THE AUCKLAND SUN.

Otago Witness, Issue 3993, 23 September 1930, Page 30

THE AUCKLAND SUN.

PUBLICATION CEASES.

MANY DIFFICULTIES ENCOUNTERED. AUCKLAND, September 20. Arrangements have been made between New Zealand Newspapers, Ltd., and the' Sun Newspapers, Ltd., under which the former has purchased the buildings, plant, copyright, and goodwill of the Sun Auckland. The Sun ceases publication to-day as a separate paper, and from Monday it will be incorporated in the Auckland Star. The following are extracts from the editorial in which the Sun takes farewell of its readers:—“ This will be the last issue of the Sun in Auckland as a separate newspaper. Naturally, we regret losing our identity, and we think our regrets will be shared oy many others. Established nearly three and a-half years ago, the Sun soon gained wide popularity and made many friends. It was one bad luck that the venture should havq been launched during a period of deflation. For the past three years values have been steadily readjusting themselves in conformity with the iron law of supply and demand. There was little, therefore, to induce business men to incur fresh commitments in respect of newspaper publicity. In spite of adverse conditions, the Sun made considerable headway, but having regard to all the. circumstances the directors of the Sun agreed to entertain proposals which were independently initiated for the sale of their assets in Auckland to New Zealand Newspapers, Ltd. The deal was finalised on Wednesday. Details do not particularly concern the public, but we desire to say that New Zealand Newspapers, Ltd., hrve met us fairly and that the transaction is an equitable adjustment of the position as it stands to-day.”

In an editorial the Auckland Star says; “ To-day the Sun newspaper in Auckland is published for the last time. So ends another adventure in New journalism. After three and a-half years of strenuous endeavour its producers have been forced by circumstances to recognise that financial success was not to be achieved. The paper was launched with high hopes. Nothing was spared in equipment or staff calculated to ensure success. Able journalists gave it of their best, and a very high standard of production was consistently maintained, Energy and enterprise marked the campaign for circulation, but two main factors told steadily against this young enterprise. First and most important was the fact hut very tangible goodwill attaches to a newspaper that has put forth its best efforts for a great many years honestly to serve the people among whom it ciiculates in a way that does not pertain to any other business. Its readers become its friends, even ,f occasionally its violent critics. A paper with which they are unfamiliar makes little appeal to them. The second factor is that the costs of production and distribution of a daily newspaper have mounted so high during the past decade that a very large revenue is necessary to met expenses.”

The Sun Newspapers, Ltd., will continue to publish the Christchurch Sun, which is not affected in any way by the realisation of the company's assets is Auckland.