The Worthington advance. [volume] (Worthington, Minn.) 1874-1908, 1880-03-04
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PEk>xzDVERTISING BUREAU
To Geo. p. Rowell s. Cos. Newspaper
Advertising Bureau, 10 Spruce st., Now
York, the press and the public arc IN
debted for most of the statistics of Ameri-
can Newspapers. When this firm COM
menced business in 1866, thc,c was not
accessible to the public, anything which
approxlmated complete Newspaper
| List. It was the custom, CT the advertis-
ing agencies to keep theirs secret, be-
!ieving that they thereby made it neccs-
say for advertisers to consult them. In
1869, Mcssrs. Geo. P. Rowel 6 Co. issued
the first American Newspaper Directory.
In the preface of that work occurred this
paragraph:
We have always believed and iaDorcd in the
belief, that, as Advertising Agents, it was and
Should DC III our power TO be of material scr.
vice to both advertiser and publisher, and We
Know no better way to convince them. OF the
value OF our services than by issuing this book,
linus enabling them to communicate without
our aid; this we do in the belief tha: we s1al
thereby the sooner persuade them of the utili-
ty OF employing and encouraging ourA gcney."
The result showed the position, to -rc
we'll taken. Within twelve months their
firm was in receipt Of a patronage larger
than had ever before been accorded to an
Advertising Agency.
1t is a TACT, frequently commented up
on, that there is no other business inter
est OF the country, the statistics of which,
ale so thoroughly set forth and made
public, as that of making Newspapers:
and for this tie American Newspaper
Directory has the entire credit.
In 1876, at the Worlds Fair at Phila-
delphia, Messrs. Geo. p. Rowell & Go.
erected building in which were received,
filed and exhibited, late copies Of every
American periodical publication; num-
boring at that time eig ght thousand one
hundred and twenty-nine. OF this en-
terpnse, the LONDON TINES correspon-
dent, in the opening paragraph of his
letter of July 10th of that year, writes as
follows:
"l5have frequently had occasion to notice
the big way in which the Americans do things.
and do not know that it would be easy to
tnd an apter illustration of it than that fur
nished by the Newspaper Building in the Ex-
ulUAsAOu XIOuuOSs
Messrs. Geo. P. Rowcll & Co. point
with satisfaction to the two years in which!
they incurred the greatest expense for
extending to the public broad SOURCES of
information concerning the business in
which they are engaged QS69, 1S76l, rs
the two in which, notwithstanding the
extraordinary outlay, did actually pro-
ducc for them net income in excess of
any other years Of their business career.
One of the strongest holds which this
Advertising Bureau has upon the news
papers, is obtained by their system Of
making prompt payments for work done.
Newspaper men who have commended
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:
GALL 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 pro-
cure for him the lowest possible rates.
His profit comes from commission from,
the publisher. To make the ADVERTISE
meDt at reduction from usual rates,an
pay the agent for securing it, is not al
ways pleasant for the newspaper men,
but the reflection :'we will surely get the
money the day we send the BILL" has Of
ten decided him to accept an offer TAR
below the price he ought to have received.
From those newspapers which have one
price tor everybody, and require every
body to pay that price, it is unnecessary
to say that Messrs. Geo p. RoweIl s. Co.
obtain no advantages beyond the estab-
llshed commission, nor do they desire
any,. What they want, and must have
Tor their patrons, is the lowest price, and
when they have that they are satisfied.
They are quito we'll aware that the best
papers are, as general rule the cheap
est.