New-York tribune., 1869-03-19
HONEST MEASURB TO ADHERTYSERs.

The judiciary Committee Of the Assembly
have reported bill which provides that every
periodical which prints advertisements for pay
shall truly declare in each issue the number of
copies circulated of its preceding issue, on
penalty of forfeiture of payment for adyer-
Using in those numbers wherein the law is de
fed. In other words, this bill provides that
those who sell publicity shall truly inform
their customers how much is given for their
money. This bill is identical in principle with
the laws which have existed from time
immemorial whereby dealers are required
to sell by correct weights and measures, and
are punished for using any other. In vain
does grocer say, "My weights and measures
care satisfactory to my customers, and no one
"else has any concern with them" the law
says, "You must be taught better, or, at all
"events, must do better. Charge what you
"please for your sugar, butter or tea; but you
"must give the precise quantity you profess to
"sell, or you will SEQ trouble" The bill now
before the Assembly simply applies this Drin-
cple to periodicals which sell space to adver-
tisers. Each publisher may charge whatever
he pleases; but he must truly state what he
gives for the money.
OF course, there are publishers who
prefer darkness to light and fraud to
honesty. 1t suits them TO charge half as much
for sending an advertisement TO 5000 sub
scribers as is paid for sending it to 10000, and
then persuade the swindled customer that they
are doing his work cheap! One of these, we
presume, has cOncOcted the tissue OF misstate-
ment and sOphistry which is put forth ma tho
report of minority Of the Judiciary Commit
tee aforesaid, and which was printed in our
issue of tho 18th. We do not know what
members, if any, have put their names 10 this
report, but will endeavor to ascertain.
This minority premise that the act proposed
is of ga sweeping nature" 1t is no more so
than any act which forbids fraud and false
pretense. 1t sweeps away falsehOod by COM
peling an exhibition of the truth
We are next told that "the publication of
newspapers should be regulated by the laws
4" of demand and supply" We suppose this
was intended to mean something or other; but,
as the bill in question does not propose to
regulate" the publication Of newspapers at
ALL we do not see what it has to ldo with the
case in hand.
We soon hear that business men will cad
"vertlse in that paper which, in their opinion
REACHES the majority Of their custom ers."
Very likely: but on what shall that "opinion" I"
be based7 The bill says, Let each periodical
state its exact circulation; then the advertiser
will have basis for his "opiDioD;" whereas no
now operates in the dark. You can tell by
reading paper whether you like it or not !;
but nothing in its appearance or in it's contents
now indicates the extent of it's circulation
Why not have the truth fairly stated as
guide to "opini0n" But we are told that
"other considerations influence the bestowal
Of advertising beside that of circulation. Very
well: let them influence: who hndersi Only
state the truth, and lot it have such weight as
1t will.
Next we hear that the circulation Of differ
ent newspapers is nOw "a matter of public
"notoriety." Is itf We defy tho author of
this report TO set forth the aggregate circula-
tion of each periodical issued in our City within
One Hundred Thousand of the actual amount
lie would err at least Fifty Thousand il no