Fort Worth daily gazette. (Fort Worth, Tex.) 1882-1891, 1888-02-14

association are to act eX cmclo,
but at the coming election three Of
the FIVE will be elected for two and two
for one year. Thereafter the election
will be for two years. term. Another
amendment presented related to the sus-
pension Of any member by the executive
committee for satisfactory reasons, (which
action will be subject to review BY the as
ISOLATION. As the bylaw now stands
member can be expelled or suspended
only after charges have been brought
against him in the association, and then
expulsion or suspension cannot be order
ed except by two thirds vote Of members
present. Both propositions will come
up to-day for final action.
E. P. Call, of the Boston Herald, read
q paper on the rate per line per 1000 cir
culalion, and rate for continuance. Moth
ing, he said, presented greater variety
than prices for newspaper advertising.
Until their organization WAS formed the
publishers had inc opportunity to come
together ana consider uniformity in
rates. Even now they were without 8
universal standard for comparing prices,
and until this is reached advertising can
not be looked upon as regular merchau-
disc. The time will come when the pub
Usher must recognize that he Is Offering
something of value. An inch of space
will then have its standard as does 3
quiries as to the prices of advertising,
and found from the answers that they
ranged from l-16th Of cent to cents
per line per thousand circulation. In es-
tabIishing q uniform value modifying con-
i'll a.. 10 ID E1Ah
as the length Of time paper has been es-
tablished, the size Of the city in which it
is published, the literary character Of the
paper, the cost of producing 1t and
finally its circulation. The latter
presents the most perplexing prob
lem, for every paper having large
circulation is willing to let 1t be known,
while the paper of limited circulation
wants to keep the fact concealed. But
with the circulation once established, it
would not be difficult to form q basis of
uniformity as to rates. Less than doz-
en- papers Keep to their rates, and yet If
all would stick closely to them the ques-
ton could be easily solved. AS to con-
tinuance, he advocated that as the cost Of
producing paper was much the same In
every day of the year, the value Of space
did not depreciate, and therefore con-
tinued advertisement ought to bring in
the same daily return as one given q
single insertion.
In the discussion that followed Milton
A. HcRea of the Cincinnati Post, said
that sitter all the advertiser must be the
Judge whether he wanted space in an
evening or morning, cheap or high priced
paper. Some persons who wished to
reach certain class would prefer the lat
ter with only $4,000 circulation to g
cheaper paper that has q much larger
number of subscribers. The association
could make uniform rate, but the sd-
vertiser would decide what he could or
would pay.
W. d. Brearley of the Detroit journal
thought no uniform rate could be at
tsined until the question of circulation
was settled. Legislation could aid in
bringing this about. He suggested law
similar to that governing insurance COM
pGnies, which are compelled to make 9
showing of their business under oath
Newspapers could, be required to file with
the clerk OF the county where 1t is pub
lished the accurate number Of it's sub
scribers.
J.B. Conner regarded the character of
the paper factor in determining adver-
Using value as important IS ciTculstion.
S. II. Kaufman OF the Washington Star
said an advertiser will choose the paper
that will serve him best. An advertise
ment for the sale of railroad frogs would
be out Of place in cheap paper. But il
any one wanted to sell FIVE boxes of
matches for cent, the cheap paper would
be the best medium.
M. j. Lawrence of the Ohio Farmer
suggested that regular basis Of discount
should be followed on amount OF space
contracted for. The paper had the ad-
vantage in a long contract for space sold.
1t represented so much available money.
The advertiser was benefited because he
once or throughout the year.
Mr.. Kaufman, however, thought 9 re-
tail business in advertising was prefera-
BILE. He wanted short and many adver-
tisers. They brought in more money
than q few who had long contracts for
large space, and 1t is 8 more reliable
source of revenue.
The residing of papers was suspended
for few minutes until the association
could act on TWO additional
invitations, one coming from Dick
son & Talbot, the theatrical managers,
sud the other from the Columbus, O.,
Board of Trade. The fist extended the
courteses Of the three theatres here to
the members of the association, which
was accepted with thanks. The second
Invited the association to come to Co. |
umbus after the adjournment 10 |
stay day or week, as the |
members thought best. Those living
vest Of the city would be carried from
indianapolis and back sgain without cost.
Eastern members, 1t had been arranged,
;ould purchase tickets here good from
Columbus to their destination if stamped I
It the Office at this point. About twenty
I've of the members have siguihed their
lesire to go, and after the banquet to-
light they will be taken to the sleepers
IN the l., B. & W. train, which will leave
!ere at 4:l0 O'Clock Tomorrow morning.
Resuming the papers the association
card one from George c. Hitt of the In
ianspalis Journal, on MAKING Adver-
Ising Rates and Sticking to Them" He
dvocated the fixing Of rates Just as
ublisher would adopt q subscription
rice or hotel proprietor fix rates fol-
oard. The advertiser could then choose |
hat was best for his purpose. He did |
OF favor the graduated scale according |
la "a. IA l.