Daily Davenport Democrat. [volume] (Davenport, Iowa) 1864-1874, 1867-09-07
GEO. P. ROWELl e. CO.'S
Lists Of One Hundred Papers.


Agents is confined To receiving orders for
papers At regular prices, and this Is without
doubt the most pleasant, way of conducting
an Advertising Agency but as the public
show n disposition TO pa,ronizc those parties
who will give most for the money. we have
always desired to offer the greatest possible
facilities 10 our customers. We were early
impressed with the fact that the general
public possess but little knowledge of the
comparative value Of newspapers rs adyer
Using mediums. The extensive advertiser
procures list from IN agent, made up indis
crimnaicly. and this list is used and paid
for without his possessing any knowledge
as To whether the selections are or are not
iudicious and no reliable or satisfactory in
formation can be obtained from anv source
open 10 him We saw that an ordinary
weekly paper outside our large cities
charged dollar for one insertion of an adj
vertiscment occupying an inch of spare
while they would insert n whole column 10y
the year. with the privilege OF frequent
changes, at n comparatively insignificant
sum The conclusion was obvious that
special lists could be prepared by which the
advertisers interests could be increased and
the price of small advertisements. for few
weeks or months. brought down below the
old figures, while the amount of business
tl,ns secured would be furnished to the pub
fishers ON yearly contracts by the column,
ut rates somewhat in advance of regular
charges for such large orders
WHY MANY DO NOT OBTAIN Low RATES.
We have shown that the way 10 obtain
low prices is TO contract for long time. but
many advertisers are cxperimentcrs only
who wish to make a trial and see the results
They prefer TO begin small and pay higher
rates; because, if the results are not salts
factory they do not intend TO continue
Others, from the nature of their business
do not care to be before the people except
at particular seasons Schools must be adj
vertiscd before the commencement of each
term summer resorts in May and June :.
flowers. plants, fruit trees. shrubs, etc, in the
spring, and SO on through the whole cata
logue of seasonable articles, the proprietors
of which never can avail themselves of The
long time rates offered by the newspapers,
because il would do them no good for a
longer time than few weeks or months, so
they of course pay the higher rates.
As AGENTS FOR OTHER PARTIES WE TAKE
ADVANTAGE OF YEARLY RATES.
Experience having taught us that the man
who made fair trial of advertising his bus
mess was sure To approve and continue the
practice, ii became evident that money thus
expended must be well invested. and that it
arrangements could be made whereby the
same amount would secure greater publicity
the means To accomplish such an end would
be sought for most eagerly, and as we num-
bcred among our customers persons in every
trade, 50 that when one was doing nothing
others Were in the midst OF a busy season.
and we. rs the agents of all. had about as
many orders at one time as another, il was
not difficult TO perceive that il the old svs-
TEN OF yearly contracts was brought into
use on large scale we could contract for a
large amount of space. and by using it for
our various customers in turn, keep il occu-
pied all the time-in o.her words. place our
selves in the position OF an immense estab-
lislmcnt, where all the various branches of
trade, and any particular quality of goods
would be advertised in every season.
This was the origin of our first list of one
hundred newspapers. 1t was offered to the
public carly in 1866. since which time it has
given rise TO much discussion. Advertisers
saw that the price asked was below what
they had previously paid for similar work,
and supposed the papers must be of an inte-
rior class, owing to their ignorance of the
real value Of the papers used and the non
could be compared The system steadily
gained ground. although Theoretically OPP
posed by al other agencies in the country
hut in spite of opposition. and perhaps
somewhat by its help, the success of the
system has been established.
The advertiser finding more results to
come from five hundred dollars paid us than
from one thousand dollars paid to another
agent. concludes TO adopt our method; and
the publisher who obtains thousand dol
lars for work where he formerly received
little or nothing, and who cannot complain
that his prices are broken down. likes the
new style. and gives 1t his support. Thu.
in two years the system has been extended
over fourteen States, and is increasing stead
| lily in favor, as is evinced by the testimony
Of both publishers and advertisers, while
our ncighbors. notwithstanding their asscr
I tions Of its impracticability, have alrcadx II
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