The Elk County advocate. [volume] (Ridgway, Pa.) 1868-1883, 1877-01-18
CIRCULATION ESTIMATES.

=, The ers, object of the AMERICAN NEWSPAPER DI
RECTORY is not very different from that of the we'll
cities The latter keep their subscribers informed Of The
character habits, reputation business ability and nan
business transactions enabling them thereby TO regu
dealings to aod such 20 as viii BE- Iey h
ultimate annoyance or loss.
The DIRECTORY conveys the best obtained inforna.
ton concerning the character and value of newspapers
It's patrons are the who expend money in advertis
fS Re sa6S in is thsr G 5sH
y " oi "a agents derive their profit and support
owe the duty of faithful service The theory that
Using agencies the servants of newspapers, and
system long adopted by publishers almost without
eepo 0i any & IDEA Of the socsed
occupying it,
As THE MOST IMPORTANT PORTION OF THE IsFoRMA.
TioN SUPPLIED BY A MERCANTILE AGENCY CONSISTS
OF OF REPORT OF THE FINANCIAL STRENGTH or THE
The GIRO cULATIoN OF NEWSPAPER GENERALLY con-
sIDERED THE PoINr UPON WHICH INFORMATION WILL
BE OF MOST VALUE TO THE ADVERTISER
There among merchants some who deny the right,
Of mercantile agency to inquire into their private
which report may be based but the mercantile agency
gets from @s IT, Ss to MAKE
and upon this its estimate is based although it cannot
almost always attributed to knowledge upon his part
1Rnt @ true report would be prejudioa to his credit
than il might have been mad the information asked for
been chccrfuliy and frankly furnished.
% aso JileFe among newspaper publishers some
Who deny the right of any to inquiry into their nf.
tars u has been the policy of the publishers Of the
DRECTOi'l to omit all information about circulation
whenever plainly and unequyocal'y commanded to do
So In such the matter is disposed of by annexng
70 the report the words objects stating circulation.
In every where the above command is plainly
and unequivocAy conveyed to the publishers of the
DIRECTORY, they make up their report in the same
manner pursued by the mercantile agencies In estimating
te financial strength of merchant, and like the nsti
tons referred to- they decline to reveal the from
winch they have obtained their information.
1t is undoubtedly true that publication of this char.
Hcter is privileged, and that in instance where
chant OF newspaper is seriously injured by unjust
mat ry incorrect report the courts furnish renetv
and bot mercantile agency Directory publisher W Il
be he ID responsible for actual damage shown to
to an injured party from report proved trial to
hRvob een erroneous
This is liability which the publishers of the DIR EC.
TORY cannot escape it is therefore which hey
hold themselves at ali times ready to meet.
The greatest possible is taken to make the DI.
RECTOIlY reports correct Every publisher is applied
to very Systematically. All information is taken in
form which excludes any but definite statements which
cannot I've misunderstood, while every effort is made
protect honest publishers against such would resort
to lying oT perjure reports to gain unfair advantage
1t has rarely been found that of complaint has
arisen against report which has appeared either
of the annual volumes of the Directory olready
issued which has not resulted either from the neglect
publisher to respond to appeals for information an
effort his part to substitute other and different infor
nation instead of answering the plain questions upon
the blanks furnished for the purpose from the DIREC
TORY office.