Holy Roman Empire

Chapter 8: Edward von Bowenfield

"After you start a newspaper the way you want, have you thought about how to make a profit from it?" Princess Sophie asked with concern.

Make a profit?

It was impossible to make a profit, at least in the short term!

A newspaper was not so easy to start, let alone get the sales to surge in one day, which meant there would be no advertising revenue right away.

In most cases, a net loss for the newspaper would persist through the early months, and then the sales would increase gradually. After that, the paper could profit by taking some advertising, little by little.

Considering that most of the people in Vienna were not yet rich at that time, as well as the small size of the middle class, the sales of newspapers were unsurprisingly meager.

"I would like to publish novels first, to cultivate a stable audience to attract attention, with occasional news for public interest. It will be more practical, I believe, for profit to be put aside at first, and we can arrange it after we get more than 20,000 copies out," said Franz with confidence and decisiveness.

"20,000 copies will not be an easy endeavor, from what I know. Only three newspapers' sales pass 20,000 locally, apart from the ones on the national market!" said Princess Sophie, her voice full of doubt.

Apparently, she had done her homework, and she knew what she was talking about.

Franz nodded. Even the three papers his mother was talking about could not sell 20,000 copies in Vienna every day; only when there was some major news event.

That was the way it was: the population of Vienna at that time was less than half a million, and the number of people who could afford to buy newspapers was not more than 80,000, among whom even fewer were actually willing to pay for newspapers.

According to Franz's estimation, the number of people who subscribed to newspapers was between 20,000 and 30,000 in Vienna, while some others would buy a paper occasionally.

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The environment for publishers at the time was quite harsh; coupled with the strict publication censorship, this meant nothing was ever easy in this industry.

To achieve his goal, Franz had to increase the sales of newspapers to 10,000 copies in a year, while 6,000 copies in Vienna would be a satisfying success.

Princess Sophie thought for a moment, then said, "Franz, now that you have thought it through, go for it! Here's a piece of advice from me: recruit a reliable editor; it will minimize your loss. And better not to get involved in politics blindly; it will save you a load of trouble!"

"Thank you, and as you can see from the title of my newspaper, it is in favor of giving a voice to the public; as for the specifics, that's not really my concern!" Franz said with a smile.

He was too smart to be used as a weapon by others: he might get involved in politics, but he wouldn't necessarily take a side between the capitalists and nobles.

As the heir to the empire, Franz's attitude not only had an influence on many people choosing their position, but it also related to his public image.

Franz had decided on his persona: a merciful crown prince who cared for people's livelihood. To maintain it, he had to stay above the fight between nobles and capitalists.

Lots of propaganda would be needed for all this. Without it, how would ordinary people know what he was?

...

Time flew by, and a person named Edward von Bowenfield was hired as the editor-in-chief by Franz for one reason and one reason only—his big name.

As one of the most famous Austrian authors of the time, he was a radically enthusiastic youth in his early years, though he tended to be conservative in his later life.

By the time he had reached middle-age, his blood was almost burned out, but he was not completely exhausted.

"Mr. Bowenfield, welcome in!" Franz said, smiling.

"Dear Archduke, it's a pleasure to serve you!" Edward von Bowenfield replied.

"Mr. Bowenfield, the main purpose of our meeting today is to discuss the newspaper's orientation. Do you have any ideas about that?" Franz asked.

"Your excellency, it is the duty of every journalist to expose the dark side of society, and we must have the bravery to lay it all bare!" Edward von Bowenfield said, full of enthusiasm.

At that moment, Franz finally understood why this person was willing to accept his invitation: he saw the newspaper as a platform from which he could attack people with abandon.

Without strong backing, people like this did not have as many venues for verbally abusing people as they would've liked, thanks to the censorship of Austrian publications.

There was no doubt that Franz, the heir to the empire, was a perfect patron. Even if something happened, how could a person like him not find a way to save the paper and its staff?

Edward von Bowenfield was old and mature enough to compromise with reality. Recently, he had authored a satire on government —"Adulthood."

He was worried about possible imprisonment after the release of his book, which had been published privately without the permission of the government.

He had been planning to run away, but just before his departure, he received Franz's invitation, and he took it immediately and decisively.

During those years, the Austrian secret police, like everyone else, treated people according to their social positions. Thus, if he worked for Franz, they would not make it hard for him as long as he didn't really cross the line.

Franz shook his head and said: "Mr. Bowenfield, there are so many newspapers doing that already; there wouldn't be a shortage without us. Our purpose, as seen in the name, is to give a voice to the lowest class of society.

With our efforts, I look forward to changing the living conditions of the people at the bottom. They need bread and cheese, which are the most basic human needs, needs which should be satisfied!"

Every newspaper has a political orientation, but at that time, Austria did not have a publication specifically for the underprivileged. They were just too poor to afford even one piece of them.

"Your excellency, I must say that your intentions are good, but for the sake of achievement, we must change our current political system!" Edward von Bowenfield began to shill his theories without hesitation.

Franz smiled: "The Austrian system does need to be changed, but I don't yet know how. I will keep silent on this issue because I can't make the right judgment with my limited knowledge, even if there is a possible solution in front of me. However, I am more certain of things the other way around: the living conditions of the people at the bottom need to be changed, no matter how the system changes. To achieve such change requires the authority to enact more laws to protect their interests!

Mr. Bowenfield, you have the heavy burden of letting more and more people in society know the reality of the poorest among us, and then arousing their concern! It would be so much better if we could push the government into protecting their interests through legislation!"

Franz was not afraid of anyone relying on big talk. He left Edward von Bowenfield speechless with just a few words. Everyone knew that Austria needed reform, but how could it be done?

Different people had different interests, and consequently, various plans of reform. Franz simply took advantage of his youth: they hadn't counted on a 16-year-old kid to plan the country's destiny.