Telegram-herald., 1888-03-02
FOR ADVERTISERS
sTIekisG TO ire SCHEDULE
of fsesx@st - Advertisers AID me FseisS
Generally "A F.D-r ~ - hiSe tss
@IsEsgssz1s- nsFa4a~ SAB
sestesa

1880
was rssd bsiors the fscsnt messing q easi-
nszs m4zassn Of ls4dsng Amsriesn daily
ne.sDspeEs 81 lndianspolls Ind. b.
George G. Hit, Esq. Business Manager of
tie Indianapolis yss.s al. lie szid.
| nave bssn asksd - ssy somsskinx 10
thls nseglns about ~Asxinz Advertising
hates aud Stacking 70 Them To pfessat
shsthias nss - yoc GA the subject u al
ysftisinx h oog Of the quss10a. Every
phase Of TIE matter hAs ossa TAXED and
~ritten about OF All % you until you are as
fAmlii2F vita u as The high school scholar
- sith tie multiplication table 81 l VII
venture ~ thresn some OF TIE Old straw,
hoping that grain OK Two Of wheat may
be found
Ia re drst place. how Is pablisber 10
IL scnscale OF advertising ratesi kxActlv
a. be nKes a subscription fats. Or "a hotel
msn nxss hotel charges. oy making al ar
Dilrary price and then saying - the public,
Thar . vi hat It 10 worth 10 Eae-try Il aud
see Il I i worth tnat - you. Ike pubic
soon tests the matter, and II II pays the
price gets ia moneys worth aud comes
again that Is good rate tor paper or a
hoGsi % sian1 By.
AlteF having made an arbitrary schedule
Of rates. the publishers shout determtne
tracts. or on specified amounts Of sdvertis-
ind. Ia order 10 put himself In harmony
with other lines OF business, IN which much
OF anything - always sold for ices, IN pro-
portion, than a little. La making these
arbitrary rates and discounts he should take
into account sll the eircum ssances and sur
ronndings Of bis newspaper. and use the
lest business judgment IA determining the
value OF bis advertising space Then he
q. - "A - - -.
TOO high aud driye away customers, cut
them down. II too log. add there be good
ground for increasing tnela, 10 II and be
nrm aOoGt it. sHraH
l have psr;onaly no faith in these elabo-
rate plans Tor determining rate per line
per thousand. Whatever may DO the oplh-
lon OF tnls Assoc sIion. They are as un-
satisfactory as the country grocef's price,
list on eggs. which reads. strictly Fresh
Eggs, % cents, Fresh Eggs, 20 cents; ESgs,
| Is een..' A thousand circulation OF the
| Chicago Tribune is worth i've times as much
as q thousand circulation OF hookuk
| paper for instance, ana why try TO make a
! q that will 1T both in proportion to circu-
lsllon only? one Is ia every sense news
paper. Is great in its influence and each copy
1 Is read by many persons the other Is the
| opposite OF AL these thiDgs.
| Again, when papers are put in classes
anu al attempt Is made TO grade the rates
| per line per thousand. the same difficulty
meets Us. namely. no TWO papers have like
/ characteristics and no rule will work with
| al OF them.
There are so many things 10 be taken in
10 consideration, such a. the typographical
| appearance OF paDer. the kind OF advertising
IL accepts, the class OF people among whom
IL circulates. the field il has, its standing
and influence therein, its politics. etc. etc,
that IL Is manifestly unfair TO base the
price for advertising on circulation alone
Yet this 10 what most advertisers do and
the advertising agents have educated them
up 10 IL They apply their rigid rule with
| out considering the circumstances connect
Ell with the publication of many papers
For instance. il costs more 10 place an ad
vertisement in a far western paper than In
one in the eastern or central States with the
same circulation. for the reason, that every
thing entering into the making Of papel
in the West is done nj an increased ex-
pen.e. Hence. If the publisher has been
wise his rate will be high compared with
the Eastern paper, and 70 the advertiser
who looks into one of the many books got
ten out by the philanthrophlc agents tc
guide bis inexperienced feet in the rocky
paths that lead to publishers Offices. il VIII
| appear as IL he we're asked too much 70
bis work by the man in the West, whS
dcesn't believe IN making bis rates conform
20 theory Of the agents who have wrought
out rate per line. or inch, per thousand
for the purpose OF using IL as club t'
knock down the prices of advertising. Blu
ne doubtless would have gotten the WORTH
OF his money more fully II be had spent i
with the Western publisher aud not takeI
the advice Of the mar who is circulation
crazy, and put bis work in some pape
without any other valuable quality but
circulation.
The members of this Association, singly
and as body, can do much 10 countersc
this influence. which IS the principal stool
n trade Of most advertising agents; ard sd
vertssrs and agents can be taught that pa
pers reputable. and strong. and old enough
| TO belong TO this Association have business
sense sufficient to establish fair rates of ad
veriising. considering oil their good features
including circulation, and that they hsv
the courage 10 adhere to them.
Having fixed q rate. / believe in sticking
20 L. Let II be known that paper is in
flexible on this matter and one-half TIA
work Of attending 10 its business is don
away with. Not \ dollar OF loss will follox
Advertisers respect paper that respect
itSolf and will gladly pay more TO suc1
paper than to one known 70 take vhateve
it can get for lis space. II will stop al
ewing and the wssrisome propositions from
agents, and. unless they change thel
methods Of business. | think, ultimately
will do away With them entirely. For
confess I have 20 respect for advertising
agents. az . class. Personally, have friend
among them whom / regard highly; but
as a c ass. they are not helpful TO a news
Pager, iassmuch az they are continually a
work TO beat dosn its prices. A representa-
tive agsacy in New York boldly says. II b
real strength Of the Advertising Burea
lies in its ability 70 obtain the greatest con
cessioos from the publishers rates An
again. The advertisers interests are "a
only ones We have At heart W
are The agents OF The adTertisrs" Thi
sv0wed spirit IL the reason for my dislike q
agents as class. and for my hope that Be
cause the papers in this organization site
to rates. they eventually gill % compelle
% retire frora the field where they have :
long labored assiduously for the advertise
and have been paid for Il Handsomely Il
commissions By the newspapers Ofle
they have stood between tna two with
xrsspinx hard extended each var, sn
hsvs gathered 10 tribute from tie advsr
User and the paper. The great ADVERTISED
Of The country have seea this add are &c;
ting away from sgsncies as fast ss Dossi b
and doing their business direct wigh ia
papers. The sgenss sre no longer n
mighty men they once were. and their 6el
i co1ssntly growing smaller instead {
larger. There are ess than a dozeT wit
whom any newspaper wants 70 keep a. -
count
Many Of the employees Of the city sgeucie
hungry for q slice Of TIE sdvertisinx csks
ADD remembering that their employers On
. ssxet ist sf the ousnsss, have started a
AGENCIES Of their own. Every one 81 toes
misguided persons thinks BE parAcgis
sxency = bound - b q succss-. Re h1g
seven or sigh: dollars worth q STATIONERY
With icts ~ red IN the letfer head makes
irSt payment on tie instsi meet plan. O.