The Dallas daily herald. [volume] (Dallas, Tex.) 1873-1887, 1876-01-28
Cost of Advertising.

The number of large cities In tae
United States having powerful and
thoroughly organized press would nat
urally 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. Harper's Weekly, for ex.
ample, considered an important medi-
UNI for scattered" advertising, re.
ceives from 81 so to 50 SO per line, and
Frank Leslie's Illustrated Newspaper
from 81 90 to 81 SO. The New York
Weekly Tribune receives from SO 20 to
S. 90 per line, the latter price being for
notices inserted among the news. The
New York Weekly, story paper, re-
ceives 50 90 per line. The Fireside Com
panion, Harper's Bazaar, the Scientific
American, and others, charge 81 per
line, although the last-named paper,
to protect its smaller adv ertisers
against being overshadowed, has adopt
ed the peculiar rule of charging %
cents per line additional for advertise
ments over four lines in certain part
of the sheet devoted to this purpose.
The larger dailies In New York re-
ceive from 20 to 40 cents per line for
ordinary advertisements, and 81 to
81 so 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 habit than
to-day, $500 was spent by one firm
in New York for a years advertising.
Since that time the same sum has been
expended repeatedly. A patent medi-
cine dealer in New York has several
times advertised to the amount of
$3.50, 900 year. To advertise to the
extent OF 100000 year now exuites
little surprise in the United States,
and many names might be given
of those who do not use less than $780,
900 or $4,000 for their yearly adver-
Using. Some of the larger incorpo-
rated companies are also heavy adver-
tisers. This is peculiar feature in
this country, as must of these interests
are advertised in Europe by brief
card, if at all. The "Union Pacific
Railway Company" and also the
Northern Pacific" are stated to have
advertised to the extent of between
$500, 900 and $500, 900 In little over
two years. Insurance companies ex-
pend large amounts in this way, and
banking houses, brokers, and those
conaected with the 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 an
nouncements were seen throughout
the country. The bankers orders to
his manager were, "Give the adyer-
tisement to all those newspapers that
are alive enough to apply for IT. The
faith of Americans in advertising may
best be shown In the fact that newspa-
per publishers and the largest adver-
Using agents are often liberal advertise
ers. The sum of 50, 500 has been paid
by the Sun for an advertisement In one
number of publication. The weekly
paper which ia supposed to have the
largest circulation In the country, the
New York Ledger, gained IL almost
exclusively by advertising. In 1867 the
government tax was collected OH near.
ly 0,000,0 900 worth OF advertisements.
New York State paid nearly 100000
tax, at 8 per cent (of which the CITY
alone paid over SSO,00O), Philadelphia
$50, 900, Boston $23, 900, Cincinnati Sl6,-
900, Chicago 5000, and New Orleans
and st. Louis each over $4,000. In the
five years 1867-'72 the amount paid by
the public for their advertising must
have reached Sl5, 000, 900 annually.