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

We fad an individual who signs himself II.
+ RILEY, complaining per " card" through the
columns Of a contemporary Il tue Stor charged
! u. q for advertising concert he was concerned
} ses,ing up f,T benevolent purposes.
The allegation e Mr.. Tilley (whoever he may
beJ dese4ves no special attention at our hands,
rrd we advert 70 1; simply 10 say word upon the
tlbjsct Of newspaper advertising and upon the
reosssIty Of conducting business In business
] Ia way, a. well In Newspaper Office 90 else
Tbcre.
The lesding newspapers In some Of our large
titles Insist upon so managing their business, and
sGy nOtorlsty- hunting loafer undertaking TO pa
1sie bis nams before the public at the expense Of
freir advertising columns IL quite certain TO re-
ee;ve curt dismissal
Bu, outside Of the large commercial cities the
80 has been pretty much at the mercy Of the
toristy hunting loIraroR, and In this city 10
f.rsd ard rwindled 70 an intolerahle extent by
. sor 5 cf adventures and OH ce-seekers, enei-
g.shng 10 secure gratuitous advertising, and
Vrso, like all ether professional beggars, are
impudent and iusolent In proportion to the unrea-
scsablsnsss Of their demands.
To say tina. we have fifty applications day Of
ms nature would very impeffecty express the
PIient Of toe annoyance to which we are subject
81 this way, In common with our contemporaries
H. U.
81 Prof Diddler, wishes to serve his country as
chaplain, consul, or psymaster, &c, &C., and to
that end Aads Il advantageous to iterate his name
Before the departmental eve, per lecture, flor
benevolent objects upon Borto5co,a Cha, Caeol-
nEy, or Ror TO R4ts. tis Wisd, there ca q be no
particular objection 80 that he goes about II In
hu,ness- like way, and pays squarely for his
advertisements. Otherwise "quite the contrary -
Newspaper men svery where should refuse to
s1orni; 10 this sponging process. We have stead
sly resisted IL a. unjust TO ourselves our en-
pOyees, our subscribers and our paying adysr-
NseTs.
The practise Of gratuitous advertising for exhi.
Billions and entertainments got up for charitable
objects by really Trustworthy parties, is almost
~ Gany Objectionable In a sound business point
Of view. There seems no good reason why the
Advertising busnsa and books Of Newspaper
oioe should not be conducted and kept with as
much precision as the business and books of q
hank or mercantile house aud yet, this IL i'm.
POSSIBLE under the present hap hazard style Of
r-gulaiing the tariff Of advertising charges too
generally prsci.sed In newspaper Offices.
tits a notorious fact, that newspaper publish
log Is the wontpsying business In the country,
and that the number Of successful newspapers-
re5uniarIlY-in the United States may be counted
upon ones fingers.
This III success may, We believe, In nine cases
nu. q ten, be traced 10 bad business manage
ment. Low priced papers especially, deriving
they do, little IL any profit from their circuls-
ton, however large, must 60 under, unless every
Line Of their advertising space can be counted
upon as so much money; and 10 will invariably
b found we think, that where in-judged gene
si!y 10 displayed at the advertising counter at
The expense Of wholesome and imperative bust.
ness rules, that the transg In the end fnds
himself unable to be even Just to his employees
ald bis paper maker.
calm In behalf Of charitable objects NAV
properly be levied upon the pocket Of the news.
3 per publisher, but has no more business at the
sdvertiting counter than Il has at a bank counter
In other ways newspaper men need TO be able
&c protect themselves from lcakages which 20 tc
naks publishing 90 ruinous business on thu
average-but we have not space to enlarge far
'her upon the subject to-day.
The business Of newspaper publishing car
Dsvrf he estshIishe ID on q wholesome basis until
sJtne concert of action 10 effected amongst thoss
vLo carry IL Cd. Some attempts have been mad.
II this direction by State organizations, hut na
tional organization Il needed,