The Manitowoc pilot. [volume] (Manitowoc, Wis.) 1859-1932, 1889-01-31

THE Manitowoc Badger Oracle" is an
advertising sheet lately issued In this
city and well patronized by business men
who would not give scrap of advertis-
ing to local paper. The Manitowoc
Badger Oracle is publication designed
to advertise the Badger soap and the
I agent pays the expenses OF getting out
his publication by what he gets from
! local business men. There is not local
paper in the city which does not offer
more advantageous advertising than this
paper under question. Any paper in the
city Will make weekly changes, furnish
the same amount of space and setsup as
much matter for advertisers the year
through at less cost per week than THE
Badger Oracle" And yet some who
patronize that sheet will not give line
of advertising to local paper while ap
parently interested in home industries.
About one year ago an advertising pad
man asked The Pilot to help canvass the
city, promising share of the profits.
The Pilot refused on the ground that adj
vertisers would get no return for the
money paid, and beside that If it was IN
derstood any local concern was interested
no patronage would be extended An
agreement was made to do the printing
for the agent. He was charged between
six and seven dollars for getting the work
J7f Il ho hnc
of this city SIS. A penman who had
stand in the postoffice and wrote names
on visiting cards, cleared Sc per day, a
sum greater than any job Office in this
city realizes from the same source the
year round, and his prices were just five
times the rates charged in this Office for
calling cards of a similar quality.
The Pilot being the only paper in the
city wholly printed at home, is the only
one which commands It's foreign advertis-
ing, and SO what follows applies only to
itself. Outside OF legal notices, its source
of revenue from foreign advertising is
greater than from domestic advertising.
Does not this seem strange in a city
hunting about for boom? Does it not
seem bit strange in connection with the
fact that some of our merchants who will
not patronize home paper will patron
ize "patent medicine sheet" which has
not even circulation of one in the sur
rounding country?
OF course those who believe in adver-
Using are acting properly in taking adj
vantage of every opportunity which offers,
even though in doing SO they lend the in
fuence of their names to advertise Bad
ger Soap in locality in which the name
Of a local firm is necessary to call at
tention to the foreign product. But
they have no business in such case to
argue against advertising in local papers
1t IS a business mans privilege to adver-
tise or not just as he pleases. He should
not try to induce others not to do so in
local papers, so as to make his lack of adj
yertising less noticeable.
No one can assert unqualifedly that
advertising pays in direct and immediate
returns. 1t is certain, however, that the
firms which advertise are the successful
ones. One may place cause and effect to
suit himself. There is no blackmail con-
templated by any local paper with refer
ence to those who fail to utilize the ad-
vertising space it has to offer. But it
would seem no more than fairly ''acting
on the defensiveswith offensive return" to
give an eye for an eye and a tooth for Il
tooth when a patent medicine sheet is
patronized to the exclusion of home
papers.