But, while the rewards of eminent success in the newspaper profession are great and substantial, the road to them is one which only the strong, sagacious, and active can travel, and this is especially true when he who strives for them assumes the duties of both publisher and editor. It requires great ability to make a great paper every day, and even greater to sell it extensively and profitably, and to do both is not a possible task for the weak. To do both in an inland city, where the competition of metropolitan journals must be met and discounted, without any of their advantages, requires a man of grip, grit and genius.
In 1852 the Manchester Mirror was one of the smallest and weakest papers in the country. Its weekly edition had a circulation of about six hundred, that of its daily was less than five hundred, and its advertising receipts were extremely small. Altogether, it was a load which its owner could not carry, and the whole establishment, including subscription lists, good will, press, type and material, was sold at auction for less than a thousand dollars.
In 1885 the Weekly Mirror and Farmer has a circulation of more than twenty-three thousand and every subscriber on its books has paid for it in advance. The Daily Mirror and American has a correspondingly large and reliable constituency, and neither paper lacks advertising patronage. The office in which they are printed is one of the most extensive and best equipped in the Eastern States out of Boston. In every sense of the word the Mirror is successful, strong and solid.
The building up of this great and substantial enterprise from so small a beginning has been the work of John B. Clarke, who bought the papers, as stated above, in 1852, has ever since been their owner, manager, and controlling spirit, and, in spite of sharp rivalry at home and from abroad and the lack of opportunieies which such an undertaking must contend with in a small city, has kept the Mirror, in hard times as in good times, steadily growing, enlarging its scope and influence, and gaining strength with which to make and maintain new advances; and at the same time has made it yield every year a handsome income. Only a man of pluck, push and perseverance, of courage, sagacity and industry, could have done this; and he who has accomplished it need point to no other achievement to establish his title to a place among the strong men of his time.
Mr. Clarke is a native of Atkinson, where he was born January 30, 1820. His parents were intelligent and successful farmers, and from them he inherited the robust constitution, the genial disposition, and the capacity for brain-work, which have carried him to the head of his profession in New Hampshire. They also furnished him with the small amount of money necessary to give a boy an education in those days, and in due course he graduated with high honors at Dartmouth College in the class of 1843. Then he became principal of the Meredith Bridge Academy, which position he held three years, reading law meanwhile in an office near by. In 1848 he was admitted to the Hillsborough county bar from the office of his brother, at Manchester, the late Honorable William C. Clarke, Attorney General of New Hampshire, and the next year went to California. From 1849 until 1851 he was practicing his profession, roughing it in the mines, and prospecting for a permanent business and location in California, Central America, and Mexico.
In 1851 he returned to Manchester and established himself as a lawyer, gaining in a few months a practice which gave him a living; but in October of the next year the sale of the Mirror afforded an opening more suited to his talents and ambition, and having bought the property he thenceforth devoted himself to its development.
He had no experience, no capital, but he had confidence in himself, energy, good judgment, and a willingness to work for the success he was determined to gain. For months and years he was editor, reporter, business manager, accountant, and collector. In these capacities he did an amount of work that would have killed an ordinary man, and did it in a way that told; for everymonth added to the number of his patrons; and slowly but steadily his business increased in volume and his papers in influence.
He early made it a rule to condense everything that appeared in the columns of the Mirror into the smallest possible space, to make what he printed readable as well as reliable, to make the paper better every year than it was the preceding year, and to furnish the weekly edition at a price which would give it an immense circulation without the help of travelling agents or the credit system: and to this policy he has adhered. Besides this, he spared no expense which he judged would add to the value of his publications, and his judgment has always set the bounds far off on the very verge of extravagance. Whatever machine promised to keep his office abreast of the times, and increase the capacity for good work, he has dared buy. Whatever man he has thought would brighten and strengthen his staff of assistants, he has gone for, and if possible got, and whatever new departure has seemed to him likely to win new friends for the Mirror he has made.
In this way he has gone from the bottom of the ladder to the top. From time to time rival sheets have sprung up beside him, but only to maintain an existence for a brief period, or to be consolidated with the Mirror. All the time there has been sharp competition from publishers elsewhere, but this has only stimulated him to make a better paper and push it succesfully in fields which they have regarded as their own.
In connection with the Mirror a great job printing establishment has grown up, which turns out a large amount of work in all departments, and where the state printing has been done six years. Mr. Clarke has also published several books, including "Sanborn's History of New Hampshire," "Clarke's History of Manchester," "Successful New Hampshire Men," "Manchester Directory," and other works. Within a few years a book bindery has been added to the establishment.