The Press: Kobler's Dreams

The American Weekly is the Sunday supplement of the 28 Hearst newspapers. Advertisers are invited to regard it as a sort of magazine. It has a circulation of 25,000,000 (Saturday Evening Post has less than 3,000,000). Its advertising rate is $16,000 per page. Its contents are entirely lurid: huge pictures and meaningless text about the scandals of Europe's lesser nobility, dinosaurs, spooks, freaks of science, etc. Eleven years ago, Publisher Hearst, despairing of selling advertising in such a thing, offered to give one Albert J. Kobler a big commission for every advertisement sold. From this commission, Salesman Kobler soon derived a...