The Valley Virginian. [volume] (Staunton, Va.) 1865-1895, 1868-07-01
What is a Squarea

The term "a square, as presenting definite
space in the advertising columns Of a newspa-
per- is one in common use. What that space
is it would be difficult to say. and an applica-
zion for information to dozen leading news
paper publishers will result in twelve concise,
definite and satisfactory statements of fact, no
two of which will be alike.
The public, untaught by dear experience,
consider the question SO simple as to require
no explanation A square, says neophyte,
in advertising, is a space as long as the cou-
mn is wide this was probably intended to b.
the fact originally. Webster and Worcester
say nothing of the application Of the term, in
the sense in which we use it.
Twenty four lines set in Brewer type will
occupy space weary nearly quadratoral in
form in column of ordinary width, and some
of the newspapers in the Dominion of Canada
will be found to adhere to this definition, but
as space becomes valuable smaller type is in
troduced, aud the reduced space required for
the same matter comes to be the standard.
Frequent changes and alterations having made
the matter rather indefinite, it has finally come
to be the custom for every publisher to make
asquare to suit himself, and the late great in
crease in prices caused by our "Greenback"
Currency, was powerful cause Of contracting
the measure. Ten years ago square in a
majority of cases meant the space required to
set twelve lines solid matter to-day eight and
ten lines are the more common measure the
reason being that this change makes a mate
rial increase Of price without seeming to do so;
g. e., 5 squares or 60 lines SIS, and squares
or 40 lines IS, and 20 lines left to be sold to a
new customer The advantage to the publish
er is obvious while the thick -beaaedness Of the
public on this point is, to say the least remark
able. y
tits the experience Of nearly every canvas
ser for advertisements that his patron wishes
his card to occupy ''one square" or ''two
squares" he is fully set upon having just that
spaee, no more or less. But the question
Mether that quantity of room is equivalent to
one inch or rwo, is matter Of supreme indif-
erence. A. B. has new invention calculated
to please mankind; it needs to be Advertised !;
thinks he can say all that needs to be told in
about square" Ask him how many words
or lines he calls a square and he confesses he
has no idea Publishers, of what are called
country newspapers, more especially OF the
poorer class, are also very oblivious on this
subject Ever so small an advertisement with
them ought to be displayed in a square to
"look we'll" A full page Of manuscript will
make ssabout square" aud in stwo squares"
an untold amount can be crowded # paid for
IN ready money The idea an advertiser usu-
ally obtains from such papers is that nothing
Is "a object for less than dollar: for that
sum entire control of the newspaper can be pro-
cured for three weeks, and that for five dollars
the establishment can be purchased entire and
run for one year without additional expense
The best newspapers at present charge by
the line, (and that is the true and just way
for high-priced publications) while the west
ern publishers very generally are adopting the
inch as square-eq equivalent to space required
for IL lines Nonpareil type this is good cri-
terion, and will lin few years be weary general
ly adopted.
In New York the daily papers all charge by
the line Philadelphia and St. Louis the same,
Boston papers call lines square Except
the Journal, whose square is lines); Cincin-
pati and Chicago gives and 10 lines Balti-
more lines Nsw Orleans 10. Many pa
pers in all parts of the country ~ lines "a few
IA, Is and Is, and even "a. The safe way
for an advertiser is to designate the space he
wishes to use, either in lines or inches, remem-
boring in case he name lines that the space
designated means such as would be required
to set that number in solid type, and that one
line displayed in space Of six will be counted
andc harged as six.