River Falls journal. [volume] (River Falls, Pierce County, Wis.) 1872-2019, 1878-06-06
Geo. y. Esowelt - cots. Newspaper Al
xertistng Hureau. view Work..
TIE OBJECT or OUR ESTABLISHMENT.


Our Newspaper Advertising Bureau, No. II
Spruce street, New York, is an establishment
intended to facilitate the convenient and sys
tematic placing of advertisements in news
papers. 1t is conducted upon the principles
which we conceive to be the right ones fol
securing the best results TO the advertiser, tht
publisher and ourselves.
We undertake to represent American news
papers, not only the newspapers OF the city o.
New York and all other American cities, re
ligious agricultural and other class news
papers, but also the small country journals
We receive regularly and keep on file the
newspapers of every description throughout
the land, whether issued daily, weekly OF
monthly.
CONFINED STRICTLY nc NEWSPAPER ADvER
Using AND TO AMERICAN NEWSPAPERS.
We confne our transactions TO newspapers
and do not accept or undertake the manage
ment of other classes of advertising, such as
books, sign boards, posters, or job printing.
1t il our hope that by adhering to one
branch OF advertising we may make ourselves
masters of il.
We also restrict our dealings to newspapers
published within the geographical limits OF
the United States and Dominion of Canada.
THE SYSTEM OF ADVANCEMENT FOR NEWSPAPER
FILES.
We have a system of fling newspapers by
an arrangement of shelving and partitions
SEPARATE space being accorded to each, and
labeled with the printed name of he paper 1t
is intended to acc )modate. by metns of which
arrangement a stranger can find any payer he
wants to examine with something like the
readiness with which he would word In q
dictionary, a name IN a dictionary, or q book
in a library catalogue
THE NATURE OF THE SERVICE WHICH IT Is OUR
BUSINESS TO RENDER TO THE ADVERTISER
We undertake to maintain an establis ned
credit with every newspaper, and to have at
Il e aka ta1 htT
the publisher of each for advertising space in
its columns; to be able to quote those rates to
an advertiser who wishes 10 insert an adver-
tlsement in one or several, and to procure the
prompt insertion fthe advertisement without
any extra charge for the service rendered,
which service consists of quoting the price,
printing or writing as many duplicates of the
advertisement as may be required to furnish
one to each paper to be used, forwarding the
COPY for insertion at cur own expense Tor pos
tage or messenger service, examining the
papers to see that the advertisement appears
when and in manner that it ought to, check
ing each subsequent issue of the advertise
ment i'll each paper in book kept for that
purpose at all times subject to the inspection
of the advertiser, and marking plainly in each
paper the advertisement as 1t appears, so That
when the advertiser comes Tor sends) for the
purpose of having the files examined Ito see
that the service OF which his money pays has
been actually rendered), the eye may light
promptly upon his announcement, without the
labor of searching whole paper or page.
If errors or omissions occur, it is our duty to
notify publishers, at our own expense Tor Ia
that the publisher ofthe paper actually does
the specified service for which the advertiser
contracted
THE AMOUNT OF MONEY TO BE EXPENDED.
Persons who have had little experience as
advertisers often have a pretty clear under
standing of what they would like to do, but
are entirely ignorant of the probable cost.
We have made out for such person plan
of advertising calling for an investment Of
5000, and on submitting it for approval
found our customer dismayed ut the magni-
tude Of the expense, he not having contem-
plated an expenditure exceeding 500 or 500,
Ia such case labor would have been saved,
if at the commencement OF the negotiation
the question had been asked: How much
money are you prepared to devote to this ad-
vertising?'
THE CONFIDENCE OF OUR PATRONS MATTER OF
PRIME IMPORTANCE.
IT is matter of prime importance to us, for
the purpose of maintaining our influence with
publishers, that it shall come to be understood
among them that our statements about the
advertising to be done, or not to be done, are
to be relied upon: and to this end our dealing
with oul advertising patrQ MS must be upon q
basis of mutual confidence and respect.
OUR CUSTOMERS ENTITLED TO OUR BEST
SERVICES
Whenever we are doing the advertising FOR
any individual or firm, we consider them en-.
titled to our best services. If they Suggest
using paper which we know to be not the
best for the purpose, we say SO and give the
reasons We often expend good deal OF time
for ery small advertisers, much more thar
the profits on their patronage would warrant
but IS they entrust to us what they have e
Il t,,ts
patronage Of their friends and acquaintance
! we are content.
OUR PROMISE.
We promise those advertisers who entrusi
tLeir advertising patronage to our manage
ment that we viii not allow them to bt
charged in any instance any more than the
publishers schedule rates; that we viii pro
cure for them the acceptance OF any adyan-
taqeous offer made to them definitely by any
newspaper publisher, advertising agent, OF
eanyasser OF responsibility. Although we arr
unwilling to do work without a profit ant
never offer to do so, yet in conformity witt
the promise made above, We sometimes tint
it advisable Competitors, anxious to gain
hearing and secure attention, occasionally
make offers which it would advance the true
interests of our customers to accept In suef
| cases we hold ourselves bound to secure ths
bargain offered.
Extract from the, NeD York Times, June IA
1875.
Ten years ago Messrs. Geo. ?. Rowell y &C
established the advertising agency in New
York city Five years ago they absorbed the
business conducted by Mr.. John Hooper, VIC
was the first to 90 into this kind Of enterprise
Now they have the satifaction Of controlling
the most extensive and complete advertising
connection which has ever been secured and
one which would be hardly possible in ans
other country but this. They have succeeded
ia working down complex business into 80
Thoroughly systematic method that pc
change IN the newspaper system 81 America
can escape notice, while the widest informa-
ton upon all topic interesting To advertisers
..la....a .,aI,. 1In disnnsal Of lha r.lihL.c-