A Quote by Jill Abramson
The printed newspaper is a powerful showcase for news, opinion and advertising.
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The whole problem with news on television comes down to this: all the words uttered in an hour of news coverage could be printed on a page of a newspaper. And the world cannot be understood in one page.
News is something somebody doesn't want printed; all else is advertising.
If a newspaper is to be of real service to the public, it must have a big circulation: first, because its news and its comments must reach the largest possible number of people; second, because circulation means advertising, and advertising means money, and money means independence.
There is no such thing as national advertising. All advertising is local and personal. It's one man or woman reading one newspaper in the kitchen or watching TV in the den.
News, news, news - that is what we want. You cannot beat news in a newspaper.
The news of the days it reaches the newspaper office is an incredible medley of fact, propaganda, rumor, suspicion, clues, hopes, and fears, and the task of selecting and ordering that news is one of the truly sacred and priestly offices in a democracy. For the newspaper is in all literalness the bible of democracy, the book out of which a people determines its conduct.
In the average newspaper there is not a complete suppression of stories that the sacred cows don't want printed. But rather what happens is that the stories get printed with stresses, colorations and emphasis that favor the sacred cows.
News in printed form is in secular decline. However, news delivered the way consumers want it is growing and thriving.
Advertising is much less powerful than advertisers and critics of advertising claim, and advertising agencies are stabbing in the dark much more than they are practicing precision microsurgery on the public consciousness.
So long as Donald Trump is powerful and popular, Fox News is going to achieve an advertising bonanza unheard of in the era of modern cable, because people will pay them to talk to the president.
Trends in circulation and advertising - the rise of the Internet, which has made the daily newspaper look slow and unresponsive; the advent of Craigslist, which is wiping out classified advertising-have created a palpable sense of doom.
A newspaper may somewhat arrogantly assert that it prints "all the news that's fit to print." But no newspaper yet has been moved to declare at the end of each edition, "That's the way it is," as Walter Cronkite does.
Advertising in the final analysis should be news. If it is not news it is worthless.
Of course, a lot of businesses want to reach students, so I funded the magazine by selling advertising. I sold something like $8,000 worth of advertising for the first edition, and that was in 1966. I printed up 50,000 copies, and I didn't even have to charge for them on the newsstand because my costs were already covered.
I wish all consumers were as gullible as advertising's biggest critics. Anyone who believes advertising is that powerful will believe almost anything.
Advertising is our printed salesman. It may not be pretty, but it has to be true.
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