The Evansville journal. [volume] (Evansville, Ind.) 1866-1870, 1868-12-04


thar We wish 10 particular to direct
attention We eapy from the I iom
naerctal paragraph Cd this point:
Our regular rates for display adver-
Using are one dollar per square. The
regular places for display advertise
ments in the Commercial are on the
fifth, seventh and eighth pages. At
ter the compact " entered into some
years ago with the other English
morning daily papers to charge one
dollar per square for advertising. we
provided preferred places for adver-
tisements at increased rates. The
preferred places and rates were one
column on first page, $50; one col
umn, eight page, $40; specials in ad-
vance of marriage aud death notices,
81 5O per square. We have a con-
tract In New York for two columns
per week on the first page for one
year; that is, for one hundred and
four insertions of column advertise
ment. To this wholesale customer
We sold the space at so per column i,
net, or $4.160 per year, net, refusing
to throw off the $3.50. The NUMBER
of squares in a column OF our first
page Is thirty three, so that We get
seven dollars per column, net, more
than a dollar per square, for adVer-
Using that goes in by the year. This
is what the Gazette calls cutting rates.
Our collectors are repeatedly met
with the complaint that our charges
for advertising are exorbitant. Not
few of the complainants have in
sisted that our rates are as high as
the papers OF Louisville and Cincin-
natl. 1t is to this class of patrons
we commend the above para
graph from the Commercial. Fifty dol
lars per column for a single insertion
or four thousand one hundred and
sixty dollars for one year, is rubbing
it in pretty thick. Our patrons would
think so were we to charge one-sixth
or one seventh that amount. Yet, to
the mass of our dealers, an advertise
ment in the JOURNAL is just as valua-
BILE as an advertisementin the CONNER
ctal is to the Cincinnati dealers, not
withstanding the much greater circu-
lation of the Commercial. The rea-
son of this is, that an advertisement
in the JOURNAL reaches all, or very
nearly all, the customers to whom
they look for patronage, and an ad-
vertisement in the Commercial does
nothing more. 1t is a great mistake,
the assertion that the value Of adver-
Using depends wholly upon circula-
ion. There are certain. classes of
advertisements to which this rule
may apply, but they are except
ional. All classes of local ad-
vertisements depend for their value
upor circulation among the people,
whose wants are to be supplied. The
circulation Of the Cincinnati CONNER
cial in Evansville would alone benefit
the merchant of this city who sought
access to its columns as an advertiser,
and so far as his business is concern
ed, the advertisement would not have
one-fifth the value which it would if
inserted in the JOURNAL, notwith-
standing the Commercials much
larger general circulation.
We need hardly say to intelligent
advertisers and business men, that If
is by their high rates for advertising
that the papers in the larger cities are
able to print more reading matter and
go to more expense for telegraphing,
correspondence, &C., to make them
interesting. To the extent of the
circulation of the papers in the
smaller cities, they are at just as much
expense for white paper, ink, press
work, and, so far as it goes, for COM
position, as the large dailies. 1t costs
US just as much to put column ad-
vertisement in type as it does the Gin
:innati Commercial, while it receives
six or eight times as much for it. We
lpprehend if advertisers were all con-
versant with these facts, they would
eel more Willingness to aid in sus-
tanning and building up their local
nanera