DAY BY DAY.

Waikato Times, Volume 111, Issue 18625, 2 May 1932, Page 6

DAY BY DAY.

Proprietors and directors of several

London papers Quality Circulation might with adversus vantage take to Quantity Circulation, heart Sir Herbert Austin’s wholesome words on. the mania for swollen circulations, attained by quite other methods than developing the Intrinsic merits of. the paper itself. Sir Herbert, as one of the great advertisers of the country, cannot be disregarded when he declares that the sane advertiser profoundly mistrusts circulations based on such expedients as canvassing, insurance and competitions, or when, speaking still as a typical advertiser, he records -his opinion that the paper that wins its way by good make-up, good editorials, and good reading matter generally, that gets into the home on sheer merit and is read-there, not merely skimmed, is- the paper it is - worth while to advertise in. Such doctrine, coming from such a source, is doubly welcome. Too long the cry that big circulations were vital because 'Of the advertiser has been accepted as gospel in Fleet Street, and the paper which stood for sober views and sober news has had to adapt Itself or go under. A reaction sooner or later was inevitable, and It may fall -to Sir Herbert Austin to start it. He will be rendering one of the greatest of publio services if he can create the conviction that a quality circulation may be better business, quite apart from its other values, than a quantity oiroulation. —Spectator.

The citizen who Is puzzled about the present course of Not a Mlro affairs at home and of abroad need offer Hopeless Futlllty.no apologies to his cocksure neighbour. But, though puzzled, he should not yield either to cyniolsm or to disheartenment. There was never reason to suppose that the millennium might 'begin at about this time. It ■would disclose total failure to understand the method and character of human progress, to conclude hastily that we are floundering In a mire of hopeless futility. It Is certain, however,' that if we cease to strive for better things, a drift toward worse things will be inevitable. There was some gleam of truth, applicable in many ways, In the remark of the man who said that he had to run ats fast as he could In order to stay where he was. When the currents are strong It Is Indeed hard to row up-stream. 'But there are stretches of quiet water to be expected, with secure / anchorage and some repose for those who have had the courage and strength to endure. They have no reason to despair of fine visions, or to abandon generous hopes. No single panacea or magic formula will cure the Ills that beset mankind. We must analyse situations that confront us, and act upon the belief that It is well worth while to seek means to conquer the obstacles one after another that lie in -the way of further advance towards the ends that we seek, —Dr. Albert Shaw, Editor of the American Review of Reviews.

Continental comment on the German eleotions (says the LonClearlng don Daily Mail) leaves of no doubt that the big Europe’s Sky. vote for Marshal von

Hindenburg is everywhere regarded as a favourable sign for Europe. As -suoh,. it has been particularly welcomed In France. Many apprehensions in that country have been allayed. We may now hope that the day has been brought nearer when a complete reconciliation, ’between France and Germany will become possible. The best 'Chanoe of restoring German prosperity in the future lies in such a reconciliation, the door for which has now been opened.