The first unqualified assertion of Titanic's unsinkable appears in the The New York Times on 16 April 1912, a day after the tragedy. Philip A. S. Franklin, vice president of the International Mercantile Marine Company(White Star Line's holding company) stated after being told of the sinking "I thought her unsinkable, and I based my opinion on the best expert advice available. I do not understand it." This comment was seized upon by the press and the idea that the White Star Line had previously declared Titanic to be unsinkable (without qualification) gained immediate and widespread currency.
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