Daily Kennebec journal. [microfilm reel] (Augusta, Me.) 1870-1975, 1874-04-11

Miseellanepns.
ADVERTISING RATES AND AGENCIES.
A Paper read at the Annual Meeting of the
Maine Editors and Publishers Asso-
citation, February 23. 1874,
u0wApD OWN

citation, February 23. 1874,
BY HOWARD OWEN.
Voted by the Assoc tion that the paper be fur
nished the press for publication, and that the same
be published in the Minutes of the Association]
In the few minutes that | shall occupy,
may possibly be able to offer some sug-
gestions that will bring out some good
things from the brethren on this impor-
tant subject For advertising is not only
the lubricating oil that makes the printer S
press run glibly, but it furnishes the fat
iunks of meat that must stick by the ribs
of his wife and children. Let me say a
word in regard, 1st. TO Advertising Rates
I'd, Advertising Agencies and Sd, the
characteristics of Advertisers, and the va.
rious methods of advertising.
RATES. These must be determined by
| the character, location and circulation OF
the newspaper OF periodical. This asso
citation would find it difficult to fix any ar
| bitrary or inhexiblc rules to govern news.
papers in this way We ought not to say
| to the Maine Farmer, or Portland Tran
| script or Lewiston Journal LET one
inch space bring the same price in your
pdDtTS dS IL uOcS Ill tHt COluulIiS vi tuC
Hornby Spectator. or Bungtown Spy
Advertisements are not to be measured
out like pieces of cloth-a yard being a
yard the world over, and bringing the
same price, no matter from whose store
it is purchased. We should run into very
great difficulty should we attempt to fix a
scale of prices, baslng the estimates on
the hundreds and thousands in the circula-
ton. There are small country papers
running along on few hundreds circula-
ton - not reaching thousand - whose
value as advertising mediums could not
be made up by two or three thousands
in the circulation of the larger papers.
They are the home, firesidc papers of the
people; to be read and re-read by their
local patrons advertisements and all.
The advertisement itself, though it may
be foreign, becomes localized by appear
ing in the columns of the local paper
Just as strange child is adopted into q
family, and is soon loved as one of the
children. This same advertisement that
seems to possess SO much interest in the
local paper, may be simply glanced at as
it comes to the home in the columns of
general newspaper, of wide circulation.
On the other hand, the paper of general
circulation has such a broad and extensive
field, and it is so largely patronzed. that
its proprietors can afford to put into it
real merit, costly work. II is looked upon
as a standard publication-one of the sub
stantials in the literary and news world
to be preserved in the family, bound,
perhaps, and often consulted. They DO
not depend SO much upon their adyertis
ing patronage, for revenue, rs the more
local sheets and their very independence
induces advertisers to seek their columns
to reach the great masses OF the people.
So that no inflexible rule for advertis-
ing rates can be made for one paper that
can apply to all the rest. or even to any
other, as each newspaper has its own pc
culiar value.
In this emergency there is a safe course
to pursue-Let each newspaper publisher
make rates Of his own. He will find this
most difficult and perpleXing task.
There are many members OF the tratcr-
nifty who can dash OFT an editorial with
the greatest ease, but who are sadly "put
to their trumps" when they attempt to ar
range scale OF advertising rates. How
to adjust the scale so that justice shall be
done, imparially, to all the advertising
patrons, is question that has mixed up
very many of our brethren in the irater-
nity, who are quite clear and sane on
other subjects. Make your rates. and
stick to them. almost inhexibly-don't put
too much India rubber into them. a pub
Usher without regular table OF advertis-
ING rates is like traveller in Il strange
country, where no guideboard index fin
ger points out the way. \ gentleman
comes in and wants to advertise. \ good
deal of time is spent in asking and an
swering questions, looking over the day
book and ledger, to see what somebody
else was charged, to counting the lines in
order to ascertain ii there is the same
number that somebody else occupied -
scanning the individual closely to measure
the dimensions of his purse. If the Gus
toner tries to beat you down in your
price. and you stick to the figures persist
emily and he finally yields and comes
down with the "sponduliN,' you think
that you have made a good bargain that
time, sure. But should he pay the price,
without challenge OF debate, you think of
that man for two or three days, and hate
yourself for not having the courage to
charge him more. There is Il terribly dis
tressing uncertainty about the matter; !;
better TO have an imperfect table of rates
than none at all Publishers can greatly
aid each other in arriving at correct con-
clusions, by free interchange of rates.
\ fatal mistake is made in concealing from
each other the scale of prices. They
should be as free among the members of
the press as their business cards, and will
20 far towards approximating to uni
form tariff. Some publishers have card
rates that they use as a hitching post, n
sort of starting point, and then wander off
in looseness Of price rs various rs the
wants and tastes of their customers.
They cheat themselves and bring reproach
upon the profession. That system is a
sort of defalcation, where they keep two
sets of books--the false one for the public
eye the true one to cheat their customers
and themselves. 1t is laudable ambition
to set ones mark high; but in this matter
of advertising, let the figures upon your
card of rates represent just what you
mean, though they may be low. Placed
before your patrons, they know that they
can rely upon these figures. and that Mr..
A isn't getting whole column advertise
ment. at the price that Mr.. b pays for