Nashville union and American. [volume] (Nashville, Tenn.) 1868-1875, 1873-05-09

can be met only by an organization Of newspa:.
pers. Chief among these te the nj after OF legal
advertising take it that the result of this last
session of the Legislature has decided that va
can expect no action from this body in our inter-
est. With thorough organization OF the news
papers OF the State our remedy is In our own
hands: There are certain classes Of legal adj
vertising which the law compels to be published
in the newspapers. Let us simply refuse to ac-
cept this adv ertising at less rates than our reg
ular customers pay, and the parties at interest
will either compel change in the law, or will be
compelled to accept the same prices which
other people pay.
1t is true of cur business as Of all others, that
competition Is the life of trade, but our cotnpeti-
ton with one another should not lead us 70 cut
down prices below fair profit but to strive to
excel in freshness of news, typographical exc
cution and other features calculated 70 win and
retain the good will and support OF the public.
When competitors come as they viii come, soon
er or later to all of us, we ought not TO decry
them in order to build ourselves up. The better
plan is to acknowledge their merits ana welcome
them to our guild, If found worthy. OF course
this need not hinder us from iDtimating that,
with all their good qualities we are little ahead
of our rivals, but we should not forget that the
public, after all, are the ultimate judges in mat
tiers of this kind, and it will take something
more than words to make our pretensi0ns good.
The question OF advertising agencies is one
frequently discussed by the Press Associations
of other States, though we have never consid-
cred it. 1t seems to me that advertising agents
are as csssary TO our business as JoDbers and
middle men generally are TO other trades. They
are a convenience, in fact necessity to intro
duce the consumer TO the producer, and serve
similar purpose to that performed by the circu-
lating medium of exchange. 1t is very common
for Pres Associations to indulge In indiscrim-
nate denunciation of advertising agencies. 1t
frequently occurs that editors ny into printed
passion because some agent has offered them an
advertisement at lower rate than they are will
ing to accept. This arises from misconception
of the business of advertising agent. He is
the agent of the press in so far as he agrees to
be responsible for the business he may
furnish, for which he receives his COM
mission. He is also the agent of the adver-
tiser, tor whom he contracts to do a certain
amount of work at the lowest attainable price.
If the price offered any paper for a certain
amount OF work is not considered sufficient, it
should be courte0usly declined and the matter
should end there. Because a man controls
newspaper he has no more right to abuse anoth-
er person in print for offering TO buy three inches
of space at reduced rate, than John Doe has
| to publicly denounce Richard Roe for wanting
to purchase three yards calico for fifteen cents
or ten pounds of A sugar for a dollar. If he
does it. he only makes himself ridiculous and as
| sists in degrading the popular conception of
most honorable profession. 1t is safe rule to
work by, that the man who never counts he cost
of his pu' chases will either fail in business or
| never intends to pay The advertising agents
who never haggle over prices are usually not to
be found when pay day comes around. When
an agent of a travelling show does not try
| to beat down your price for advertising and
Job work, even if he knows it to be just, you may
rest assured that your only chance to cOllectyOur
bill is to attach the show and you will generally
| find that it has nothing out of which the money
| can be made. If you permit yourself to be pre-
| vailed upon TO do printing of any kind for less
than its worth, the agents smile at your verdan-
cy and pocket the profits. If you are insensible
| to persuasion, they respect youfOr your knowl.
| edge of the business, and If they really need
your services they never fail to pay your price.
| of course no prudent man will make a business
| contract of any kind without good assurance of
| the certainty of the pay for his labor.
have thus tried to suggest few themes for
| your consideration and discussion. L claim
no originalityIfor the ideas, and no infallbility
for nv views but il is certain that our AssOcia-
| ton can only succeed by discussing and acting
upon these and similar practical questions.
We have no report of yesterdays pro-
| ceedlngs.