The true northerner. [volume] (Paw Paw, Mich.) 1855-1920, 1878-06-07

Geo. r. Rowen h Co.'S Newspaper Adver-
a as tising Bureau, New York.



Spruce street, New York. is an establishment
intended to facilitate the convenient and sys-
tematic placing Of advertisements In news
papers. IL IL conducted upon the principles
which We conceive TO be the right ones for
securing the best results TO the advertiser, the
publisher, and ourselves. N
We undertake to represent American news
papers, not only the newspapers OF the city OF
New York and OF 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 this news
papers Of every description throughout the
land, whether issued daily, weekly, or monthly.
coNFINED STRICTLY TO NEWSPAPER ADvERTIs-
ING 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 is our hope that by adhering to one
branch OF advertising we may make ourselves
masters Of it.
We also restrict our dealings to newspapers
published within the geographical limits OF the
United States and Dominion Of Canada
FILES.
We have system Of filing newspapers by an
arrangement Of shelving and partitions, sepa-
tuto bpdCo pclub dccofuou W edcLl, anu lhDclcu
with the printed name OF the paper it IL in
tended to accommodate, by means of which
arrangement stranger can find any paper he
wishes to examine with something like the
readiness with which he would word in a
dictionary, name in directory, or a book in
library catalogue.
THE NATURE OF THE SERVICE WHICH 1T Is OUR
BUSINESS TO RENDER TO THE ADVERTISER.
We undertake to maintain an established
credit with every newspaper, and TO have at
hand a schedule OF the charges adopted by the
publisher of each for advertising space in its
columns to be able to quote those rates to an
advertiser who wishes to insert an advertise
ment in one or several, and to procure the
prompt insertion OF the 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 our own expense for post
age or messenger service, examining the
papers to Bee that the advertisement appears
when and in manner that it ought to, check
ing each subsequent issue of the advertise
ment in 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 it appears, 80 when
the advertiser comes Cor sends) for the pur-
the service for 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.
Ii errors or omissions occur, it is our duty
to notify publishers at our own expense for
labor, postage or messenger, and to see to it
that the publisher Of the paper actually does
the specified service for which the advertiser
contracted.
THR AMOUNT OF MONEY TO RE FxPFNpEp
Persons who have had little experience as
advertisers often have 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 plln
Of advertising calling for an investment of
$4,000, and on submitting it for approval
found our customer dismaved at the magnitude
Of the expense, he not having contemplated
an expenditure exceeding 5000 or $500. In
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 adver-
tising?"
THE CONFIDENCE OF OUR PATRONS A MATTER OF
PRIME IMPORTANCE.
II 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 our advertising patrons must be upon a
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 II they suggest
using paper which we know to be not the
best for the purpose, we say 80 and give the
reasons. We often oxpend a good deal of
time for very small advertisers, much more
than the profits on their patronage would war
rant but as they intrust to us what they have
TO disburse, and influence in our direction the
patronage OF their friends and acquaintance,
we are content.
OUR PROMISE.
We promise those advertisers who intrust
their advertising patronage to our manage
ment that We will not allow them to be charged
in any instance any more than the publishers
schedule rates; that we will procure for them the
acceptance OF any advantageous offer made to
them definitely by any newspaper publisher,
advertising agent, or canvasser Of RESPONSE
bility. Although we are unwilling to do work
without q profit, and never offer to do 30, yet
in conformity with the promise made above,
we sometimes find 1t advisable. Competitors,
anxious to gain hearing and secure attention,
occasionally make offers which il would ad-
accept. In such cases we hold ourselves bound
to secure the bargain offered.
Extract from the Ne,o York Times, J,ae IA,
1875.
Ten years ago Messrs. Geo. p. Rowell g. Co.
established their advertising agency in New
York city. Five years ago they absorbed the
business conducted by Mr.. John Hooper, who
was the first to go into this kind of enterprise.
Now they have the satisfaction of controlling
the most extensive and complete advertising
connection which has ever been secured, and
one which would be hardly possible in any
other country but this. They have succeeded
thoroughly a systematic method that no change
in the newspaper system of America can es-
cape notice, while the widest information upon
all topics interesting to advertisers is placed
readily at the disposal of the public.
imperial Enforcement
Owing 10 the perfect puritv of DOOIFY q