Essex County herald. [volume] (Guildhall, Vt.) 1873-1964, 1877-01-13
CIRCULATION ESTIMATES.

The object uf the AMERICAN NEWSPAPER DI.
RECTORY is not very different from that of the we'll.
known mercantile agencies which exist in ali leading
cities The latter keep their subscribers informed the
character habits, reputation business ability and fnan-
ca strength OF persons with whom they likely have
business transactions enabling them thereby regu-
te those transactions a 70 secure probably profitable
dealings, or to avoid such win be likely 30 result in
ultimate annoyance or loss
The DIRECTORY conveys the best obtained info,rna-
ton concerning the character and value of newspapers
It's patrons are the men who eSpend money in advertis
ing q large and important cassl. and il is from them
that the publishers OF the DIRECTORY in their pac,
ly of advertising agents. derive their prot
1t u TO them and not to newspaper publishers that they
owe the duty OF faithful service The theory that alvey
tsing agencies the servants of newspapers, and
hould advance their interests first is annihated By the
ysem long adopted BY publishers almost without e1
ggncy and maintaining the right to appoint competitors
N the same field without the consent of those already
occupying it
AS THE MOST IMPORTANT PORTION OF THE IsFoRNA
rIoN SUPPLIED BY MERCANTILE AGENCY CONSISTS
PERSON ABOUT WHOM fSFoRMArioS rs ASKED, so rs
IHk CdRcGd ; OF 4 NEWSPAPER GESKRALLY CON
EE or 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
does not, on that account, neglect to make report
aud upon this its estimate is based although cannot
be denied that the reticenoe Of the party in question
The report made Is therefore likely to be less favorable
been cheerfuily and frankly furnished
80 also there among newspaper publishers some
Who deny the right OF one 10 inquiry into their af
taIs Y has been the policy OF the publishers Of the
lRECTORi TO omit all information about circulation
whenever plainly and unequivocaly commanded % dc
So In such the matter is disposed of by
TO the report the words objects 10 s'0tiAg ircuo'Tos
In every where the above command is not piqn,
and uequiyOcally conveyed tn tine publibhers OF Vie
DIRECTORY, they make up their report in the SAINT
manner pursued by the mercantile agencies in estimating
the financial strength of merchant and Ike the lnsti
tutons referred to- they decline reveal the iron
when they have obtained their information.
II is undoubtedly that publication OF this omar
acter ID privileged and that in instance where
chant or newspaper seriously injured by unjust
materially incorrect report the courts furnish remedy
and both mercantile agency Directory publisher vii
be held responsible for actual damage shown TO
to injured party from report proved upon trial b
havebeen erroneous.
This is a liability which the publishers OF the DIREC
TORY cannot escape It is therefore one which tlel
hold themselves at all times ready 10 meet.
The greatest possible ia taken to make the Dl
RECTORY reports correct. Every publisher is appie
to very systematca AL information is taken in
form which excludes any but definite statements whic
cannot be misunderstood while every effort is made
to lying perured reports to gain an unfair advantage
1t has rarely been found that cause of complaint ha
arisen against any report which has appeared in ethe
of the annual volumes of the Directory aread
issued which has not resulted either from tho neglect
publisher to respond to appeals for information
effort his part to substitute other and different info
nation instead of answering the plain questions upo
the blanks furnished for the purpose from the DIREC
I TORY Office.