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

fact to be winning hand, if not "full."
they ought to be two pair of a kind" By
way of explanation, / will say that these are
technical terms for success i'll business ~
which learned from Deacon Wanamaker,
who is an expert advertiser, as wei! as first
class collector bank stock broker and post
age stamp printer.
The business manager should see that the
paper is made up artistically; that it pre-
sents neat typographical appearance; that
t1e advertisements are set up IN the most at
tractive style of the printers art and changed,
every issue if possible; that the press work is
good; that every known legitimate means be
brought into play to increase the circulation.
The character of newspaper is readily de-
termined by its general appearance.
&"Should the publisher adopt the one-prlce
systemY'
Based on circulation, standing and infu-
ence, fair adver Using rate shonld be
adopted. and adhered to as nearly as pos
sible. Never accept printing ink, type, agrl-
cultural implements, wagons, door mats, old
suspenders or tailors trimmings for your ad-
vertising space; sell everything for cash;
pay cash and do cash business.
Garry out all contracts conscientiously,
aiming always to give complete satisfaction
to your advertising patrons. Do not be too
technical in the matter of making up for
service arising from difference of opinion
between you and the advertiser. Never ac-
cept a contract the specifications of which
you do not thoroughly understand, and can
not fulfill to the letter. Understanding and
accepting it, carry it out in letter as well as
in spirit.
do as you would be done by.'
The editors aim should be to make his
paper the best one in the locality. You know
that in every city or county there is one paper
the advertiser many times singles out. He
will say such and such paper is very good
one, but the 'Bungtown Buster is the best
one in that town or vicinity. Your work is
to make your particular paper the Buster
of your locality. You must make it more in
teresting and more newsy than the other fel-
lows "Bugle." Spare no expense IN adding
any new feature that will be of interest to
your readers. l have known editors or pub
fishers in my life that mad no ambition be-
yOnd the desire to get living-a bare living
out of the paper; they were satisfied with an
advertising patronage and subscription list
that paid expenses and yielded them little
margin; as a general thing they are not pub
fishing the paper the advertiser refers to.
One word more, and will then get back
into my shell and pull down the blinds.
You all know that there is not day in the
week but some local dealer i'll some of your
towns is selling goods under false representa-
customer or buyer, but swindling-I use the
word advisedly in all its naked deformity-
swindling the foreign advertiser whose adj
vertisemeut you are carrying in your col
umns, and whose interests | consider 1t is
your duty to protect | refer now TO this
growing habit of the druggist and merchant
III palming off substitute for the article
asked for by the customer.
For instance, q customer asks his druggist
for Hoods Sarsapariila. Carter's Little Liver
Pills. Pears Soap, Scott's Emulsion, st. ia
cObs Oil, Cuticura, DR.. Pierces Discovery
German Syrup, Ayers Pectoral, Pearline,
Diamond Dyes, Syrup OF Figs, Enoch
Morgans Sapolo Wolff's Acme Blacking,
Prices Baking Powder and Extracts.
Kinks Soap, Pozzonis Powder, Warmers
Cure, Schenck's Syrup, TUFTS Pills, Slocum's
Emulsion, Ely's Cream Balm, Sozodont
Green's Nervura Ponds Extract, Castoria,
Perry Davis Pain Killer Piso's Cure, Mrs.
Winslow, the3 SIS or the 3.R's. He has seen
these goods advertised in your paper (Which
has brought them the customer telling of
their virtues and what they will cure; they
are the very thing he wants; but here the
druggist gets in his work by the substitute
racket: he tells the purchaser that he hasn't
Hoods SarSaparilla. Carter's Pills, Scott's
Emulsion. Morgan's Sapolio. St Jacobs OIL,
Pears Soap, etc, but he 'has our
own make 'non-secret' or Everetts
Sarsaparilla, Goods Little Liver Pills,
Morse's Emulsion. Artemus Wards Sapolio,
Sandlass' Oil, DR.. smiths Discovery, Bar
rett's Soap. Hazeltine's Cure, Fig Syrup,
or Stickinney's Backing. which are just as
good, and cost less" and the customer,
while he wanted Hoods Carter's Scott's and
the others mentioned is in manner over
persuaded against first Intentions to take
gOod-for nothing substitute that has no
merit, and costs little or nothing TO make,
that he never thought Of-never saw adver-
tised. aud which the druggist makes a profit
of from 10 to 100 per cent more than he
would on the article advertised.
Is not this substitute scheme q robbery of
the publisher, an insult to the unwary buyer,
as we'll as a tremendous injury to the adver-
tiSer who is paying you perhaps hundreds of
dollars to introduce his goods i'll your local
ity; and are you not in duty bound to use
your utmost endeavors to prevent such petty
sWindling. You should, in my opinion.
whenever you find a dealer resorting to this
substitute fraud, expose and denouuce him
through your editorial columns, thereby pro-
tecting your own interest and that of the
advertiser. The foreign advertiser annually
loses thousands of dollars by this means. In
my opinion, it is time that the publishers
took hold of this matter in earnest-dead
earnest--and l would respectfully suggest
that before this association adjourns some
action be taken looking to this result.
But it is unnecessary for NE to say any
thing further; you know better than l do
what the editors mission is; but if any of
have found out, after listening to all have
said "How to get advertising and How to
make the most out of it," will give you
chrome.
Thanking you, gentlemen, tor the privilege
of inficting upon you so much about what
] don't know about advertising" l will, with
your unanimous and unrestrained permis-
sion, now proceed to ''get off the roof"