Memphis daily appeal. [volume] (Memphis, Tenn.) 1847-1886, 1871-09-17
SOMETHING ABOUT ADVERTISING.

SOMETHING ABOUT ADVERTISING.
The APPEAL this morning Is brim-
ming with advertisements, to which
we call the attention Of our readers.
Everything published in our adver-
Using columns is paid for; dead mat
ter finds no place in this paper. II
our advertising patronage continues
to increase, an enlargement Of the
APPEAL, or an extra, will become a
necessity. We are gratifed that
the public begins to see that
advertising is the most ready
means Of bringing together the pro-
Queer and consumer; the man who
has goods to sell and he who desires
to purchase /; and of publishing to
the world many things necessary to
be known, but which do not properly
belong to the every day budget Of
news matter. The judicious use of
this powerful auxiliary of trade has
secured to many not only a eompe-
tence, but even superintendent
wealth; and the business man who,
at the present day, should neglect to
avail himself OF its advantages, would
inevitably be driven to the wall by
his more progre 9sive and enterprising
competitors. In fact, the business
world regards the press ss the heart of
our social sys'sm, performing
in the body polite the
same functions IS the material
heart does in man; difusing a vital
current through every ramiication
of society, and keeping up a healthy
action in private circles Is well as in
public assemblies. The success OF
those who advertise most literally
has convinced all that advertising is
a having investment. The advert1s-
ing columns of a newspaper which
circulates extensively, are a marvel
lous helper Of business. Indeed, there
is no way in which a little money
will do so much to increase trade as
by advertising, no matter what the
occupation may be. Advertising in
four lines, day after day, If trade be
conducted properly, the advertising
will pay--pay largely.
In regard to the amount charged for
advertising, we wish to say a few
words. We have the rates of most of
the leading papers published in the
United States for advertising, and il
those who higgle at the price charged
by the Memphis papers could see
what is charged in other cities,
they would no longer complain OF
Memphis rates. For advertising the
South Carolina Land Distribution the
APPEAL charges ifty-two dollars. and
for the same advertisement a prom
inent st. Louis paper which he7 a cir
culation not four times that of the
APPEAL, charges three hundred and
forty dollars! over six times as much as
the APPEAL. The lowest rate charged
for a column in the APPEAL for one
year is fifteen hundred dollars, and
the highest three thousand dollars.
At the first glance this seems to be
high. But the lowest rates would
bankrupt the paper in six months.
The APPEAL has. ian average OF eigh-
teen advertising columns, and at
the rate of fifteen hundred dollars per
column for one year eighteen
columns would amount to
only twenty-six thousand dollars,
while our expenses are one hundred
thousand dollars a year, The Chicago
Tribune asks and receives twenty-six
thousand dollars for a column of adj
vertisements for a year. A column in
that journal contains fOrty.six squares
of eight lines each. The lowest rate
/ charged for a column of business adj
vertisements in the New York Herald
for one year is thirty-nine thousand
seven hundred and twelve dollars,
and the highest rate, two hundred and
forty-eight Thousand two hundred
dollars. A column Of the Daily Her.
aid contains but thirty-four squares of
eight lines each. The lowest rates for
q column of the New York Daily
Tribune for one yrar is twenty
seven thousand seven hundred
and ninety-four dollars, and the
highest rate for the same
space and time, e~ighty.fve thousand
six hundred and forty-eight dollars.
A column OF the Tribune contains
thirty-seven squares Of eight lines
each. Other leading newspapers pub
Iished in New York, and in the prin-
cipal Eastern, Southern and Western
| cities, charge rates correspOndingly
high. The Chicago Tribune probably
c~irculates 20, 700 copies; the New York
Tribune, 10000; and the New York
Herald, $4,000 copies daily.
The attention of the business men
of Memphis is called to these figures,
from which it will be seen advertising
is cheaper in Memphis than any other
city Of importance. Even giving the
papers in the larger cities full credit
for superior circulation, they charge
from four to ten times the amount
paid the Memphis papers.