Milestones

Viewers with alarm of the possible inroads of the gutter-press upon the circulations of sound newspapers, were relieved last week. The New York Times, lodestar of U. S. journalism, announced that it has passed another high mark. In 1912 the Times passed 200,000; in 1918, 300,000. For the six months ending March 31, 1927, its Sunday and daily average was 414,990, an average gain of 22,295 over the corresponding period of 1925-26. As the Times itself admitted:

"The number of its readers is an indication of the true sentiment of intelligent people which the newspaper world cannot afford to neglect. It should be pondered by those in the profession, or planning to enter it. The case is one calling for serious study and comment in schools of journalism. No one will claim that the trend is all one way, but no one with his eyes open can deny that in the success of the Times is a proof that those who think it all one way--and that the way of irresponsible journalism dealing only in 'features'--are mistaken."

There was doubtless no subtle innuendo in this statement by the Times, whose motto is "All the news that's fit to print," although the motto of the Times's rival, the New York Herald Tribune, is "Complete news plus the best features." Generous, imperturbable, the Times can well afford to be. Despite much thunderous prophecy, the Herald Tribune's latest milestone, announced as passed last week, is only 300,000. Though 100,000 people represent only about 1% of the potential newspaper market in Manhattan and vicinity, 100,000 bona fide readers represent a very considerable circulation lead for any sound newspaper to have.*