Essex County herald. [volume] (Guildhall, Vt.) 1873-1964, 1880-04-09
THE NEWSPAPER ADVERTISING
BUREAU.

THE NEWSPAPER ADVERTISING
BUREAU.
To Geo. p. Rowell & Cos Newspaper
Advertising Bureau, 10 Spruce St.,
New York, the press and the public
are indebted for most of the statistics
of American Newspapers. When this
firm commenced business in 1865, there
was not accessible to the public, any
thing which approximated complete
Newspaper List. 1t was the custom of
the advertising agencies to keep theirs
secret, believing that they thereby
made 1t necessary for advertisers to
consult them. In 1859, Messrs. Geo. P.
Rowell L. Co. issued the first American
Newspaper Directory. In the preface
of that work occurred this paragraph:
eve have always believed, and la
bored in the belief, that, as Adyertis-
ing Agents, it was and should be in
our power to be of material service to
both advertiser and publiser, and we
know no better way to convince them
of the value of our services than by
issuing this book, thus enabling them
to communicate without our aid {; this
we do in the belief that we shall there
by the sooner persuade them of the
utility of employing and encouraging
our Agency"
The result showed the position to be
we'll taken. Within twelve months
their firm was in receipt of patronage
larger than had ever before been &C
corded to an Advertising Agency.
1t is fact, frequently commented
upon, that there is no other business
interest of the country, the statistics of
which are SO thoroughly set forth and
made public, as that fmaking News
papers: and for this the American
Newspaper Directory has the entire
credit.
In 1876, at the Worlds Fair at Phila-
delphia, Messrs. Geo. p. Rowell & Co.
erected q building in which were re-
ceived, filed and exhibited, late copies
of every American periodical publica-
ton: numbering at that time eight
thousand one hundred and twenty
nine. OF this enterprise, the London
Times correspondent, in the opening
paragraph of his letter of July 10th of
that year, writes as follows:
81 have frequently had occasion to
notice the big way in which the Ameri-
cans do things, and | do not know
that it would be easy to find an apter
illustration of it than that furnished
by the Newspaper Building in the
Exhibition grounds
Messrs. Geo. P. Rowell & Co. point
with satisfaction to the two years in
which they incurred the greatest ex-
pense for extending to the public broad
sources of information concerning the
business in which they are engaged
1850, 1876, as the two in which, not
withstanding the extraordinary out
lay, did actually produce for them q
net income in excess of any other years
of their business career.
One of the strongest holds which
this Advertising Bureau has upon the
newspapers, is obtained by their system
of making prompt payments for work
done. Newspaper men who have COM
menced this feature, when visiting the
office in New York, have been invited
to the cashiers desk and shown a
conspicuous printed notice posted
there, which reads: "All bills received
before twelve o'clock must be examined
and paid to day"
The Advertising Agent AYERS to his
patron, the advertiser, that he will
procure for him the Loaoest possible rates.
His profit comes from commission
from the publisher. To take the adj
vertisement at reduction from usual
rates, and pay the agent for securing
it, is not always pleasant for the news
paper men, but the reflection eve
shall surely get the money the day we
send the BILL has often decided him
to accept an offer far below the price
he ought to have received. From
those newspapers which have one price
for everybody, and require everybody
to pay that price, it is unnecessary to
say that Messrs. Geo. P. Rowell & Co.
obtain no advantages beyond the
established commission, nor do they
desire any. What they want, and
must have for their patrons, Is the
lowest price, and when they have that
they are satisfied. They are quite we'll
aware that the best papers are, as
general rule, the cheapest.