The Pascagoula democrat-star. (Pascagoula, Miss.) 1878-1920, 1891-07-17
DO YOU ADVERTISE I
Well, Then, Here II Something You Ought
to Know.
N. G.. Fowler In Chicago Herald.

N. C. Fowler IN Chicago Herald.
The majority of men believe in
advertising and advertise. A part
of The minority of men believe in
advertising and do not advertise.
The balance of the minority either
do not believe in advertising at all
or else believe in it sufficiently to
advertise inlerniitently. To the
intermittent advertiser, who be.
lieyes that advertising pays one
day and doesn't anolher, This arti-
Gle is respectfully dedicated.
This semi-inlelligent business
man finds that a decent sized ad.
vertisement in a decent paper of
decent circulation costs from $40
TO 500 day. lie attacks the
mathematical problem 10 discover
that it is necessary to sell four re-
frigerators, two oyercoats, twenty
five rolls of paper, forty.two pair
OF stockings or half a dozen rock
ing chairs 10 realize sufficient prof
it 10 meet the advertising cost of a
day. He is one of the kind of
men who invest their money with
a string 10 il. When the money
rolls around the corner in search
of fertile ground to grow in he
jerks 1t back unto himself.
There is sort of sufficient.unto.
the day people who do not believe
in the business doctrine of casting
business bread upon business wa.
ters for more business. The bust.
ness principle would make pea.
nut stand a booming success. This
business curiosity takes his slate,
and with blunt pencil figures
that The direct sales from adver-
tising are less within the circle of
The day than the cost of the adver.
'isement. Upon the rickety table
OF his mind appears a loss of all
the profits and bonus loss on The
principal. Then he goes into his
closet, mathematics again, to
again conclude that advertising
comes altogether loo high. His
sales decrease. Then for The
twenty-fifih 10 the one-hundredih
time, according 10 the age of the
individual, he decides that il pays
TO advertise moderately.
The mind-readins advertising So
licitors OF every paper swarm into
his Office. They erect an auction
block beside his desk, and offer
advertising space from one-quarter
Of line up TO 10 or Is cents, with
guaranteed circulation varying to
suit the circulation capacity of The
circulating advertising man. The
merchant is told that six-inch
in the Weekly Blad-
Ter or the Daily Sloto will cost only
s2 a time. This the merchant fig
lres as mighty cheap advertising,
md so il is, IN a different way from
what he understands il.
The representative of the great
laily, with a solid circulation equal
o that of all The other papers COM
lined, suggests an advertisement.
what are The rates ?" asks the
nsn OF alleged business.
Twenty five cents a line" an
wers The newspaper man.
In his head the advertiser fig
Ires Fourteen lines make an
nch, one inch at 25 cents a line,
9 50; six inches, SOL"
"rweniy-one dollars for a single
advertisement" says the want-to-
,e advertiser aloud. "Why, | can
lace the same advertisement IN
he Weekly Bladder or the Daily
'loio for 81"
Then the representative Of the
.reat daily repeats the old, old
tory That 25 cents a line is cheaper
n a paper of circulation. lie tries
o impress upon the falsely econo-
mic advertiser than a ton of gold
5 worth somewhat more than a
on of lead, but the advertiser re-
lies in his unbusiness-like way
hat "a toms q ton away He
axes the Weekly Bladder and the
Daily Slo,c. lie finds that his adj
'eriising brings little trade. He
eiurns 10 his former sidgnant con-
liiion, and climbs on 10 The top Of
lis building to once a week pro-
lain that advertising doesn't pay.
A newspaper is a business insti-
uiion.
Newspaper adveriisins space is
merchandise.
FAIR advertising rates for any
ne particular city can be deter
mined only by comparison with
'iher papers IN the same place
lot by comparing by the adverIis-
ng rates of Dashville with those
Il Dssh,own, but by comparing