The Charleston daily news. [volume] (Charleston, S.C.) 1865-1873, 1869-10-06
Hints for Journalists-lIoyv to Manage
=. q Newspaper.

An old and experienced Western ncwspu-
per man, Joseph Medil Of Chicago, lately
delivered lecture before u convention of
Indiana editors and publishers, OH the true
road to success in journalism. The views
advanced in the following extract are so
sound and practical, and have, withal, SO
wide an application, that we copy and conf
mend them to the attention OF our friends
OF the Fourth Estate throughout the South:
"ODc branch of the publishing business re-
mains to be mentioned before closing these
Notwithstanding. entirely disapprove
of the practice, altogether too common, or
taking column or half column sads.' on con-
tracts for year at time, at greatly reduced
rates. These advertisements are mostly quack
medicines, lottery swindlcs, or humbng patent
rights. Such advertisements are an abomina-
tion In the sight Of readers, particularly the
detestable cuts which accompany them. To
thrust this lying, swindlIng trash by Tie COL
umnful, cuts and oil, into the face of decent
and respectable people, for year ut stretch,
is enough to cause them to discontinue their
paper until the nuisance is abatcd. For all
such advertisements you should charge single
rates, without discount, and demand advance
at shamcfiily low prices, printers arc gene
rally, or frequently, swindled out of the pay
promised and l confess to o certain degree of
satisfaction that they are cheated; for 1t is q
deserved punishment for inserting the stuff at
such prices, on generous confidence, instead
of cash down. The true way is to make no
contracts at less Than monthly ratcs, and If
any one insists on keeping an 'ad.' standing
for six or twelve months, charge him monthly
rates, and collect every month. Open wants
department In your paper; put the price at not
to exceed ten cents q line per insertion; en-
courage the people to make known their wunts
and transact their business through the COL
umns of your paper; classify these advertise
mcnts under their proper heads, and insert
them In conspicuous part Of your sheet. By
little tact and considerable perseverance,, you
can establish this line of advertising, and,
once established, 1t will prove not only profit
able to the paper, but very useful to its patrons.
When advertising is dull, fill up with reading
matter and disquistions on all kinds of local
topics; and be not tempted to save compost
zion by taking In qunrter-pricc qrack medi-
clnes. The additional reading matter will. in
the, long run, help your paper more than
enough to make good the cost OF the extra
type-sctting and loss Of the humbug advertise
ments., Establish living scale for advcrtis-
ing, and adhere tenaciously to It. If your
neighbor Is so foolish as to cut under you, do
not follow his weak example,; for lie will hurt
his own business fur more than lie can yours.
Stand by your rates, and do rs nearly cash
business as 1t is possible. Long credits is the
bane that destroys 20 many newspapers It is
this slow poison that kills them, or causes
them to drag out miserable, sickly anu unre-
munerative existence. All the expenses ut
tending the publishing business are cash, and
unless you receive cash for your labors, how
can YOU eypcct to succeed or prosper sn