The Jackson standard. [volume] (Jackson C.H., Ohio) 1847-1888, 1876-02-17
Cost of Advertising.

The number Of large cities in the Uni
ted States having a powerful and thor.
oughly organized press would naturally
give rise to the supposition that advertis-
ing was cheaper here than in England,
where the very large papers are few in
number. But such is not the case Har-
per's Weekly for example, considered
an important medium for Scattered"
advertising, receives from $l.50 to s. so
per line, and Frank Leslie's illustrated
Newspaper from 81 to $3.50. The New
York Weekly Tribune receives from 81
to 50 per line the latter price being for
notices inserted among the news. The
New York Weekly, a story paper, receiv-
es SO per line. The Fireside Companion,
Harper's Bazaar, the Scientific American,
and others, charge 81 per line, although
the lastnamed paper, to protect its small
Ter advertisers against being overshad-
owed, has adopted the peculiar rule Of
charging % cents per line additional for
advertisements over four lines in n GER
tain part of the sheet devoted to this
purpose The, larger dailies in New
York receive from 30 to 40 cents per line,
for ordinary advertisements, and 81 to
$3.50 per line for notices inserted among
the general reading matter The
amounts Suspended by certain advertisers,
though often exaggerated, have been
very large. Ten years ago, when bold
ness was less habit than to-day, $780,
600 was spent by one firm in New York
for years advertising. Since that time
the same sum has been expended repeat
edly. A patent medicine dealer in New
York has several times advertised to the
amount Of $25O,OOO year. To advertise
to the extent of 100000 year now ex.
cites little surprise in the United States,
and many names might be given of those
who do not use less than $4,000 or sos.
600 for their yearly advertising Some
OF the larger Incorporated companies are
also heavy advertisers This Is pecu.
liar feature in this country, as most oi
these interests are advertised in Europe
by brief card, if at all. The Union
Pacific Railroad Company" and also the
Northern Pacific" are stated to have
advertised to the extent of between S400,
600 and 100000 in a little over two
years. Insurance companies expend
large amounts in this way, and BANKING
houses, brokers, and those connected
with shipping interests, all find advertis
ing advantageous. Nor are their adver
tisements confined to any single class O
newspapers. When Jay Cooke advertis
ed the bonds of this United States, hi.
announcements were seen throughout
the country The bankers orders to hi.
manager were, "Give the advertisement
to all those newspapers that are aliy,
enough to apply for it," Tie faith o
Americans in advertising may best b,
shown in the fact that newspaper pub
fishers and the largest advertising agent
are often liberal advertisers. The sun
of $500 has been paid by the Sun for al
advertisement in one number of a publ
cation. The weekly paper which is sup
posed to have the largest circulation il
the country, the New York Ledger
gained it almost exclusively by advertis
ing. In 1867 the government tax wa
collected on nearly Sl0,000,0OO of adver
tisements. New York State paid nearl,
100000 tax, at per cent (of which tn,
city alone paid over $S0,000), Philadel
phia'$30,000, Boston $4,000 Cincinnati
$4,000, Chicago $4,000, and New Or
leans and st. Louis each $4,000 In tn,
five years lS67-'72 the amount paid by
the public for their advertising mus
have reached SIS 100000 annually.