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BATTLE OF MANILA ENVELOPES
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what is it that upbuilds circulation? It is Public Confidence. The assurance on the part of the public that the newspaper is reliable. It is a secret and inviolable conviction on the part of the reader that the integrity and enterprise of the paper are beyond cavil, in other words, unimpeachable. In order to create the Will-to-Purchase on the part of the prospect, in order to beget that desirable state of mind, there must be a state of mind in the paper itself. Note that word Mind. Now what is the Mind of the paper? I always ask every newspaper owner who consults me, what is the Mind of his paper?"

Without waiting for Mr. Birdlip to be embarrassed by his inability to answer this question, the ecstatic Sanford continued:

"The Mind of the paper is, of course, the Editorial Department. How subtle, how delicate, how momentous, is that function of commenting on the great affairs of the world! As I said in an address to a Rotary club recently, of what use to have all the mechanical perfections ever invented unless your editors are the right men? Walter Whitman, the efficiency engineer, said: 'Produce great persons: the rest follows.' That is the kind of production that counts most. Get great personalities for your editors, and watch the cir-

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