The Sun.
London, England, 1853-03-12 00:00:00

Viiirti Wbttion I

SUN OFFICE, Six o'clock.

THE ADVERTISEMENT TAX.-(THIS .DAY.)

This morning a deputation of gentlemen connected
with the London and provincial press, had an interview
with the Chancellor of the Exchequer, at his official re-
sidence, Downing-street, on the subject of the Adver-
tisement Tax. The deputation was introduced by Mr.
Ewart, M.P. Mr. Ewart having read the following
memorial : •

" OBJECTIONS TO THE ADVERTISEMENT TAX ON NEWS-
PAPERS.

"Ist.—Because it is a tax on Knowledge, and falls with
partiality on an important portion of the Press :—the
Newspaper, Magazine, and Periodical. AU War means of
advertising escape the duty.
"2d.—lt is an unjust tax. It cannot be equitably
assessed or collected. The rich man pays only ls. 6d. to
advertise the sale of an estate ; the poor man pays ls. 6d.
to advertise for employment.
"3d.—lt falls heavily on particular classes of property,
impeding to an important extent advertisements in journals.
In America, any man who wishes to lend or to hire, to
buy or to sell, announces his wish without being subj Oct
to any duty, for ls.
" 4th.—lt acts most injuriously oa literary works
striving at cheapness. The cost of advertising sometimes
amounts to more than the whole profit of author and
publisher on works which are successful.
" sth.—lt is a tax which goes far to fetter the free ex-
tension of the press—and prevents the circulation of a
sound and wholesome- literature among working men. In
America there are 350 daily papers—in England there are
only 10.
" 6th.—lt creates a monopoly. It is only the compara-
tively prosperous tradesman who can afford to advertise—
the intelligent mechanic is excluded from newspaper
publicity.
"7th.—lt is one among many of the fiscal errors com-
mitted when the true principles of taxation were compara-
tively unknown. It involves the same principle, by which
the lowest priced Bohea is taxed at the same rate as the
highest priced Pekoe or Souehong—on which the miserable
shirt-maker is made to pay a duty of about 300 per cent.
on the original value of the article which she consumes,
while the rich pay about 80 per cent only.
" Bth.—lt is a tax that should be repealed, because the
public would derive the full benefit of the repeal. In
many cases a larger redaction than the duty would be
made by newspaper proprietors.
" 9th.—lt is a tax. which is easily and largely evaded.
The blank wall, the advertising van (dangerously block-
ing up the public thoroughfares), the omnibus, the rail-
way carriage, the railway station, the street pavement,
and many other modes of advertising, reduce the amount
Paid to Government to a comparaUvely small amo-ant,
and leave its pressure exactly where it is most severely
felt, and where many grounds of public policy condemn it.
"10th.—In a word—it is a great impediment to trade,
literature, and labour, seeking a market though pub-
licity, and to the newspaper press for that reason; while
the small amount of revenue which it yields—about
160,0001, per annum—renders its altogether unworthy of
retention, at the cost of a tithe of the hardship and in
justice which it infficts."

Mr. MURDO YOUNG, of the Sun newspaper, then address-
ed the Chancellor.—l have had the honour of attending
many Chancellors of the Exchequer on this subject, and
the answer they have all made has been, that the revenue
would not afford the reduction. Upon the present ocea-
nic; however, I am happy in believing that that argu-
ment will not hold good. Ido not press for an imme-
diate remission ; but if you, sir, could give us a promise
for January next—
The CHANCELLOR of the EXCHEQUER—DO you mean
for a total repeal ? Because, if so, I must tell you, lam
afraid there is no surplus revenue on which I can at
present reckon for a repeal of taxation.
Mr. YOUNG--The effect, sir, of a mere reduction,
would be of so little advantage to the public, that I, my-
self, must press for a total abolition of the duty. lam
sure that I speak the general sentiments of thp news-
Paper proprietors in this particular. A mere reduction of
the duty would not enable us to make any perceptible
lowering of the price of advertisements to the public, and
the public consequently would reap no benefit. I must
also call to the attention of the Chancellor of the Ex-
chequer that we have to give credit to the public while, on
the other hand, we are obliged to pay the Government
without any delay. A paper like the Times, with its
circulation, can afford to do as it pleases, and charge
48 own price, however high, and the effect of an
abolition of the duty would be, that the Times would not
be one farthing the worse, while the public would be
greatly benefited. On the other hand, if a reduction
only of the duty were carried into effect, the public would
not benefit at all by it. This may be seen by taking the
case of the servants' advertisements, for which at
present the Times charges 35., which is just double
the duty. Supposing that the duty were reduced
to 6d., for all that, the Times could not af-
ford to insert those advertisements for less than half-a-

crown, because. the number would so greatly increase,
an_and the
roonir space
them,
limited, they would not be able to
hapkconsehluently, in self defence,
would be obliged °X
,cYofou, sir,
are probably aware thaartgeth
a
e superficial cl price.size
papers is limited, and, consequently, the Times nowisnew•
s
obliged to publish a supplement. Upon those they
must lose money if they issue more than a cer-
tain number, because it is evident that the adver-
tisements in a supplement may amount only to 5001.,
while, on the other hand, the cost of paper and stamps,
together with the advertisement duty, may very likely
amount to 8001., if more than a certain number are
issued.
Mr. Storrs, of the Daily News, then addressed the
Chancellor—Sir, I think that though an abolition of the
duty entirely would be very desirable, I am disposed to
acquiesce in a reduction of it, because I think by that
means that the number of short advertisements would be
increased by at least 100 per cent., and it is really
there where the pressure of this tax is felt. At
Present all papers must have a. minimum charge :
Most of them fix it at five shillings for ten lines—
most of the short advertisers, therefore, take their whole
10 lines.. The Is. 6d. duty being deducted from the 55.,
leaves 3s. 6d., which gives a charge of 4d. a line to the
newspapers, Supposing that by the abolition we were
obliged to charge 3s. for the same number of lines, we
should then get only 3d. per line, at • which price it is
not thought newspapers, making allowance for every
charge, can remuneratively print advertisements. If the
duty were repealed, and there were no 18d., there would
be no minimum laid down by the newspapers, and the
tradesman would not get for 2s. that for which he now
Pays 2s. When I became aware that I was to have the
honour of having an interview with you, Sir, I made a
calculation with respect to these short advertisements,
from the advertisements which for the last three days
have been inserted in the Times, the Daily News, the
Morning Herald, and the Morning Chronicle. I find
from that, Sir, that four-fifths of the advertisements
Which have appeared in the Times during the last three
days have been under 10 lines ; in the Daily News one-
half have been under that "number ; and in the other two
Papers a proportion considerably less. That, I think,
Sir, is an illustration of how far the general public, that
Which pays is. 6d., is interested in this question. Of
long advertisements above 10 lines the Times has only
double the number of the Daily News, and a some-
What similar proportion with regard to the others ; and
I think therefore that it is pretty apparent that the short
advertisers are most interested in this question ; and
lf you could not abolish the whole duty, a reduction of
it to 6d. would be greatly beneficial to them. By reduc-
ing it to 6d. you would also greatly increase the revenue,
by increasing the amount which would be paid to it for
Stamps and paper duties,
The CnANCELLOR of the EXCIIEQUER—Do you suppose
then that a reduction of the advertisement duty would
lead to such an increase in the amount of stamps and
Paper consumed, as would compensate the revenud for
that reduction ?

Mr.S;;;II have made a calculation, Sir, by which
find that the proprietors of the Daily News would pay
at least between 7001. or 8001. per annum more than they
do now ; and the increase in the payments of the coun-
try papers would be greatly increased.
Mr. MURDO YOUNG—If the duty were reduced, the
,h
inlet' would not make any reduction in their price, and the
ether papers would not, for one shilling less price, get
any perceptible increase in the number of their adver-
tisements, so the revenue would lose.
The CHANCELLOR of the EXCHEQUER-It would make
the competition of the other papers press more strongly
en the Times.
Mr: SMITH--Certainly so.
The CHANCELLOR of the EXCHEQUER—What course
then does the Times take upon the subject
Mr. SMITH—I believe, sir, it would be very glad to
let well alone.
Mr. YourTG--From their great circulation, the Times
would always deservedly be secure of getting as many
advertisements as it has now, and from its limited space
It never could insert more than it does now ; there-
fore it would neither gain nor lose by any alteration.
consequently, though it once opposed the alteration, it
"w expresses itself quite willing to let the duty go by
the board. I remember in the year 1835, when the
question of the alteration of the duties was being agit-
tated, at a meeting of the proprietors of the daily news-
Papers, eleven in number, when a modified sliding-scale
71 proposed, Mne of us were in favour of it, but the
4.,0 rites decided against it, and the Government of the day
the advice of the Times.
withthe
r.Buc
Esr then said, as connected to some extent
provincial newspapers, I wish to direct your
attention,
to the gradual process of injury which is