"THE 'SUN' SETS"

Evening Post, Volume CX, Issue 72, 22 September 1930, Page 11

"THE 'SUN' SETS"

NEWSPAPER VENTURE

REASONS FOR CLOSING DOWN

As announced in "The Post" on Saturday, the Auckland "Sun" ceased publication that day, tho paper being incorporated in the "Auckland Star" as from to-day.

Deferring editorially under the heading "The 'Sun' Sots" to the demise of "The Sun," the-"Auckland Star" of Saturday said: —

"To-day 'The Sun' newspaper _ in Aucklaud is published for tho last time. So ends another adventure in New Zealand journalism.. After three and a half year 3of strenuous endeavour its producers have been forced by circumstances to recognise that a financial success was not to bo 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 i 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. The first and most important was that a 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 circulates; in'a way that does not pertain to any other business," its readers become its' friends, even if occasionally its violent critics. A paper with which they are unfamiliar makes little appeal to them. The second factor is that the cost 3of production and- distribution of h daily .newspaper havo mounted so hi"h during the past decade- that a very large revenue is necessary to meat expenses. All over the English-speak-ing world it is a timcof-consolidation of newspapers; many disappear in the process and few appear. This is not the outcome of a spirit of monopoly, but tho inevitable result of economic factors. From these and other difficulties inseparable from a new venture, 'The Sun' in Auckland has sufiorea, and the stern facts have required to be faced. Its brief career has been marked by vigour, and while it could "not command success, it has done its best, according to its .lights, to deserve it. Its palsinf will be regretted by those who for over three years have gleaned information and pleasure from its pages.

THE "SUN'S" FAREWELL. Following are ektracts from the editorial in which the- Auckland "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 by many others. Established nearly-three- years and_a half ago, the-'Sun' soon gained a wide popularity and made many friends. It was our bad luck that the venture should have, been launched during a period of deflation. ' For the past threo 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' mado considerable headway. . . .

Having regard to all the circumstances, thf 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. Tho deal was finalised on .Wednesday. The details do not particularly concern the public, but we desire to; Bay. that New Zealand Newspapers, Ltd., have met us fairly, and that the transaction is an equitable adjustment of the position, as it stands to-day.

i "We think the 'Sun' did some good for Auckland during its career, and as it dips below the horizon wo hope citizens will remember that it shed a cheery light while it lasted. May it continue to shine on from a star which has increased its magnitude."