St. Paul daily globe. [volume] (Saint Paul, Minn.) 1884-1896, 1891-07-17

Mr.. President and Gentlemen OF the Ma
tional Editorial Association: | confess that
it is with fear and full POSITION trembling
that Iappear among yOu, it being my first ap-
pearance-top of column next to poetry
upon any stage except in Yellowstone Park
(where 1 understand nearly all of you are 60
ing. to see the wonders and give the mos
quitoes benefit and | am suffering, as you
must perceive, with "that tired feeling" all
advance copies pass through-stage fright
in the present case brought on by my ex
cessive modesty. To those who know me no
apology or EXPLANATION is necessary, for l
have made it point i'll business life never TO
apologize Except when l had to), at least
never to place myself or any paper have
the honor to represent III a position that
would require apology.
Some of the gentlemen / see here, who
have not enjoyed the felicity OF knowing me
personally, or have never had the misfort-
une of running around with me when on
my tours in search OF new advertisements
(at which time | generally allow my friends
to pay the hotel bills, while l. in my absent
minded way, insist on paying the street car
fare) will readily believe me when l say that
my extreme mOdesty almost deferred me
from coming here at all.
There are, of course, some general ''polnt-
ers" which you may catch, ii you follow me
closely; but when you do succeed in getting
an advertising order, something also depends
upon the business manager or publisher, as
to "hoW to make the most out of 1t. -
In fact everything depends upon the pub
Usher of paper, who is catering for foreign
advertising: He must present medium
having merit that is entitled (by reason of
its circulation first, and its general and local
news features. neat typographical appear
ance, artistic makeup, etc., to the patronage
of the advertiser.
Almost the first question an advertiser or
advertising agent asks, is whats your CIR
culationT' evidencing the point uppermost
in their minds.
Tell them honestly and candidly. Don't
tell them You have 8. 900 when you have but
700. Never lie about circulation.
Lie is a word that don't roll off the
tongue very nicely; although it is a good
thing for washing rollers, as most of you
know, if you have had the pleasure of being
devil in the early period of your news
paper career.
Impress upon advertisers and advertising
agents the truthfulness of your statement;
never utter a mis-stqtement regarding your
circulaton-no high water marks. Let every
claim be founded on facts. and you have
made an inroad into their confidence that if
they desire to go into your territory at all,
will surely secure the advertising, and in
crease your business.
Known circulation makes advertisers. I'm
known, padded and high-water mark circula-
tions kill advertisers. What are you in busi-
ness for? l am here in business to make
money for my family.
Known circulation is what the advertiser
wants to buy, and he wants to know exactly
how much you have to sell him, and is en-
titled to know this Just as much as any mem
Der of this association is entitled to know all
about press, font of type, suit of Clothes
groceries, or ANYTHING else, when he is about
to purchase; and you cannot very success
fully work in padded circulation-for they
are liable to talk either with aver, Bates,
Norss NtS5, KierBsT R9TG% Co - hSEd ThomFs F
"Chesman," "Dodd,' "Parvin,'' miles, =
"Phillips,H Thompson" David" Hum.
phrey," Erickson" King" Watkins y
i'Powning," etc, and it may prove embar-
rassing to you to be told that these standard
authorities do not give you a rating within
| hundreds or thousands as many as you
claim.
| There is no reason why every publisher
| should not get correct rating in the an
nuals. directories and guides.
He can if he will only send it to them, Civ
| ing them the true facts. each issue, for a
| period of not less than three months. 1t will
| cost you nothing but the time in writing it
! out and the two-cent stamp that Uncle Sam
| demands for carrying the news to Ayers
| Annual, Rowell's Directory, Bates Quar-
terly and Handy Guide, Lord Thomas
| Pocket Directory. and others.
! No publisher should misrepresent his cir
! culation to the extent of even ''quire' or
token" to either advertising agent or ad-
1 vertiser, as they look upon circulation as one
of the greatest advantages that paper can
| offer.
| All contracts are based upon 1t.
/ It's the foundation upon which every ad-
| vertising agent and advertiser base their
| propositions.
If these ANNALS, directories and guides
are not doing you justice in the matter of
I rating, whose fault is it?
1 Did you furnish them with the statement
upon which your rating is based? If you did
| not, then they had to look 10 other sources for
| it. and the fault is yours.
| Rowell says that out Of 1900 letters, ask
| ing publishers TO seud circulation statement
| for his 81 directory, issued last April, he re-
/ eeived but about 5000 responses.
This tells the tale.
Many publishers Say they cannot get a cor
| rect rating in the directories unless they ad-
vertise therein. I will stake my life on the
| fact that they are dead wrong; yet every pub
! Usher believes in advertising-is always seek
| ing it. Why not then advertise in themi
| Practice what you preach.
The next American Newspaper Annual
| going to press this year will be the one pub
lished this coming fall by n. W. aver u Son,