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Extra resources for Media Capital: Architecture and Communications in New York City
Indd 29 8/24/12 2:49 PM 30 / chapter one only had to reflect Bennett’s achievement and his standing in the industry, but also hold its own among such nearby architectural treasures as St. ”38 Like the Sun Building, the new Herald Building was a five-story, mansard-roofed structure, but that was the extent of their resemblance. The Herald had much more in common with the museum and the department store than with rival newspaper buildings. Where the Sun was a square, dark redbrick building, the Herald was a gleaming white arcade with majestic rounded fronts on three sides, built on a triangular piece of land.
Having pioneered the ad pages in New York, the Herald’s dominance in this field had long been established, but when department stores began requesting larger, multicolumn ads to reproduce images of fur coats, typewriters, and other consumer goods, the World was more accommodating than the Herald. To make up for lost business, the Herald increased its advertising rates, which did more damage to them than to their competitors at the World. Once the yellow press barons began to compete, the Herald found itself in a state of perpetual readjustment.
Owing to this predilection for the country, Greeley’s Tribune was not as interested in crime or other urban issues as the Sun or in the machinations of society galas as the Herald. Its first issue carried news of President William Henry Harrison’s funeral arrangements and public processions, and made Harrison’s dying words the paper’s motto, printed each day below the flag: “I desire you to understand the true principles of the Government. ”1 Greeley’s editorials were aimed at larger national issues like trade unionism and antislavery.