Little Falls transcript. [volume] (Little Falls, Morrison County, Minn.) 1876-1894, 1879-03-13

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Journalism in America can, up to a
certain time, be best given in its sta
ztistics, it being understood that adver-
tising fully kept pace with it and to
considerable extent made. it possible.
In 1894 the nCommcrcial Advertiser"
was commnced in Now York, and in
1901 the Evening Post" Both Jour-.
nails had considerable influence and
grew rapidly. The year 1910 found
80 papers in the. State Of Massaehu-
setts; and 10 years afterwasd there
were 900 in the United States. In
1880 there were 1000, and in 1910,
1 1,401. The New York "Sun," found
red in 1888, the "Herald" in 1885,
and the "Tribune," IN 1841, had in>:
troduced some new ideas, which not
only enlarged the power and influence
Of journalism, but greatly popularized
advertising. Transient advertising
was encouraged, it being discovered
that regular run Of small ADVERTISE
ments, at fair rates, continued the
year round, paid better than contracts
for the same space devoted to long adj
vertisements at low rates, and which
lasted only during the business season.
A variety in the classes Of advertise.
ments was introduced, and is almost
peculiar to American newspapers.
For instance, the advertiser could ln>
sert, if he chose, amusing "reading"
or "local'' notices, IN which matters
interesting the public mind were in
geniously joined with the goods for
sale. ''Business Notices" and "Spe>
cial Notices" are other varieties Of car
ly adoption, for which higher prices
are obtained than for the ordinary adj
vertisement. In 1860 the United
States contained the surprising num-
ber Of 5,253 newspapers. The art of
advertising was growing into somc>
thing like system. Expedients Of all
kinds we're used. Odd and startling
cuts were adopted in spite of the news
paper rule (not always enforced) of
double prices for such figures; while
the old~fash1oned, simple style of ad~
vertising grew to very large propor-
tions, and enabled almost every VIII
lage in the country to have its news
paper. AS the business became ex-
teusive and the territory to be covered
so large, advertising agencies became
necessary. These exist to-day in
England and continental Europe, but
have by no means the Importance
which from the nature Of the case they
have attained in the United States.
a few large houses-one Of which sit>
uated in New York has transactions
to the amount of nearly one million
dollars per annum-do most of the
agency business. * * >: *
"Harpcr's Weekly" receives from $3.50
to $3.50 per line, and "Frank Lesl'e's
Illustrated Newspaper from S. to $l.5O.
The "New York Weekly Tribune" re-
ceives from 81 to IS per line, the latter
price being paid for notices inserted
among the news. The "Ncw York
Weekly" story paper, receives So per
line. (The above named charges are for
only one insertion.-Ed. Transcript
Ten years ago, when boIdncss was less
habit than to-day, $l50,0O0 was spent
by one firm in New York for a years
advertising. Since that time the same
sum has been expended repeatedly. A
patent medicine dealer in New York has
several times advertised to the extent Of
S25O,O0 year. To advertise to the
amount of 100000 year now excites
little surprise IN the United States, and
many names might be given of those
| who do not use less than $50,0O0 or
$25,000 for their yearly advertising.
Some of the larger incorporated compa-
nies are also heavy advertisers.