Fort Worth gazette. [volume] (Fort Worth, Tex.) 1891-1898, 1891-06-07


Or else believe in il sufficiently 10 advertise
internationally. To the intermittent adver-
User. who believes that advertising pays
one day and doesn't. another, this afticle IS
addressed.
This serni-intellirent business man finds
that a decent sized advertisement In de
cent paper of decent circulation costs from
$40 to so a day. He attacks the mathe-
NAUTICAL problem 20 discover that II Is nee
essary to sell four TefrigeratorS, two over
coats twenty-five rolls OF wallpaper, 1ofty-
two pairs Of stockings, or i half dozen
rocking chairs TO realize sufficient profit to
meet the advertising cost OF a day. lie IS
one of those kind of men who invest their
money with q string TO 1t. When the
money rolls around the corner in search of
fertile ground to grow in he jerks 1t back
unto himself.
There are a sort of INTERCHANGEABLE
day people who do not believe in the bust
ness doctrine Of casting business bread
upon the business waters for more bust
ness Their business principle would make
4 pcanutStand a booming success. This
business curiosity takes his slate. and with
a blunt pencil figures that the direct sales
from advertising are less within the circle
Of The day lhau the cOsc OF the advertise
1urur Upon the rickcty table of his mind
appears a loss of all the profits and Il bonus
los on the principal. Then he goes into
his closet. mathematics again, to again
too high. His sales decrease. Then for
the tweuty-fifth TO the one huudreth time.
according 10 the age Of the individual. he
decides that 1t pays TO advertise
moderately.
The uiud-readiug advertising solicitors
of every paper swaTnS into his office.
They erect an auction block beside his
desk. and offer advertising space from one
quarter of a cent Il line up To 10 to 10 cents,
with guaranteed circulation varyin" to suit
the circulation capacity OF the circulating
advertising man. The merchant is told that
SIX inch advertisement in the Weekly
Bladder or the Daily Slow will cost only
s. Il time This the merchant figures rs
mighty cheap advertising. and so il IS, in
different WAY than he understands II.
The representative of the great daily,
with a solid circulation equal to that Of all
the other papers combined, suggests an adj
ycrtisemeut
what are the rates." asks the man of
alleged business.
..Twenty-live cents line" answers the
newspaper maU.
In his head the advertiser figures: -Four
teen lines make an inch. one inch nj p
cents "a line. $3.50; six inches. 81.
''TwentN-onc dollars for 4 single advnr-
tiscmeut, says the want-to-bc advertiser
aloud. WHY. 1 can place the same advcr-
tiscment in the Weekly Bladder or the
Daily Slow for - -
Then the representative of the great daily
repeats the old. old story that - cents 4
line IS cheaper III 4 paper of $50, coo circula-
ton. for prOpOrtiOnately il figures just 10
of 4 cent 4 line per 1000 circulation. He
tries to impress upon the falsely economic
advertiser that a ton of gold is worth some
what more than a ton of lead, but the ad
ver1iser replies in his unbuSinesS-lil5e way
that "a tons Il ton anyway" He takes the
Weekly Bladder and the Daily Slow. He
finds that his advertising brings little trade
He returns to his former Stagnant condI-
ton. climbs on TO the top of his building to
once = week proclaim that advertising
doesn't pay.
Let The reader figure with me on the
hypothesis Just presented. The chances
are that the Weekly Bladder or the Daily
Slow has circulation of not exceeding
three thousand, but for argument assume
that il is bona tde 1t the 5000 figure.
Reckoning the value of the advertising
space space by the standard set by the
900 circulation paper a proportionate
rate for the SlN-inch advertisement in the
Bladder or the Slow is - cents. The adj
ycrliSer - paying in either of these two
VaucrS nearly five times rs much proper
1ioua'ely is he would have to pay in the
great daily
To be perfectly fair it is necessary to
State that if advertising space IS bought for
Ii of Il cent line per 1000 circulation in a
paper Of 100000 circulation, it may be worth
somewhat more prUportonatcly In the
paper of smaller circulation, for every con
Setvative paper las a certain clientage
(which Is particularly reached by that
paper and which cannot be covered as well
by any other publication
There is. however. no business sense in
paying "a conservative daily five or ten times
as much prOportiunatcly than that paid the
great daily of enormous circulation
When the rate of the conservative daily,
circulation considered is more than three
times as much Is the rate in ncighboriue
great daily. the advertiser should hesitate
about giving the paper business at its rates.
He had better make the closest investiga-
ton as 10 its quality and special business
bringing power.
y scale governing local advertising rates
can never hr printed in general, for all To-
cal scales can apply only 10 their local ter
ritory
Every newspaper asks Just as As high
rate Is il can conveniently get.
\ newspaper is Il business Institution.
Newspaper advertising space $ mer-
ChlndiSc.
The ,oca. advertiser IS obliged 20 adver-
tiSc in the local newspaper
Newspaper competition prevents news
paper monopoly.
Fair advertising rates for any one partic-
ular city can be determined only by COM
pariSon with other papers in the same place;
no, by comparing the advertising rates of
DaShvll,e with those of DaShtowm, but by
comparing the rate Of any Nashville paper
with those of the other Nashville papers.
If the leauing paper of DaShvile with
circulation of 10000, charges ) cents or 10
cents L line for its advertising space and it
IS Il thoroughly legitimate ncwspaper-the
people paper in every sensc-thCn the I'D
Vertisiug rates of Dashville should be based
upon the advertising rate charged and re-
Celved by this leading paper.
Ii the paper be a SINISTER sheet, living by
circulatln" IN and stirring up the filth of
the town. then ii IS not rate-criterion
In smaller places advertising rates must
be correSpondiugly higher than in larger 4
newspaper of 1000 or 5000 circulation cannot
accept the rate of 10 of Il cent 4 line per
thousand circulation. Advertising space in
il IS worth more proportionately. particu-
larry if it be the paper of the town.
do not dcpreCate the value of advertising
space in weekly society papers, even though
their circulation may be ridiculously small
and hardly oue-halt rs large as the people
have been taught to believe they are.
Advertising space in good society
weekly Is generally worth somewhere near
what IS charged forit.
The fair advertising rate in society pa
per should be set proportionately by the
rates charged by the best society paper in
the field.
In regard TO position of advertisements.
this IS subject worth special discussion. |
will attempt to consider it at some other
time. However, l will say here that the |
value OF position is generally regulated by