Fort Worth daily gazette. (Fort Worth, Tex.) 1882-1891, 1888-02-14
DENUCRAT PUBLISHING CO., PQD[SnGf THE GAzETTE

for cutting rates is their great hold
There are not more than q dozen In the
country with whom any reputable paper
wished to do business. Stick
ing to rates will cause agents
to change their whole course
of relations to papers. Mr.. Hits ideas
were so acceptable to the association that
his hearers applsuded him heartily. John
q. Farrell, of the Albany Press and
Knickerbocker, found everyone endorsing
his idea when he said If the paper was
given to him he would have it printed
andHfurnish slips to each newspaper so it
could be published everywhere on the
same day. This took the form OF a
motion, which was unanimously adopted.
It was also suggested that 8 copy be sent
to each advertising agent.
W. n. Brearley caught the interest OF
the members with his paper on "Snap
Advertising" He said it would be man
ifestly unjust if the advertiser were to
give up as worthless every snap adVer-
Using scheme that presented itself, but
he will be saved from many 8
mistake il he should pause
long enough before swapping
them up to ask each scheme three ques-
tons: First-Has 1t any reason for be-
ing in existence, apart from the sale OF
the advertising it contains2 Second
Has 1t q relative value that lustines the
investment? and to these should be
added third: What assurance Is Offer
ed that the contract will be honestly car
ried out? The newspaper, the book, or
the programme that Is issued to meet q
real or fancied demand of readers has in
it the element Of legitimacy With vary
ing limits, any one of these bears 4 GER
tain comparison to train upon q recog-
nized line of railroad, in contrast to
scheme for fifty or 100 advertisers to club
together and build q 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
the contractor who builds and wrecks the
road is the only one who makes any
money out of the transaction, and also
that the trains on these snap advertising
roads often start out well, but never ar
rive at their destination.
AS to relative value he would not say
that 1t should invariably be rigidly held
down to 8 commercial standard. The
advertiser, in making his investment,
considers the price per inch per 1000
copies printed and distributes; the char
scter of circulation, illustrating whether
The people among whom 1t is distributed |
ire the class he desires to reach. Again, |
lie should know whether the copies are |
sold or given away, the former being |
many times the value of the latter as an |
Advertising medium. Position and dis
,ley are also matters of interest to him.
Many 8 merchant thoughtlessly invests
30 IN little space in some scheme that
to be given away, and Of which he has
'een promised only 1000 circulation (al-
Ways remembering that he usually never
SKIS for or receives the slightest guarsn-
&c that he will honestly get his 1000 cir
ulation, when the same s5 bill would
ave bought just as large q space in as
onspicuous a position, with the same
isplay in newspaper, Of which he can |
ave ample guarantees that 20, 600 or over
re actually sold and delivered. II the {
is left upon that Of Lirculs.
on alone then Il stands, In this case,
twenty to one in favor Of the I
,per, but II to this Is added '
at the paper Is sold and the other q
heme given away. then the difference is T
T grester still. Tangible evidence that =
ork contracted for has been faithfully 8
.ecuted in every respect should be as
sy to secure as to verify any bill of
'ods that the advertiser purchases, but,
ifortunstely, two difficulties embsrrss /.
e's attempt 30 TO do. The adyertis =
zse1 oftea tails 20 keep any exc