The New York herald., 1878-08-16
ROWELES "NEWSPAPER DIRECTORY"

Z 81. u. tl u 70
IMPORTANCE OF THE HEnALD's EXPOSE TO
WESTERN NEWSPAPER PUBLIsHERs
From the Davenport (Iowal Gazette August 1871
The NEW YoRK HxRALp has initiated IN important
service tho advertisers OF that city vicinity In
editorial exposing the unroliabllity ana ialsity OF
Rowslrs "Nswspa Directory" That service will
be yet more advantageous u suffering public II IL be
sti!l more thoroughly performed. The HERALD shows
how the said 'Direcory" puts She circulation that
Journal than iorty thousand below It's
daily issues aud nearly thirty thousand below that Of
It's weekly publications, those by tho
superintendent Of its publishing departm But
the HERALp Is not paper conccfninR circulation
OF which any advertiser OF Ordinary Intelligence
Mou'o % uT "nrN " 20 ,eo as'ray Sacn
leads all other New York dailics In the q b,r Of
copies u regularly circulaos lu tho sass OF stato-
newspapers puEsned remote from New YorK, how
ever, She Case 10 lar different How can merchant
OF that city or manufacturer OF Now England know
when he giveS his advertisomons " Rowei's agency
on The strength OF what the directory, tells him US
10 the cireuation OF newspapers in the distant Stutcs
whore he socks customers that ho has boon seriously
misled and indeed, outrageouslv derauded? Yet
"guide to aaveriisers' is relied upon. Noarly Two
years ago the Gazette ctcd iuI proof o this fact We
then showed now, one Of kowell's pot ''sts'' OF
Western newspapers, tho advertiser recon mmended
to inscrt his iavors IN precisely the nows papers
in tnis state ana Illinois which notorious, ,her
respective ncighUorhoods, as bciig almost wholly
without circulation aud influence. In this direction
"RowcPs Directory" 10 iull OF msreprcse N tationa
gives 10 certan Iowa ana illinois newspapers, the
publishers OF which pay ivr or osdy for aid
their iortunes u circulation OF thousands whom they
have not as many bundrcds; while othor Journals OF
real position anu circulation, whose publishers spend
money to mako newspapers and 10 secure readers,
and uiariy circulate to ono prned
w the papers lauded by Rowe, are by him put
aown as printing only an inferior Lumber OF copies
aud chea,ed whc honest aud enterprising newspaper
pubisbers arc prevented IRON securing business
which Is Justly theirs Ii the HERALD will yet more
VOOr n xuoqa q vaudt -
drsds Of dollars 10 sicrn who advertise In
West
HOW THE WORT HLEss DIRECTORY IS GOTTEN
UP--rHE MISREPRESENTATION AND THE
MEICAyrILE COMMUNITY.
From the Daily Graphic, August I5I
George p. Rowol & Co. are q urn Of advertising
agents In this city who have published annually until
the present year socalsd Newspaper Directory"
The volumes published very bulky, their contents
consisting principally o tho advcrtisome oil news
papers. Cash Is not paid Tor the Insertion oil
advertisements, otherwise they would not appear so
proiusoy. Rowoii g. Co.'s plan Is 10 md room ior
all who will consent TO alI pace, oven dowa 70 the
Blowhayd Liugie, oi Cuttyhupk, Tor nominal price,
payable Ia any advertisement that Rowcli h CO. may
be able to send them In return This explains the sx
iscnce OF tho work. Having secured tho rgni 10
certain amount 0t space ia pa pcrs lncy
proceed To hunt up advertisers who will consent
thUtn svulutnInk In cu&u Tor IL They flood
mails with postal cards. addressed TO adysrlscrs IN
general aud embodyi1x the most "asivuishing oncrsu
vi credit, PROVIDED thcy san secure advertising
to give them some cash rourn for The amount I'd
vertistng space they nave on hand. In this they
dciray the expenses OF the document In this Diree-
tory they to dcsizuate the position and crcu
iation ot all tue SIX thousand newspapers OF
evory kind published 10 this country, but II is no.
hcsabio faet that the joaraals which have had the
space 10 spare for kowc * Co. arc those which
nave been nude 10 npp0nr to the best advantage
large Lumbsr Of the best, most valued and most
wtacly circulated newspi ipers havo bacn most un-
justly treated by these people, and recently bavo
been calling pubic attention to tho document by
wholesome exposure OF lis worthlc ssncss 4
moments sIdcration OF the nnturo of the bus,-
ness will sufco 10 show that It utterly poss
ior any adv9usinB agency 10 mako any osti.
ma.S Of Tue sreassion q the various newspapers
Item IN the business o newspnper that SO care.
fully concealed as that OF circulation generally
the publisher himself Is the only person VINO pos.
the actual nguros. Ths HKR recently ub.
1shcd sworn and undoubtedly truthful stale ment OF
It's circuaton, aud We are very mat the
eraye shown was surprise 70 every puDlisbcr IN
Now York outside the HHRALD Office. Tnis firm Of
Roweil u Co. had "estimatsdn tho HKRALD's cIrcua.
ton at about oue-baIf the actual figure It may DO
readily understood, ton, how absurd thor pretonce
tue newspapers, 10 all tho cities and ,ow u.s. near ana
Jar. In some low instances IN this document news.
papers have themselves undoubtedly given thcir real
ntures; but In every Instance where they have done
they have put themselves at "a disadvantage with
nny riva wno with tholr ngufcs at disposal ana
Win less regard Tor tho truIn than hts gain, IL
able Dy own statement 70, add few hundrcds or
nousands as the case might require u his crcuIa-
tion wcil Is this understood that respectable pub
hshcrs will rarely allow tncir circulation TO be spread
before the puplic; and II u not necessary. Tue iunu.
ence aud position OF mercantile houses ike those OF
stewart Ca1in are well understood, even thouah
the oxtent OF tnur ycariy saics Ia not approx
matcy known TO ihc mercantile pubic; and II IS ike
wisc with n uewspspsf OF nbity and iuhaencc False
al tn m 0srt ham