the supervision of the Want Ad
Manager are a number of advertising divisions
intermediate between display and classified. They
include: Amusements, Motion Picture Directory, Schools,
Hotel and Travel advertising. In these divisions display
type and illustrations are permitted, but all the ads, usually
small, are grouped under one heading.

The Tribune, in 1914, originated the idea of publishing
a directory of the daily offerings of the motion picture
theaters of the city. Advertising experts insisted that the
outlying theaters could not possibly afford to pay Tribune
rates because of the "waste circulation ". Experience has
demonstrated that this type of advertising is profitable and
economical to the theater owner — that it is the 5,000 fami-
lies in the immediate vicinity of the theater who read The
Tribune that count, together with the grouping of theaters
in all sections to form a universally recognized amusement
market place.

Extensive public service is rendered by the advertising
department in connection with the Resorts and Schools
divisions. Catalogs and detailed information concerning
hundreds of schools and colleges are kept on file by a School
Bureau, which serves parents and prospective pupils without
charge. Similarly, the Resort Bureau is equipped to furnish
a vast amount of specific data to travelers.

189

Display Advertising

DISPLAY Advertising serves far more people than
Want Advertising, and does more for them, but it
is not so obviously a public utility because it is
bought by a comparatively small number of advertisers.
Because of the enormous number of purchasers with whom
they are able to communicate each morning, the great
stores of Chicago's loop are able to gather and offer stocks
of merchandise which make the treasures of the Arabian
Nights insignificant by comparison. Because of the econo-
mies in distribution which newspaper advertising makes
possible, the citizen has the benefit of low prices as well as
wide variety and high quality in his purchases.

Display advertising is divided into that of stores, banks,
real estate concerns, etc., all known as Local advertising,
and that of products generally distributed and sold through
many retail outlets, known as National advertising. National
advertising is usually written and placed by advertising
agencies which receive a commission of 15% from the pub-
lications in which it is placed. Local advertising is usually
received direct from the advertiser, and no commission is
allowed to agents. Since Local advertising is not subject
to agency discount, since the Local advertiser cannot receive
his returns through a multiplicity of outlets, and since he is
usually a substantial advertiser year after year, there is a
differential between the rates charged to Local and to
National advertisers.

190

Local Advertising

LL newspapers find Local advertising their
largest source of revenue, and Department
Store advertising the largest subdivision
of Local. Unfortunately, Department
Store advertising is often a large source
of revenue but a small source of profit,
because newspapers have been forced to
grant special discounts and rebates until they were actually
selling huge blocks of their space at a loss.

The Tribune long ago adopted a policy of selling its
space on a basis of cost of production. The specialty shop
using a few inches of space a week pays identically the same
rate as the department store using several pages a week.
Instead of seeking business by offering space at less than the
cost of production (a single page ad in The Sunday Tribune
involves the printing and distribution of several tons of
paper) it has sought to make the space unquestionably
worth the rates charged.

This has been done by the consistent, liberal use of its
own space to educate Tribune readers to the value to them
of the advertising columns, and by the strict censorship of
those columns. This policy of advertising advertising was
begun in a large way in 191 1 with splendid results. The
Tribune is confident that to a unique degree the advertising
which it carries is read with intelligent interest and with
confidence by able-to-buy people.

In another way The Tribune seeks to make the Local
Display advertising which it carries profitable to those who
buy it. Since no agency commission is allowed on this line-
age the smaller store often attempts to prepare its copy with
inadequate facilities. For this type of advertiser The
Tribune maintains a Copy Department with several com-
mercial artists and expert copy-writers. No charge is made
for the services of this department unless the art work pro-

191

Copy and Art for Local Advertisers

duced for Tribune ads is used in other mediums, when it is
billed at the usual commercial rates.

The copy and art of this department occupy more than
six thousand columns of Tribune space per year, assist many
small advertisers to use the comparatively high priced
Tribune space profitably, and aid materially in raising the
standard of advertising in the paper.

fetbtmt

%*, NOVEMBER 4, 1864.

NUMSE

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JUIESWUSinRI

ROSS & FM

Reproduction of Lyon & Healy s first advertisement in The
Tribune, inserted November 4, 1864, by Patrick J. Healy

192

National Advertising

OW profitably to use advertising to pro-
mote the sale of products distributed
through numerous retail outlets raises
problems more difficult than those involved
in Want or Local Display advertising.
The response to the advertising filters
back to the advertiser from thousands of
retailers through scores or hundreds of jobbers and brokers.
Widely different conditions produced widely different results
in various districts.

For many years National advertising was almost synony-
mous with Magazine advertising, for periodicals had con-
centrated their entire efforts on developing this form of
publicity. Newspapers, on the other hand, paid slight
attention to National advertising because it was so much
less in volume than either Local or Want advertising, be-
cause they had to pay an agency commission on it, and
because they had to pay an additional commission to a
" special representative M in New York or Chicago for solicit-
ing the agency for the business. Each "special" usually
represented a list of newspapers whereas the salesman of
magazine space concentrated his efforts on one medium.

Study of the situation convinced The Chicago Tribune
that the newspaper and particularly the metropolitan
newspaper of sectional distribution, is the best medium
existent for National advertising. Acting on this convic-
tion, The Tribune has led a movement which is revolution-
izing the policies of agents and advertisers with respect to
National advertising. And The Tribune has built up for
soliciting and handling this type of business, an organization
which is unique in the world of advertising and publishing.
National advertising was once conducted on the theory
of forcing the dealer to stock the product advertised by
creating an overwhelming demand for it among his custom-

193

The Chicago Territory

Zone 7— A Market Worth Fighting For

Hiese graphs picture the relative standing of American markets. Taken as a whole they demonstrate con-
clusively that the Chicago Territory— Zone 7— offers maximum buying power. Its central location also makes
it the ideal starting point for the sales and advertising campaign which is to be conducted logically by zones.

FOPULATION

Tfaiaia particularly true of tke Chkafo

WEALTH

TIM wealth of the Chicago Territory

fertile L

tkvaiopsxat, tad it/atepe localk*.

MOTOR VEHICLES

_ urn tto For many year- Zoo* 7 beld second place in tbe TV fact that ibe CsiraM Terrilorr'a

The farmer, of lUisoi*. by Ite NewTork^Ne* Jersey &»•. Nr

aw) W«- to tbe Uteat CfMua Bureau fifuro

jiiUioM of firat ia lb* value of il* Manufactured

b from tbe it E K Weohk, PopuUlioe. C™ VaW. lac,
Ta»-Payer». aid Motor Vehicle Refiatrati.
TW proportion at u - *"

Statistics On Which Graphs Are Based

l—t

*$k

'*#-

Wealth 1SH

kg*.

Crop Value

Value of Mai-
afacture* MM

(OOP Chnitteo)

Motor Vekirf.

No. of

W.'.'.V.'.
xt'.W'.'.

MM 11

t74.t7C

BSS

4^14^53

»79>«S
tM.?U

STU71

.;»«!4M

it's

7.181.BM
1C.M1,T«

IkMM

mtJS

1.MM1I

1 (

•.•ttilM

Total. 1 3.0«.*7»

1«.« 1,049

nrjHasn

S.SIJ.1B7

10.447.1T7

W.110,375

IO.Wi.oW

"THE CHICAGO TRIBUNE DOMINATES THE CHICAGO TERRITORY"

B-3

A page from the BOOK of FACTS

194

Distribution Should Precede Advertising

ers. The idea was that innumerable consumers would keep
asking for it until thousands of retailers would in turn urge
their jobbers to stock it, and so the merchandise would start
flowing through the channels of trade. To achieve success
by operating in this manner necessitated tremendous expen-
ditures before any considerable results could be expected.
Many a concern was forced to discontinue its advertising
before the cycle was completed and as a result when the
goods did reach the shelves of the retailer the consumer had
forgotten his desire for them. The policy was then adopted
of notifying the dealer of the advertising to be run and warn-
ing him that he should stock up in advance. To impress
them with the magnitude of the advertising to be done
broadsides would be sent to dealers and jobbers listing the
magazines to be used and totaling their circulation. But
this system lent itself to grave abuses. The total circulation
might be huge but an inadequate amount of advertising
might be used in each publication. Furthermore, the dealer
soon found that millions of circulation in the United States
often meant an insignificant amount among his customers.
Therefore The Tribune announced that the following
policy would control all its solicitation of National adver-
tising:

" The Tribune considers it a waste of money to adver-
tise a product distributed through the retail and jobbing
trade, until that trade has been stocked with the product
to take care of the consumer demand, when created."

To live up to this policy, The Tribune has made an inten-
sive study of its market, a study which must be kept con-
stantly up to date; has made hundreds of investigations
among dealers to learn the conditions surrounding the sale
of various products ; has published a house organ monthly
for eight years educating fifteen thousand retailers to the
advantages of handling advertised products ; has developed
five hundred lists of retailers, each in a certain line of busi-
ness in a certain district, and maintained on addressograph
plates in route order within each district; has analyzed

195

Hard Facts and System Help Sell Goods

Tribune circulation in the most minute and elaborate man-
ner, and made the resulting statistics available to adver-
tisers in printed form; has drilled its force of advertising
salesmen in the co-ordination of selling and advertising.

When a manufacturer undertakes to introduce a new
product in the Chicago market by means of Tribune adver-
tising, a Tribune service man assists him in organizing his
sales crew, drills them in the use of the advertising cam-
paign to secure distribution among retailers and wholesalers,
directs their efforts, and installs a system for recording and
checking results. Each salesman is equipped with a port-
folio containing proofs of the advertising and a letter from
The Tribune informing the retailer just how much adver-
tising has been contracted for on a non-cancelable basis.
He is also given a pack of cards containing the names of the
retailers he is to solicit arranged in route order. He is given
a map of the district in which these retailers are located,
and he is instructed in the number of families living in that
district and the number of Chicago Tribunes sold there.
Therefore, there is nothing vague or indefinite about his
statements to the retailer concerning what the manufacturer
will do to "move" the merchandise after the retailer has
stocked it. He does not talk about The Tribune's total
circulation of half or three quarters of a million, but of the
few thousand in the retailer's immediate neighborhood,
shows him exactly what advertising is to run, and often
offers to list the name and address of the retailer in certain
of the advertisements.

As a result of this intensive, systematic handling of
National advertising it is not uncommon to sell enough
merchandise before the advertising starts to pay for the
entire initial campaign, and when the advertising does run
and people go to the stores and ask for the merchandise it is
there waiting for them.

Every man engaged in selling National advertising for
The Tribune has been trained in all this service work, has
made investigations among retailers in many lines, has

196

Zone System of Marketing

participated in study of his market, has actively directed
the operations of sales crews in securing distribution for
goods in Chicago and The Chicago Territory.

* * *
The use of newspapers for National advertising also
lends itself to merchandising by zones, a practice which is
growing swiftly in favor because of its efficiency and econo-
my. Manufacturers have found by sad experiences that

Clothing

AdrertUina Printed In 1MI*

BrnM-EuaiocT. .
VM.

i*W3

MI.TW

Women as well as men, men as well as women, buy clothing in re-
sponse to advertising of merchant and manufacturer in The
Chicago Tribune. This page offers convincing evidence that The
Tribune is read by all members of the family.

Every clothing advertiser who used 10,000 lines or more in The
Tribune during 1921 is listed below. Note that out of the 60 of
them, 34 used more space in The Tribune than in all other Chicago
papers combined — also that these 84 are divided almost evenly
between advertisers to men and advertisers to women.

Clothing Advertisers Who Ran 10,000

Women'i

•A**tBw

Bortktt.W H.ftCo *

•Benam'i, Im "

•Bwrni'd't. Gooff* !.!.!...■!.!!.!"!!.

Komk. ],. 8, ft Co

Lines or More in Tribune During 1921

i Clothing

Tawnta Eiuina
•CTW "37J11

tijwo 'wit

Pi«t Ahtogam J-rmxit

ilmrttttilr , .

M.ttk*-».F.N.,ftCo... .
PtckftPM*

'Rod* ffi Coco* Stop

CWk*9u.t8fcop.:

'A. SUrr B«M (tttdLy children'* ooloiaf > •

'AobWmft Brotfccn

BMwr.ia*. KiAcfcG*

■C«piw: 1 Cuper

'it. JoU F.. ft Sou Co

MiU-bHI. lUrry

VtwmAtV. H.tt« .
NicoD. TU T. Jo»

Wiboe. !). P.. ft Co

Men'8 Clothing

•■-.■-■■
M.«33

VWnn ko.tiinc *»*•

dtl« Shot C.

Doti<U> 6bo* Co
Fmu>. P. C ft Co

HmmIY.
•Morth. ft U.rtw
MM*. I

•NrtlWlo. Shop

n.Ml 10.038

ftfTC

OTod.™» ft Ooldborg

wiU-Ov«r Soot Storat

T»,«4

!M«t

«UM

.788 7MN

7,t7t M.CM M*4

MoMrtuwv wM vita a iter ran «

*r< ooWh«v t« Pi* 7V>»mu Man in «S Mktr paptn eomUfni.

"THE CHICAGO

TRIBUNE DOMINATES THE

CHICAGO

TERRITORY"

J-4

A page from the BOOK of FACTS
197

Advertising Lineage in Chicago Newspapers
1906 — 1921

Columns

~ _. ~ ■_. <_. Ci Oi o; ci 0 c; 0 Ci c;

85,000
80,000
75,000

70,000

65,000

60,000

55,000

50,000

)

45,000

_^>

*■*

40,000

35,000

TRIBUNE

30,000

NEW8

25,000

Herald

20,000

15,000

- Examiner

American

Journal

Post

5,000

~~~"

The

Chicago

Tribune

76,703 Columns

News

58,338 Columns

Herald-Examiner
30,118 Columns

American

27,395 Columns

Post 16,621 Columns
Journal

15,680 Columns

The Tribune printed 789,405 columns during the sixteen
year period, which is ioo°/0 more than was printed by the next
morning paper and 27% in excess of the leading evening paper.

(Columns: 300 Agate Lines)

Year

1906
1907
1908
1909
1910
1911
1912
1913
1914
1915
1916
1917
1918
1919
1920
1921

Tribune

32,604
33,107
33,656
37,814
39,345
38,082
39,739
43,676
43,502
45,886
54,974
54,891
51,888
77,777
85,753
76,703

Herald

23,972
21,406
18,562
21,120
22,389
24,480
22,353
19,298
21,480
22,944
25,106
23,680
" 6,230

Examiner

12.

19,
16,
21.
23.

24.

23.

24.

23.

21.

25.

23.
122,
t33,
t34,
J30,

711.04
735.10
778.28
522.60
255.97
661.52
807.57
608.35
801 . 39
608.13
657.33
331 . 45
786.74
885.13
342.55
118.97

News

29,253.45
27,524.09
27,355.49
30,494.93
31,924.32
30,729.58
29,225.08
35,290.15
35,834.01
37,433.13
42,030.29
41,988.42
40,139.47
53,397.13
67,989.27
58,338.91

American

12,135.05
9,119.53
8,920.31
10,583.09
11,776.82
12,455.28
11,835.04
14,574.90
15,990.33
14,939.37
16,076.90
14,678.60
13,406.57
22,887.86
24,789.46
27,395.88

Journal

11,116.66
10,497.45
10,908.08
12,659.44
13,906.32
13,605.69
14,261.08
14,988.17
14,208.82
14,465.58
15,350.51
15,023.15
14,234.28
18,312.97
18,008.66
15,680.22

Post

7,426.41

8,171.49

7,038.40

7,665.65

8,170.77

9,277.96

9,364.53

9,698.77

9,312.64

9,340.00

11,501.59

11,771.55

10,835.94

16,650.81

19,529.24

16,621.41

*Herald discontinued publication May 2, 1918.
JExaminer and Herald-Examiner combined.

198

fHerald-Examiner.

Newspapers as Advertising Media

the United States is too enormous to be considered as a
merchandising unit. It must be broken up into u districts, "
"territories," "zones," or "markets," each one a logical
unit within which to concentrate intensive sales effort.
When a business which has been doing National advertising
in magazines is analyzed from this angle certain wasteful
features at once become apparent. Advertising is being
purchased in the same quantity in districts where no
attempt is made to supply dealers as in other districts where
sales possibilities are big and dealers are being solicited
aggressively. Local peculiarities, climatic variations, cur-
rent events cannot be taken advantage of in the advertising.
The dealer cannot be shown definitely and clearly what the
advertising is doing for him.

* * *

The handling of selling by zones or markets leads to the
use of newspapers for National advertising, as the advertis-
ing can thus be synchronized and co-ordinated with the
selling. Each market can be given the precise amount of
advertising pressure needed. Waste circulation is reduced
to a minimum. The advertising is brought close to the
dealer and to his customers. For everyone reads the news-
papers. The average man reads his paper 365 days in
ordinary years and 366 days in leap years. Each person
sets aside a definite part of each day for newspaper reading,
but this cannot be said of any other advertising medium.

Newspaper advertising is, above all else, productive of
favorable action as well as favorable thoughts. The news-
paper's life is brief, but full of fire and power. Because it^is
jammed full of timely news and timely advertising it
commands immediate consideration. Magazines may be
laid aside to be read when, if ever, leisure and inclination
happen to coincide, but the call of the newspaper is as
insistent as the call of breakfast, the call of business, the
call of life.

Metropolitan newspapers, published in the morning and
on Sunday, are particularly well fitted to carry national

199

J (TrU. Man JUdmnO %

luued MoetWy. Sine* February, 1914. by lb> Buaoui Surrey of H» Oueaajo Tribuoe

CHICAGO, DECEMBER. 1921

S Cents a Copy; 50 Cents a Year

Tiny Store Has Big Trade In Small District

Volume Is 15
Times Greater
Than at Start

In i store not much larger than a

5ood sized kitchen. Julius Daniels
oes a business of $65,000 a year at
4716 Dorchester avenue. The terri-
tory be serves is as tiny and condensed
as the store, tod the single horse that
attends to the deliveries doesn't get
enough exercise to work off its fat.
East. and west his territory runs two
blocks. It Is only four blocks north
and south, a half mile long and less
than a quarter of a mile wide

Daniels Brothers, Max and Julius,
have three grocery stores. In addi-
tion to the Dorchester avenue place,
they have stores at 208 East Forty-
seventh street and at 402 East Sixty-
first street. But the little Dorchester
avenue store keeps ahead of the others
in the volume of sales.

Father Ov/nod Store
The grocery business came natur-
ally to the two Daniels boys. As far
back as they can remember they played
and worked around a grocery

t Forty-third
and Cottage Grove. The boys learned
the business with their father, and, 19
years ago, started out for themselves
at Thirty-fifth street and Indiana

The business was preuy small at
first. It averaged about $1,000 a
month, or $.£000 a year. Now the

from $14,000 to $16,000 a month, or
approximately $180,000 in a year.

For a time the brothers had a big
store at Forty-seventh and Calumet
tlotng a business of $12,000 a month.
Changing conditions in the grocery
trade caused them to give it up, how-

warehouse for the Daniels Brothers*

Twenty -6 re F««t Squar*
Of the present stores, the one on
Sixty-first stret is the oldest. It was
opened ten years ago. The Dorchester
avenue store has been doing business
(or seven years and the Forty-seventh
street store for about two years.

" We should like to get a bigger lo-
cation,** said Julius Daniels, " but we
haven't been able to. This store meas-
ures about twenty-five feet square, and
you can sec that no space is wasted.

" The grocery business has under-
gone a great change in the last few
years. It is due to the chain stores. I
■ lon't believe there are more than about
wenty nigh-class grocery

Mich an extent that our trade is 75 per

" For a while we worried a little
about the chains, but not any more
We have found o*ir place, and I don't

twy an> attention to the chains I
seep every article for* which there is
a ik-maml The people can get what
ihry want here. They can't in the
.haui Hum 1 entry all the adver-
tis.-il product* ami the well -established

S«wn* of the sei
part of lite busm
hut wr like people I

■eli, and everything

THE TWO CLERKS

Call Chinese Egg

Trade a Menace

Poulfry raisers are urging higher
duties on eggs than are provided for
in the Fordney bill and claim that the
Chinese egg trade is menacing the
American industry They want a duty
of eight cents a dozen. The bill pro-
vides for six cents At present, eggs
are on the free list

The poultry men asked a duty of 24
tents a pound on dried egg*. The bill
provides for a duty of 15 cents a pound
and is at present 10 cents a pound.
They told the congressmen that the
importation of dried eggs from China
had driven practically all the American
plants drying eggs out of business and
said that nearly all bakery goods are
made with Chinese dried eggs.

Fly 5,000,000 Miles
for Pound of Honey

A pound oi honey seems pretty

i all the work of the bee is

According to an English

r. one. pound of honey

investigate

of 62.-

000 blossoms, and to gather it the bees
make 2700.000 visits to the flowers,
covering approximately 5.000.000 miles
for every pound-

German Mark Rains

Border Retailers

All of Germany's neighbors are being
outfitted, particularly in /clothing, at
the expense of German shopkeeper*.
With the German mark selling at the
rate of 300 for a dollar, the difference
in prices in other countries is so enor-
mous that all along the Dutch, Danish,
Swiss and Belgian borders the people
put on their old rags and worn out
clothes and cross into Germany.

They trade their own money for
marks and outfit themselves from
head to foot at a fraction of what it
would cost in their own country The
reaction is such that in Holland espe-
cially, for miles from the border, the
Dutch shoemakers, tailors and clothing
stores are unable to sell anything at all.

Orange Seeds Now

Used As Necklace

grapefruit seeds,
orange in the class with the famous
pig of the packers, no part of which is
wasted but the "squeal."

All the other parts of the fruit have
a use — the pulp and juice for eating,
the peel for candying or flavoring, and
the white inner rind for pectin extract
to help in the jellying of other fruits.
: doubtless

$40 a Month Is
Fountain Cost
of "Paying Last''

It ti.e *p*cr uira by your soda
fountiin paying out? What do
you do to increase the safes at
your fountain* How do you let
your friends know how sanitary
your fountain service it? What
it your gross profit and your net
profit on that phase of your busi-
ness? Do you use glass or paper
cups, and what difference does it
make in your profits? Thtse are
a few questions that one expert
has figured out for himself and
has given the information to The
Co-Operator for its readers. It is
a downtown store and many of his
problems are not your problems.
But we hope you will Sod all he
has to say interesting and much
of it helpful.^

T> ONG before the druggist handled
any other sidelines, he was dispens-
ing sodas. The soda fountain seems
just as much a part of his business as
the prescription counter, but a lot of
druggists are taking it too much for
granted. If properly conducted it is
one of the biggest money-making de-
partments of the store. Oh the other
hand, it may cost the druggist money.
- Few men in .h- hmine.. have made

h. ■ itudy of the fountain as
A. R. Specht. vice president of the Owl
Drug company. He finds that the net
profit from the fountain is about twice
as great as any other department of the
store and that a considerable propor-
ion of the store's business comes from
the soda fountain.

Turnover About ISO

In this article the figures given arc
for the Owl store at Madison and Clark
streets. This fountain will average in
the whiter about $8,500 a month, a^d
its best month last summer was $12,000
Every month a fountain inventory is
taken. It averages about $650, and
and never runs above $800. This sug-
gests the enormous turnover. The
stock turns from 12 to/,18 times a
month, a turnover well over 150 a year

The fountain is operated on a gross
profit of approximately 55 per cent.
The cost of operating is 34 per cent,
leaving a net profit of 21 per cent.

Mr. Specht believes that the Ow,
policy of "trusting the public" pays
The Owl store has one of the few large
fountains where the customer eats or
drinks first, and pays afterward. Such
a policy in a store which handles 2.200
persons a day— and that is the average
for this fountain — means a consider-
able loss from unpaid checks in the
courw of * month. But the increased
t only at the fountain but
f.the store as well '
.... r. .„ „f a suit of cloth'
month. Mr. Specht believes.

"Walkout*" W*™ $19.80

There is an extremely small group
which does not pay, too. The Owl
stores find that the public in general
can well be trusted, and customers ap-
preciate the convenience of. buving
whatever they want, getting the check,
and paying as they go out

"At this time of the year." said Mr.
Specht, "our loss runs only about fifty
cents a day. For October, the 'walk-
outs amounted to $19.80. In the sum-
mer they will run as high as $30 or $40

"The cheating u done largely by
street urchins. They will come in and

The Co-Operator is mailed free each month to ispoo retailers in
Chicago and suburbs. It never contains editorial puffs for
The Tribune or for Tribune advertisers. It is designed to
render a genuine service to the retailers through whom products
advertised in The Tribune must be sold to consumers. Its
editorial matter is written for it by trained men, and builds an
appreciation of advertised merchandise by interesting stories
rather than by preaching. It carries paid advertising from
reputable concerns.

200

Tribune Sways Buying in Wide Territory

S!MWi?£nS PPLBJOWCAL^'

RECEIVE DJ a, HUBS W*

•^IWIwjfi

advertising because their radiating circulation influences
much more than the city of publication. Evening news-
papers, being in the nature of bulletins, seldom secure
widespread circulation and cannot exert maximum influence
on such circulation as they have.

The case of The Chicago Tribune shows that a morning
and Sunday newspaper can be a powerful buying influence
throughout a large area. The Tribune has more than
300,000 circulation in Illinois, Indiana, Iowa, Michigan and

Wisconsin, outside of
Chicago and suburbs.
An investigation was
made during 1921
among 6741 retailers
and 241 jobbers located
in these states, outside
of Chicago, to deter-
mine the extent to
which they read The
Tribune and the extent
to which their custom-
ers were influenced by
Tribune advertising in
the purchasing of mer-
chandise. Retailers
and jobbers in five lines
were interviewed —
groceries, drugs, hard-
ware, electrical appli-
ances, and auto acces-
sories. The results
showed that 65% of

D^n. hubs annua is Ma* it ajt

-&tosi&Jis>s' 7?7-aa<i*z.+n.

■ ?lt**st1f"-**'

fbCe. *4m*st, Anfcfn^ftnfr l£*l£

cZi*j£t*~~s . gxj a™. a^^tyL.

anafatV

<-^2- io^i/^f-irS'i-eC

-^ Jht**fH0f4U

This page, reproduced from The Century
Magazine, shows how we advertised our
advertising thirty years ago.

the retailers read The Tribune and 72% feel the effect of
Tribune advertising on their sales. Of the jobbers, 81.4%
read The Tribune and 73% recognize the influence of
Tribune advertising in promoting the sale of merchandise
they handle.

201

Advertising Pays For Itself

Within a broad territory, therefore, The Tribune not
only reaches more people than any magazine, but it un-
questionably influences the purchases of its readers.

The Chicago Tribune believes that one of its greatest
public services is to be found in the work done to promote
more economical distribution of merchandise by means of
newspaper advertising. The question is often asked : "Who
pays for advertising ?" The answer is that no one does.
It pays for itself. Cost of distribution (cost of getting
articles from the manufacturing plant to the retail counter)
is from one-third to one-half of the retail price of most
merchandise. Cost of advertising is seldom more than
a twentieth of the retail price. Therefore it often works
out about as follows: An article has cost fifty cents to
make (including the manufacturer's profit) and fifty
cents to distribute, and therefore sells for one dollar.
Advertising is adopted at a cost of two cents to five cents
per unit, and brings about such economies in distribution,
such steady demand, and such volume production that it is
possible to make the article for forty cents and to distribute
it for thirty cents (including the advertising cost), making
the retail price seventy cents instead of a dollar. The
advertising appropriation may have been a million dollars,

but it paid for itself.

* * *

The Chicago Tribune realizes that editorial and adver-
tising departments should be kept entirely separate because
each is equally important and entitled to independent
consideration and development. The strength of The
Tribune from an advertising standpoint, the fact that
tremendous revenues are derived from the sale of adver-
tising sheerly on its merit on a business basis, enables the
editorial department to do great things and to be inde-
pendent in the face of any opposition. All that the adver-
tising department asks from the editorial department is
adequate circulation among the right kind of people, and
it is obvious that such circulation can be won and held only
by fighting in season and out for the public welfare.

202

i»iiiupu"u»u»yu"iJ«u*u"L'U"i,»utu»u»u»u»uiD»uiu»mu"U"ui'uiu"iJ>u»u"u»uiu"qi

Where four copy writers and nine artists assist Tribune local
advertisers to make the presentation of their messages more
effective.

Conference Room in which the advertising and merchandis-
ing problems of national advertisers are discussed and analyzed.
The "rent" map of Chicago in the corner is 8 feet wide and 16
feet long.

.t^-v.

'QlJtK, *.

I-&inlc tkat I skaEivever «ee
Au$vt lovely as a.

iLiat frowst]
_-ia sporting oa^e

^jbw wW£bre and w
Y Wul«ooiv be (jumps iru du

* r

a\Awlvoset>i(k
bj Sidney Smiov.

**A make to smile uid clzraRa' A? '3
i genial people ox Ciucagct , ;j

l macerate fer advertising^"- I

A taw tka.t lift* Warms aanlha^xs i
lb be made into paragraphs - ~ ~ -

l,L- v' «^M«

Chicago Tribune Pulp Wood

Forests

N a wilderness on the north shore of the
Gulf of St. Lawrence, far down toward
Labrador, The Chicago Tribune is carry-
ing out a great work of pioneering and
development. The earliest French explor-
ers sailed along these shores. During
the intervening centuries migrations from
Europe have swept past them to populate a continent
with more than 120,000,000 people. But through all the
years these virgin forests of the far northeast lay un-
touched, from the Gulf of St. Lawrence to the Arctic ice
fields.

A rocky shore without harbors, no settlements, high
tides, a stormy gulf, long and severe winters, combined to
make profitable timber operations almost impossible. In
the face of these obstacles The Chicago Tribune purchased
500 square miles of forests and undertook to develop its
own supply of pulp wood.

Dams have been built, flooded out and rebuilt; a power
house was constructed, washed away and rebuilt; docks
have been torn to pieces while under construction, but
others have taken their places. Setbacks and discourage-
ments have been many, but success has finally been achieved.
Quebec, the quaint walled city where twentieth century
America meets seventeenth century France, is a logical
place at which to begin the story of the mechanical produc-
tion of The Chicago Tribune. During September and
October Tribune agents are busy in the harbor of Quebec
chartering all the schooners they can lay hands on and
loading them with supplies for the camps in The Tribune's
timberlands far down in the Gulf of the St. Lawrence, on a
wild frontier east of the eastern edge of Maine.

205

Move Winter Supplies to Wilderness

For five or six months hundreds of men and their families
are frozen in while they chop the trees destined for Tribune
newsprint. Everything these communities need to eat or
wear or use must be gotten into the woods before snow and
ice seal the gates between them and the world. So for
months there are always schooners beating down the broad
river and stormy gulf of Baie des Cedres and Shelter Bay,
three hundred and four hundred miles respectively, north-
east of Quebec. Sailors who speak no word of English,
sailors whose ancestors explored and colonized New France
hundreds of years ago, take this first step in the making of
The Chicago Tribune. Arriving at their destination after
several days' sailing, they anchor off the coast, and scows
and barges are brought alongside to take the cargoes of
baled hay, sacks of oats, barrels of flour, hogsheads of salt
pork, kitchen stoves, clothing, and tools, up shallow or
rocky harbors.

Three distinct classes of French-Canadians are engaged
in the production of Tribune pulp wood. The sailors whose

O N T A R

206

Communities Frozen In for Winter

schooners take in supplies, the hunters and fishers of the
North Shore who build the docks and dams, run the saw
mills, make the roads and drive the logs down the river, and
the farmers of the South Shore of the Gulf of St. Lawrence
who spend the long winters in the forests as wood-choppers.

The peak of activity comes in the late fall between the
harvest on the South Shore and the closing of navigation.
The workers must be transported across the gulf and back
in the virgin forests, must make clearings, build their
houses and barns, and must have their five or six months'
supply brought in to them by schooner, scow, carts, motor
boats, sledges, canoes, and on the backs of men.

By November the streams are frozen and snow covers
the ground to a depth of three to seven feet. Navigation
ceases until May. Occasionally mail comes in by sledge
and dog teams from Quebec, four hundred miles up the
river, but for the most part the community is isolated and
settles down to its winter routine. Strange to say, the
natives seem to look forward with pleasure and anticipation
to their long winter. Swift rivers, dense woods and spongy
muskeag swamps — impenetrable in the summer — now per-
mit connection by skiis, snowshoes, and dog sledges.
Rabbits, sable, beaver, and now and then a caribou may
be shot. The terrible summer pests, black flies and mosqui-
toes, are gone. The thermometer may drop forty degrees
below zero, but the natives say one does not mind it because
it is so dry. There is unlimited wood for roaring fires and
plenty of blood-stimulating exercise.

In The Tribune's two towns, Shelter Bay and Baie des
Cedres, a dozen or more American executives and about
225 French Canadian laborers settle down to work on the
dams, docks, conveyors, flumes, storehouses, cabins, and
above all the supervision of the wood cutting. Back in the
woods, scattered over an area of hundreds of square miles,
are the camps of the loggers, 500 men and 150 horses.

The wood choppers all operate in units of three men and
a horse. Each such unit is assigned a definite tract of land

207

Logs as Cut Sledged to River Banks

to cut, usually a half mile wide running three miles back
from the stream. Two men chop and saw. The third man
and the horse haul the wood to the river. The women and
children do the chores.

Agents of the Canadian government are constantly on
the ground to see that no tree below a certain size is cut;
that no tree is cut more than eighteen inches above the
ground, even though it stand in sixty inches of snow. They
also check the total cut on which taxes must be paid. Cullers
and scalers representing The Tribune also check each day
the cut of each logger to determine what he is to be paid.
In case of dispute, reference is made to the figures of the
government agent, independently computed. The Trib-
une's culler is very particular that no dead wood or anything
other than clear spruce and balsam be included in the cut.
Some birch and poplar is found in these forests but it is
left standing.

As each tree is cut it is trimmed clear of all branches
and sawed to eight or twelve foot lengths. Three of these
are chained together and hauled by the horse to the banks
of the stream.

The piles on the sloping banks are held in place only by
a tree at either end and roll-ways are cleared between them
and the river. When they are needed, two men with axes
chop away the supporting trees and in a few minutes
precipitate the great pile into the water.

With spring thaws and the opening of navigation the
wood choppers and their horses hurry across the gulf to the
farms on the south shore. The camp executives then face
the greatest problems of the year — getting the wood to
salt water, sawing it and loading it on the steamers which
take it to the Tribune's great paper mill at Thorold,
Ontario, near Niagara Falls.

Labor is an acute problem in the development of such
great enterprises as those of The Tribune on the North
Shore of the Gulf of St. Lawrence. In a stretch of coast
line a thousand miles long, the largest village is Eskimo

208

IJIUIUIU'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'UII

Lake Opco at Baie des Cedres, in The Tribune's timber
country — joo feet above Gulf and quarter of a mile back from
shore. Its waters supply the conveyor which floats the logs
from the sawmill to the docks a mile down the coast.

Loggers on The Tribune 's timber lands on Franquelin River.

IU,U,U'U'U,U,U,U'U,U'U,U,U,U,U,UIU"U<UIU,U'U,U'U,U,U,UIUIU,U1U,U,U,U»U'1-

The Tribune's timber town of Baie des Cedres on the north
shore of the Gulf of St. Lawrence.

Former submarine chaser, Mareuilendole, which travels ten
thousand miles a season as Tribune dispatch boat in the Gulf
of St. Lawrence.

Spring Floods Float Logs to Salt Water

Point near the southern edge of Labrador. The vast
stretches of the interior are unhabited except by scattered
Indians and Eskimos. The few residents of this barren
Northeastern frontier have been for generations hunters and
fishers. Although unskilled and unsuited to the routine of
industrial labor, they are the only workmen available for
the building of docks, power houses, and the loading of
boats.

At Shelter Bay and Baie des Cedres they are boarded
and housed at the expense of the company, buy whatever
additional supplies they need at the company store at a
small margin above cost, and make from #100 to $140 per
month clear.

The food is of very high quality, in great variety, well
cooked and clean, although served in great log cook houses
with rough hewn tables and benches, enamel cups and
plates. Hundreds of steers, sheep and hogs are brought
to the towns to be slaughtered during the winter, insuring
a continuous supply of fresh meat. Few American families
live better than do the laborers on The Tribune properties
on the north shore of the Gulf of St. Lawrence, but each one
longs for the distant cabin which his ancestors consecrated
as home, and each one is restive under regular hours of
routine labor.

Driving logs down the river is a dashing picturesque
phase of the work to which the men take more readily than
to the other duties. In the first six miles of Rocky river
above the Gulf are eight rapids and six waterfalls. Islands
are plentiful. As a result the logs jam, dynamite must be
used, and hardy lumber jacks risk their lives to sweep the
last log from slippery rocks and boiling torrents.

When the logs reach sea level they are caught by booms
— logs chained end to end to reach across the stream. They
are moved over to the sawmill by encircling as many as
are needed and towing the whole loosely floating raft into
a position from which men with long pikes push them one
at a time on the jack ladder. The jack ladder is an endless

211

Logs Floated into Holds of Steamers

chain arrangement which lifts the log from the water and
carries it up to the sawmill. The sawmill is merely a shed
with two great circular saws or "slashers. " The endless
chains bring the log in at one side, press it against the saws,
which cut each twelve-foot log into three four-foot logs, and
throw the four-foot logs out the other side into a conveyor.

As the logs leave the slashers they roll down a short
incline into a flume full of swiftly running water. At
Shelter Bay this water is pumped from the bay into the
flume. At Baie des Cedres the water is secured from a
beautiful lake 300 feet above the level of the Gulf and
only a quarter of a mile inland from it.

The flume at Shelter Bay floats the logs to the dock,
where they are caught by spikes on an endless chain,
carried up an incline to a platform, from which they are
dropped into the holds of steamers. At Baie des Cedres the
flume itself runs out on the dock far above the decks of the
steamers so that logs are literally floated from the forests
far in the interior right into the vessel's hold. When a
great mass of logs has been shot into a hold, a gang go in
and pack it compactly while the stream of logs is directed
down another hatchway. Water that flows into the boat
with the logs is pumped out.

Making harbors which will be safe for the big lumber
steamers has been an enormous task on the North Shore.
It is usual for the rivers down which the logs must be floated
to form enormous boulder strewn shoals at their mouths.
To meet this situation at Baie des Cedres a flume has been
built from the sawmill on the river more than a mile west,
almost out in the Gulf along the steep shore to the first
point where deep water made a dock practical.

At Shelter Bay the mouth of the river is dotted with a
dozen islands varying from square yards to a square mile
in area. The island farthest out from the shore was selected
for the dock as very deep water was to be found on its
extreme end. In 1916 the first dock was built, only
to be washed away. Then the war interrupted develop-

212

Electric Lighted Town on the Frontier

ment work until 1919. In an attempt to rush construction
work so that wood already cut could be loaded and shipped
to the paper mill, a novel scheme was conceived. A short,
stanch dock was constructed with the idea of continuing
it by sinking a steamer off its end and filling it with rock.
The steamer Eagan was bought and rushed to the scene.
Her sides were built up high to receive rocks to be blasted
from the unlimited supply on the island. Some difficulty
was experienced in sinking the Eagan, which clung to life
like an old warrior, but dynamite let the water in and she
settled precisely in the desired position on a calm, sunny
afternoon. Before sunrise the next morning a howling
sou'easter was tearing her to pieces, and the taking out of
pulp logs had to be postponed for another year.

Since then enormous progress has been made. A power
house has been built taking the place of an earlier one which
was swept away by a spring flood. This power house utilizes
only a fraction of the water available at the lowest of the
six waterfalls, but it produces ample electricity for the
light and power.

Shelter Bay is in the wilderness but its houses have
electric lights. The brilliant illumination permits 24 hours'
work in loading vessels. Electrically driven compressors
furnish compressed air.

A church and school have been built, houses are replac-
ing log cabins, a store and office building and warehouses
have been erected. A doctor is a member of the staff.
The Government requires that six fire-rangers be main-
tained. A fleet of no small proportions floats on Shelter
Bay. There is a dispatch boat, The Muriel, gasoline barges,
gasoline scows, motor boats, row boats, canoes, and scows
without power. Schooners are not unloaded at the main
dock on the island because of the lack of connection with
the mainland, and can only approach the river dock at high
tide. Most of their cargoes, therefore, must be taken off
on the barges and scows.

213

Tribune Operates Fleet of Boats

A similar fleet is maintained at Baie des Cedres for the
dock is more than a mile down the coast from the town,
and high, rocky cliffs separate the two except for the flume
which carries the logs.

There is also the Mareuilendole express boat, formerly
a submarine chaser. This craft is quite the wonder and
talk of the Gulf of St. Lawrence. Built in six steel com-
partments it is practically unsinkable even though holes
were torn in its hull. Three great gasoline engines develop
650 horsepower and drive her at 12 to 20 miles an hour
through any weather. Taking passengers to and from rail-
road terminals at Matane and Rimouski, journeying back
and forth between Baie des Cedres and Shelter Bay and
performing other dispatch service around the Gulf of St.
Lawrence, the Mareuilendole travels upwards of 10,000
miles each summer in Tribune service. She is electric
lighted, steam heated, has running water, and can house
26 people though only no feet long.

The Tribune owns three lumber steamers which carry
pulp wood from its timber land to Thorold — The Linden,
The Chicago Tribune and The New York Daily News.
The two last named are new steel steamers, specially built
for pulp wood carrying and put in commission this year.

Logs pour into a steamer for two or three days and
nights before the decks are piled and the hull is drawing
14 feet, the maximum depth permissible in the canals it
must use going up past the rapids of the St. Lawrence.
Montreal is reached in about two days' steaming from
Shelter Bay but the dozens of canal locks make the shorter
trip from there to Lake Ontario take at least as long again.
At the west end of Lake Ontario the Welland Canal inter-
poses a score more locks between the boat and its destina-
tion, so that a week to ten days is necessary to deliver 600
to 1,600 cords of pulp wood from the river at Shelter Bay
to the pond at Thorold.

214

A log jam in the Franquelin River.

Blowing up a log jam in Rocky River.

■

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Ifoodpulp, after
undergoing the
processes of
crushing and
refining, is run
through a set
of Davis and
Screens from
which it flows
in a thin stream
onto the

Fourdrinier Wire, an
endless, rocking cop-
per wire belt running
at a speed of 650 feet
per minute. This
belt is 202 inches
wide and has 65
wires to the inch.
Through this screen,
as well as by suction
drains, superfluous
water is removed;
while the rocking
motion weaves the
pulp into a thin
paper film

This thin film
runs thence
between two
cylinders, one
of which is
wool covered.
This is known
as the

Couch Roll
and presses
the paper suf-
ficiently dry
to run un-
supported to

The first of Three Presses.
These are composed of a series
of rubber and wooden rolls
through which run three sets
of felt belts. On these felt
blankets the paper film goes
through the presses which re-
move most of the remaining
moisture. The last press roll
is surfaced with gun-metal
which hardens the paper and
gives it a preliminary finish-.

The paper is t
completes the
presses — carry
cylinders, befo

Dams and
Screens

Fourdrinier Wire
and Suction Drains

("ouch' First Press Second Prcs
Roll

Third Press

Diagram of Paper Machine shown

Where wood pulp is turned into Tribune newsprint. Wood
pulp greatly diluted with water flows on a wire screen at the left
of this picture. When it reaches the right end the water has
been drained out, the fibres matted; it has become a sheet of wet
paper— ready to pass through the series of rolls, blankets and
driers, which finish the process.

IU,U|U»UIU"U"U,U'U»U,U,U,U,U'U«U'U,U,U»UIU'UIU,U,U,U,U,U,U'U,U'U'UIU,U'U

i gh a battery of 32 .-.team-heated cylinders. This unit the Dryer,
?:noving water from the paper. The felt belts, which — as in the

ugh this machine, are run over a series of rolls beneath the drying

ey come in contact with the damp paper.

The Calender
Stuck, a col-
u m n of 8
steel rolls re-
ceives the
paper from
the dryer; it
is hardened
and finished
then passes to

The Reel
oh which
it is
wound.
It is later
run off on

The ffindtr

where it is
inspected
and cut by
Circular

Knife to re-
quired sizes

Dryer

Calender
Stack

Keel

Winder

■1 conversion of wood pulp into paper.

This picture shows, from right to left, the long row of dryers,
the calendering stack, the winder, and the rewinder of one of
The Trihune's paper machines.

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Logs lifted from the deck of a steamer are thrown into the
pond at The Tribune's paper mill. They are floated across
the pond and then built up into the huge storage pile.

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One million dollar s worth of pulp logs piled at The Tribune's
paper mill at Thorold.

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Turning Trees Into Paper

INTO The Tribune's great mill at Thorold, Ontario, go
hundreds of thousands of electric horsepower from
Niagara Falls, millions of gallons of water from Lake
Erie, train loads of coal, steamers full of logs, cars of sulphur
and limestone and clay — and out of the mill streams paper
at the rate of 600 to 1,000 feet per minute from each of
five machines.

The sheet delivered from each machine is 162 to 201
inches wide. This means that the product is the equivalent
of more than 12,000 Chicago Tribune pages per minute,
or a strip of paper 18 inches wide and 2,350 feet long every
sixty seconds.

The Tribune's paper mill is laid out roughly as follows:

1 . Pond and yard for storage of wood, coal, sulphur and
limestone — enormous piles of raw material.

2. Group of buildings where logs are barked and ground
and the wood pulp screened.

3. Buildings where wood is chipped and chemically
treated to produce sulphite pulp.

4. Buildings where the ground wood pulp and the
sulphite pulp mixed are converted into paper by five
great paper machines.

5. Buildings where wrapping paper is made and rolls
are wrapped and loaded into freight cars.

Unloading pulp wood from steamers and building it
into a great storage pile is a spectacular sight. Logs in the
steamer are piled in a strip of rope hammock. This is
swung high and wide by a derrick, one end of the hammock
is released just as the swing reaches its apex and the logs
fly wide into the pond. From the opposite side of this
pond the logs are pushed on a chain conveyor, which builds
them into a pile of 30,000 to 40,000 cords, a young moun-

219

Logs Swiftly Ground to Pulp

tain of pulp wood. The logs brought in by rail are^piled
in smaller hills along the switch tracks.

From the woodpiles the four-foot logs are drawn by
chain conveyors to slashers which saw them into two-foot
lengths. The stream then divides, those destined for
mechanical or ground wood pulp going to the barking drums
or tumblers, and those designed for chemical or sulphite
pulp to the rossing machines.

The barking drum is a huge revolving steel cylinder in
which the logs and water churn around until friction with
each other and with the sides of the drum strips off the bark.
The logs are admitted at one end of the drum and worked
out at the other. As they tumble out they are inspected
and those not clean are sent back for another trip.

Logs to be used in making sulphite have the bark re-
moved by knives, a more thorough process and one which
involves the loss of some of the wood. They are then
chopped into chips about an eighth of an inch thick and a
half inch square. Successive screens remove the larger
shavings and sawdust and the chips are dumped into the
digestors for chemical treatment described later.

The logs from the barking drums go to a reservoir from
which they are drawn into long narrow, shallow tanks,
running between rows of wood-grinding machines.

The log is ground to pulp merely by pressing its side
against the rim of a huge grindstone. These stones, 54
inches in diameter and 27 inches thick, whirl at 250 revolu-
tions per minute inside steel casings. Three turrets project
from each casing. The logs are piled in these turrets so
that the bottom logs rest against the rim of the stone. The
door of the turret is then closed and pneumatic pressure
applied to the top of the pile of logs, forcing them against
the whirling grindstone. Water flows over them all the
time and pulp or "slush" as it is called, flows in a sluggish
stream almost boiling hot from friction, out of the bottom
of the machine. This slush contains resinous material in
solution and slivers, both of which must be removed. The

220

Chips Boiled in Acid to Make Chemical Pulp

slivers are taken out by mixing the pulp with much water
and running it over screens which permit all the fine fibers
to pass through with the water but reject the coarser ones.
These screenings are used to make coarse, heavy wrapping
paper.

By running the pulp between two cylinders, the lower
one made of fine copper screen, the water carrying the
resinous matter is removed. Fresh water is then added to
the pulp and it goes to the mixing tanks, where 75 per
cent of mechanical pulp meets 25 per cent of chemical pulp.

* * *

Burning sulphur is the first process in the manufacture
of sulphite pulp. The sulphur dioxide gas which results is
first cooled and then admitted to the bottom of a tower
filled with limestone. Water trickling down over the stone
unites with the lime and the sulphur dioxide to form bi-
sulphite of soda, a strong acid solution which is then stored
for use in the digestors.

The digestors are steel cylinders or boilers about the
height of a three-story house, lined inside with brick to
protect the steel from the action of the acid and to hold in
the heat during the cooking process. There are two of
these enormous digestors at The Tribune plant.

A digestor is filled with chips and then as much bisulphite
liquid as it will hold is added. The digestor is then sealed,
live steam forced in and the mixture cooked under 80
pounds steam pressure for eight hours. At the end of this
time all resinous matter from the wood has been dissolved.
A valve at the bottom of the digestor is opened and the
80 pound pressure blows the whole mass out into a big vat
where it is washed for hours before being sent through
the same screening processes as the ground wood pulp.

Chemical pulp is made up of finer, longer fibers and less
resinous or ligneous material than mechanical pulp. The
difference between them is indicated by the fact that a
cord of wood makes 1,300 pounds of chemical, or 2300
pounds of mechanical pulp (dry weight). The sulphite pulp

221

Pulp Converted to Paper in Instant

gives the paper strength and flexibility, but the mechanical
pulp is necessary to give it the porous or blotter-like char-
acteristics which enable it to absorb the ink from cylinders
on high speed presses. Paper made of nothing but sulphite
could not be used for newspapers. Much newsprint con-
tains only 20 to 22 per cent sulphite pulp but in The Tribune
plant 25 to 30 per cent is used.

* * *

In the mixing tanks, mechanical pulp, chemical pulp,
pulp secured from old copies of The Tribune and waste
paper from the presses, white clay which acts as filler and
smoother, bluing and alum, are all beaten up together.
It is then passed through a Jordaning machine which tears
the last possible sliver to pieces and mixes the whole
thoroughly. ^

More water is added and the pulp is pumped into boxes
the width of the paper machine. From them it overflows
on the Fourdrinier wire screens, on which it is almost
instantly converted into paper.

The Fourdrinier screen is about 72 feet long and from
162 to 201 inches wide. It is in the form of an endless belt
so the distance traveled by the pulp in passing over it is
about 36 feet and takes only a few seconds, since it is
moving at the rate of 600 to 1000 feet per minute — being
shaken sidewise at the same time. It has a mesh of 65
wires to the inch, and through these meshes the water sinks
as the pulp flows out on the screen. The jogging side
motion of the screen tends to make the pulp fibres interlace
as the water drains away and they settle on the wire.

During the first instant that the pulp is on the screen,
water drains through the holes by gravity. The next
instant it passes over vacuum boxes which suck the water
out more rapidly and mat the fibers more firmly. Within
three seconds the milky liquid has been converted into a
sheet of paper which passes off the end of the screen between
two great rolls that squeeze out still more water. On leav-
ing these rolls it is strong enough to make the jump un-

222

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Wood grinding machines in Tribune s paper mill. Inside
each machine is a giant grindstone whirling at high speed.
Logs are forced against each stone from these turrets. Logs
are floated to the machines in tanks, which run from the left
to the right of the above picture.

Workman putting logs into a box-like opening in a turret of
a grinding machine. When he closes the door a pneumatic
piston will force the logs under tremendous pressure against
the stone. Hot, white slush of ground wood is seen flowing out
just behind the workman.

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After splinters have been screened from the wood pulp it is
forced between these two rolls. Water carrying away all solu-
ble impurities flows through the lower, which is made of fine
copper screen.

An important point in the making of newsprint — the first jump
of the new-made sheet from the wire screen, on which it changed
from liquid to solid, to the felt blanket which assists in drying it.

Few Yards from Paper Machines to Cars

supported to another series of cylinders called press rolls,
where it is further squeezed and dried by enormous wool
blankets running in endless belts. From the press rolls it
passes to a series of 32 drying cylinders filled with live
steam and covered with blankets to absorb the moisture.
Very delicate adjustment is necessary to keep all parts of
the paper machine working at just the proper speed. The
machines are each about 200 feet long and the paper must
be kept at sufficient tension but not too much tension all
the way through. Each section of the machine must run
a little faster than the one behind it because as the paper
dries it stretches.

The final touch of the machine is given by steel calender
rolls which polish the paper immediately before it is wound
on long steel spindles. Before being shipped it must be
rewound from these on cores, the edges being trimmed at
the same time and the roll 162 to 201 inches wide cut into
various lengths needed in the press room.

These rolls are wrapped with extra heavy paper made
on other machines from the pulp rejected as too coarse for
newsprint. They are loaded in box cars, switched into the
mill within a few yards of the end of the paper machines.

The product of this mill supplies The Chicago Tribune
and The Daily News of New York.

* * *

The transportation of raw materials to The Tribune's
mill and of paper from the mill to the newspaper press
rooms demands the specialized attention of a traffic depart-
ment. Upwards of ten thousand car loads of freight are
handled into and out of the mill each year. For 2,700 car
loads of paper to come out of the mill, 6,000 car loads of
wood and 1,500 car loads of coal must go in as well as great
quantities of sulphur, limestone, wires, clay, and machinery.

Strikes, blizzards, car shortages create problems for the
Traffic Department to master. It also seeks to reduce loss
or damage in transit to a minimum. The fifteen hundred

225

Transportation of Paper and Materials

pound rolls of paper are particularly susceptible as they can
rather easily be split.

Every roll of paper is inspected as it is unloaded from
the freight car. By means of a caliper ruler the depth of
the cuts and tears in each roll is ascertained to the thirty-
second of an inch. A table has been devised which shows
the weight of the damaged paper for each fraction of an
inch in depth the roll is cut or damaged. It is, therefore,
possible to estimate the amount of damage in pounds at the
time the paper is unloaded from the car.

As a result of these investigations many improvements
have been adopted in methods of preparing cars for loading
and in loading them at the mill. In the past the greatest
amount of damage has been found to be caused by water
coming through leaky roofs of cars and also by the fact
that paper has been loaded into cars which became in bad
order in transit, necessitating the transfer of the paper to
another car by railroad freight handlers who use no care in
handling the heavy delicate rolls of paper. Inspection of
cars and careful loading have practically eliminated these
losses.

226

Composing Room

N average of about 300 columns of type are
set in the "Composing Room" of The
Chicago Tribune each day. The "Com-
posing Room" of The Tribune utilizes the
entire fourth floor of The Plant. Probably
no newspaper in the world has better
facilities. Ample space, windows on all sides, modern
equipment logically arranged, permit the production of a
great volume of work of superior quality at high speed.
The working force includes 54 hand compositors, 18 ad
machine compositors, 36 news machine compositors,
9 machinists, 25 proof readers, and 23 who follow the type
from the time it is set until it is placed in the forms and
sent to the stereotypers.

The accompanying illustration shows the layout of the
Composing Room. Note that the ads move toward the
center of the room from the south and west sides while the
news comes from the north side. The paper is made up
in the center, and then the forms go to the steam tables at
the east end. From there the matrices are dropped down
a chute to the stereotype casting room on the first floor.

The linotype machines are busy about sixteen hours a
day with various kinds of copy. The day shift of printers
set classified and .display advertisements and articles for
the inside sections of the Sunday newspapers. In the after-
noon the market tables and stories and the editorials begin
to come to the machines, and in the evening and most of
the night they are busy with news stories for the current
issue, sandwiching in advertising and Sunday copy and
news matter for later issues during the slack periods in
the flow of news. A type-setting machine can produce,
roughly, about ten columns of type in a work day.

It may be of interest to follow through the operations of
a typical day in The Tribune's Composing Room.

227

Thousands of Cuts On File

Each morning the auditing department sends to the
composing room a copy of The Tribune, upon which has
been noted the disposition to be made of each advertisement
appearing that day. With these sheets before them, two
men go over the forms and remove those that are "dead,"
throwing the metal into a wheeled bin to be melted down
for further use. About 99% of the type used in The Tribune
is new type.

Ads that are to appear on a later day are placed in
galleys duly tagged. Those that are "alive" remain in the
forms, the basis of the make up for the day. This opera-
tion for the classified section of 40 to 200 columns is a
matter of some time and requires great care.

Not all of the metal used in display ads goes back at
once to the melting pot. Many cuts and name plates are
preserved for future use. The accumulation numbering many
thousand is kept in a steel cut cabinet of more than 500
pigeon holes, each allotted to an advertiser and labeled
with his name. With the help of a catalogue these cuts may
be found when needed, saving the cost of re-making.

One might think that there would be no such pressure on
the advertising compositors as on those in the "news room,"

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Layout of Fourth Floor of Tribune Plant.
228

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Editors and compositors" making-up" The Tribune.

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A Tribune veteran at his linotype.

The first step in making an engraving is shown above — pho-
tographing the original. Below, the etcher has just taken the
zinc plate out of the acid bath after a "bite."

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How Ads are Set in Type

but there is not much to choose. Ads come in at the "dead-
line" just as the news does. Double-page department store
ads are returned at the last moment so cut to pieces as
to necessitate almost entire re-setting. And the "ad room''
must work with a great variety of types and sizes and
"layouts" as compared with the straight-away composition
of the news. Pressure in the "ad room" reaches its climax
on Thursday and Friday nights when the first sections of
the Sunday paper go to press in addition to the Daily
issues. * * *

Display advertisements are all those not set in
uniform type, according to rule. Their setting calls for the
exercise of skill and judgment. Copy comes in various
conditions. For the most part the advertiser outlines in
detail what is desired. Sometimes only the text is sub-
mitted. Unless special directions are given, each compos-
itor designs the ad he sets.

Some ads come in as mats, prepared by the advertiser.

These are of any size up to full page, and, after being
scheduled by the ad foreman, go direct to the foundry for
casting. The cast goes into the form and from it the page
mat is then made. It is difficult to retain the clearness of the
original through this process. Other ads come in as electro
plates and these go first to the etching room, or the stereo-
type room, to be mounted on metal.

The ad being set, a proof is taken. This goes to the proof
readers and comes back with corrections noted. Often
many proofs are taken before the ad is finally approved.
When finally approved the name, form and size in agate
lines of each advertisement are entered upon the Display
Ad Schedule. The ad in type then goes to the make up,
where it lies ready to be placed in the form at the proper
time.

This process continues until the dead line, when the last
ad is sent away, and the schedule shows a complete list
by name, of the display ads for the day, together with the
length and breadth of each and its total agate lines ; and at

231

Handling Daily Flood of Want Ads

the bottom a total of display advertising for the day in
columns, carried out to two decimals.

The Tribune carries an average of 84 columns of classi-
fied advertising daily. Of these an average of 48 columns
are "standing/* that is, they run for a greater or less number
of consecutive insertions and so are not set daily. An average
of 36 columns are new and must be set each day. When
the copy comes up from the business office, an increasing
volume as the six-o'clock dead line approaches, it has been
censored and approved, as all advertising must be. It is
also classified. Unless some manifest error in classification
appear, it stands. The small ads are set by operators on
the linotype machines. Each operator carries his completed
"take" to the "bank" and places it, without regard to
classification, in one of the galleys set apart for that pur-
pose. Proofs are then taken and when corrected, the type
in galleys, goes to the tables near the make-up line. Here
they are assorted according to the classification. The make-
up tables are arranged in long lines just as when the news
pages are made up later in the evening.

From long experience, a fairly accurate estimate can be
made of how much space will be required for classified ads
each day. As the ads in type are classified, they are made
up in pages, as we see them daily in The Tribune, having
special regard to their arrangement according to size and
classification. The dead line for classified advertising is
six o'clock. By eight the last form is locked and turned
over to the stereotypers. For at that time begins the news
make-up for the first edition. It then follows the same
course as the news forms, going first to the mat makers and
then to the foundry. Having closed the forms, the accu-
rate amount of the classified advertising is entered upon

the schedule.

* * *

Display and classified schedules go to the foreman of the
Composing Room, who then proceeds to make up the paper
from an advertising standpoint. He makes a dummy for

232

Make-up of Ads Puzzling Problem

each page of the next day's Tribune, showing the precise
location, size and shape of every display advertisement on
the schedule. At 7:30 these dummies go to the night
editor, and with them as a basis he makes up the news.

The daily problem of determining the position which
each advertisement shall have in the paper is delicate and im-
portant. As far as possible the requests of the advertisers
are complied with, but The Tribune will not guarantee
that any particular ad will appear on any particular page.
Some of the pages most desired by advertisers have but
a small amount of space available for advertising — finan-
cial page containing New York Stock Exchange quotations,
women's pages, sporting pages, page three, for instance.
Only a fraction of the advertising requested for these pages
can possible be placed on them.

Furthermore, there are certain rules rigidly adhered to
in the placing of advertisements on a page. The advertis-
ing is always built up from the lower right hand corner in
a symmetrical block. Deeper ads are always placed above
the more shallow ones of the same width. This make-up,
known as the "pyramid" style, originated in The Tribune's
composing room, and is recognized as permitting most
orderly display of news with best presentation of advertising.

Beginning somewhat after 5 o'clock, news matter comes
up to the composing room in various conditions and in
varying volume. It has, however, one invariable quality.
It is typewritten. No other is tolerated. In the argot of the
local room each news item, whether an inch or a column,
from editorial to market reports, is a "story." When a
batch of copy comes up on the waiter, it is carried by the
copy boy to the copy box on the copy cutter's desk. Here
it is prepared for the compositor.

If an item of news is short, the copy cutter marks upon
it its classification, as "F" for Financial or "Wash" for Wash-
ington and the number of its galley on the bank and hangs
it on the copy hook. If it is long, he first cuts off the head
and then cuts the body of it into sections of convenient

233

Copy Set in Many Small "Takes"

lengths, called "takes." These are each marked by name
and galley numbers. The sections are also given serial
numbers for convenience in reassembling the copy and the
type after it has been set. As he marks each story he also
marks its number on a schedule upon which are printed the
names of the classes of news, with one or more lines of
space for each, so that if the last number in City is 103, he
and all who handle either it or the type know that the next
take in City news must be numbered 104. Frequently a
story comes from the local room in sections, at long in-
tervals. There is an agreed mark by which the copy reader
indicates the end of a story. Until that mark appears at
the bottom of a take, the composing room knows that more
of that story is to follow. When the compositor finds that
mark he sets a dash, which gives like notice to all who fol-
low him in handling the type.

A compositor does not pick his take. He takes the top
ones on the hook. Having set a take, he brings the type
to the bank and places it in its proper galley and in its
proper order as indicated by its serial number, and identi-
fies it by its number on a slip of paper attached to the type.
Sixteen of a story called "Hewitt" may come to the bank
before 15, but until they are all there in order with the
dash at the end, the bank man does not move it.

At the top of each galley is placed a stereotyped cast line
of type called a "slug," showing the classification of news
and the galley number, thus :

22 WASH 22

Each compositor has also his own numbered stereotyped
slug which is always the same, thus :

29 Twenty-Nine 29

He places one of these slugs in his stick at the head of
each of his takes.

234

Pull Many Proofs of Each Story

He also sets by linotype, at the top of each take, a
"guide line," bearing the name of the story and the number
of the take, thus :

MOSS ENRIGHT— 9, 8 and 2

These three slugs all show in the proof, the first to aid in
bringing back to the story its proper head, the second for
the purpose of computing the number of ems set by each
compositor and the third to identify the story to the make-
up man. They are all removed before the type takes its
place in the form. Occasionally one escapes, as when an
editor finds "Add Holy Junk" in the midst of his church
news, and then takes to the woods.

With his take in type the compositor brings the corre-
sponding copy, which he hangs upon a hook at the end of
the bank. When a galley is full or a story complete, the
bank man carries the galley and its copy to the proof press.
Here the rollers are running rapidly over the stone. The
boy deftly puts the galley in place and with great skill takes
off ten proofs, which he hangs upon convenient hooks.
Four of these are for the editors in the local room, four
are for certain New York correspondents and news syndi-
cates, one goes to the "dupe hook" for use in making up
the pay sheets, and one, with its copy, to the proof readers.

The head proof reader folds each proof in its own copy
and lays it in a stack at his left. Here the proof readers
come to get it, always taking that which lies on top. There
is no picking and choosing.

Reading proof is an exacting occupation. The reader
must not only see to it that the proof "follows copy," but
he must correct any transgression of the Rules of Composi-
tion, or any other manifest errors even though they agree
with copy.

"Rules of Composition" is a closely printed sheet the
size of a Tribune page which prescribes with an infinitude
of detail the "style" to be used in setting Tribune news.
Spelling, punctuation, abbreviations, the uses of italics and
capitals, the fine points to be observed in the setting of

235

Type not Distributed but Melted After Use

stock quotations and death notices, all are considered and
most positive decisions laid down.

The proof, corrected, goes to the "correction bank,"
the high table in the right background at which two men
are standing, where it is laid upon its own galley of type.
The man who set it corrects it. For this time he is not
paid — a penalty for inaccuracy. As many proofs as are
necessary are made until the galley is found correct.

Linotype operators are paid for the amount of type they
set, calculated by the 1,000 ems. An em is a square whose
sides equal the height of a given type. The Tribune, except
the first page, is set in minion without leads, and 1,000
ems of this is about five inches long.

The linotype operator writes on a keyboard similar to
a typewriter. At each stroke a brass matrix of a letter,
figure or punctuation mark drops into a groove. When
there are enough in place to fill a line, molten metal is
pumped against the matrices and the line-o-type results.
As the operator is writing the next line the matrices of the
line before are being automatically redistributed. A nota-
ble feature of the linotype machines in The Tribune Com-
posing Room is that the metal in each is heated by elec-
tricity instead of by gas, which is commonly used.

Type too large to be set on the linotype is usually set
on the Ludlow Typograph. Large brass matrices are set
by hand, and from them the headline is cast in one line,
and the matrices re-distributed. This involves little sav-
ing in time, if any, but a great saving in space and cleaner
typography. An ordinary matrix cabinet two feet square
will contain twenty fonts of matrices.

Small type, rules, leads, etc. to be used in hand compo-
sition are set on Monotype machines and after being used
are melted down, never redistributed.

236

Etching Room

EFORE photographs or drawings can be
printed in a newspaper, they must be
reproduced in metal — variously known as
etchings, engravings, half-tones, zincs,
cuts, or plates. These terms are practically
interchangeable except that "half-tones"
are of photographs or wash drawings, and not of line
drawings.

Many newspapers have this work done for them by
outside concerns, but The Tribune has long maintained its
own Etching Room on an elaborate scale. The Tribune not
only does all its own work, but, because of its splendid
facilities, and the speed which it achieves, it does a large
volume of work for other publications, advertisers, agen-
cies, etc. This work, charged for at usual commercial
rates, produces a considerable revenue.

The Tribune's Etching Room occupies the east end of
the fifth floor of The Plant, adjoining the Local Room and
the Art Department. Two shifts of men are employed, the
day shift occupied mainly with work for the advertising
department, and the night shift, kept busy by the news and
feature departments. Big, airy, well-lighted rooms are
filled with thoroughly modern equipment. A never-ending
struggle is always in progress to make cuts which will
print better on The Tribune's high speed presses.

In photographs the gradations of color between the
high lights and the shadows are termed half-tones and the
plate of that name is so called because it reproduces those
intermediate shades. A picture is composed wholly of light
and shade, from complete black to white, and the interme-
diates.

In making a half-tone, the first step is to reproduce the
picture by photography. The negative is taken in the usual
way, but with three special features. The camera is a huge

237

Half Tone Negatives Made Through Screens

one. The light is artificial. Two long glass tubes contain
quicksilver. An electric current of such strength passes
through them that the quicksilver is vaporized, producing
an extremely strong light suitable for photography. These
tubes are placed in reflectors, one of which from either side
is turned upon the object to be photographed.

But more important than all is the screen which is
placed in the camera in front of the sensitive plate upon
which the negative is taken. Without these screens the
reproduction could not be effected. A screen is a glass
plate across which parallel furrows are cut. These furrows
are filled with an opaque pigment. The lines do not run
parallel with the sides of the plate but diagonally at an
angle of 45 degrees. Two of these plates, with their lines
inside and at right angles to each other, are sealed together
with transparent Canada balsam. The lines thus form a
right-angled cross hatching and look like a wire fly screen.
The lines and the spaces between are of the same width,
so that each occupies half the surface of the plate. These
screens are made with from 50 to 400 lines to the inch. The
screen most used by newspapers has 65 lines, and the marks
of the lines are plainly visible in the print. In the finest
book work, with a screen of 400 lines, the marks can hardly
be discerned under a strong magnifier. Screens are expen-
sive and must be handled and cared for with utmost atten-
tion. They must be kept clean and dry and protected
against temperature and strain. Their manufacture is a
matter of high nicety.

The picture to be photographed is tacked upon a board
and placed in an upright position opposite the lens of the
camera in focus, and the mercury light on either side turned
upon it. In this manner a negative is made on glass,
through the screen.

The negative is now developed in the dark room. A
negative is a picture, an image, in reverse of the object pho-
tographed, that is, it shows the white of the object as black,
the black as white, and the intermediate shades, half-tones,

238

Film Transferred from One Plate to Another

according to their degree of light or shadow. This happens
because light turns the silver solution with which the plate
is covered dark, the stronger the light the darker the silver
becomes. So, while the many rays from the light part of
the object are rapidly darkening the corresponding part of
the plate, the few rays from the dark part are affecting it
but little or not at all.

The negative is first flowed (flooded) with a solution of
sulphate of iron and acetic acid which brings out the image
and then with a weak solution of cyanide of potassium,
which "fixes" it. Next comes a flow of sulphate of
copper and bromide of potassium which intensifies the
image. After being washed in water, it is flowed with nitrate
of silver. This blackens the shades. Then come successive
treatments with iodine and cyanide of potassium to sharpen
the contrasts. The plate is then covered with a solution of
sodium sulphide which stains the shades still darker and
dries into a film which gives protection to the negative.

After being thoroughly dried in a hot box the negative is
covered with a transparent rubber cement to strengthen the
film and again dried and covered with plain (liquid) collo-
dion to facilitate its transfer to another plate. Again it is
dried and cut round with a tool, so as to mark out only the
essential part of the negative, and placed in a bath of acetic
acid, which frees the film from the glass plate without injur-
ing any part of it. It is then placed in a water bath until
wanted for the next process.

The film is now an elastic sheet free from the glass plate.
With utmost care, so as prevent distortion, it is lifted and
transferred to a clean glass plate. If made by an ordi-
nary camera, it is turned over. If it is from the prism
camera, it is not turned. The object of this transfer is two-
fold. It discards unnecessary parts of the negative, and
retains only that part marked out on the original for print-
ing in the paper. By this means even a single figure may
be selected from a group. It also enables a number of

239

Image Photographed on Zinc

smaller negatives to be collected on a single plate, for the
sake of economy in the coming processes.

When again dried it is ready for the printing — in the
photographic, not the newspaper, sense. A thin and highly
polished plate of pure zinc is cleaned with a lye solution and
further polished with powdered pumice stone and charcoal.
It is then sensitized with a solution of albumen and bichrom-
ate of ammonia in water. The plate is next clamped in a
frame and whirled rapidly over a gas heater and dried as it
throws off the excess solution. This little machine is a
Tribune invention. The operation was formerly performed
by hand. The sensitized plate is now ready to record a
photographic image. It is placed in a printing frame with
the glass photographic negative pressed closely to it, and
subjected to strong light of a naming arc for from one to
four minutes. This reproduces the photograph on the zinc
plate by hardening the albumen in the exposed parts, and
it again becomes a negative, upon the zinc plate.

The zinc plate is covered thoroughly and evenly with a
special preparation of etcher's ink put on with a roller.
This ink adheres closely to the parts of the negatives cov-
ered by the print, and, when washed in water, is removed
from the white portion. This leaves on the zinc plate a
negative of the original picture with ink covering all the
dots.

The image shown upon a zinc plate, when it goes to
the etchers, consists of just these black dots and the inter-
vening white spaces. It is obvious that if the metal of the
white spaces can be removed and that of the dots preserved,
there will be a plate from which a picture of the object origi-
nally photographed can be printed.

The etchers accomplish this. The dots on the zinc
plate, as has been stated, are covered with etcher's ink, the
remainder of the plate is bare. The plate is first thor-
oughly dried. It is then dusted with dragon's blood, a
reddish powder made from the bark and gum of an East
Indian tree, and is brushed over gently so as to remove the

240

Acid Etches Image into Zinc Plate

dust from bare places and allow it to stick to the ink
spots.

The plate is then heated over a gas burner until the dust
forms a granulated glaze protecting the spots. This is to
protect the spots from the action of acid. The back of the
plate is coated with asphaltum to give it like protection.
The plate is now placed in a nitric acid bath. White por-
celain pans contain the acid. They are rocked gently to
and fro so that the acid washes over the plate and eats out
the exposed portions, leaving the dots. This is the first
"bite." When the plate is taken out the dots are quite
perceptible to the eye and the touch as small cones.

In eating away the metal between the dots the acid has
exposed bare metal on the sides of the cone. They are
quite like the shank of a collar button. If there are to be
further acid baths, these bare sides of the cones, the tops
of which are the spots, must be protected lest the acid eat
away these supports. The plate is therefore again dusted four
times with dragon's blood and brushed each time from a
different angle so as to cover the supports of the dots with
the dust. The plate is again heated so as to melt the dust
and form a protective coating and the plate goes into the
pan for a second bite. This process continues until the
plate has been given four bites, and the metal between the
dots has been eaten away to a sufficient depth to enable a
press print to be taken of the dots only. These compose
the half-tone picture as it appears in The Tribune.

The plate is now cleaned with lye and flowed with a
copper solution to darken the surfaces. It then goes to
the "routers" so called because they use a "router bit"
which cuts the metal. They remove all excess metal from
the plate, which is then mounted on a metal base to type
height, and trimmed and sent to take its place in the make-
up.

241

Stereotyping

FTER the page of type and cuts is complete
and correct it must be reproduced in such a
way that it can be used on several different
presses at the same time and in cylindrical
instead of flat form. A modern newspaper
is not printed from type. It is the task of
the stereotypers to make many semi-cylinders of metal
reproducing the flat form of type — and to make them
swiftly. This involves two steps:

First, a matrix, or mat, is made by forcing a sort of
moist blotting paper into every crevice of the type
page under great pressure, and then baking it.

Second, this paper fac-simile is bent into the form of
a semi-cylinder and used as a mold for a metallic
stereotype, also known as a cast.

All care in setting type and making etchings and run-
ning presses will amount to nothing if a matrix or cast is
poorly made.

Each mat is carefully built up of several layers of paper
pasted together.

Not so long ago mat making was a jealously guarded
shop secret, for on it depends success. Now, the only
secret is the composition of the paste. The mats are the
size of a Tribune page, including the margin. They
consist of seven sheets of pink and white paper of varying
weights pasted together and kept moist until used. First
a roll of 60 pound white paper (of somewhat closer texture
than blotting paper) and a roll of 40 pound pink paper,
are run through a machine which pastes them together.
The resulting roll is run through again with a roll of 20
pound pink. The operation is repeated with successive
sheets until seven rolls have been absorbed into one. This
is put in a humidor where it may be kept for a week; sheets

242

Matrix Finished in Ten Minutes

the size of a Tribune page being torn off as needed and
chilled in an ice box before being used. The Tribune
requires more than a thousand mats a week.

As each page of The Tribune is made up and the form
locked, the page number is marked in chalk on the chase.
Upon the stone the foreman has a block of paper called a
time schedule ruled into squares equal in number to the
pages of the edition. As a page form is wheeled out of the
make-up line (they do not come in numerical order) its
number is marked in the proper square showing that it has
been received. It is trundled over and slid upon the steam
table. It is then covered with a wet mat, with the tissue
paper side next the type, and passed twice under the matrix
roller at a pressure of 16,000 pounds. The mat has now
become truly a matrix. It reproduces the page of type
and all of the drawings, even down to the finest lines, but it
is soft, wet. Upon it is now laid a coarse woolen blanket
folded to six thicknesses and it is ready for the steam press.
These presses, each the size of a Tribune page, are heated and
are operated by steam at 100 pounds pressure so as, with
the aid of powerful leverage to give a surface pressure on
the mat of 60,000 pounds. As the form goes under the
press the time, to the minute, is noted on the table in chalk.
After the lapse of six minutes the mat comes out a hard,
dry, crisp paper board, a page of The Tribune.

The edges are sheared off and the mat is then "backed
up." Strips of felt called "packing" are glued on the back
of the mat at all points where large white areas are to ap-
pear in the paper, and which otherwise might collapse
under the pressure involved in casting. Expert workmen
take only about one minute per mat for completing this
process. The completed mat is then dropped down a
chute to the foundry, four floors below, ten minutes after
the form of type was received.

In the foundry the mat is fitted into its place in one of
the four big Autoplate machines. It is so bent that the
resulting cast will fit precisely into its place on the

243

Cast Finished in Two Minutes

cylinder of a press. In the machine is a tank containing
16,000 pounds of molten metal, which is kept at a temper-
ature of 650 degrees — 78% lead, 15% antimony, 7% tin.
A force pump drives the liquid metal into a narrow space
opposite the mat. Cold water circulates around the cast-
ing box and solidifies the metal. In twenty seconds the
cast is mechanically ejected from the machine and fresh
metal is being pumped against the mat to make a new
one.

Although the mat is of paper it will answer for many casts.
On an average 14 casts are made from each mat for the
daily and 30 for the Sunday paper. So many plates are
required because many presses are printing a given page at
one time, and there must be two casts for each page for
each press.

The cast now moves over a machine which trims off
the excess metal at the ends, planes it on the inside to
"type height," bevels it to fit the clamps which will hold
it on the press, and planes the rough edges.

The plate, weighing 52 pounds, is placed on a roller
conveyor which automatically carries it to the press where
it is to be used, its page number marked on both its back
and its face. A cast can be delivered in two minutes
after a mat is received in the foundry.

The Midnight Fires of the Stereotypers
244

Electrotyping

N electrotyping shop is maintained to make
the 48 color plates used each week in printing
the Sunday comic section.

The artists' drawings go to the etching
room, where a separate zinc cut is made of
each color to be reproduced. A "Ben Day"
man goes over each negative, comparing it with the original
drawing, and eliminating everything except one color.

From the finished cut the electrotyping shop makes an
impression in a wax mould. The wax bearing the imprint
of the cut is dusted with plumbago or black lead, which is to
act as a conductor of electricity.

The mould is then attached to the negative pole of a
battery in a tank containing acid sulphate of copper.
Facing it in the tank is a plate of copper attached to the
positive pole of a battery. An electric current decomposes
the copper plate and causes free copper to be deposited in
an even sheet on the wax mould. Action is quickened by
blowing air up through the solution.

When thick enough, the mould is removed and the wax
separated from the copper shell by pouring hot water on it.
The copper shell is wet with a soldering solution where the
wax had been, a sheet of tin foil is laid on and fused and then
molten metal is poured in, giving the copper shell a firm,
solid backing.

This plate is sawed, trimmed and curved to the arc of
the printing cylinder. It is put in a nickel bath for a thin
surfacing with nickel. Dead surfaces are routed out and it
is then ready for the presses.

245

Press Room

THE press room of The Chicago Tribune not only
is a marvel to the thousands of visitors who want
to know the mysteries of newspaper production
and who are taken through The Tribune Plant to see
the world's greatest newspaper in the process of making,
but it is a model for the newspapers of the world and is
built with possibilities for expansion to take care of a
circulation of more than 2,000,000 Tribunes every day.

The printing plant is built from the standpoint of fac-
tory production. The ideal factory receives its raw mate-
rial at as few entrances as possible, delivers it to the various
departments, and finally the assembling room (in this case
the mailing room) without any of the finished material
having interfered with the progress of manufacturing.
This has been done as far as possible in a newspaper way
by The Tribune.

Twenty-five units of the Goss unit type of high speed
press are in use in the press room, which occupies the
ground floor of the new Plant. Within a comparatively
short time, thirty units will be in operation. It will be
possible to run these thirty units as quadruples, sextuples,
octuples, quintuples or as double-sextuples. Foundations
are laid for another row, similar to the present, which will
bring the number of units up to sixty.

The machinery which prints The Tribune may be con-
sidered in four divisions: the reels, the printing units, the

folders, and the conveyors.

* * *

Rolls of newsprint are placed on the reels located in
The Tribune basement immediately below the presses.
The paper feeds from these reels to the presses on the floor
above where it passes between the printing cylinders. The
folders then do their part by cutting and folding the fin-
ished product and delivering it to the conveyors. These,

246

JiU'U'U'U'U'U'U'U'U'U'U'U'U'UiU'UiUtUlUiU'U'U'U'U'U'U'U'U'U'U'U'U'U'U'Uil.

Row of steam tables for making matrices. Stereotyper is
examining mat of type page which his companion is removing.

Placing stereotype plates on the printing cylinders of a Tribune
press.

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West end of Tribune s 2jo-foot row of presses.

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From these reels newsprint feeds from the basement of The
Tribune Plant up into the presses. As a roll is exhausted
another takes its place without stopping the presses.

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Paper Feeds from Basement up to Presses

without the intervention of the human hand, carry the
papers up through the ceiling of the press room and deliver
them on tables in lots of fifty for distribution by the circula-
tion department.

The reels from which newsprint feeds to The Tribune
presses are an extraordinarily important and novel feature
of the whole process. The ordinary newspaper press must
be stopped whenever a roll of paper is exhausted and remain
idle until a new roll is in place. Furthermore, the new roll
must often be lifted by pulleys high in the air to its place
in the press.

By means of these Tribune reels each new roll takes the
place of the exhausted one without stopping the press and
the rolls feed from the basement where they are stored —
not from the top or the side of the press. This means an
increase in press production of approximately fifteen per
cent.

There are twenty-five reels; one directly underneath
each printing unit. Each reel holds three rolls of newsprint
when the press starts operating in the evening. Only one
of these reels is feeding up into the press at any one time.

When this roll is almost exhausted the press is slowed
down and the reel is very gradually revolved under electrical
control to bring the side of the upper roll in contact with
the sheet of paper feeding up from the almost exhausted
lower reel. The paper of the new upper roll has been
smeared with an extremely sticky glue which catches the
sheet moving up into the press. Momentarily the paper
runs double and a few papers are spoiled, but these are
thrown out by a "fly boy" who stands at the folder, so that
none of them reaches Tribune readers. As the new roll
takes hold the old sheet of paper is cut and the reel revolved
still further. This enables the old core to be taken out and
a new roll to be put in its place.

Placing the roll in the reel is done with a minimum of
labor, as no long steel spindle need be put through the core.
Small trucks running on rails bring the 1,500 pound rolls

249

Presses Unusually Flexible

from their storage into position at the reel. Adjustable
roller-bearing spindles, constituting a part of the reel, are
inserted in each end of the core and then pressure on an
electric button is all that is needed to bring it into position

to feed the press.

* * *

A printing unit is composed of two plate and two blanket
cylinders, and an inking arrangement for each plate cylinder.
Each inking arrangement consists of one ink fountain, one
small and one large ink
cylinder, one fountain
roller, four ink distributing
rollers, and two form rollers.
With the aid of an ingenious
device, all the inking rollers
are set-off at once by the
movement of a single lever.
This prevents the composi-
tion of which the rollers are
made from becoming flat at
the point of contact with
the ink cylinder while the
press is idle. At the side of
each ink fountain is a set of
keys similar to the tuning
keys on a piano. By turn-
ing these keys the pressman

is enabled to adjust the flow of ink to the ink cylinders and
rollers. The entire unit is driven by a vertical shaft con-
necting to the main drive shaft.

One of the principal features of The Tribune presses is
their flexibility. Each press will print any size paper from
eight to forty pages, and they can be tied up in such a way
that no unit need be idle. The arrangement of the presses
may be so adapted that no matter what the size of the paper,
all the units are kept going.

For the twenty-five units, there are twelve folders or

250

70,000 Tons of Paper Printed in 1921

deliveries. That means that in twelve different places com-
plete newspapers can come forth and flow up to the mailing
room in the spring wire conveyors that carry the papers
automatically from the presses.

Regardless of the number of pages to be printed each
press is driven at the rate of 300 revolutions per minute at
the cylinders. This is equal to 600 Tribunes per minute.
Each press has two full sets of stereotyped plates which
prifit two complete Tribunes at every revolution of the
cylinders.

When the paper breaks, the loss is not serious if the
paper does not wrap itself around the cylinder. Paper
break detectors stop the presses automatically when the
paper tears. Even a simple break means a loss of a couple
of minutes on the run for the press. One characteristic
week showed the number of breaks ranging from 25 to 57
in the course of a night.

In 1921 the presses turned 64,524 tons of newsprint into
Tribunes. In addition to this, 3,111 tons of half-tone paper
for the color section and 2,814 tons °f roto paper for the
rotogravure section were consumed. In the future, with
the adoption of the four-color rotogravure for the color
section, considerably more roto paper will be used.

* * *

Each double folder has two folding and cutting cylinders
and two deliveries. Above each set of folding and cutting
cylinders is a former over which the web is led and de-
livered to the folding cylinder. This operation gives the
paper the fold at the center of the sheet from top to bottom.
It is then delivered to the folding and cutting cylinders
where the sheet is cut and the fold is made from side to
side. This operation completes the paper and it is dropped
from the folder into the delivery. Above each set of double
folders there are two formers called "aerial formers."
These formers deliver three or four sections, stuffed one
inside the other; whereas the two lower formers can deliver
the paper in only two sections as in the regular daily edi-

251

Conveyors a Fascinating Spectacle

tion. At each delivery there is a device by which every
fiftieth paper is offset from the other papers in order to
enable the papers to be taken from the delivery in bundles
of fifty each. Each folding cylinder is equipped with a
counter which counts every paper printed. Another counter
is installed on the fifty kick-out device and counts every

fifty papers printed.

* * *

There is no more interesting spectacle in The Tribune
Plant than the row of conveyors which carry the papers in

a serpentine stream from the
floor of the press room up
through the ceiling into the
mailing room.

Each conveyor consists of
spiral-wound, wire spring cables
facing each other and running
over pulleys. The pressure of
these cables against each other
holds the papers firmly between
them and carries them swiftly
upward.

The Tribune has a greater
press capacity than that pro-
vided by The Plant, as several
of the old. presses in the base-
ment of The Tribune building
are still in operation. They are
used only in printing parts of
the Sunday paper, but in case
of necessity could be operated
for the daily. Another black
press at the Ontario street plant which is idle at present
also can be used.

Production figures for the last six months of 192 1 showed
that the average run on all sizes of papers was 20,000 per
hour for each press. That means 330 Tribunes a minute,

252

M'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'UIUHJ'U'U'U'U'U'U'U'U'U'U'U'U'U'U'UHJ'

In the center is shown that part of the press which cuts and
folds Tribunes — printing unit at left — conveyor at right.

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This is part of the big switchboard in The Tribune's press room.
It is the nerve center of a system of amazing automatic control.

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This pictures the peculiar conveyor which takes the folded Tribunes from the
foot of the presses up through the ceiling to the mailing room on the floor
above. From there they are swiftly distributed throughout Chicago and to
more than seven thousand other towns and cities.

Could Print Million 40-Page Papers in Day

or more than five a second, at each point of delivery on the
big row of presses.

The maximum capacity of the presses at The Plant for a
32-page Tribune is 870,000. But to get this number of
papers in a night, conditions would have to be perfect.

The Sunday paper is limited only by the number of news
and classified sections that may be printed on Saturday
night, as the other parts are run off largely during the day.
It is estimated that 630,000 city editions might be printed.
At present the city and suburban circulation is a little less
than 500,000.

For a forty-page paper, the capacity for the presses at
The Plant is 725,000, and the possible gain for the home and
final editions with present deadlines is only 20,000 and
22,000, respectively. The maximum capacity on all presses
for a 40-page paper is 1,130,000.

The presses at The Plant alone are capable of a maximum
run of 1,215,000 for a 24-page paper.

STATEMENT OF THE OWNERSHIP, MANAGEMENT, CIRCULATION, ETC. REQUIRED
.BV THETACT OF CONGRESS OF AUGUST Z4, J912

Of -.THE" CHICAGO TRIBUNE published DAILY k

..CHICAGO. ILLINOIS. ..^j....... .to April I....

11 CHICAGO. ILLINOIS...^.™ lot..

State of ILLINOre.TC(.

County of « COOK -

in and (or the Stare and County aforesaid, personally

■ay* that he is one of the editor* of the Chicago Tribune and that

the follow, n* i,. to the best of hi. knowledge and be'.el. a -rue narcm.ru ol the ownership, management
(and >1 ■ daily paper, thra circulation), el-, -■■ <:■.- .,<..-, ,.-.. j V-,K . ,,,-,:, !..r the .U:t shown rn the abo'.e
caption, required by the Xot of AtffM H I VI.'. embodied in section 443. Postal Lawa and Rejrulaiiona

MHti«
Edieora....
Managing Editor E S. Beck

. S. E I

7 So. Dearborn St.. Qua
7 So. Dearborn St, Chk;

.re (G,».
>nd addrej

THE TRIBUNE COMPANY

Henry D Uoyd

DnitMlltr)

Wbl BroM Lloyd, Henry D. Uoyd 4ft* Job* Broe* Lloyd. Trti

IIS East SSth St, New York. V.

IIS East 5Sth St_ New York. K.

. SO East SSth St, New York. N.

JO North Dearborn St, Chicago. I

two dfughiers. Elinor

> Lloyd. Heury D. Lloyd, and Joba
to Section 2 of the law. The Tril

1 Thai the average number of copies or each issue of ihij publication, sold .or distributed, througn

rSwMy tmJ^twSSA..1! ... 58 ST! -2S |««i*> JOoA ("Hue ir'

. is required (to« daily pvbticaoont only >

(Signed) Joaepfa M. «att*n»oo..

Sworn to and auhtcribed betor. me this first da* of April. 1922.

(Seal) Signod. . Tho*. f "

Rotogravure and COLORoto

AH E Chicago Tribune adopted Rotogravure
as a factor in building and holding Sunday
circulation. There was no expectation that
sufficient advertising could be sold to make
this section a profitable one. Rotogravure
has unquestionably enlarged Tribune circu-
lation, has made possible a better pictorial presentation of
news events, and has increased advertising revenue by
millions of dollars.

Now, as The Tribune enters its seventy-fifth year, Roto-
gravure is about to perform new services by making prac-
tical the beautiful reproduction of color work by high-speed
presses on newsprint.

Color-Rotogravure is a Tribune invention, worked out
by the men who have had charge of the Tribune Roto-
gravure plant since it was inaugurated in April, 1915.
For this new process The Tribune has invented the word
"COLORoto."

In describing the process of Rotogravure printing it
should be first understood that it is inherently different
from that by which the main body of The Tribune is
printed. There are three distinct methods of "printing."
There is "letter press" or "relief" printing — in which the
impression on the paper is received from raised characters
or plates. By this process the "black and white" sections
of The Tribune are printed. Then there are the "surface"
processes such as lithography and offset, wherein a flat
surface is chemically prepared so that it will resist ink in
some places and accept it in others. Then there are the
intaglio processes; in which are included copperplate, steel
and die engraving, photogravure, and Rotogravure.

The intaglio process is different from letter press print-
ing mainly in this: that instead of being raised above a

256

Illustrating the three general methods of "Printing"

Intaglio Printing

In this method the portions of the printing plate to re-
ceive ink and transfer it to the paper are sunk BELOW
the surface. This is the process by zvhich Rotogravure
and Coloroto are produced.

Relief Printing

In "relief" or "letter press" printing, the surfaces to
receive and transfer the ink are raised. This is the
Process by which the main "black and white" sections
of The Tribune are printed, as well as the bulk of all
printing.

Surface Printing

In this process the surface of the printing plate is Hat
all over. Some parts of the plate take up ink, while
other parts, having been chemically treated to resist ink,
do not. Lithography and offset printing come under this
head.

given depth as in letter press printing, the portions of the
metal to receive ink and transfer it to the paper are sunk be-
low the printing plate surface. The impression is obtained
from a copper cylinder on which type matter and illustrations
have been etched. The range of reproductive possibilities

257

Preparing Rotogravure Cylinder

of Rotogravure are practically inexhaustible. Photographs,
paintings, wash drawings, pen drawings, or combinations of
media may be reproduced as well as type matter.

The Rotogravure process may be split into two divisions
— First, the preparation or etching of the copper cylinder;
Second, the press run. The steps involved in etching the
cylinder are : — the preparation of the negative and positive ;
the printing of the positive on the gelatine transfer tissue;
the transfer to the cylinder; the etching of the cylinder.
A photographic negative is made, on which some retouch-
ing is done, to bring out the "high lights. " From this, a
positive is made, which is also retouched. The retouching
on the negative where "black is white," brightens the high
lights. The retouching on the positive deepens the shadows.
Next, a piece of special carbon tissue is sensitized and placed
directly next to the positive. A specially constructed frame
is used in making "register" marks on the back of the tissue
and correspondingly on the copper cylinder, so that they
will fit when the tissue is transferred to the cylinder. The
carbon tissue is then exposed to a mercury lamp. After
the exposure of the positive is made on the carbon tissue, it
is again exposed to light, this time under a screen. A spe-
cial printing frame contains the screen, which is very sim-
ilar to that used for making halftones, with the exception
that the lines are much thinner, and, since the lines are
made from a "positive," the lines are white and clear,
instead of black or opaque. The proportion between the
clear and the opaque lines is about one to four, while in the
ordinary halftone screen the black and white spaces are
almost equal. A "dummy" layout or rough approximation
of the Rotogravure Section has been made, and the pic-
tures and typematter are stripped to a large glass plate in
accordance with this layout. The cylinder on which the
etching is made consists of a steel core on which copper has
been electrolytically deposited. The cylinder is ground and
then carefully polished to present an even and perfectly
smooth surface. Before the application of the gelatine

258

Copy Transferred to Copper Cylinder

resist, all surface impurities are removed, and a solution is
applied which makes the tissue adhere during the develop-
ing and etching.

The copper cylinder is placed in a trough-like structure.
The exposed carbon tissue or resist is put into water and
allowed to soak until the gelatine paper will unroll easily.
It is then placed on the copper cylinder, care being taken
that the marks on the carbon tissue correspond with the
ones on the cylinder. Now the cylinder with the resist is
soaked until the paper backing of the tissue is softened
enough. It is then peeled off, leaving the gelatine on the
cylinder. The transferred gelatine film is then developed
by rotating the cylinder in a tank of hot water, after
which it is cooled and dried. We now have a set of cylin-
ders on which are the "printed'' pages of the Rotogravure
Section.

The edges of the subjects are next blocked out with
asphalt varnish. Likewise all margins and other surfaces
of the cylinder that are not to print, all blemishes, holes
and light spots. Otherwise, the etching acid will affect any
exposed parts, and any indentation — be it ever so slight —
on the surface of the cylinder will fill with ink when print-
ing and cause dark spots or streaks.

When the cylinder is placed in the etching trough, and
the etching fluid applied, the gelatine coating of the carbon
tissue resists the action of the perchloride of iron — the etch-
ing medium. The operator revolves the cylinder slowly,
judging the progress of the etching by the discoloration of
the copper. The etching is controlled by the time which is
required to penetrate the resist in order to produce a dark
color all over.

Now let us examine closely the means by which the
"picture" has been transferred to the cylinder and made
printable. When the positive was printed on the gelatine
transfer paper, the solubility of the gelatine, or the extent
to which it will dissolve in water, is affected in proportion
to the amount of light reaching it. Where the "high lights"

259

Ink Scraped from Raised Surfaces

come, the positive admits more light, which tends to make
the gelatine more firm — less soluble ; while in the areas occu-
pied by the deeper shadows and blacks, less light is admit-
ted, and this makes the gelatine more soluble. When the
gelatine resist is developed and fixed on the cylinder, the
gelatine is thick over the high lights, less thick over the
middle tones, and thin over the shadows where the acid is
to eat away the copper. Then, over all the area to accept
ink, the screened lines, which you will remember were print-
ed into the transfer, have preserved a net work of insoluble
ridges protecting the copper. These, after etching, form the
walls of tiny wells or cavities which carry the ink to the
paper. These vary in depth, being shallow in the high lights
and deeper in the shadows. The etching fluid, in attacking
the metal, is resisted in proportion to the thickness of the
gelatine coating, and so we have areas of infinitesimal cav-
ities of varying depths. After etching, the cylinder is
cleansed with a solution of hot water and potash. Some
correction is possible; light spots which are not wanted
may be removed or burnished out altogether, and dark
spots filled in.

The presses are the most expensive part of the equip-
ment for the Rotogravure process, although the principle is
simple. The engraved cylinder revolves in a veritable
bath of ink. After turning a little farther, the surplus is
wiped off clean by means of a steel knife — known as the
"doctor blade," a thin, flexible knife of steel, which is
drawn obliquely across the etched cylinder and which
runs the full width of the copper cylinder, so that when
the cylinder comes into contact with the paper its surface
is scraped free from ink, except in the cavities, or wells.
The ink is thinner and less "stringy" than that used in
letterpress printing.

The "doctor" not only shears the ink off the etched
part of the cylinder (leaving the cavities full), but entirely
removes it from the plain surfaces where the plate is not
etched, thus leaving clean margins on the printed sheets.

260

New Color Process Developed by Tribune

The paper passes between the etched surface and the
impression cylinder and takes up the ink that has been
retained in the little cavities or cups. Because of the vary-
ing depths of these cups, the ink lies thinner or thicker in
differing degrees in the high lights and shadows. To this
stage of the process much of the beauty of Rotogravure is
due: the ink spreads across the thin lines which retain no
ink, and joins with the ink from neighboring cups, com-
bining to make the resultant picture closely resemble an
actual photograph.

COLORoto

THE development of Color in newspaper printing
has been one marked by a ceaseless struggle against
great difficulties. A newspaper, because of its cir-
culation, must be printed on newsprint; and it must be
printed swiftly. Coarse screen half-tone color plates, or
Ben Day manipulation of color blocks, have long been
resorted to in an effort to make colorful the illustrations in
the Sunday magazine section.

The union of Color and Rotogravure as developed by
The Tribune is a most happy one. Color vivifies ; quickens;
it is life to the eye ; its advantages have always been obvious
and desirable. Rotogravure gives wonderfully soft but
accurate reproduction through an inexhaustible range of
media. The successful joining of Color and Rotogravure
in one unprecedented process has at last subjugated the
sinister entente of high speed presses and newsprint paper.
COLORoto has made Color, in the true, genuine sense
accessible to newspaper readers.

The process of Four-Qolor Rotogravure is similar in
principle to cw^-color Rotogravure, but the operation is
more intricate and difficult. There are two classes of
reproduction in Color-Rotogravure. In one, the "copy"
to be reproduced is set before the camera, and color separa-
tion screens are introduced between the camera and the
copy. This stage of the process is similar to the four-color

261

Subject Photographed Through Color Screens

half-tone process: An orange screen absorbs all but the
blue portions of the copy; thus allowing the blue parts to
react on the negative. A purple screen absorbs all but the
yellow; a green screen allows only the red to pass. A
negative is then made without the separation screens, to
run in black and act as a "key."

The foregoing method is the one used where oil or pastel
is the medium. In the case of "line" drawings where the
color is washed in "flat," one negative is made for the
black "key," and the yellow, blue, and red negatives are
made from this. This method presents no involved com-
binations either or color or of tone, so it is not necessary
to separate the primaries by complementary absorption.
It can be readily seen that when these four colors are
superimposed, one above the other, we shall have a repro-
duction of the original, since all pigmental "color," in
whatever tone or combination, is derived from the primaries
— yellow, blue and red.

In either case we now have a set of four negatives, one
for the yellow, one for the red, one for the blue, and one
for the black. Each of these is to be etched on a separate
copper cylinder.

Positives are made from the negatives, and both are
retouched as in one-color Rotogravure. Each positive is
printed on gelatine transfer tissue in conjunction with a

HEATING DRUMS-

O ) Xo

ffOUEfiS/

■ V#$

TENSION
ROLLER*

jfBLMK^K Sr /,r'dLUEi\ \V.fWBO

x O V£ f PAPER*
rj~r~~ v ,v „ «,.««.- -,-/, —-. x/T JY£LLOV>\l f ..£&,

CYLINOBRXJ ICYLINOERXf HCYi/NDfRU LI CYUNQEkJ \ Twf

Ey-A Qf V fi

..iiii.

Diagram showing the passage of paper through the COLORoto press.

262

J«U,U,U'U,U,U,UlU<U,U,U,UlU'U,U,UiUlUlUiU,U,UlU,UlUlU,U'U,U'U'UlU'U,U»U,t

Etching one of the copper cylinders which print COLORoto.

After the COLORoto Magazine is printed, the copper cylin-
ders are re-surfaced so that another set of pages may be etched.
The cylinder was made by depositing copper on a steel core in
an electrolytic bath.

IIU'U'U'U'U'U'U'U'U'U'U'U'U'U'U'UIUIUIUIU'U'U'U'U'U'U'U'U'U'U^U'U'U'U'U'I-

The presses which print the COLORoto Magazine of The
Sunday Tribune will not find duplication in the whole world.
They were designed and built to Tribune specifications.

Th e experimental press on which the COLORoto process was
developed was exhibited at Chicago's Pageant of Progress.
A miniature COLORoto Magazine was printed and distributed
during the Pageant.

Precise Handling Secures "Register"

screen, and the gelatine tissue transferred to the cylinder.
This is an extremely delicate operation. Unless each color
"registers" with those above or beneath it, the effect of
the picture when printed is destroyed. A printing frame
was devised and patented by The Tribune to insure the
transfer of each color to its cylinder to. within i-iooo inch
of the other colors on their cylinders. When the cylinders
are etched, we are ready to go to press.

* * *

The paper passes in a long sheet from the feed roll,
where the color sections are printed in one continuous
passage through the press. If the whole section is to be
printed in four-Color Rotogravure, the paper passes first
to the cylinder where it receives the yellow ink. Roto-
gravure ink, being more volatile than inks used in relief
printing, dries very rapidly, so by the time the paper has
passed from the impression roller up through a heated
compartment, it is dry enough to receive another impression.
So it goes to the "red" cylinder, up through the heaters,
comes down and goes to the "blue" cylinder, and finally to
the "key" plate, which is ordinarily black. The paper is
then delivered to an automatic device where it is cut and
folded ready to be "stuffed" or inserted into The Sunday
Tribune.

The press is "flexible" in that almost any combination
of four-color pages and one-color pages can be run.

While the press is running on an average issue, there
are 45 entire Color Sections in various stages of completion,
counting that part of the paper receiving its first impression
to the part being folded and cut.

Fifteen shifts a week are used to get out the rotogravure
sections. One shift is used for clean-up, so that there
are 14 operating shifts. The production is approximately
30,000 an hour, which means 420,000 papers per press,
or 840,000 papers a week. It is possible to increase the
number of shifts a week to bring up the capacity to approx-
imately 1,200,000 a week. The capacity of the roto presses
running a roto section of 40 pages with only one color is

265

Marks Advance in Newspaper Color Printing

2,400,000 a week. The same capacity is available for a
section of 20 pages of one-color and four pages of four-color
rotogravure.

Many difficulties have been surmounted in the Color-
Rotogravure press room. Over a year ago an experimental
press was built by The Tribune at a cost of many thousands
of dollars. On it were conducted the experiments which
showed that Color-Rotogravure could be successfully pro-
duced. The Color-Rotogravure presses which now make
the edition run are the only presses of their kind in the
world.

A patented variable speed roller keeps the tension of the
paper even as it passes through the press. An ingenious
device, similar to a nicrometer, was made to show to one
one^thousandth of an inch whether or not each impression
roller is running true to its proper align nent ; if it isn't, a
"split-arm" device at each side of the roller may be adjusted
so that it is quickly put to rights. It was necessary to
grind the copper cylinders to within two one-thousandths
of an inch, so special calipers were devised in order to make
such accurate measurement. Patents have been applied
for and are pending covering all these devices, basically
necessary to the production of Color-Rotogravure.

Representatives of The Tribune have gone to Europe
to study color-photography, art work and inks for use in
connection with this unique printing process.

COLORoto is being used for the first time as this
book goes to press, but it has already won favorable com-
ment from printing experts, and improvement in every
phase of our new and better form of color presentation will
be sought constantly.

266

Electrical Department

IN practically all its mechanical operations The Tribune
utilizes electricity. It purchases upwards of 200,000
kilowatt hours of current per month. This current is
received from four different generating stations over ten
separate feeder lines, any two of which will run the entire
Tribune Plant. Continuous operation is thereby safe-
guarded. Any trouble on any one of the feeder lines causes
an instantaneous, automatic throw-out.

This current lights 18,000 incandescent lamps and
operates 642 motors in the three Tribune plants. Eight
electricians are regularly employed. The most spectacular
work done by electricity in the production of The Tribune
is that at the presses with their extraordinary system of
automatic electrical control.

With The Tribune's control system, the slow motion
speed and the acceleration from slow speed to a maximum
of 36,000 papers per hour, are the same with a quad press as
with a six-roll press or a sextuple. The equipment starts
the quad press without a perceptible jerk or jar and it does
the same with the double sextuple. The acceleration is
smooth and even. There is every safety device possible to
protect the employes and give them convenient and abso-
lute push button control of the press from any position in
which the pressmen happen to be working.

Independent slow motion prevents the press jumping
from slow motion to high speed while the plates are being
put on and the press is being operated with the slow motion
button. Protection is provided against grounded wires
starting up the equipment and there is protection also
against crossed wires doing damage.

The Tribune's press units can be mechanically con-
nected to folders on either side, depending upon the combi-
nation required for the number of pages being printed for
any particular issue. The Tribune equipment provides

267

Wonderful Electric Controls on Presses

that, if necessary, two motors and controllers may be
connected up to operate as a single unit from a double
octuple press and that the controllers may be made to
operate interchangeably with motors to which they are not
normally connected. All of this is to provide for operation
in case of any temporary disability of part of the equipment.

The controllers are located on a balcony opposite the
center of the row of presses. The motor wiring and control
wiring is carried through conduits to various motors and
press units, and the control wires terminate at each unit in
a panel board which in turn is connected to a selector
switch. The wiring for the control stations, on the printing
units and on the reels in the basement is so connected to
this selector switch that when it is in one position, it will
operate with the folder east and if the selector switch is in
the other position it will operate with the folder west.
If in neutral position the unit is cut out. The controller
end of this control wiring terminates in a selector switch,
the position of which determines to which controller it is
connected.

When the position of the gearing determining the
operation of the press units is changed the selector switch
is changed correspondingly and the pressman does not have
to worry as to how the push-button stations are connected.

There are geared to the presses, seven double motor
equipments — one corresponding to each folder. The wiring
and gearing connected in each unit therefore is considered
as if the folder were really the press and combinations made

up referring to folders.

* * *

Everywhere electricity is found performing difficult
tasks smoothly, noiselessly, instantaneously, as the
mechanics merely push buttons. The stereotype casting
machines operate electrically. So do the conveyors which
carry the fifty-pound plates from the foundry to the presses.
So do the belt conveyors which move hundreds of tons of
papers back and forth through the mailing room each day.

268

• U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'UiUlUIUiU'U'U'U'U'U'U'U'U'U'U'U'U'U'U'U'l

Champions of the inter-department baseball league are photo-
graphed on roof of The Tribune Building with Col. McCormick,
president of The Tribune Company.

Freshly cast plate being ejected from machine in Tribune
stereotype foundry.

JIU'U'U'U'U'U'U'U'U'U'U'U'U'U'U'UIUIUIUIU'U'U'U'U'U'U'UIU'U'U'U'U'U'U'U'L.

A belt conveyor throws bundles oj papers up on this platform.
The workman notes the tag on each and pushes it down the
proper chute into waiting wagon or truck.

■

■
■

a
c
a

■
1=

■
B

■

a
c=

B
•

a
a

e
■

■
a

b
■

a
e

a
t

a
E
a
E
a

■
E

E
a

A corner o/ the Mailing Room in The Tribune's Chicago
Plant contrasted with the Mailing Room of its European Edi-
tion in Paris. Ten thousand papers an hour can be addressed
by each of the mailing machines shown.

Electricity Serves in Many Ways

Even the metal in the linotype machines is melted by

electricity.

* * *

Pneumatic tubes, which carry to The Tribune Plant
advertising from the business office at Madison and Dear-
born Streets and news from the Associated Press and the
City News Bureau offices at Clark and Randolph Streets
are operated by electrically driven, forty-horse-power air
compressors in The Plant.

These tubes run by a rather circuitous route from
the old Tribune Building to the Associated Press and
City Press offices in the Ashland Block and thence to The
Plant. There are three and a quarter miles of these
pneumatic tubes and a carrier makes the round trip in
five minutes. The tubes are operated by a unique system
in which the carriers are pulled to The Plant by vacuum

and shot away from it by compressed air.

* * *

Two electrically-driven pumps are depended upon for
fire protection at The Plant. One expels the water at a
pressure of 250 pounds to the square inch and the other at
100 pounds to the square inch. An electrical, automatic
control is so arranged that when any hose is opened the
pressure drops to 80 pounds, which starts the low-pressure,
automatic pump, forcing the pressure up to 100 pounds
and keeping it there. These pumps take their current
direct from the mains in the street and cannot be inter-
fered with by any switchboard trouble in The Tribune
Plant. * * *

A ventilation system, operated by electricity, is main-
tained at The Plant for the press room, the stereotype
foundry, and the executive offices. Air is drawn from the
big tunnel system far below the street level of Chicago's
Loop. This keeps the temperature in The Tribune press
room and stereotype foundry below 70 degrees on the hot-
test days of summer. Another system at The Tribune
Building, takes air from the street level, refrigerates it,
washes it, drys it, and delivers it to the Want Ad Store.

271

Circulating Division

FROM the press room printed, folded Tribunes flow
in an apparently endless snake-like stream up the
wire conveyors into the mailing room on the floor
above. Here, the circulation department takes charge of the
product of the editorial, advertising and mechanical divi-
sions. The race against time, which distinguishes all
newspaper operations now reaches a climax. Hundreds
of tons of newsprint must be delivered within a few
hours in half-pound packages to hundreds of thousands
of widely scattered readers.

The strain falls first on the mailing room, which takes
the papers from the presses and delivers them not only to
mail trains but also to express companies and to city cir-
culators.

The head of the mailing room has a job like that of a
train dispatcher. He must keep a close check on deadlines,
watch the volume in which papers are received from
presses, and often split seconds in dispatching trucks and
wagons to make trains.

Tribune circulation is divided roughly into "City and
Suburban" and "Country." The latter word does not mean
rural, but applies to all circulation more than forty miles
from Chicago. Thus Tribune circulation in Milwaukee and
Peoria is "Country" circulation. "Country" circulation
constitutes about one-third of The Tribune's total.

"City and Suburban" circulation is, in turn, divided
into that delivered to homes by "official carriers" and that
sold on newsstands, in stores, hotels, etc., the former known
as "home delivered" circulation and the latter as "street
sales."

"Country" circulation is divided into that sold to dealers
and that sold to the subscriber direct and delivered by
mail. The dealer sells some of his stock on newsstands,

272

Tribune Circulation Has Grown Steadily

Circulation- — All Chicago Newspapers
1912 to 1922

tea?.

_ Note the steady uj£
ward sweep of Chicago
Tribune circulation.
Aside from norma] sum-
mer reactions the only

!s~7 set back was in 1918
when millions of citi-

bf" zens were in uniform.

Circulation of the
Tribune has increased
126% DaUy and 172%
Sunday since 1912 as
shown by government
statements below.

. ' I | J I \ 1 t .1. I . i .( f.

lit i il 1 1 i ill si I.J/J !.)• J
Circulation of Chicago Newspapers According to Government Statements

Ending

Daily

Sunday

Duly

Sunday

News

American

Journal

Post

Sept SO, 1914

220,500

304,325

204,289

503,216

' 214.931

.231,806

99,009

61,852

March SI, 1913

245,119

363,119

214,828

538,175

' 840,550

351,223

118,159

66,996

Sept. SO, 1913 .

253,212

366,918

240,366

528,328

343.693

.342.410

120,891

58,555

March SI, 19M

. 261,278

406,556

223,814

524,922

362,628

355,008

120,520

69.102

Sept. SO, 1914

803,316

459,728

199485

508,881

383,986

863,071

1S0.S76

64,861

Much SI, ISIS

326,897

534,848

176488

501JB77

408,809

351,343

124,396

63,243

Sept SO, 1915

■ 354,520

558,396

185,677

511,8tO

405.S7S

878,941

.124,524

62,141

March SI, 1916

359,651

585,934

ne.wi

B19,m

426,082

384,405

123,755

64,821

Sept SO, 1916

392,483

619,023

I9SJH

516460

431,189

400,031

122,447

61,879

March SI, 1917

395,442

645,612

193MB

495,946

452,204

392,279

122,699

65,842

Sept SO, 1917

•S81.675

1614,418

185,211

443.678

392,007

326,998

108,220

66,477

March SI, 1918

867,798

606,111

157,338

449.746

377,063

306.283

110,641

49,124

sept SO, 1918.

410,818

{633,315

5*60,777

$633,680

S7S,1K

825,017

112.6:8

48,387

March SI, 1919

424,026

693,895

£89,09i

596,851

386,498

330,216

116.807

61,023

Sept SO, 1919

424,588

666,496

311,831

693,170

377,769

339,721

116,932

61,827

March SI, 1920

420,703

732,606

326,244

667.11S

390,450

398,489

117,588

61.750

Sept SO, 1920

437,158

711,254

343,515

625,838

388,406

364,769

116,243

52,981

March SI, 1921

460,739

787,942

335,331

709,966

412,304

384,209

116,829

44,021

Sept SO, 1921

483,272

801,881

359,386

738,788

395,665

395,427

115,406

42,646

March 31, 1922

499,725

827,028

396,871

731,010

397,584

415,056

117,483

42,219

•Daily papers railed from lc to fa fSunday papers raised from 5c to 8c outside of Chicago.

JSunday P*fc* raised to 7c in Chicago, 10a outside Chicago. (Herald absorbed by Examiner May 2, 1918.

Figure* la italics represent A. B. C. figures because publisher filed only 7 day average statement with government, pot separating
daily from Sunday. •

"THE CHICAGO TRIBUNE DOMINATES. THE CHICAGO TERRITORY"

A page from the "BOOK of FACTS"— see "Government
Statement" on Page 255

through stores and hotels, and delivers another portion
direct to the homes of a list of regular customers.

Tribunes mailed to subscribers fall into two classes.
Where there is only one subscriber in a town, the papers
are sent through a machine which folds, addresses, and
drops them into a mail bag. Another type of machine
handles the papers going to towns where there are several
Tribune mail subscribers. This machine prints the name

273

Papers Rapidly Addressed to Subscribers

and address of a subscriber on each Tribune at the rate
of 10,000 papers per hour. The stencils for each town are
together and the last one makes a red mark on The Tribune
in addition to the address.

As the papers flow from the machine, a man seizes those
between red marks, rolls them in a wrapper, and drops
them into a mail bag at his side. The stencils have been
arranged so that all towns on a given railway route are
grouped together. At the end of each train separation
that mail bag is closed and sent on its way to the train and
another takes its place. On these bundles, commonly
known as "club packages," the address on the outside copy
serves as postoffice address for the entire bundle.

* * *

Tribunes destined for dealers outside Chicago are
wrapped in bundles of 50 to 300. These bundles must

■V»>.

Each dot on this map represents fifty subscribers to The
Sunday Tribune

274

Conveyors Move Papers Swiftly

sometimes be dropped from express trains and, therefore,
must be securely done up to protect against loss. Wrappers
are prepared and addressed in the day time and laid out
together with cords of the proper length, knotted at one
end, ready for the midnight rush. All this work is done on
tables under which belt conveyors move converging to the
southwest corner of the mailing room. The conveyors are
so made that they can be used for distribution of color
supplements, and rotogravure supplements when they are
delivered to the Tribune plant from the auxiliary color
plant. This is made possible by a reversing motor equip-
ment constructed especially for this purpose.

Bundles and mail sacks are delivered by the conveyors
to a platform from which several chutes lead to the waiting
wagons and trucks in the court-yard. Each bundle or mail
sack bears a bright colored tag, punched with varying
numbers of holes. This tag tells the man on the platform
the destination of the package at a glance without reading
the detailed shipping instructions and address. He pushes
it off the platform down the proper chute and it is soon on
its way in a Tribune truck with an incredibly small amount
of handling from the time the roll of newsprint left The

Tribune's paper mill.

* * *

There is one phase of Tribune circulation, however, in
which it has been found impractical to do away with con-
siderable manual labor. This is in the assembling of the
big Sunday edition. Comic, Fiction, and Rotogravure

One of the mailing machines
275

Personnel of City Circulators Important

sections are printed on separate presses in a building a half
mile from the main Plant. The presses on which they are
printed run more slowly than news presses, so they are
being printed all through the week preceding the Sunday
of publication. As printed they are sent to the mailing
room of The Plant and there the Fiction and Rotogravure
sections are stuffed into the Comic section. On Wednesday
the printing of the black and white sections of The Sunday
Tribune begins and these also must be stuffed with the
Color and Rotogravure sections. All told, the complete
City edition of The Sunday Tribune has been stuffed seven
times before it leaves The Plant. Men engaged in this work
become quite expert and average 2,000 papers per hour.

* * *

For the city delivery of The Tribune 68 wagons and 48
motor trucks are employed. They consume 33,000 pounds
of hay, 28,000 pounds of oats, and 12,000 gallons of gasoline
every month. It has often been the practice for newspapers
to contract with hauling companies for distributing service.
The Tribune not only owns its own equipment, but manu-
factures wagons, harnesses, builds truck bodies, and has an
amazingly complete shop for repair service.

An exceedingly important factor in securing and holding
city circulation is the wagon or truck driver. In addition
to being a delivery man, The Tribune driver is a collector
and a salesman. All city circulation is collected for in
advance, and upon two certain days of the week it is the
driver's duty to take orders for the following week's supply,
and to collect in advance for this supply, which serves as a
standing order for the ensuing week. Of course a few extra
copies are carried to arrange for any extra demand that the
newsdealer may have. These are sold on the C. O. D. basis.
It is necessary for the dealer to be especially careful in
specifying his orders, because he cannot return unsold
copies and get credit for them.

As a delivery man, a driver need possess merely the same
grade of intelligence that is required of a delivery man in

276

Large Garage and Stables Maintained

any kind of merchandising business. As a collector, a trifle
more tact and diplomacy are required. But it is as a
salesman that the qualities of the efficient driver are most
in demand. Young Johnny Jones operating a news stand at
a certain corner, places an order for the ensuing week for
one hundred copies of The Daily Tribune for each day.
The driver who delivers to the district in which Jones' stand is
located, knows that Jones can sell one hundred and twenty-
five copies each day if he will stay at his stand a little later
in the morning or come to it a little earlier. He knows that
Jones is afraid of being "stuck" with papers which he can-
not return. It is up to the driver to sell one hundred and
twenty-five copies instead of one hundred copies a day to
Jones, without intimidation or any other influence except
what can be exerted by true salesmanship. Exactly at this
point is determined the difference between a capable and
an inefficient driver.

In addition to the drivers, The Tribune employs a corps
of inspectors, or division men. It is the duty of these men
to watch the sale of newspapers in their respective divisions,
and to determine whether or not the drivers are successful
in selling as many copies of The Tribune as the public
demands. These men must watch and verify the work of
the drivers, adjust complaints and petty grievances and
make sure that The Tribune is properly represented on
the streets. * * *

The garage in which The Tribune trucks are kept
occupies the entire half block immediately adjoining The
Tribune Plant on the north. Tribune trucks stand idle
during most of the day, but when they work they are
crowded to their utmost possibilities of performance.
Everything possible is done to avoid delays because of
break-downs. In the garage, ready for immediate installa-
tion, is an entire new engine, thoroughly tested. There are
rear axles, radiators, transmissions — in fact every part that
could possibly be needed for any truck is in the stock room,
properly tagged and numbered.

277

System for Delivering Tribunes to Homes

The repair shop in the garage is prepared to undertake
any kind of repair work on an instant's notice. Cylinders
are ground and pistons are made. There is a charging
board for recharging batteries, and a twenty-ton press for
such work as pressing gears off rear axles. Tires are not
only repaired but are rebuilt.

When a Tribune truck has an accident the service car
is rushed to the spot and if repairs cannot be made imme-
diately, the service car delivers the papers and then returns
to the stalled machine to fix it or to tow it to the garage.

Sunday morning is the critical time for Tribune trucks ;
since the larger size of the Sunday paper makes it necessary
for them to carry far more than normal loads. To meet
this peak a large number of trucks are regularly hired from
firms which suspend their own operations over the week
end.

Careful cost figures are kept to ascertain the cost of
maintaining each truck and the fleet as a whole.

* * *

The system of "Official Carriers" prevailing in Chicago
has given rise to some peculiar problems. These carriers
buy their newspapers at wholesale rates and sell them
to individuals at retail, and to that extent they seem

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Floor Plan of Mailing Room
278

Circulation Supremacy Won by System and Work

How The Tribune Blankets Chicago

These maps of Chicago and leading suburbs tell a
remarkable story of the domination of .a great market
by one great medium. The Sunday Tribune has 25%
more circulation in Chicago and suburbs than the
next Sunday paper, and 30% more than the leading
evening paper.

On the map to the left each dot represents 500 fam-
ilies in the district or suburb in which it appears. On
the map to the right each dot represents 500 Sunday
Tribunes sold in the district or suburb in which it
appears. In every sense of the word The Tribune
"covers" Chicago.

CIRCULATION

POPULATION

The 48 Chicago districts on
this map are those into which
this great city has been di-
vided by The Tribune for
merchandising purposes. The
suburbs shown are Evanston,
Oak Park, Forest Park, River
Forest, Maywood, Cicero,
Berwyn, Riverside, Brook-
field and La Grange.

A recent- investigation among Chicago
grocers showed that

80% read The Tribune
80% read The News
40% read The Herald & Examiner
35% read The American
8% read The Journal
8% read The Post
5% read Foreign Language

papers only. ,

It is obvious that by usind all'the English
papers combined only 15% would be
reached who would not be reached by
The Chicago Tribune alone.

"THE CHICAGO TRIBUNE DOMINATES THE CHICAGO TERRITORY"

A page from the " BOOK of FACTS'

like ordinary merchants. Their business, however, has
been largely built up for them by The Tribune. The
Tribune has secured at its own expense the subscription
orders which their "Official Carriers" fill. In cases where
the subscriber is located some distance from ordinary routes
or from transportation, as is often the case in outlying
districts, The Tribune subsidizes the carrier to make
daily delivery. That is to say: the subscriber gets his

279

Carriers Subsidized and Closely Checked

paper every morning and the carrier gets his profit even
though it costs The Tribune more to deliver the paper than
it receives for it. More than thirty routes in sparsely
settled neighborhoods must be thus subsidized at present.
The Tribune has spent approximately five million dollars
building up this carrier system.

If a subscriber moves into another district The Tribune
sends the new address to the new carrier; it also dispatches
a verifier at least three mornings to see that the paper is
delivered to the new address properly. When a carrier is
sick The Tribune sees that the route is delivered. During
the flu epidemic it handled 14 routes.

If the carrier continuously does any of the following
things, he cannot buy any more Tribunes :

1. Place circulars in the papers.

2. Give The Tribunes away. The advertising value of
The Tribune is dependent on the fact that people
are willing to pay for the privilege of reading it.

3. Deliver in an improper manner or late.

Nor will The Tribune sell as many papers to the carrier
as he may wish to buy. Sometimes coupons in Tribune ads
entitle the reader to a can of milk, or a cake of soap. The
carrier is not allowed as many papers as he wishes of such
issues.

The subscriber looks to The Tribune to see that his
paper is properly delivered rather than to the carrier who
actually delivers it and whom he pays for the service.
Since the delivery is made by an organization independ-
ent of The Tribune, great care is necessary in handling
these claims. Complaints of non-delivery of The Trib-
une cost The Tribune five to fifty dollars to investi-
gate. When such a complaint is received an investigator
is assigned to station himself very early in the morning
within sight of the residence at which the complaint has
originated. He watches until he sees the newsboy either
deliver the paper or fail to deliver it. If the newsboy does
not deliver the paper, he places one on the subscriber's

280

Attention Paid to Subscribers' Complaints

door-step and leaves to call on the carrier and secure an
explanation and an adjustment. If the newsboy does
deliver the paper, he watches until the subscriber has taken
it in and then leaves. Each morning for ten mornings he
repeats this performance until he is satisfied that the
complaint was unjustified or until he has located the cause
of it; which may be the theft of the paper by some other
person, the delivery of the paper to a wrong address, ignor-
ance or carelessness on the part of the news boy, etc.

Trucks receive papers through chutes from mailing room

281

Auditing and Comptrolling
Division

EVERYTHING connected with finances, with the
collection and disbursement of money for any Chi-
cago Tribune department or for any subsidiary
corporation (except the Daily News of New York) is
centralized in one department which occupies the entire
sixth floor of The Tribune Building at Madison and Dear-
born Streets, and a number of scattered offices in addition.
Sound business principles are rigidly insisted upon by
this department and enforced throughout the organization.
A large proportion of the money due for subscriptions and
advertising is paid in advance, and the remainder is promptly
collected. Out of the millions of dollars due The Tribune
in 1 92 1, only two and four-tenths per cent remained out-
standing sixty days after the close of the year. Similarly
all bills against The Tribune are promptly audited and paid.
A close check is kept upon the cost of manufacturing
and distributing The Tribune and upon the cost of selling
each kind of advertising, so that rates may always be main-
tained in logical proportion to the cost of producing the
advertising.

An idea of the amount of detail which the auditing
department must supervise is indicated by the fact that
annually it renders more than 350,000 bills for advertising
and circulation.

The financial affairs of the following subsidiaries of The
Tribune are supervised by its Auditing Division:
Ontario Paper Company
Ontario Transportation iff Pulp Company
Franquelin Lumber & Pulp Wood Company
Pacific iff Atlantic Photos, Inc.
Tribune Building Corporation
Tribune Company of France

282

Handling Tribune Finances Big Job

The auditing division employs 259 people, divided as

follows :

General Clerks //

Cashiers 5

Mail Clerks 6

Voucher Clerks 2

Credits &? Collections 32

Advertising Agency Accounts 2

Checkers 23

Display Adv. Bookkeepers 6

Classified Adv. Bookkeepers 24

Circulation Bookkeepers 13

Adjusting Clerks 18

Stenographers - Dictaphone 10

File Clerks 0

Press Room Clerks 5

Pay Roll Clerks 6

Subscription Clerks /

Miscellaneous 20

Traffic 6

Benefit 3

Paper Mill 27

Timber Lands 10

~259

Closely allied with the Auditing Division are the order
clerks of the Advertising Division. During 192 1 a
statistical record was kept of each operation of these order
clerks. It showed the amazing total of 793, 3 92 operations
divided as follows:

Telephone Want Ads 242,24.0

Cash Want Ads 212,213

Charge Want Ads 135,018

Display Ads 56,161

Proofs 37,779

Drawings 31,506

Matrices 9,594

Telephone calls 37,613

Messenger services 30,368

It is obvious that the publication of 365 issues of a great
newspaper and the distribution of hundreds of thousands
of copies of each issue must necessarily involve some errors,
but the Auditing Division of The Tribune works unceas-
ingly to reduce these to a minimum.

283

Building Department

THE Building Department "operates" the structures
which house the various departments of the news-
paper. This demands the services of one hundred
and thirty-six employes, chiefly janitors, elevator men,
scrubwomen, watchmen, etc.

The buildings supervised by this department include:

Tribune Building, Madison and Dearborn Streets.

The Plant, Michigan Blvd. , Austin Ave. and St. Clair St.

Garage, Michigan Blvd. and Ohio Street.

Rotogravure and Color Press Bldg., East Ontario Street.

All these properties are operated on a twenty-four hour
basis. The service in the old Tribune Building at Madison
and Dearborn Streets has been practically continuous for
twenty years. During all that time there have been only
two shut-downs of less than one hour's duration each.

In addition to the Advertising, Auditing, and several
smaller departments, The Tribune Building at Madison
and Dearborn Streets houses more than one hundred
tenants, and is considered one of the best office buildings
in the Loop.

This eighteen-story structure stands upon land owned
by the Chicago public schools — a fact which has been the
source of many storms for The Tribune.

For twenty-five years it has been the practice of local
politicians to divert attention from their own acts as ex-
ploited in The Tribune by attacking "The Tribune Lease."

They compare the ground rent which The Tribune pays
to the Board of Education with that paid for similar prop-
erties in the vicinity and herald the difference as the amount
which The Tribune is "stealing from the school children."

Secondly, they charge that The Tribune's lease was
fraudulently obtained by the influence of A. S. Trude, once
a member of the Board of Education, and at times attorney
for The Tribune.

284

Building Goes to Schools at End of Lease

These charges have been fully disproved in court and
the lease has been held not only free from fraud, but decid-
edly in the interest of the school children. The politicians
make out their case by distorting certain facts and con-
cealing others.

For instance, they quote the rent which The Tribune
pays, but they ignore the fact that at the expiration of the
lease in 1995, the 18-story skyscraper, erected by The
Tribune at an expense of #1,800,000, becomes the property
of the Board of Education. This is equivalent to an addi-
tional rental payment of #21,143 annually, which the critics
exclude from their calculations.

Much stress is laid upon the fact that a man who had
served as attorney for The Tribune was on the Board of
Education which made the lease, but they ignore the fact
that the vote was 17 to 2 and that Mr. Trude asked to be
excused from voting. They also ignore the fact that after
two years of public discussion an altered Board of Educa-
tion confirmed the lease by a vote of 16 to 4, and that after
two additional years of discussion a third Board (Mr. Trude
being no longer a member) confirmed and ratified the lease
unanimously.

In reliance upon this lease The Tribune then expended
#1,800,000 in the erection of a building. In 1907, six years
later, at the culmination of political differences with a local
Democratic city administration, suit was brought to have
the leases set aside. The case was heard by Master in
Chancery Roswell E. Mason, a Democrat, who made a
report on March 5, 19 10, sustaining every contention of
The Tribune, affirming the validity of the leases and rec-
ommending the dismissal of the suit.

The school board filed exceptions to the report of the
Master in Chancery. All points were fully argued and the
evidence reviewed before the late Judge Charles M. Walker,
also a Democrat. On July 13, 19 10, he handed down a
decision vigorously upholding every finding of the Master.
He stated emphatically that the lease was a beneficial one

285

Courts Hold Tribune Lease Fair and Valid

from the standpoint of the school children and that it
was not tainted with fraud.

The school board then carried the case to the Supreme
Court, which fully supported Judge Walker and Master in
Chancery Mason in a lengthy and unanimous decision
rendered on December, 1910. The facts were found to be
as follows:

The Tribune first occupied the corner of Madison and
Dearborn Streets in 1867 under a lease which provided for
reappraisal of the land every five years. All school lands
were leased on this basis.

Every five years the rent was raised, particularly heavy
raises being imposed if the tenant attempted any improve-
ments. In 1895, after five raises in rent, The Tribune
decided to move to property where it could erect a modern
building. The building at Madison and Dearborn Streets
was terribly dilapidated, but it was out of the question to
put money into a new building when at the end of any five-
year period the ground rent might be raised to a prohibitive
figure.

All school lands were in the same condition — covered
with disgraceful shacks.

In 1895 there was not a single fireproof building in the
block bounded by Madison, Dearborn, State and Monroe.
The situation was investigated by a school board committee
which found that the policy of the past 45 years had been
wrong, that the increased rents obtainable by revaluations
every five years were more than offset by the failure of
tenants to improve the property — resulting in minimum
revenue from taxes and depressed valuations. This com-
mittee recommended that tenants be invited to submit
propositions for long term leases and for the adequate im-
provement of their property.

Appraisers appointed by the school board, not by the
tenants, valued the school lands and fixed the proper rentals.
On the basis of these appraisals long term leases were entered
into with The Tribune and other tenants as a result of which

286

J'U,U,UlUlU,U,U'UiU,U'U,U,U,U,LJlUiUlU<UiUlLJ,U,U'UiU,U,U'U,UlU,U,U,UlU»U,l-

These steel steamers were
built by The Tribune to
carry pulp logs from our
timber lands to our paper
mill. Special design gives
them larger capacity than
any other boats navigating
the St. Lawrence and W el-
land canals.

Note the high crow's nest,
an innovation which enables
these boats to navigate while
others are held up by fog
The St. Lawrence has high
banks between which low-
lying jogs settle. From this
crow's nest the banks can be
seen above the fog and
navigation continued.

As evidenced by the display
given the names of these
steamers, The Tribune be-
lieves in advertising — al-
ways.

JIU«U,U,U,U»U'U,UIU,U,U,UIU,U«U,UIUIUIUIU,U»U'U'U,U,U,U«U'U,U'U'U,U,U»UIL.

Unloading supplies from schooner in Rocky River at Shelter
Bay.

■

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c
m
c
a
c
a
c
m
B
a
t=

■
■
a

!
I

■

Schooners in Quebec harbor loading with supplies for Tribune
timber lands.

Building Kept Constantly Up-to-Date

The Tribune, First National Bank, Majestic, North Amer-
ican and Chicago Savings Bank buildings were erected.
The millions of dollars invested in these improvements im-
mediately made all property in their vicinity more valuable
— thus increasing revenues from other school property.
The taxes paid on these big buildings also swelled school
revenues. And in the case of The Tribune Building the
$1,800,000 structure itself will go to the school fund at the
end of the lease. In the case of the other buildings the
Board of Education must buy the improvements when the
leases expire.

It must be remembered that a modern steel skyscraper
such as The Tribune is not allowed to deteriorate, and when
it is turned over to the school board sixty-five years from
now it may well be expected to be worth more than the
day it was built. It has already increased more than one-
third in value. Experts estimated that it would cost
more than $2,500,000 to reproduce The Tribune Building
as it stands after 20 years of use. Large sums are con-
stantly spent for maintenance. New electric wiring was
recently put in, new marble, new elevators — the last
named at an expense in excess of $100,000. Cathedrals,
palaces and castles of Europe have endured for centuries
with undiminished value, but engineers consider that the
modern steel skyscraper properly maintained will prove the
most enduring structure man has built.

Telephone Switchboard

The telephone switchboard of The Chicago Tribune
"andles upwards of four million calls a year. It is an
height position" board located on the fifth floor of The
Tribune Building at Madison and Dearborn Streets. To
keep the lines open twenty-four hours a day, fifteen opera-
tors are required.

From the switchboard one hundred trunk lines extend
to all Tribune departments, both in the "old" building and
in The Plant on North Michigan Boulevard. Twenty-

289

12,000 to 20,000 Phone Calls per Day

three of the trunk lines are for outgoing calls only. The
total number of inside telephones and extensions is 333.

Exclusive of calls for baseball scores or other special
occasions, incoming calls average 8,000 per day, outgoing
calls 2,000 per day, and inter-department calls 2,000 per
day — a total of 12,000. Baseball games, elections, explo-
sions, etc., often raise these figures to a total of more than
20,000 calls in one day.

The Want Ad department is the largest user of telephone
service within the organization. On Saturday, March 25,
1922, the switchboard transferred 4,500 incoming calls to
the Adtakers between 7:30 in the morning and 2:00 in the
afternoon.

The Tribune Bldg. at Madison and Dearborn Sts.
290

Purchasing Department

THE Purchasing Department of The Chicago Tribune
is called upon for a very broad range of services.
It must buy a great variety of supplies for all
departments and must in addition supervise the purchase
and installation of new machinery. The nature of the
newspaper business which demands the unfailing produc-
tion and distribution of hundreds of thousands of copies
every twenty-four hours makes it necessary that the Pur-
chasing Department have all manner of materials and
equipment arriving at The Plant as regularly as sunrise.

The Purchasing Department has fifteen employees and
buys more than a thousand different commodities each
year, valued at approximately #1,400,000. This does not
include newsprint or large equipment such as presses. Trib-
une growth is indicated by the fact that in 19 14 the value
of purchases was #226,000.

Purchases are initiated by each department's filling out
requisitions specifying all possible details concerning the
article desired. In ordering equipment the Purchasing
Department, wherever possible, asks regular Tribune adver-
tisers to figure, but awards them the business only if their
proposition equals that of other bidders.

Purchase orders are written in triplicate; the original
retained in the Purchasing Department as a record together
with the original requisition and all other data concerning
the order; one copy forwarded to the firm from whom the
material is purchased ; and the other sent to the receiving
clerk to check against the goods when received. After
receipt of the goods, he returns his copy to the Purchasing
Department.

Invoices, as received, are recorded in a visible system
book with removable cards; sent to the departments origi-
nating the orders for okay, and then to the accounting
department, which distributes the charges and pays them.

291

Research Conducted by Purchasing Department

A large store of information on prices of merchandise
is accumulated and kept constantly up-to-date. There is
a visible card system of past orders showing firms, prices,
special discounts, etc. ; and a systematically arranged cata-
logue file made up of clippings from trade journals, circulars,
lists of surplus and second-hand materials, etc. Drawings
and blue-prints of all equipment in The Tribune Plant,
records of test runs, analyses of materials, reports of inves-
tigations— all combine to make the work of this depart-
ment unusually efficient.

* * *

Many duties, which on some newspapers are assumed
by a mechanical superintendent or an efficiency engineer,
are taken care of on The Tribune by the Purchasing Depart-
ment. Typical duties of this kind are regular inspections
of all premises and recommendations arising therefrom;
laboratory tests of ink, paper, oil, etc.; selling of waste
paper, old equipment and dross; purchasing and instal-
lation of new equipment; investigation of comparative
mechanical systems and operation methods such as revised
press layouts, power and heating plants; tests of various
fuels; search for improvement in conveyors, tank systems,
methods of handling paper; preservation of newspaper

files ; etc.

* * *

One man employed in the Purchasing Department gives
his full time to inspection and laboratory work on all print
paper used by The Tribune. He has for his use special
equipment for weighing, finding the moisture content and
ascertaining the strength of all classes of paper. Daily
reports are made comparing the physical qualities of The
Tribune with the other Chicago papers. He also watches
the handling of the roll paper from the time the cars are
unloaded on the railroad siding. Charts are maintained
which show daily and monthly figures on newsprint waste
and which locate the operations in which waste was made.

292

Job Shop Kept Busy on Tribune Work

A job printing shop, to handle Tribune work exclusively,
is maintained as a part of the Purchasing Department.
It has six regular employees but often adds to this
number in emergencies. During the past twelve months
it has handled more than two thousand jobs, including
tags and labels for the Circulation Department, forms for
all departments, booklets, color posters for the Circulation
Department, form letters, advertising data sheets, and
letterheads.

293

The Medill Council

ORGANIZED originally as the Welfare Committee
of The Tribune, the Medill Council, composed
of Tribune employes, has undertaken and carried
out various movements for welding the organization closer
together, bettering working conditions, encouraging athletics,
and investigating methods of bonus and insurance payments.

When the Medill Council was organized in February,
1919, its work was laid out along the following general lines :

Health: The recommendation of sanitary and healthful
measures, consideration (at present) of the advisability of
adding to The Tribune organization a medical and a dental
attendant.

Environment: Consideration of safety devices in the
mechanical departments, the establishment of rest, recre-
ation, and exercise room, coffee and lunch rooms.

Insurance: Death and accident insurance are now pro-
vided for. Health insurance is being considered.

Bonuses: A bonus had been given Tribune workers
for several years. The Council investigated methods of
bonus payments practiced in other institutions in order to
secure the most equitable plan.

Tribune Organizations: Classes for study, musical and
dramatic organizations, teams, etc.

One important innovation that was recommended by
the Council and approved by the management was the
granting of vacations to all Tribune men without reference
to their union affiliations. The Medill Council's investiga-
tion convinced its members that the men in the mechanical
departments needed a rest in vacation time just as much as
the men at desks, and it recommended to the management
that a uniform vacation plan be put into effect throughout
the Plant. On the committee's recommendation the plan
was adopted by the Company.

294

Lunch Club for Girls on Tribune Roof

In building the new Plant, every possible safety device
in the mechanical departments was installed, so that the
employes are protected in every way that modern invention
has made possible. Serious accidents are extremely rare in
The Tribune mechanical departments.

A nurse and a dentist have been added to The Tribune
staff for the benefit of employes. One of the big move-
ments has been the advancement of athletics, and consid-
erable attention has been paid to baseball and to bowling,
with all expenses of both leagues paid by The Tribune.

One of the early projects in view was the establishment
of a refectory for Tribune women. It was to have been on
the eighteenth floor of The Tribune building. This move-
ment resulted in the establishment of the Etaoin Club on
the roof of the building, in the quarters formerly used by
the Overset Club. The club is managed entirely by the
women employes, and nearly ioo girls are served luncheon
daily in the beautiful dining room on the roof. Ail the
equipment was provided by The Tribune Company, and
the club is now maintained by the womtn of The Tribune
on a self-supporting basis.

In December, 1919, The Tribune completed its Em-
ployes Benefit Plan and put into effect the following pro-
visions for disability and insurance :

Sickness Disability Benefits

1. Classification. All employes of the Company shall
be classified in four groups, formed according to length of
time in the service of the Company, as follows :

Class A — Those in the employ of the Company ten years or more.
Class B — Those in the employ of the Company five years to ten years.
Class C — Those in the employ of the Company one year to five years.
Class D — Those in the employ of the Company less than one year.

2. Payments. In the event of absence on account of
sickness the Company will pay to employes in good standing
at the time of their sickness :

295

Company Pays for $1,000 Insurance

employe shall receive full pay, not including overtime, for
the entire period of his total disability, with a maximum
limit equal to the death benefit paid in the event of injury,
without regard to length of service, except that no benefits
paid under this plan shall be in excess of the difference
between payments provided by the Employers' Liability
Act in force in the state of Illinois and the employe's nor-
mal full pay, not including overtime, for the period of dis-
ability.

13. In the event of partial disability, an employe, in
order to receive the benefits provided by this plan, must
place his services at the disposal of the Company for
employment in such capacity as the Company may find
most advantageous, at such time as the Company's Med-
ical Investigator shall determine that he may return to
work.

14. The investigation of accident disability cases shall
be handled in the manner indicated for sickness disability
cases.

Death Benefits

15. Insurance. The Company will at its own expense
insure the life of each Tribune Company employe upon the
completion of five years' continuous service with the Com-
pany for an amount equal to the salary or wages paid during
the twelve months immediately prior to the ending of such
five years' continuous service, with a fixed maximum
amount in each case of One Thousand Dollars ($1,000).

16. The insurance provided for in the paragraph
immediately preceding is payable in addition to all bene-
fits to which the employe is entitled under the Workmen's
Compensation Act of this state, and also in addition to any
insurance carried by the employe individually.

Sections 17 to 26 provide with great particularity that
a disabled employe must report his disability without
delay; and that death or disability due to intoxication or
any other of several causes named shall not confer any
rights under the plan.

298

Pensions Entirely Financed by Company

The pension plan is another movement for employe
welfare. The pension fund is in charge of a board which
consists of the president of the board of directors of The
Tribune, one director, and a Tribune employe. This
board is empowered to make rules for the efficient admin-
istration of the pension fund and to control the payment
of pension allowances. It may authorize the payment of
a pension to any retired employe on the following basis :

(a) All employes of this Company engaged in any
capacity are eligible to pensions as hereinafter stated.

(b) All employes who shall have reached the age of 55
years and have been fifteen or more years in the service,
may at the discretion of the Pension Board be retired from
active service and become eligible to a pension.

(c) All employes who have been twenty or more years
in the service may, at their own request, be retired at the
age of 60 on the first day of the calendar month following
that in which they shall have attained said age, unless, at
the discretion of the Pension Board, some later date be
fixed for such retirement. Persons occupying executive
positions are exempt from maximum age limit.

(d) All employes who have been thirty years in the
employ of the Company may, in case of disability, be
retired upon a pension, irrespective of their age at the time
of retirement.

The amount of the pension is fixed as follows: For
each year of active service an allowance of two per cent
of the average annual pay during the ten years next
preceding retirement. But no pension shall exceed #100
per month, nor be less than $18 per month.

Pensions are to be paid monthly and the Pension
Board may, in its discretion, continue the payments for a
limited time to the widows and orphans of pensioners.

In addition to all the above, financed entirely by The
Tribune Company, Tribune employes have two voluntary
organizations of their own which are fostered by the man-
agement.

299

Building and Loan Association Formed

The Dearborn Mutual Benefit Association is an insur-
ance and loan organization into which several hundred men
and women pay weekly dues. It pays a death benefit of
#500 on tne death of any member. A week before Christ-
mas all funds are distributed to members and they usually
find that their money has earned from 10% to 12%. At
New Year's the association reorganizes for another 50 weeks.

The Medill Building and Loan Association is being or-
ganized in June, 1922, for the benefit of employes.

The Trib

READ WHAT PAUL WILLIAMS HAS TO
SAY TO CONSTANTINOPLE REPORTERS

The Trib is printed at Company expense and distributed
free each month to all employes

300

Index

Advertising Censorship 76, 77, 179, 191

Advertising Charts 178, 181, 194, 197, 198

Advertising Division 176 to 203

Advertising Tribune Advertising. . . .46, 75, 76, 78,

182, 183, 201

Altgeld, Governor 47, 53

Amusement Advertising 178, 189

Anti Loan Shark Bureau 76, 77

Architectural Contest for $100,000 Prize. .114, 120

Art Department 160, 161, 162

Art Service for Advertisers 191, 192, 203

Associated Press 126, 143, 271

Auditing & Comptrolling Division 282, 283

Automobile Advertising 99, 100, 178

Baie des Cedres 206, 209, 210, 211, 213, 215

Beale, William G 255

Beauty Advice 164

Beck. E. S 255

Beecher, Henry Ward 43

"Beg Your Pardon" Department 142

Berlin Office of Tribune 145, 175

Blue Ribbon Fiction 165, 167

Book of Facts 181, 194, 197, 273, 279, 303

Book Reviews 141

Bross, William 18, 19, 22, 23, 29. 35, 36, 48

Building Management 284 to 290

Burke, State's Attorney 69, 70

"Cablese" 146

Catlin, T. B 61

Chapman, Paul Cross 120

"Cheer Checks" 106 to 110

Chemical Wood Pulp 221

Chicago American 178, 181, 197, 198, 273

Chicago Chronicle 63

Chicago Daily News 178, 181, 197, 198, 273

Chicago Fire 37, 38, 39

Chicago, first newspapers 16

Chicago Herald 78, 79

Chicago Herald & Examiner 79, 106, 107, 110,

178, 181, 197, 198, 273

Chicago Inter-Ocean 78

Chicago Journal 16, 17, 178, 181, 197, 198, 273

Chicago Post 178. 181, 197, 198, 273

Chicago Record 53, 75

Chicago Record-Herald 53, 70, 75, 78

Chicago Times 46, 53, 75

City Circulation 272, 276 to 281

Circulation 11, 22, 30, 36, 46, 75, 78, 84.

106 to 110, 255, 269. 272 to 281

Civil War 24, 26, 28, 29, 31, 34, 35, 40

Clairvoyants 76, 77

Clayton, John 93

Cleveland Leader 21

Cleveland, President 53

Clothing Advertising 178, 197

Color Rotogravure (Coloroto) 120, 256 to 266

Comics 245, 275, 276

Composing Room 157, 173, 227, 236

Conveyors from Presses 251 to 254, 274

Conveyors in Mailing Room 268, 270, 275, 278

Conveyors to Presses 268

Cookery 164

Co-Operator (Retailer's Paper) 200

Copy Service for Advertisers 191, 192, 203

Country Circulation 272, 274. 275

Cowles, Alfred 19, 22, 23, 48

Cowles, Alfred, II 255

Coxey's "Army" 53

Dailey, Charles 93

Daily News of New York. .100, 101, 143, 225, 282

"Dead Lines" 157, 159

Death Benefits 298, 299

Debs, Eugene V 53

Decatur's Slogan 118 to 120, 170, 172

Deep Waterways Editions 64

Democratic Convention in Denver 63

Deneen, Governor 73

Department Store Advertising 178

Dewey, Admiral ' 56, 57

Display Advertising 190 to 203

Drainage Canal 48

Dramatic Criticism 141

Dunne, Mayor 63, 285

Editorials 25. 26, 27, 29, 31, 34, 40, 44, 48, 54,

73, 84, 91, 118, 119, 170, 171, 172

Educational Advertising 186, 189

Electrical Department 253, 267, 268, 271

Electrotyping 245

Etching Department 134, 160, 230, 237 to

244, 258 to 265
European Edition of The Tribune.. .84, 85, 86, 87,

90, 92, 150

Evans, Dr. Wm. A 67, 172

"Experts' Fees" Suits 112

Extras 159

Farm & Garden 164

Fashions 161, 164

-^Features 163 to 165, 166, 167

^Fiction., 165, 275, 276

Field, William H 84

Financial Advertising 77, 178, 233

Financial News * 140, 233

-Fire Protection 271

Fisher, Judge H. M 115 to 118

Folders 251 to 253

Ford, Million Dollar Libel Suit 94 to 99

Foreign News Service.. .89, 91, 93, 145 to 152, 166

Fourdrinier Screen 216 ,222

Franquelin Lumber & Pulp Wood Co 282

Friend of the People 68, 172

Funk, Clarence 70

Furniture Advertising 178

Garage 114, 276, 277, 278

Garfield, President 46

Gas Scandals 54, 56

Gibbons, Floyd 89, 93

Gold Standard 56

Good Fellow Movement 66, 67

Grant, General 35

Greeley, Horace 21

Groceries Advertising 1 78

Half Tones 237, 238

Harden, E. W 56, 57

Harrison, President 47

Haymarket Riots 47

Headline Contest 130

Heads Used by Tribune 129

Health Advice 67, 164, 172

Helm, State Senator 70

Holstlaw, State Senator 69

Hopkins, Mayor 54

House Organ for Employes 300

Howells, Abby White 255

Humorous Columns 164

Ink Fountains 250

Insurance Advice 164

Intaglio Printing 257

Interior Decoration 164

Investor's Guide 78, 164

Ireland 48, 94, 148

Iroquois Fire 60

Job Printing Shop 291

Keeley, James 60, 63

Keough, Hugh E 164

Kohlsaat, H. H 70

Land Shows 64, 65, 66, 72

Legal Advice 164

Libby, Laura Jean 68

Libel Suits 94 to 99, 111, 115 to 118, 120

Library 168, 166

Lincoln, President 28, 30, 31, 32, 33, 171

-. Line-o-type 164, 172

"'/Linotype Machines 173, 227, 228, 229, 232, 236

Lloyd, Demarest 255

Lloyd, Henry D 255

Lloyd, John Bross 255

Lloyd, William Bross 255

Local Advertising 190, 191, 192

Local News Room 173

London Office of Tribune 148

Lorimer, William 68, 69

Love 164

Lyon & Healy 192

301

Index — Continued

Mailing Machines 270, 275, 278

Makeup of Ads 228, 229, 233

Makeup of News 228. 229

Market News 141, 156

Mason, Master in Chancery 285

Matrices 228,242, 243, 247

McCormick, Medill 68

McCormick, Robert R 48, 68, 88, 123, 269

McKinley, President 56

McNally, Andrew J 22

Medill Council 101, 294 to 300

Medill, Joseph— Frontispiece 18, 21, 22, 23, 24,

29, 31, 32, 35, 36, 48. 50, 53, 59, 171

Medill, Samuel 45

Medill School of Journalism 104

Memorial Trees 89

"Men's Specialist" Frauds 76, 77

Merchandising Advertising 196, 200, 202, 203

Monotype Machines 236

Morgue 134, 168, 169

Motion Picture News 141

Motion Pictures and Advertising 80, 189

Municipal Voters' League 55

Mural Prize 120

Nast, Thomas 160

National Advertising 190, 193 to 203

News, Foreign 145 to 152, 166

News, Handling 136

News in the Fifties 25, 28, 29

News in the Seventies 43, 44

News, Local 134 to 138

News, Makeup 153 to 159

News Maps 151, 161

News, National 143, 144

Newspaper Advertising 177, 199, 201, 202

I News Policies 131, 132, 133

Newsprint Consumption 25 1

Newsprint Laboratory 292

"1921 Will Reward FIGHTERS". . . .104, 105, 106

Ontario Paper Company 282

Ontario Transportation & Pulp Company 282

Order Clerks of Advertising Dept 283

Ownership of Tribune 19. 23, 255

Pacific & Atlantic Photos, Inc 167, 282

Paper Machine 216, 217, 222, 224, 225

Paper Mill 84, 101, 216 to 226

Patterns 164

Patterson, Joseph Medill 68, 88, 123

Patterson, Raymond 56

Patterson, Robert W., Jr., 28, 53, 54, 56, 59, 62, 68

Patterson, R. W., Sr 28

Peace Treaty Scoop 87,91

Pensions 299

Pershing, General 86

Photos 134, 151. 160, 161, 162, 167, 168, 174

Pierson, Joseph 85

Pneumatic Tubes 271

Polish War Scoop 91

Post Office for Want Advertisers 176, 184, 187, 188

Presses 11, 54, 101, 246 to 268

Price to Subscribers 54

Proof Reading 235, 236

Protection 36, 47, 48

Publishers' Advertising 178

Pulp Making 220, 221, 223

Pulp Wood Pile 218

Pulp Wood Resources of Tribune. . .84, 205 to 214
Purchasing Department 291 to 293

Queensbury, Marquis of 67

Rand, William H 22

Ray, Charles H 18, 20, 21, 22, 23, 29, 35

Real Estate News 140

Reels for Newsprint Rolls 248, 249, 250

Refrigeration 271

Reilly. General H. J 91

Religious News 139

Roll of Honor 87, 88, 89

Rome Office of Tribune 145, 175

Roosevelt, Theodore 63, 73

Rotogravure 101, 256 to 266, 275, 276

Rue, Larry 93, 152

Russell, Lillian 68

Ryan, Thomas 93

Sane Fourth Crusade 60

School Board of Chicago 284 to 286

Scripps, John L 18, 20, 22, 23, 36

Shelter Bay 206, 211, 213, 215

Sickness Beneiits 295 to 298

Small, Governor 73

Smith, Frederick ! '. ! ! 89

Society News '139

Soldier's Friend .164

Spanish War 56, 57, 58

Sporting News 134, 139. 156, 233

Steamers co Carry Pulp Wood 214, 287

Steam Tables 228, 242, 243, 247

Steele, John 94, 148

Stensland Bank Failure 63

Sterotyping 158, 228, 242 to 244, 247, 269

Strikes 58

Submarine Chaser Dispatch Boat 210, 214

Subscribers' Complaints 280, 281

Sullivan, T. E 61

Sunday Tribune 54, 134

Syndicate Department 166, 167

Taft, President 64. 73. 74

Talbot, Greenville 171

Taylor, Bert Leston 164, 171

Telegraph, News by 18, 145

Telephone Ad-takers 185

Telephones 289, 290

Ten Million Dollar Libel Suit 115 to 118

Thomason, S. E 255

Thompson, Mayor 73, 111, 115 to 118

Thorold, Ontario 206, 219

Traffic Department 225, 226

Travel Advertising 178, 186, 189

Tribune Advertising. .74, 75, 76, 99, 104, 105, 106

to 110, 176 to 203, 231, 232. 233, 271, 283, 286

Tribune and its Employes. .49, 58, 61, 101, 128,. .

269, 294 to 300

Tribune Building Corporation 282

Tribune Buildings. .8, 18, 36, 37, 39, 59. 63, 71,

101, 102, 103, 114, 284 to 290
Tribune Circulation. .11, 22, 30, 36, 46, 75, 78, 84,
106 to 110, 255, 269, 272 to 281

Tribune Company of France 282

Tribune Fires 18. 37. 38, 39

Tribune, Foundation 17

Tribune Scoops 35, 45, 63, 89, 91, 93

Tribune Subsidiary Companies 282

Trucks 276, 277. 278

Trude, A. S 284. 285

Trude, D. P 77

Typograph 236

United News Service 143

Upton, George P 35

Ventilation 271

Villard, Oswald Garrison 172

Wake-of-the-News 164

Walker, Judge 285

Walsh, John R 61. 63

Want-Ad Store 176. 180

Want Advertising 179 to 188. 290, 303

Washington News Bureau 143, 156

Wayman, State's Attorney 69

White, Amelia Elizabeth 255

White, Charles 68, 69

White, Horace 19, 23, 36

White, Martha Root 255

Wireless, News by. 101, 103, 145, 146, 147, 152, 166

Women Advertisers 176. 180

Women Editors 165

Women's Pages 233

World's Columbian Exposition 49, 50, 52

World's Greatest Newspaper 68

World War 80 to 89, 113

Yerkes Traction Scandals 55, 56

Zone System of Marketing 194, 197, 199

302

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Full text of "The W.G.N. : a handbook of newspaper administration, editorial, advertising, production, circulation, minutely depicting, in word and picture, "how it’s done" / by the world’s greatest newspaper."

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