Evening star. [volume] (Washington, D.C.) 1854-1972, 1862-08-15
aRArUIIous ADyERrIslNG.

We aud an individual who signs himself H
H Tilley, complaining per " card" through the
columns Of q cotempo:ary Tia the Sta, charged
him 50 for advertising concert he was concerned
in getting up fer bsnevoien, purposes.
rhe allegation Ct Mr.. Tilley (whoever he may
hey deserves no special attention at our hands,
tad we advert 70 It simply to say a word upon the
subject OF Newspaper advertising aud upon the
necessity Of conducting business in business
J'ks way, as well IN = newspaper ONCE a. else.
where.
The lesding newspapers in some Ct our large
titles insis upon so managing their business, and
my nosorie.y- bunting Ioafer undertaking to pa
rade bis name before the public at the expense OF
their advertising column, 10 quite certain to re-
ceiye a curt dismissal.
But outside Of the large commercial cities the
pes has been pretty much at the mercy Of the
nntoriety hunting larzsroni, and In this city II
bored and swindled to an intolerabIe extent by
al soT;s Of sdventurers and once seekers, engi.
nesring to secure gra,uitous advertising, and
who, like all other professional beggars, are
impudent and insolept in proportion to the unres
ronsblensss Of their demands.
To say tina. we have f'ty applications day o.
thI. nature would very imperfectIy express tn,
extent Of the annoyance to which we are subjec
In this way, In common with our contemporaries
Now, IL the Rev. Mr.. sleek, or Dr. Pangl loss
or Prof. Didder, wishes to serve his country a,
chaplain, consul. or paymaster, &c, &C., and Il
that end ends II advantageous TO iterate his name
before the departmental eve, per lecture, (fo
benevolent objects.) upon BoTro6ooIa Cha, Cueo!
o-y, or Hop 10 RAISE tAs VIVID, there can be nc
particular objection - that he goes about Il In
susine7-like way, and pays squarelY for hi,
advertisements. Otherwise ''quite the contrary ,
Newspaper men every where should refuse tc
ssbTnit to this spOngiDg process. We have stead.
jly resisted II as unjust to ourselves, our en-
ployess, our subscribers and our paving adver
tIsers.
The practise Of gratuitous advertising for exhi.
billions and entertainments got up for charitab bic
objects by really trustworthy parties, is almos,
equally Objectionable In q sound bust ness poin,
81 view. There seems no good reason why the
advertising business and books Of Newspaper
of1ce should not be conducted and kept with a.
much precision as the business and books of q
bank or mercantile house aud yet, this Ii i'm.
possible under the present hap hazard style Of
regulating the tariff Of advertising charges TOT
generally practised In Newspaper ofices.
tits a notorious fact, that newspaper publish
Ing 10 Sc worstpaying business In the country
and that the number OF successful newspapers
pecunisrilY-in the United States may be counted
upon ones fingers.
Thi, Ill success may, we believe, In nine case
out Of ten, be traced 70 bad business manage
mont. Low priced papers especially, derivins
A. they do, little II any profit from their cIrcula
ton, however large, must go under, unless ever,
line Of their advertising space can be counted
upon az so much money; and II will invariabl,
be found We think, that where ill-judged gene
r,sity 10 displayed at the advertising counter a
the expense OF wholesome and imperative bust
ness rules, that the trsnsgresso In the end fnd
himself unable to be even Just TO his employee
and his paper maker.
A calm In behalf Of charitable objects MAJ
properly be levied upon the pocket Of the news
paper publisher, but has no more bushes, at tn
advertising counter than Il has at bank counter
In other ways Newspaper men need TO be abl
TO protect themselves from leakages which 90 {
make publishing so ru!nous a business on III
svsrage-but we have not space 10 enlarge far
fher upon the subject to-day.
The business Of newspaper publishing cal
never be established on wholesome basis unit
s0me concert Of action 10 effected amongst thos
whc carry II on Some attempt. have been mad
In this direction by State organizations, but n,
tcnal organization 10 needed.