The Orangeburg news. [volume] (Orangeburg, S.C.) 1867-1875, 1869-07-31
Law of Advertising.

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The law Of sdyer.ising had proper
clucidation, few days ago in New York.
The publisher of daily paper sued the
Standard Life Insurance Company, in
the Supreme Court, before Judge Fithian.
for bill of S773 on account of advertis-
ing. The company resisted payment on
the ground that thcy. bad authorized but
one insertion. There was no proof how
ever, of this-there was no order to that
effect upon the bill, and the company uid
not attempt to denJ that they saw the
advertisement continuing in the papers
and failed to counteamand it. An ad
vertisement received in a publication
Office, without the nuir her of insertions
marked upon it,,or tbo cost of the inscr-
tlons paid for at the time, the publisher
can know nothing the wish of the ad-
vertiser respecting The number of inscr
tions desired, and can do nothing until
advised by him whose business it is
The Judge decided in favor of the pub
Usher.
The Wilmington Star has the follow
ing remarks on the above subject, which
advertisers would do well to pcruse
There is nothing remarkable about this
=,
with every principle Of law, justice and
common sense. And, yet, advertisers
frequently complaiGShat their advertise
ments have been allowed to run much
longer than they intended or wished.
But they must remember that publisher
cannot know their intentions by intui
ton.
When the manuscript copy of an ad-
rertscnicnt is selIt to publisher with
out amy mark Indicating number of in-
sertIons desired, the publisher presuues,
and very properly, too, that the intention
is that the advertisement be continued
until forbid" Ii party end an adj
ver'isemcnt of ice 1.-The month of July,
without specifying humber of insertions
desired, he has no right to complain
even if his iee isgdverti& until the
following tsrvh. Eie mighe,irnsi:t tl,n,
the advertisement did him no good in
winter, as comparatively no ice WAS con
sumcd ut that season; but he could not
justly claim any deduction from the bill.
1t is not publishers business to jud.c
Tor his customers. 1t is impossible for
him to know the wishes or objects of
advertisers unless they give him the
necessary information.
~ party wishes to sell house. He
sends an advertisement to the STAR with
no data that will enable the Business
Manager to determine how long lie wishes
his house advertised for sale Ii may
be that he intc"IS that the advertisement
be inserted three days, or a week. or II
month, or until the house is sold Who
knows! The business Manager has no
discretion in the matter; so he marks
the copy "tf' Utill forbid, and places it
in the hands of The printer Then it
rests with the advertiser to determine
how long his advertisement shall be con.
tinucd.
Il is, therefore, necessity with pub
fishers to have some uniforms rule; and
that rule is that advertisements ON
which the number of insertions desired
is not marked will be continued until
ordered out, charged accordingly"
Nothing is easier than for an advcr.
tiser to send with his advertisement the
amount of money he wishes to cxpcnd;
or, if he be regular customer. to mark
ON his copy the number of insertions
desired. Ii this rui were followed. there
could DC no msunderstandings and no
contentious over bills