Western Reserve chronicle. [volume] (Warren, Ohio) 1855-1921, 1872-05-22


huence-certainly 10 the respectability an'
) value of his Office, and lead 10 an increase 0
patronage. Especially win such find favo
: in the eyes of the ladies and man seldom
refuses to take. and geHtlema1 never dis
continues paper his wife or daughter de-
sires to read. A favo:ite family newspaper
will always have paying patrons, and theii
numbers viii increase.
lam not sure but that this Association
will do wise thing if it we're to vote prize
medal Of some value 10 that member who
should produce the handsomest and best
printed paper, file of which for one year tc
be exhibited at an annual meeting. This
premium TO be awarded by competent judges
to the sheet, that uniformly presents the
finest mechanism excluding, of course, from
the list OF competitors the previous winner.
LOOK TO YOUR ADVERTISING.
The main profits of a newspaper are its
advertisements. You must therefore, not
neglect that department Frequently change
the form and position of fadvertisemonts-es.
pecialIy those of home patrons, and thereby
relieve your columns from a dead, stereo-
typed appearance. Encourage, or rather
insist on business men re- writing their ad-
vertisements at least once every quarter
The fresh, prosperous appearance this prac-
tice will give your paper, will amply pay
for the extra labor OF composition.
So far rs you can, classify your advertise
ments. Put separate headings over them if
the space they occupy, or the time they are
to be continued, will justify. Set them in
plain. modest type, and in an artistic man.
ner. Make them attractive by making them
neat. Never convert your paper into
quarter or halfsheet poster, unless you get
enough for so doing to compensate for the
loss ofcredit, reputation and self-respect as
printer.
Discard, if possible, yearly column adver.
tisements; they are profitable 70 neither
publisher or patron. Short, well-written,
expressive, truthful advertisements which
talk business, are tie kind always read-ev-
cry point remembered, and tha. lead to
sales.
Where such can be supported, asystema-
tized ''l0aHt column" should have place in
every well-regulated journal. Advertisers
should be encouraged to patronize it. If
properly sustained, it would be one o the
most profitable, as we'll as most interesting
local departments Of the paper.
ADVERTISING AGENTS.
The experience of country editors with
city Advertising Agents, is varied Usual
ly moro work is done by the local press, for
less money, than fair, square dealing re-
quire. Taking advantage of good nature,
or, a lack of proper business knowledge, it
may be, they agree with the rural publisher
at prices shamefully low-sns-hGlf, perhaps
their usual rates, and from which be suffers
another deduction of ons-foIrth, for COM
mission. They will contract with you for
space by the inch, which in your type and
mako an "hOEest square," and then
will furnish copy set in agate er diamond
typein lines several ems wider than ordina-
~ newspaper columns, and require you to
accept it, per inch, at their measure, which !
will cost you at least twice as much labor
and space as you calculated. This, too, is
to be re set moRthly, making three-fourths
more composition than in ordinary adver- |
tisIug.
Printers are themselves to blame for this |
imposition. Whilst we would not treat ad-
agents unfairly, but divide our
profits with them, we should not give them
the lions share. The rule should be to |
charge a reasonable price, per inch, your
measure, and a corresponding price. per
inch, their me ,sure, be i. more or less
ESTABLISH ADVERTISING RATES.
Prices ior all advertising should be esti-
mated by The just rule of giving value for
pay received. No schedule can be made to
lpply alike to papers in different localities
my more than the sane hat can be made to
it overy head Circulation, location, length
md width Of columns, size of type, the pres.
ure of decomposition, the character of the pub.
ication, and various other considerations;
must go to make up tho value of paper, to
Is patrons.
Every publisher must hx his own rates af-
er deciding what his columns are worth to
lis customer. His terms onee established,
lie should adhere to them faithfully, and for
he same work, exact no higher price from
me, than another.
Give patent medicine men, with their
flank contracts, red-line duplicates, lying
and hideous cuts, the cold shoul-
Ter. They demand your best columns, the
argest display, local notice each week, and
N at quarter price, including copy of
-our paper thrown in. Don't give it to
hem. II you have such favors TO scatter
round, let them fall on your regular custo-
ners. A publisher, until he can compla-
emily let one of these men walk cut Of his
flee because of a refusal to vary from his
egular advertising rates to accommodate
i'm, has not yet risen to the proper plane Of
dignifed, truthful journalism,
ior to the moral altitude necessary to busi-
less success.
EDITORIAL MASAGEMENT.
T. Al. i L.,