The Indianapolis journal. [volume] (Indianapolis [Ind.]) 1867-1904, 1888-02-09
he sam. daily return as one given . single


I or high-priced paper. Some persons who wished
to reach a certain class would prefer the latter
with only $4,000 circulation to cheaper paper
that has much larger number of subscribers.
The association could make uniform rate. but
the advertiser would decide what he could or
would pay.
w II. Brearley of the Detroit Journal,
thought no uniform rate could be attained un-
til the question If circulation settled Leg
1siaton could aid in bringing this about dc
suggested law similar to that governing insur
ance companies. which compelled to make
showing of their business under OATH Newspa-
pers could be required TO file with the clerk or
the county where it is published the accurate
number of its subscribers.
j. B. Conner regarded the character OF the
paper a factor in determining advertising value
as important as circulation.
S. ii. Kaufman of the Washington Star, said
an advertiser will choose the paper that Will
serve him best. An advertisement for the sale
of railroad frogs would be out of place in cheap
paper. But if any wanted to sell five boxes
OF matches for cent the cheap paper would be
the best medium
NJ. j. Lawrence, of the Ohio Farmer, sug-
eested that regular basis Of discount should be
followed on amount OF space contracted for. The
paper had the advantage IN long contract FOR
space sold. 1t represented so much available
money. The advertiser was benefited because
he could use the space as he saw mt, all at once
or throughout the year.
Mr. Kaufman, however. thought retail bust
ness In advertising was preferable APE h he wantsa
more money than the few who had long con-
tracts for large space and it is more reliable
The reading of papers was suspended for a
few minutes until the association could act
two additional invitations. one coming from
Dickson d Talbot, the theatrical managers,
and the other from the Columbus, o., Board of
Trade. The first extended the courteses of the
three theaters here to the members of the assoc
citation. which was accepted with thanks The
second invited the association to come to Colum-
bus after the adjournment to stay day
or or y Week ;u,s as the members thought
carried from Indianapolis ana back again with
out cost. Eastern members, it had been
ranged, could purchase tickets here good from
Columbus to their destination if stamped at the
Office at this point. About twenty-five of the
members have signified their desire to 60, and
after the banquet tonight, they will be taken
to the slsepers the l.. B. s. W. traln which
will leave here at 4:l0 o'clock tomorrow morning.
Resuning the papers the association heard one
from George c. Hit, of the Indianapolis Jour
nal. on Making Advertising Rates and Stick
ing to Them" He advocated the fixing of rates
just q publisher would adopt a subscription
price or hotel proprietor FIX rates for board.
The advertiser could then choose what was best
for his purpose. He did not favor the graduated
scale according to circulation. Itsuggestsd too
much a scale for eggs. Fresh eggs. 25c; fair
rates are once established, they
are found too high it might do to cut them. If
good reasons allowed it. He had no faith in q
price based in much per line in circulation
Circulation should OF be the only consideration.
That is the advertising agents stock in trade,
which allows some of them to exact tRibute both
from the people and the advertiser. Mr.. Hit
then paid his compliments to the irresponsible
typewriter, which perhaps he had paid
one installment, and few let
ter-heads and envelopes printed in
red ink. With these he deluged the country
with circulars calling attention to the Universal
Advertising Agency Advertising agents were
not helpful to newspapers, for cutting rates is
their great hold. There are not more than
dozen in the country with whom any reputable
paper wished to do business Sticking to rates
will cause agents to change their whole course
of relations TO papers. Mr.. Hits ideas
were acceptable to the association
that his hearers applauded him heartily. John
II. Farrell, of the Albany Press and Knicker-
booker found everyone indorsing his idea when
be said if the paper was given to him he would
have it printed and furnish slips to each news
the same day. This took the form of mo-
ton. which unanimously adopted 1t was
also suggested that copy be sent to each adj
w. n. Brearley caught the interest of tho
members with his paper on 'Snap Advertising"
He said it would be manifestly unjust if the ad-
vertiser were to give up worthless every
snap advertising scheme that presented ITSELF
but he will be saved from many mistake if
he should pause long enough before swapping
them up TO ask each scheme three questions:
First-Has it any reason for being in existence
apart from the sale of the advertising it
tains? Second-Has it relative value that
justifies the investment and to these shcuid be
added the third: What assurance
is offered that the contract will be honestly
gramme that is issued to meet real or fancied
demand of rel ders has in is tho element of le-
gitimacy. With varying limits, any one of these
bears a certain comparison to a train upon
recognized line of railroad, in contrast to
scheme for fifty hundred advertisers to
club together and build road OF their own for
the sole object of riding over it once, after which
the road is to be abandoned. To make the COM
parison complete it should be added. that tho
contractor who builds and wrecks the road is
the only ono who makes any money out OF the
transaction. and also that the trains on these
snap advertising roads often start out WE'LL but
never arrive at their destination.
As to relative value he would not say that it
should invariably be rigidy held down to a com
mercial standard The advertiser, in making
his investment, considers the price per inch per
1000 copies printed nd distributed; the charac-
ter of circulation, illustrating whether the class
of people among whom it is distributed are those
he desires to reach Again, he should know
the former being many times the value Of
the latter as an advertising medium Position
and display are also matters of interest to him.
Many merchant thoughtlessly invests S. in q
little space in some scheme that is to be
given away, and of which he has been prom
sed only one thousand circulation ALWAYS
remembe rng that he usually never asks for or
receives the slightest guarantee that he will
honestly get his one thousand circulation, when
the same five-dollar bill would have bought just
as large space in as conspicuous position,
with the same display in newspaper. of which
he can have ample guarantees that twenty
thousand or over are actually sold and delivered.
If the comparison is left upon that of circula-
ton alone then it stands, in this case as twenty
to one in favor of the paper; but if to this is
added that the paper is sold and the other
scheme given away, then the difference is far
greater still Tangible evidence that work con-
tracrcd for has been faithfully exc
cuted in every respect should be
as easy to secure as to verify
any bill of goods that the advertiser purchases,
but unfortunately, two difficulties embarrass
ones attempt to do. The advertiser himself
often fails to keep any exact written copy of the
statement of the conditions and representations
made to him by the protector of the ''snap"
scheme and in a week two afterward the
terms of the contract wholly or partially
forgotten. The other difficulty is the unwilling
ness or inability of the projectors of the scheme
to deal honorably by his customers and fulfill
his contract the latter being usually the case,
for the claims often made by these canvassars
are preposterous in what they promise that
=: a=>S.= H.