Tweaking the UI

Who wrote this?

… with enough money … I’ll tell you what I would do.  In the first place, I would change the general appearance of the site and make seven wide columns where we now have nine narrow ones.  Then I would have the font spaced more, and these two changes would give the site a much cleaner appearance.  Secondly, it would be well to make the site as far as possible original, to clip only some leading sites … [we] must also increase our number of advertisements [even] if we have to lower rates to do it … images are a detail, though a very important one … images attract the eye and stimulate the imagination … all these changes [should] be made not by degrees but at once so that the improvement will be very marked and noticeable and attract universal attention and comment.

Perhaps the antiquated language at the end gave it away.  This is not an email from an online publisher to her investors in 2005.  I just replaced paper with site, type with font, and illustration with image in an excerpt of a letter William Randolph Hearst wrote to his father in 1885, listing changes he would make to the San Francisco Examiner if his father would just let him run that paper.  Hearst did take over the paper and, after making a number of changes like these, made the Examiner the most popular paper on the west coast.

Source: The Uncrowned King: The Sensational Rise of William Randolph Hearst by Kenneth Whyte (a great read).

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