The Helena independent. [volume] (Helena, Mont.) 1875-1943, 1891-07-08

ference in the expense of running them
whether there is m extra passenger
on board or not. OF course that
is all very plauible and doubt
less has its effect on us. At the
same time it has often appeared to me that
the mileage given for such advertising coets
the roads many times over its face value. 1t
is tho source of a vast deal of the demorali-
cation that disturbs the market. These
snide advertising fiends nave no hesitation
in selling their mileage to the brokers,
though in 80 doing they are guilty of a
breach of the most solemn engagements.
They can always find a ready market for
any OF it they have to dispose of, and the
result is that we are always IN hot water and
have the chairman of the association jump
ing on our backs and calling on us to Ie-
deem these miserable advertising tickets. I
have often thought it would be hotter in the
long run to pay down good solid cash for
every line of such advertising we get. We
would not then be SO likely to take so much
of it.
"Another kind Of adver Using that costs
us a mint OF money i'll the yelr is the
that we publish so profusely. Go whore
you will within reach Of any railroad, you
are sure to find the railroad folder staring
you in the face. In the principal hotels in
every part of the country these folders are
to be found, stacked up in carload lots, !
nllSn1 aliuost haN' biu you ever eAduiue
one OF these ordinary folders critically and
consider the expense Of getting it up?
They are usually finished in the finest style
known to the printing art. Many Of them
a. @ richly illustrated with expensive etoh-
incs or engravings, and it would take an
ex pert printer to go through II of them
for you and tell You the cost of
each item in their makeup to give
you any satisfactory explanation of the
total amount involved in their production.
Then look at the amount of special tourist
publications printed by tho roads. Many
of them are got up in n style of the greatest
elegance. Their binding. their printing
and their illustrations are sl that could be
required to please the most cultivated taste
of the age. As works of art the illustrations
that some Of them contain are among the
masterpieces of tho day. You have no idea
the amoant involved in the issu, of these
publications to each of the roads. Ii the
correct figures were furnished you they
would simply appear incredible. Yet all
his expense IN incurred that you and your
neighbors, who mako up the public Mt
large may take up these beautiful thinep,
look through them, md tell how beautiful
you think them and then cast them aside
never to cost you n second Thought. They
have a great influence, however, on the
business of u road, and | would be the last
ono to say that the money invested in them
is not wisely spent. | woull a thousand
times rather repuiiate the bl ckmailinq de-
vices that prey upon us than reilnquish tho
publication OF this 81 eoial li.erntnre. lts
influence is not so .%assins or SO caerv asce1 t
as might at first sight appea,, and { may
make an impression in quarters that will
furnish a permanent source of p;otit to tho
road. At the same time the cost involved
in all this advertising is something enor-
mous."-Chicago Herald.