Fort Worth daily gazette. (Fort Worth, Tex.) 1882-1891, 1888-03-25
W. H. Taylor W. H. Tayl,

head; first, the price per iIca per thou
sand copies printed aGd distributed
second, character OF circulation, IL
, Illustrating whether the class Of peopl
smong whom it Is distributed are thos,
he desires to recc1; third, whether ID,
copies are to be sold or given away, thu
former being many times the value of tht
latter as an advertising medium; fourth
position; fifth, display. To attempt tc
discuss these sub d.visiors would r. uuire
me 20 transgress my privilege es to lime,
but will make the single point that
many q merchant thoughtlessly in
vests S. In q little space in some
scheme that is to oe given sHay,
aud Of which he has been promised onIv
1000 circulation (slWsys remembering
tnat he usually never asks for or receives
the slightest eusIaptee that he will honest
" get his l0t 0 circulation when the same
dollar bill would have bought lust as
large space in IS conspicuous q posi-
ton, with the same display, in neWspa-
per, Of which he can have ample guar
sniee that 10000 or ever are actually sold
ana delivered.
| If the comparison IS left upon that of
circulation alone, then /. stands, in this
case, as 20 to l in favor Of the paper; but
| II to this Is added that The paper is sold
and the other ecaeme given AWAY, then
the diff, rerce is far greater still.
OF course, if any advertiser wishes to
pay twenty or forty prices for his adver-
Using and does it Willingly aud knowing.
~, no one else need object.
The third general point is that OF Sc
curing tangible evidence that work con-
tracted for has been faithfully executed
in every respect. This should be So easy
to secure as to verify any bill of good
that the advertiser pa, chases, but uuiortu-
nstely two difficulties emoarrdss his
attempt 50 to do. One is fouud within
himself and the other from without. The
advertiser himself too often fails to keep
any exsct written copy OF the statement
OF the conditions and represents
dons made to him by the
protector OF the "snap" scheme, and
IN week or two afterwards the terms of |
the contract are wholly or partially tor |
gotten. The difficulty from without is |
the unWillingness or inability Of the pro-
1ector OF the scheme to deal honorAbly by |
mis- customers and fulfil his contract, The |
latter being usually the case, for The |
claims often made by thsse csnVassers |
are SO prep3sterous in what they prom.
Use that 1t is simply impossible, for even
the large price asked, to execute them
as aereeo. / will therefore su. gest
TO newspaper publishers a. 6 practical
snd sufti;Ie method Of Correcting this
enormous evil (ior II stops title short IL
many cases OF obtaining money under
false pretenses, crime IL l.W,) that
business men should be advised to keep
a blank book for the purpose, and when &
csIVssser calls on him. ask nm 10 write
out on psge in the hock iull descIip-
ton OF his scheme, together with all his
promises and claims, together with the
price ssked for the ZGyertis-
ing that he wishes 10 sell,
and then postpone a decision for
day or TWO, or until he should have had
time to look into, first, the Legitimacy OF
the scheme; second, the relative value Of
u as compared with newspaper adveriis-
Ing, and then, third, If he makes con-
tract, demand absolute proof that the
contract has been complied with In all of
Its conditions before making payment.
l hsve sufficient confidence In the fore
going proposition to add thst II It we're
observed, two-thirds OF all srsp
advertising schemes would cease to exist
within year.