The Sun.
London, England, 1853-03-14 00:00:00

THE ADVERTISEMENT TAX.

On Saturday 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 other 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 subject
to any duty, for ls. _ _

" acts most injuriously on 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 Souchong—on. which the miserable
shirt-maker is made to pay a cltty of about 300 per cent.
on the original value of the article which-she-tenstrmes,
while the rich pay about 80 percent 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" Bth.—lt is a tax that should be repealed, because the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 reduction than the duty would be
made by newspaper proprietors.
" is a tax which is easily and largely evr.ded.
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 her modes of advertising, reduce the amount

paid to Government to a comparaiively small amount,
and leave its pressure exactly where it is most severely
felt, and whore nanny grounds of public policy condemn it.
"10th.—In a word—it is a great impediment to trade,
literature, and labour, seeking a market through 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 andin-
justice which it inflicts."

Mr. Munro YOUNG, ofthe 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 occa-
sion, 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—But there will be next year.

The CHANCELLOR of the EXCHEQUiR—WeII, then,
suppose we make an appointment for this day twelve-
months.

Mr. YOUNG—I shall be very glad to fix that day for the
abolition of the duty. The effect, sir, of a mere reduc-
tion, would be of so little advantage to the public, that
I, myself, must press for a total abolition. lam
sure that I speak the general sentiments of the 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
its 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,
and, their space being limited, they would not be able to
find room for them, and consequently, in self defence,
would be obliged to charge a higher price. You, sir,
are probably aware that the superficial size of news
papers is limited, and, consequently, the Times is now
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. SMITH, 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 1)0
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,
should thenfget only 3d. per line, at which price we
not thought newspapers, making allowancefo.r
would
vfioteturhly:ei
charge, can remuneratively print advertisements
duty were repealed, and there were no 18d.,there
be no minimum laid down by the newspapers, and the
he now
tradesman would get for 2s. that forwhich
pays ss. 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
e
Morning Herald, and th Morning Chronicle. I find
from that, Sir, that four
-fifths of the advertisements
which have appeared in the Times during the last three
i
days have been under 0 lines ; in the Daily News one-
half have been under that number ; and in the other two
Papers a proportion • That, I think,
considerably less.
iiq:e
se es
oomn
Sir, is illustration Iblie, that
of
.how far the genera P „on. of
which pays ls. 6d
long advertisements
. lasbionvteerlostelidneisnotehl,
ly
double the number of the NeW4 anodthears ; and
what similar proportion withDraeigl:yird thetont that the short
I think therefore that it is prett
advertisers are most interested 1:
l duty, a reduction of
yl.'--Pptahris question ; and
if you could not abolish the h_
it to 6d. would be greatly vi?tiocial to them and to us.
By reducing it to 6d. it which would be paid
you mould also greatly increase the
the amoui
revenue, by increasing -or duties,
to it for stamps and p
The 0/10.NcELLOA of the EXCUEQUER—Do sou suppua