The Kenosha telegraph. [volume] (Kenosha, Wis.) 1860-1888, 1877-01-11
CIRCULATION ESTIMATES,

The object of the AMERICAN NEWSPAPER
DIRECTORY is not very different from that of
the well-known mercantile agencies which exist
in sill leading cities. The latter keep their sub
scribers informed of the character, habits, repu-
tation, business ability and financial strength of
persons with whom they are likely to have BUSH
ness transactions, enabling them thereby to so
regulate those transactions as to secure probably
profitable dealings, or to avoid such as will be
likely to result in ultimate annoyance or loss.
The DIRECTORY conveys the best obtained
information concerning the character and value
of newspapers. It's patrons are the men who
expend money in advertising Ca large and i'm
portant class }, and it is from them that the pub
fishers of the DIRECTORY, in their capacity OF
advertising agents, derive their profit aud sup
port. 1t is to them and not to newspaper pub
fishers that they owe the duty of faithul service.
The theory that advertising agenc es are the
servants OF newspapers, and should advance
their interests FIRST is aDnihilated by the system
long adopted by publishers, almost without ex-
ceptlon, of Ignoring any idea of protecting the
so-called agency and maintaining the right to
appoint competitors in the same field without
the consent of those already occupying it.
AS THE MOST IMPORTANT PORTION OF THE IN
FORMATION SUPPLIED BY A MERCANTILE AGENCY
CONSISTS OF A REPORT OF THE FINANCIAL
STRENGTH OF THE PERSON ABOUT WHOM INFOR-
NATION is ASKED, so IS THE CIRCULATION OF A
NEWSPAPER GENERALLY CONSIDERED THE POINT
UPON WHICH INFORMATION WILL BE OF MOST
VALUE TO THE ADVERTISER.
There are, among merchants, some who deny
the right of a mercantile agency to inquire into
their private affairs, and who decline giving any
information upon which report may be based;
but the mercantile agency does not, on that &C
count, neglect to make report. 1t gets from
other sources the best obtalnable information.
and upon this it's estimate is based, although it
cannot be denied that the reticence of the party
III question is almost always attributed to 9
knowledge upon his part that q true report
would be preiudicial to his credit. The report
made is, therefore, likely to be less favorable
than it might have been had the information
asked for been cheerfully and frankly furnished.
so also there are among newspaper publishers
some who deny the right of any one to inquire
into their affairs. 1t has been the policy Of the
publishers of the DIRECTORY to omit all in-
formation about circulation whenever plainly
and unequivocally commanded to do so. In
such cases the matter is disposed of by annex
ing to the report the words objects 10 stating
circulation" In every case where the above
command is not plainly and unequivocally con-
veyed to the publishers of the DIRECTORY.
they make up their report in same manner pur-
sued by the mercantile agencies in estimating
the financial strength Of o merchant, and, like
the institutions referred to, they decline to re-
F0hi tue bOuECob IIOI0 WHICH Ct1ey nave ODCalO6u
their information.
It is undoubtedly true that no publication Of
this character is privileged, and that in an in
stance where 8 merchant or 8 newspaper il
seriously injured by an unjust or materially in
correct report the courts furnish remedy, an(
both mercantile agency or Directory publishe
viii be held responsible for actual damage shown
to accrue to an injured party from repoI
| proved upon trial to have been erroneous.
This is liability which the publishers of The
DIRECTORY cannot escape; it is, therefore
| one which they hold themselves at all times
ready to meet.
The greatest possible care is taken to make
the DIRECTORY reports correct. Every pub
Usher lis applied to very systematically. al
| information is taken in form which excludes
| any but definite statements which cannot bt
misunderstood, while every effort is made t.
protect honest publishers against such as would
resort to lying or perjured reports to gain al
unfair advantage.
| It has rarely been found that cause Of com
| plant has arisen against any report which hal
| appeared in either of the seven annual volumes
| OF the Directory already issued which has not
resulted either from the neglect of publisher
to respond to appeals for information or al
effort on his part to substitute other and differ
ent information instead of answering the plain
questions upon the blanks furnished for tax
purpose from the DIRECTORY Office.