The Emporia news. [volume] (Emporia, Kan.) 1859-1881, 1876-02-04
Con OF Aarer1iainc.


The number of large cities in
the United States having a pow
erful and thoroughly organized
press would naturally give rise TO
the suppositiOn that advertising
was cheaper here than in England,
where the very large papers are
few in number. But such is not
the case. Harpers Weekly, for
example, considered an important
medium for scattered advertis-
ing, receives from $3.50 to $3.50
per line, and Frank Leslie's Illus
trated Newspaper from 81 to S1.56.
The New York Weekly Tribune
receives from 50 to So per line, the
latter price being for notices in
serted among the news. The
New York Weekly a story paper,
receives So per line. The Fire
side Companion, Harper's Bazaar,
the Scientific American, and 9th
ers, charge 81 per line, although
the last named paper, to protect
its smaller advertisers against be
ing overshaoWed, has adopted the
peculiar rule of charging % cents
per line additional for advertise
ments over four lines in a certain
part of the. sheet devoted to this
purpose. The larger dailies in
New York receive from 90 to 40
cents per line for ordinary adver-
tisements, and 81 to $3.50 per line
for notices inserted among the
general reading matter. The
amounts expended by certain ad-
vertisers, though often exaggerated,
have been very large. Ten years
ago, when boldness was less a
habit than to-day, $4,000 was
spent by one firm in New York
for years advertising. Since
that time the same sum has been
expended repeatedly. A patent
medicine dealer in New York has
several times advertised to the
amount of $250,OOO a year. To
advertise to the extent of 100000
a year now excItes little surprise
in the United States, and many
names might be given of those
who do hot use less than $4,000
or $4,000 for their yearly advertis-
ing. Some of the larger incorpor-
ated companies are also heavy ad-
vertisers. This is a peculiar feat
ure in this country, as most of
these interests are advertised In
Europe by a brief card, if at all.
The "Union Pacific Railway Com
pany," and also the Northern
Pacific" are stated to have adver-
tised to the extent of between
100000 and 100000 in a little
over two years. Insurance com
panies expend large amounts in
this way, and banking houses,
brokers, and those connected with
shipping interests. all find adver,
Using advantageous. Nor are
their advertisements confined to
any single class of newspapers
When jay Cooke advertised the
bonds of the United States, his
announcements were seen through
out the country. The bankers or
ders to his manager were, "GivC
the advertisement to all those
newspapers that are alive enough
to ask for it." The faith of Amer
leans in advertising may best b.
shown in the fact that newspaper
publishers and the largest adver
Using agents are often liberal adj
vertisers. The sum of So, 500 has
been paid by the Sun for an adj
vertisement in one number of (:
publication. The weekly paper
which is supposed to have thu
largest circulation in the country
the New York Ledger, gained i
almost exclusively by advertising
In 1867 the government tax wa
collected on nearly 100000
worth of advertisements. Ne1
York State paid nearly $4,000
tax, at 3 per cent (of which tn
city alone paid over $80,OOO)
Philadelphia $4,000, Boston $23
900, Cincinnati $4,000, Chicag
$15, 900, and New Orleans aud 81
Louis each over $4,000. In tn
five years 1S67-'72 the amour
paid by the public for their adveI
Using must have reached SIS, 700.