Waco evening news. (Waco, Tex.) 1888-1889, 1888-09-08
WACO NEWSPAPERS.
Some Reasons Why Newspapers
Die or Languish in Waco.

Waco has two large cemeteries.
There might be third one added If
dead newspapers could be gathered
in one spot and gravestones erected
over them. 1t would make good
sized graveyard, too. Waco Is not
only u graveyard of newspapers but
it has that reputation and whether
the fact and the reputation is n de-
sirable thing for city, every one must
be Judge for himself, the object of
this article being to point out causes
rather than speculate OH results. The
writer is able to do this correctly,
having been conversant with news
paper history since Waco was n town
of 1000, and to do it fairly, not being
dependent on newspaper work for n
living. What is the reason why
daily newspapers cannot flourish In
Waco as well as in other Texas cities?
WHAT Is NOT THE CAUSE.
1t is the style to attribute the fail
ure of the dailies to bad management
This is not correct. There never was
better or better managed paper
than the Waco Telephone, and yet it
died for lack of support. At several
times the Examiner was a good paper
and well managed and yet during
those periods it was not a bit better
patronized than when under inditler-
ent management. Other cases might
be cited to the same purpose. Then
what are the causes? First
Low RATES OF ADVERTISING.
The Examiner. the first daily, start
ed advertising rates at starvation
rates, All efforts since then TO bring
advertising rates to paying basis
have been only partially successful.
Advertising rates in the dailies are
fifty per cent. JelotO their north.
MEN WHO DON'T ADVERTISE.
A very large number of business
men and firms in this city, and men
who have made big fortunes here
nv Vi oNNSA tiSO III viz ualllCs vi IL
they DO occasionally, their advertise
ment is done as bone, given to beg
gar, and sometimes not so graciously.
We are talking facts and can verify
what is said by facts, figures and files
of newspapers. The lack Of adver-
Using from this class, class which
does advertise in other cities, is the
chief cause of the death of Waco news
papers.
WILDCAT ADVERTISING.
Take the low rates of adver tising
and the large number of rich business
which never advertise and to them
must be added third cause, a prefer
ence on the part of great number of
small firms for wildcat advertising
over advertising in the daily papers.
If one will look at the Jim Crow
schemes, telephone cards, hotel cards,
whirlagigs and other advertising
schemes he will see business names
all over them which never appear in
the dailies and the loss of this class is
a serious injury to the daily papers.
sPAsMoDIC ADVERTISING.
"A considerable number of business
men make advertising matter of
feeling. They advertise when bust
ness is good and they feel good, just
out of pure good nature and
not from any particular faith in
advertising per Sc, and while that
advertising is acceptable, it is not
such as keeps up newspapers whose
expenses are heavy and continuous.
SUMMED-UP.
Low rates of advertising, the large
Of wealthy businesses which
never advertise, the large extent of
wild cat advertising to the neglect of
dallies, and spasmodic advertising,
which in the best opinion of the writer
have been fatal to daily newspapers
in Waco, and which are still in active
operation and probably with the
same continued effect. That papers
have lived at all is due to the grand,
constant and continued support of
of business men who have
stood by the daily news
papers through evil and good report,
and whose names are held in rever-
ence by newspaper men.
THE PRESENT PAPERS.
The Morning Day is scarcely infe-
rior to any morning paper in the state.