Delaware state journal. [volume] (Wilmington, Del.) 1870-1883, 1873-09-20
Delaware State journal
1vEinINSTON, DE H.
Saturday. Sept. 20, 1875



4 Rcform In Advertising.
This paper iF not much given to DEAL
Inc with advertising agents and IL enter
Trims very emphatic opinions con- ernlnl
the great majority of agencies not very
complimentary to them. We have never
solicited their custom hut from the oilers
they make MS and such other Information
concerning their way of conducting husl'
ness. as they themselves give, we nave
concluded that most Of them are doooie
ended frauds, cheating both tae paftles
for whom they professedly act AS agents.
Yet We recognize the fact that there Is a
legitimate field for useful worn
for middle men between the large adVer-
tisers and the vast ndmber OF papers
they must seek to secure country
wide publicity. Judicious advertising Oh
large scale requires a great deal o.
special knowledge and skill and ths
advertiser can well afford to pay caia-
bile and intelligent agent who will hon-
estly perform his duties to attend 10 the
business for him. But the system that
has grown up is not likely to give to
advertisers this sort of agents and the
result is that usually the advertisers are
not well served.
The house most prominent as adver-
Using agents in this country, has, by IA
long course Of systematic exdction which
TO self.respecting newspaper VIII submit
to, succeeded in getting list Of the
poorest newspapers in the country, III
the shabby columns OF which 81
conceals the announcements of the
dupes who trust to the firms judy
ment to put their advertisements
where they will do the most good. This Is
the only firm We happen to know OF which
deliberately CHOOSES all the worst + per-
because they are the lowest priced. IL
has a list of six or seven papers II
this State the united circulation OF which
does not equal that of EVERY EVENING
and nearly all of which are papers OF The
class which a few remaining subscribers
take because they don't know how 10 81
rid of them, and nobody pretends tC
read them. Other advertising agent;
have the decency to take good and
bad alike, though, of course, the goot
aud busy journals will not offer then
such terms and commissions as the hal
starved sheets. From such we hav'
accepted advertisements when they hay'
come up to our rates and rejected all the!
offered at rates of their cwn liking
There are several reputable firms IL
New York With whom we have on thes
conditions had from timeto time pleasan
and profitable business relations, but "
have always thought there was al openin
in thu metropolis fer an advertising ageuc
Of an entirely different class, one whic
should really represent the best papers
Just such a one has been started. if th
firm Of Bates * Locke carry OF
the plan on which thcs has
begun business. They have III
of the most largely circulated paper
which they publish, with the circuiado
given in each case opposite ihe mm
They do rot pretend TO off adv rtsci
a card in all these papcr- for the w d'e
sum Of money, but they DO Of, ihe
more circulation Gh The mos taai. ih'
can o tain in amy other way, az
circulation, too, ia journals whl'
are read We speak dishter,stcdly
the matter, as Ne are too cro~d'