Fort Worth daily gazette. (Fort Worth, Tex.) 1882-1891, 1890-08-26
Foop FoR REFLECTION.

Men who are always complaining about home
prpers' prices being being exhorbitant for adj
in pea 81 me resst sng
advertising purposes costs $500; in Harper's.
$500; in other prominent magazines from $3.50
down to 500. yearly advertisement of one
column in the Chicago Tribune costs s26, 600;
in the New York Tribune. s29, 454 for the lowest
and SIS $50 for the highest rates; in the New
York Herald, SS6 293 for the lowest and s349, 00C
for its highest price column. These papers II
is said, are never at loss for advertising to fill
their columns.
The above may be food for reflection to some
home advertisers who fail to appreciate the
value of publishers space. What does the
above prove? Simply that business people If
all classes recognize and appreciate the value of
printer ink in well circulated and popular
journal. newspaper is q business enterprise
as well as news circulator and an educator.
Its space is its capital. It is dependent on the
life blood 1t is probably one Of the most ex-
pensive occupations extant. and everything
about it is conducted on a cash basis. 1t pays
better as an advertiser than any other medium.
Money spent for its space is a judicious expend-
iture. The successful business or profession is
that which most literally aids the home paper
Now, do not superciliously sneer at the home
journal, but generously support it with a full
conception OF the toll, worry, expense and earn
est efforts that combine to furnish the daily
news.
The writer has been in the city but short
time, but long enough to notice, by looking
through the advertising columns Of the home
paper, that the business men OF Grand Rapids
as rule do not advertise half literally enough,
AMI those that do not advertise at all are the
ones that are always complaining of hard times.
Il is useless for man to I'LL store full OF goods
and think they will sell themse. yes; they must
be advertised in some way, and throug hthe daily
press advertising columns is the only sure way
to dispose Of your goods. Benjamin Fran kiln
once said: ''My SON, deal with men who adver-
tise.n Citizens of Grand Rapids, take Benje-
advertise. ~ Business Mem Friend, in Grand
Rapids Telegram Herald.
"Not only is the ''well circulated and
popular newspaper" the very best me-
dunn for reaching the people, but there
is an obligation devolving on all who
wish to communicate with the public to
do SO through such newspaper published
IN their city or town. Business men
who spend hundreds and thousands of
dollars on "fake'' advertising schemes
and cheap mediums occupy the same re-
lation to the upbuilding of their town
and to their own interests es does the
man who sends abroad for all
his household needs. Much of
what Is said of Grand Rapids
in the above extract may be applied to
Fort Worth; there are not only scores
but hundrsds of people in this city whose
interests are daily being prompted by the
newspapers Of Fort Worth who never
contribute one cent to the strengthening
of their faithful advocates but who do
Subscribe to funds for advertising In
publications that never do and cannot do
anything to promote either the growth
or business of the city. Had all the
money expended by Fort Worth
in cheap improbable abysrtisin g
schemes been expended in legitimate adj
vertising in Fort Worth newspapers the
latter would have been enabled to do
much more for the city they have done
and It is conceded outside of the CITY. i'll
not inside Of it., that Fort Worth news
papers have made the city what iris.
Indeed, so much have the newspapers of
this place done for it that many people
have come to expect It as a mat
ter OF course, and actually take OF anss
il criticised for patronizlng advertiser
fakes and Cheap John mediums instead
Of placing their advertisements where
they win DO the most good to the adver-
tiser and to the town. THE GAZETTE
ventures to assert that the greatest
that could hefall Fort Worth
would be the destruction Of this paper.
and yet there is not city
in Texas which does not
more literally support IT'S news
papers than does Fort Worth. TIE GA
zErTE labors faithfully TO bring people
and rrads TO this city. and yet there are
many people who are being benefited and