Sweeney Told

Over the entrance to the severely handsome Daily News building in Manhattan is chiseled the following fragment from Abraham Lincoln: HE MADE SO MANY OF THEM. More than 2,000,000 of the common people whom God loved and of whom He made so many read the earthy tabloid produced in this building. Every News executive knows that the inscription is not an empty slogan, for the News has profited and grown because of the publisher's uncommonly sensitive common touch. Its blunt advice to advertisers: Tell it to Sweeney--the Stuyvesants will understand.

Publisher Joseph Medill Patterson is the breath and body of the News. Educated at Groton and Yale, he came through without a single inhibition. In his youth he was a storming Socialist. Today he is a plutocratic proletarian among publishers. Carelessly dressed, he rides the subways, goes to the movies with his two million readers.

One kind of story Publisher Patterson knows the common people will always read: divorces--especially of prominent persons. Last week in Waukegan, Ill. a prominent U. S. couple were divorced. Mrs. Alice Higinbotham Patterson, married 1902, separated 1928, divorced her husband, Daily News Publisher Patterson. It was a good story. In the Daily News it appeared in full detail on page two (actually the first news page since the front page is given to pictures).

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