This is a fascinating look at the development of the newspaper industry in Canada.
The article is included in the online version of The Canadian Encyclopedia.
The first part of this detailed article is included below to give you a taste.
Keep your sightglass full, your firebox trimmed and your water iced.
KJ
http://thecanadianenc...
Canada's
first newspaper, John Bushell's Halifax Gazette, began publication in
1752. Like most colonial newspapers in North America, it was an adjunct
of a commercial printing operation. Moreover, it was dependent on the
printing and patronage largesse of the colonial government. This
reliance on revenues from sources other than readers - from governments,
political parties and ADVERTISING - would remain a characteristic of
Canadian newspapers.
The First Newspapers
There
were no newspapers in New France, in part because of the opposition of
French officialdom to the establishment of printing presses in the
colony. The British Conquest, and the termination of the SEVEN YEARS'
WAR in 1763, brought a trickle of printers from the American colonies.
In 1764, 2 Philadelphia printers, William Brown and Thomas Gilmore,
began the bilingual Quebec Gazette at Québec City. In 1785 Fleury
Mesplet, a French printer who had been jailed because of his attempts to
persuade Québec to join the American Revolution, started publication of
the Montreal Gazette (now the oldest continuing newspaper in the
country).
In 1793, under the auspices of Upper Canada's first
governor, a Québec printer started the Upper Canada Gazette at Newark
[Niagara-on-the-Lake], the first newspaper in what is now Ontario. Like
the Halifax Gazette, these first papers - operating in colonies where
populations were low - remained utterly dependent upon government
patronage. In Upper Canada, William Lyon MACKENZIE pressed the Assembly
to subsidize the province's first paper mill, in part to ensure a source
of newsprint for his journal - a telling example that the close
relationship between newspapers and government patronage held even for a
democratic firebrand.
The development of legislative assemblies
in British North America encouraged political factions. At the same
time, particularly in Halifax, Saint John, Montréal, Kingston and York
[Toronto], a merchant class, with an interest both in reading commercial
intelligence and in advertising, was growing. Weekly newspapers
sprouted up, allied with political movements and the various mercantile
and agricultural interests.
In Lower Canada, the Québec City
Mercury (1805) and the Montréal Herald (1811) became mouthpieces for the
province's English-speaking merchants, while Le Canadien (1806) and La
Minerve (1826) spoke for the rising French Canadian professional
interests.
In Upper Canada, William Lyon Mackenzie used his
Colonial Advocate (1824) to argue the cause of Reformers in general and
farmers in particular against the dominant professional and mercantile
groups. In the Maritimes, newspapers such as Joseph HOWE'S Novascotian
(1824) of Halifax also worked to challenge the authority of colonial
oligarchies.
Newspapers, Politics and the State
By the
early decades of the 19th century, most newspapers were allied with
either the Reform (now Liberal) or Conservative Party. These early
newspapers were by no means simple tools of the parties they claimed to
support but rather were organs of specific leaders or factions within
the parties. Thus the Toronto Globe (1844) was a personal organ of its
publisher, the Reform politician George BROWN. The Toronto Mail (1872),
while set up to act as spokesman for the whole Conservative Party, was
quickly captured by the dominant faction led by John A. MACDONALD.
Moreover,
it was not unusual for an organ to deviate from the party line. The
Mail, for example, broke with the Macdonald Conservatives in the 1880s,
forcing the party to set up the Empire in 1887. The relative
independence of newspapers from political parties and governments varied
from place to place. But in general, newspapers had more potential for
independence from parties as their revenues from circulation and
advertising grew.
In part, the politicization of newspapers
continued because readers demanded partisanship. POLITICS was a serious
matter in 19th-century Canada; newspapers were expected to have views.
Thus occurred the phenomenon of the 2-newspaper town. By 1870 every town
large enough to support one newspaper supported 2 - one Liberal and one
Conservative. As well, newspapers have never cut themselves off
completely from government patronage. Since 1867 the federal government
has subsidized newspaper publishers by granting them special postal
rates. Canada's first international wire service, Canadian Associated
Press (1903), was subsidized by the federal government, as was the
domestic news co-operative, CANADIAN PRESS, during the initial years
after its founding in 1917.
The Rise of Advertising
While
partisanship remained, the financial dependence of newspapers on
governments and political parties did decline throughout the 19th
century. The reason has to do with the economics of newspaper publishing
and with overall economic development. Newspapers faced high overhead
costs, ie, newspapers were forced to incur the same initial outlays for
equipment, typesetting and editorial matter whether they printed one
copy or a run of 10 000. In the 1860s, when daily circulations were
usually under 5000, these overhead costs were covered by party or
government patronage. But as population expanded and literacy increased,
publishers were able to spread these overhead costs over more readers.
In addition, as a newspaper's circulation increased, merchants became
more interested in it as an advertising medium. With productive capacity
increasing in all industries, advertising - as a means of persuading
people to buy the massive volume of goods being produced - became
crucial.
Early advertisers were wholesalers trying to catch the
attention of other merchants, but by the 1880s retail advertising, aimed
at a mass market, was dominant. By 1900 consumers were flooded with
newspaper advertisements calling upon them to purchase such things as
soap, patent medicines or electric belts. Big-city dailies were earning
between 70% and 80% of their revenues from advertising.
Technological
developments in the newspaper industry, and in the economy as a whole,
hastened the trend to large-circulation, advertising-based newspapers.
The spread of the TELEGRAPH during the 1850s and the laying of the
Atlantic cable in 1866 increased the availability of world news to
newspapers, but at the same time increased their overhead costs of
production. By the 1880s, high-speed web presses and stereotyping
allowed newspapers to expand their circulations in order to earn more
revenue to cover these costs. In 1876 the combined circulation of daily
newspapers in the 9 major urban centres was 113,000. Seven years later,
it had more than doubled. Railway building, from the mid-19th century
onwards, put more of the population within reach of daily and weekly
newspapers. By the 1890s, typecasting machines such as the linotype were
allowing daily newspapers to expand their size from the standard 4-, 8-
or 12-page format to 32 or 48 pages. This greatly increased the amount
of advertising space.
