The Dallas daily herald. [volume] (Dallas, Tex.) 1873-1887, 1886-12-17
character and Quantity.


c. s. Gosse, Of this city, n well-knewn
and highly-successful advertising agent,
in a work OF Information for Adver-
tiscrs,' referring TO the circulation OF
newspapers, says:
1.-THE number of copies paper
prints. although i'm important point, is
not the only one by which to Judge of
its worth as an advertising medium.
The character, influence and standing
of the paper in n community are all
equally important bcnefactors in
determining its value rs II medium by
which TO communicate with the people
of the section in which it clrculates.
Experience teaches that careful editor
ial guidance and superlativc care given
to statements in the news colamn much
more valuable than paper reckless in
its assertions, and lavish in its endorse
ments OF anything and everything
under the sun.
Tho ''intluence" of n newspaper. COM
mercally considered, is As the influence
of an individual. A man careless of
his statements is no. considered good
authority or Il reliable source of infor-
nation; so a newspaper with its cdi-
torial opin ons at the beck and call of
any one with II bank account of sulli-
cient dimensions soon loses its weight
with readers, who quickly discover its
unrelab lily and are careless even of
statements printed in the advertising
coumns-the advertising is then
about equally valuable as SO many
hand-bills. The same rule applies to
papers depending upon sales effected
through making specially of low SEN
sations; such papers are bought TO
crafty curiosity, are culled for their
particular attraction. then thrown away,
and reliable newspaper is consulted
for the n.ws of the day, and the
opinions Of the latter are respected.
This respect is to Il certain extent ex-
tended to the advert sing column, and
substile but influential Endorsement
is by the journals character given to
statements even though known to be
paid for and in an advertising depart
ment. For instance n complimentary
notice in Il newspaper OF known ability
and careful of its assertions, as all
advertisers well know, is worth more
than the ilippant statements of one
whose praise is unlimited and whose
unqualified editorial Endorsement Of
an, body or any thing is obtanable for a
consideration.
One word from the columns of the
former will weigh Il ton in the scales of
public judgement, where similar state
ment from less reliable paper is men-
tally alluded ~ rs nothing but q paid
"puif"
Mr.. Gossc cites several instances in
support of this, and among o. hers says
In this city, for example. tho Boston
Journal, with circulation OF about
30, 900 probably reaches many who take
no other paper, and many more yet
who have read that paper since they
can remember and VINO consi Tered its
teachings only Il trific less than infal-
liblc, hence its value rs an advertising
medium is thereby enhanced.
Advertisers sometimes forget these
points when making contracts, and the
success which this agency has met with
both FOR itself and its patrons is no
doubt largely attributed 10 the proper
considerat on of II newspapers claims
as regards not only circulation but the
character of its circulation and its
standing with the people. -Beston Jour
mai