The Kenosha telegraph. [volume] (Kenosha, Wis.) 1860-1888, 1876-04-20

Cost of Advertising.

The. number of large cities In the
United States having powerful and
thoroughly organized press would natu-
rally 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. Hnaper's Weekly, for example,
considered an important medium for
scattered" advertising, receives from
81. so to So. SO per line, and Frank Les
lies migrated Newspaper from 81 to
$3.50. The New York Weekly Tribune
receives from So to SIS per line, the latter
price being for notices inserted among
the news. The NeaO York Weekly, a
story paper, receives So per line. The
FSreside Companion, Hnrper's Bazaar,
the Scientific Am5eT6 can, and others,
charge 81 per line, although the last
named paper, to protect its smaller adj
vertisers against being overshadowed,
has adopted the peculiar rule of charg-
ing twenty-five cents per line additional
for advertisements over four lines In a
certain part of the sheet devoted to this
purpose. The larger dailies in New
York receive from twenty to forty cents
per line for ordinary advertisements, and
50 to So. so per line for notices inserted
among the general reading matter. The
amounts expended by certain advertis-
ers, though often exaggerated, have
been very large. Ten years ago, when
boldness was less habit than to-day,
$3.50, 900 was spent by one firm In New
York in years advertising. Since that
time the same SUM has been expended
repeatedly. A patent-medicine dealer
In New York has seven times advertised
to the amount of $250,000 year. To
advertise to the extent of 100000
year now excites little surprise In the
United States, and many names might
be given of those who do not use less
than $50, 600 or $25, 900 for their yearly
advertising. Some of the larger incor-
porated companies are also heavy adverz
Users. This is peculiar feature in this
country, as most of these interests are
advertised in Europe by brief card, it
at all. The Union Pacific Railway Com
pany, and also the Northern Pacific, are
stated to have advertised to the extent of
between B4OO, 900 and $4,000 in little
over two years. Insurance companies
expend large amounts in this way, and
banking houses, brokers, and those con-
nected with shipping interests, all find
advertising 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
throughout the country. The bankers
orders to his manager were, "Give the
advertisement to all those newspapers
that are alive enough to apply for it. "
The faith of the Americans in advertis-
ing may best be shown in the fact that
newspaper publishers and the largest adj
vertising agents are often liberal adver-
Users. The sum of $500 has been
paid by the San for an advertisement ia
one number of publications.. The week
" paper which is supposed to have the
largest circulation in the country, the
New York Ledger. gained it almost ex-
clusively by advertising. In 1867 the
Government tax was collected on nearly
SIC, 100000 worth of advertisements.
New York State paid nearly 800, 600 tax
at three per cent. (of which the city
alone paid over $8O,000), Philadelphia
$50, 900, Boston 1923, 900, Cincinnati
SIG, 200, Chicago $15, 900, and New Or
leans and st. Louis each over $13, 900.
In the five years from 1867 to 1872 the
amount paid by the-public for their ad-
vertising must have reached $l5, 600, OOO
annually.
MnTa