The Valley Virginian. [volume] (Staunton, Va.) 1865-1895, 1878-08-29

Four years ago, we pronounced Geo. Z.
Rowell s. Co.'s Newspaper Advertising
Agency an uumitigated swindle and their
so.called Directory tissue of unwarranted
statements from beginning to end. 1t need
ed but glance to determine its character,
or rather want of character. Purporting to
present accurate data with reference to
the circulation, business standing and po-
litical tone fevery newspaper in the United
States. their sole object was to appreciate the
value Of the patent outside sheets and coun-
try papers of about the same ilk, by means
of which their advertisements were dissem-
mated. to the detriment OF respectable jour-
mails that refused to allow their columns to
be used IN the interests OF the agency. at
prices which were an insult to any pabish-
er WHO respected his business and intended
to deal fairly with his regular customers.
Since then we have uniformly refused to
have anything to do with the firm whatever,
and have declined all propositions emanat-
ing from that and similar sources. For a
long tine we stood almost, if not entirely
alone. but OF late the fraud has become so
palpablc that the best and largest newspa-
pers in the Union, such as the New York
Herald. Times, Graphic and others of like
high standing have denounced it, and Messrs
Rowell & Co. are getting a little more III
the advertising line than they bargained for.
as the following notices evidence
RCWELL's NEwsP APER DIRECTORY.
from the New York Puck, August al
Messrs. G. P. Rowell & Co. are peculiar firm
They are nominally advertising agents and pup
fishers of "Rowell's Newspaper Directory, al
institution on plan so vigorous. effective ane
original and at the same time so beautifully SIM
ple and direct that it deserves particular notice
from Puck 1t shall have it. The 'Newspapel
Directory purports to contain list OF all th'
regular publications in the country, WIN lnIor
nation more or less accurate-generally less-a
to the nature. politics and general makeup o
each one. The ESTIMATED circulation Is aist
given and it is here that Messrs. q. T. Rowel
K Co.'S little scheme blossoms out III all It's un
trammelled beauty Ii a paper is on Roweiii
Advertising List, and seems likely to survive Una
exhausting arrangement little longer it is cred
tied in the Directory with circulation OF lab
ulous size and aristocratic selectness. And II !
will consent to pay for an extra nj IL
the Directory, there will be no limit 10 VIVA
Messrs. G. P Rowell s Co. will DO Tor u. IL IN
South Keokuk Junction Ftdmbedu Will only pa
for enough pages in that charming DOCK ~ ma
have circulation which will make the Londol
Times pale its intellectual 1res AS genera
thing few papers care to invest IN TINS luxury
But this is a detail.
We wish it to be distinctly understood that w
have no objection to this pretty little system l
the patent outsides,' which constitute tn
greater part of Messrs. G. 2. Rowell y cos I'm
1nense list of influential journals. care TO spen
their spare dollars i'll buying fancy clrculation
in Messrs G. 2. Rowei St Co.'s directory let then
do it. If it amuses them it does not hurt US, am
it enables Messrs. G. P Rowell Co. TO i've
something they certainly couldn't do otherwise
And on the ground of general morality tnefe j
nothing to be said. The public Will not be de
ceived. Nobody outside OF lunatle as :y1i1
would ever look in the Newspaper Directory 10
facts - , -,
No. we see no reason why Messrs G. 2. Rowel
geo should not run upon paper-the clrcula
ton OF such publications see fit to pay then
for so doing. But most distinctly and decldedl
we protest against their running down the cir
cuIation of such publications as do not see lit t.
pay them.
Of these latter Puck, in all his Anglo-Teutoni
quality is one. He is in good company; his es
teemed contemporaries, the Herald, Times Grdph
&c and Post, being also sufferers. But Pack ha
been specially singled out as the principal feclp
lent of Messrs. G. 2. Rowell & Co.'s back hande
fayors. The Newspaper Directory" for thl
year asserts that the circulation OF the Englls
Puck is 1000 and that of the German 5000 Bot
statements are Enthusiastically. Their untfuSt
worthiness arises largely from the fact that the
are lies. The circulation of both papers is large
ly moderated.
1t is almost needless to repeat that the treat
ment which these papers have received at tn
hands of Messrs. G. p, Rowell & Co.. is the dlrec
result OF the utter failure of their agent to lnduc
Pach's publishers TO pay for an advertisement Il
the "Directory.' .
Is THAT CONTRIBUTION TO BE PAID IN ADVERTIs
INC cpArF