The Milan exchange. (Milan, Gibson County, Tenn.) 1874-1978, 1877-01-18

The object OF the kNERfcAN NEWSPAPER d.
RECTORY is not very different from tina. q NE we'll
Known mercazefle agencies which exist IN 81 Leading
tiues The LATER keep their subscribers informed o.
tine Character habits reputation business aol1ty ana
financial strength - persons with whom they are
likely to have business transactions, enabins them
thereby 20 so regulate those tTahscons as 10 secure
probably profitable dealings, or TO avoid sven a. VIII
be likely to result In ultimate annoyance or iosa. a,
The DIRECTORY conveys the best obtalnaOle N,
formation concerning the character and value OF
newspapers. Its patrons are the men who expend
and hi Is from them that the publishers OF the Dl
RECTORY,in theft capacity OF advertising agents;
moi Ia news papcr publishers that they owe the duty
o. faithful service. The theory that dFertislns agen
vance. their Interests first is annihilated by the sys
TEN long adopted by puDlishers. almost Without e1-
ceptiOn, ignoring any idea OF rr'tectlng the 50
called agency and Of maintaining the RICH: 20 appoint
competitors in the same field Without the cOhoehi Vi
those already occupying it. -
NATION sbPftfsD BY NERO ANrlLE AGENCl con.
THE PERSON ABOUT WHOM fFFyaHhTloN Is AshkD,
so Is THE CIRCULATION OF NEWhPktks GENEhALT
LY CONSIDERED THE POINT UPON WHICH fcfoRMA-
TION WILL BE OF MOST VALUE TO TIE ADV hHI.' n
There are, among merchants. some VINO uen{ Ine
right Of mercantile agency 70 lhluIe O ov1,
7ate ahelrs and Who declhe givlnS any ny, III D
upon Which report may be based; pat the nerca i
tile agency does not, on mat account hegect 70 ihe
report, Il gets from Ocr sources .e Des OD I
bic inforpatIan, and upon this us estimate Is DssSu
although it csanot ee Denied tha e 1irbnted 10
knowledge upon his part ;let true report Wouid Oe
preudiCal TO his credit. Tue Report plauc IS teIS
fore likely to he less favorable than IL would NAYS
been had the information asked Tor Deen eheefiuIJ
and frankly furnished ,,,,.. .,, =
So also there among newspaper publisheTs spnie
who deny the right OF any one to inquire INTO telr
Affairs ft has been the policy of the DIRECTORY 10
omit all Information about circulation whenever
plainly and unequvOcally cOnlllanded 10 40 20. IN
such cases the matter is disposed Of by anneXlng 20
the report the words. "Obj cts 10 stating ctrcHl1o
IN every cse where the above command Is not PLAIN
w and upeQuivOcaily conveyed TO the pubnsiets o.
the DIRECTORY, they rake up their report IN Ile
manner pursued by the mercartle agencles IN ISL
mating the financial strength Of merchant and Ike
the institutions referred TO, they decline to reveal e
feurces from which they have obtained their lnornF
ton. -. -. .,,
character is privileged, AID nat IN an instance WheI
a merchant or a newspaper is seriously injured
by an unjust or materially incorrect report the courts
furnish a remedy, and both mercantile agency ana
DIRECTORY publisher will be held responsible Tor sc
tua damage shown to to an injured party rom
report proved upon trial TO have been erroneous
This is 4 liability which the publishers OF the ili-
RFCTOHY cannot escape; it is therefore one which
they hold themselves at all times ready 70 meet -,
The greatest possible is taken 20 make the bl-
RECTORY reports accurate Every publisher Is ap-
tied 70 very Systematically. All information IS taken
which cannot be misunderstood, while every ehort Is
made to protect honest publishers against such as
would resort to lying or perured reports 10 gam an
H has TSreiy been found that csnse Of complaint
has arisen against any report which has appeared IN
either Of the eight annual volumes of the DlltECIO
RY already issued which has not resulted either nom
the neglect Of the publisher TO respond TO appeals for
information effort on his part to substitute 9TH
er and different information, instead of answering the
pan questions upon the blanks furnished for the pur
pose from the DIRECTORY office.