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Shortly after assuming control of the paper, Ochs coined the paper's slogan, "All The News That's Fit To Print". The slogan has appeared in the paper since September 1896, and has been printed in a box in the upper left hand corner of the front page since early 1897. It was a jab at competing papers such as Joseph Pulitzer's New York World and William Randolph Hearst's New York Journal which were now being known for a lurid, sensationalist and often inaccurate reporting of facts and opinions known by the end of the century as "yellow journalism". Under Ochs' guidance, The New York Times achieved international scope, circulation, and reputation (the Sunday circulation went from under 9,000 in 1896 to 780,000 in 1934). In 1904, The New York Times, along with The Times received the first on-the-spot wireless telegraph transmission from a naval battle, a report of the destruction of the Imperial Russian Navy's Baltic Fleet at the Battle of Port Arthur in the Straits of Tsushima off the eastern coast of Korea in the Yellow Sea in the western Pacific Ocean after just sailing across the globe from Europe from the press-boat Haimun during the Russo-Japanese War. In 1910, the first air delivery of The New York Times to Philadelphia began. The New York Times' first trans-Atlantic delivery by air to London occurred in 1919 by dirigible. In 1920, a "4 A. M. Airplane Edition" was sent by plane to Chicago so it could be in the hands of Republican convention delegates by evening.

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