By Ken Ward (auth.)
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Additional info for Mass Communications and the Modern World
Pol itical figures wh o had achi eved , or sough t, na tiona l or local prominen ce d ep ended upon ext ensive cove ra ge in th e pr ess, a nd viewed thi s development with concern . Politics, although th e staple of most d ail y papers , began to be tr eated as other news sto ries, with a change of style to a personalised 'human int erest' ou tloo k, and individual interviews , both of whi ch wer e ass ocia ted with th e new form of commer cial journalism . Journali st s sought out new angles whi ch would contin ue to int er est a read ership which was less conce rne d with civic enligh ten me n t than with daily ente rtai nme nt.
It not only represented a saving of money for individual papers, but by an arrangement with European news agencies secured a monopoly for those papers inside the cartel. Through agreements with the Western Union Telegraph Company in 1855, regional and local newspapers secured a franchise to use this service and no other, so creating a monopoly controlled by the New York papers. This was one factor leading to the decline of special interest newspapers which were effectively cut off from a source of foreign news.
With the proliferation of newspapers, growth in circulation and the fall in the modal price, the cost of starting and maintaining newspapers continued to rise. In 1870 the establishment ofa London daily might cost £100,000; and while the initial sum advanced for Harmsworth's Daily Mail in 1896 was less than £25,000, th e paper actually required an investment of £500,000 over a number of years, and this does not appear to take account of plant already available from other newspaper ventures. Inevitably, the success of a newspaper became dependent on the amount of advertising it attracted .
Mass Communications and the Modern World by Ken Ward (auth.)