If the circulation dropped, his income followed it. But could
Marrineal be serious?
"The fact is we've reached the point where more circulation is a luxury.
We're printing an enormous paper, and wood-pulp prices are going up. If
we could raise our advertising rates;--but Mr. Haring thinks that three
raises a year is all the traffic will bear. The fact is, Mr. Banneker,
that the paper isn't making money. We've run ahead of ourselves. You're
swallowing all the profits."
Banneker's inner voice said warningly to Banneker, "So that's it."
Banneker's outer voice said nothing.
"Then there's the matter of advertising. Your policy is not helping us
much there."
"The advertising is increasing."
"Not in proportion to circulation. Nothing like."
"If the proper ratio isn't maintained, that is the concern of the
advertising department, isn't it?"
"Very much the concern. Will you talk with Mr. Haring about it?"
"No."
Early in Banneker's editorship it had been agreed that he should keep
free of any business or advertising complications. Experience and the
warnings of Russell Edmonds had told him that the only course of
editorial independence lay in totally ignoring the effect of what he
might write upon the profits and prejudices of the advertisers, who
were, of course, the principal support of the paper.
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