The Russellville Democrat., 1891-06-25
RATE CUTTING. /"
Tho shystsr In Journalism the Bans Of The
Profession.
An address Delivered Before the Arknn-
sas press Association by mr.. J.
L. wadiey, of The Hct
Springs News.

ed proceedings of that body. Mr.. Wad-
ley said:
the Arkansas Press Association;
When received from your courteous
secretary, month ago, an Invitation TO
attend this meeting Of our association,
noticed that he, for prudential reasons,
doubtless, quoted from article OF our
constitution as follows:
.srhe object cf this association shall
be TO promote The interests OF the press
by securing unity OF thought and ac-
ton. in ali matters relating TO the pro-
fession OF journalism, and the business
of publishing"
The subj ct assigned for discussion IN
this paper Is certainly one which deals
directly with ssthe profession of jour
nalism and the business OF publishing.
1t is one which effects every business
transaction, of every publisher, every
day in the year, and one Ia
which far too many make o record In
every days management of their affairs.
II therefore a plain and candid discus
sion of 1t II ay lead to ssunity'' not only
Of ssthought,'' but also of faction on
this lfue, we will have accomplished
good day g work for the press OF Arkan-
sas.
Every profession stands in It's place
In the great world Of commerce, upon
basis of rates, or estimated values,
reasonably wei defined. Journalism
and the business OF publishing do not
differ essentially from other callings in
this regard.
The proper maintenance OF rates Is
one of the pre- requisites of success in
all professions. Reasonable unity In
the trade relations and transactions OF
any given profession is az essential to
business success as oil to machinery to
prevent friction and an ultimate crash.
Eyerv profession has its .srate cutter
and In This also journalism is, unfoi-
tunately, by no means exempt.
The law has its .ishyster,' medicine
its s'quack,p merchandise its cheap
John" and journalism its s'sealper.'
sThe same general characteristics dis
tinguish this Individual In whatever
profession you find him. Ii every pro-
fession has him-every profession hates
him. He never succeeds In anything
except failure, but before be fails, he
INJURIES others more deserving OF success.
Like the vermin which stings at the
sacrifice OF Its own life, he stabs his
profession, and dies from the effect OF
his own thrust. There never was a
Sampson who could pull down the
structure over his own head and escape
unscathed from the wreck
| have had my share of experience
with the journalistic ''scalper." Most
of you have also. He generally APP
pears in a community in response to
ia great public demand'--to "fll a
long-felt want 1t is safe TO remark
that few men lave felt want longer
than he, or are likely to fill it oftener
than he. He is the man who has OBJ
served that the town needs some good
paper and 1t is his special mission to
publish that one. He always "comes to
STAY and his columns are not modest
at limiting at the great popular excite
ment which the appearance OF his sheet
has created, nor does he fail to daily
call attention TO the superior excellence
of the matter his paper contains. He is
ever on the verge of "enlarging' to ac-
ccmmodate his Increasing patronage or
take ia full telegraphic report" or
make some other vast improvement
and which is delayed only by pending
negotiations By his superior kaowl
edge of the business, his great energies
and the s.large circulation" Of his jour-
nal he is able to place the price Of his
paper---if week y, at 81 year, and IL
daily at SIS year. He carries from fif-
teen to twenty columns of advertise
ments, possibly half OF which were
contracted for for one month at so per
cent. OF legitimate rates, and the other
half he RUGS without any expressed au-
thority. and takes chances on collecting
something for them. He soon becomes
the ssoflicial organ" Of the city on bid
of ] y or 2 cents per line for legal adj
yertising, for which the statute fixes a
rate Of 10 cents per line. He Ia going 10
ssrun the old papers out Of the fieldn
and do various other startling things.
Thus have you and often witnessed a
farce OF this kind played, for the space
of three months, when the public is
suddenly shocked by The announcement
that, although full orbed sue
cess has crowned his efforts,
this magnificent individual Is
forced "by falling health" to
suspend" If he can not 'sseil out, aud,
often to the sorrow Of numerous credi-
itors, he goes 'sto fill long felt want"
in some other unfortunate community.
A writer in The English Church Time
describes this marvellous Individual as
follows;
"A country paper down West had
been pulling itself increasingly all
through its existence, but presently
closed It's career with the following
high sounding announcement: The
circulation of this paper, thaDks TO the
extraordinary land unparalleled success
which has attended II since the first
number, has increased to so enormous a
figure that we are quite unable 10 print
Ii. We are, consequently, compelled TO
suspend publication
Brethren Of the DIT, SIS, your calling Is
not only profession, 1t is n business as
well-by no means bad business,
either. One may attain success In 1t,
but to do so one must bring to bear, at
least, The ordinary essentials Of success
In any profession or busint IS, and one OF
these essential Is an adherence TO legit-
innate business principles.
Don't publish weak and worthless
paper and attempt to secure circula-
tios by putting the subscription price
al third below the customary rates OF
your section. Don't print a "blanket
sheet" full OF advertisements at half
or less than half the customary rates for
the service. ! want to say that there is
no money in weekly Of 1000 circula-
ton or less at 81 year, nor Ia daily
Of like circulation at fifty cents a month.
I want to say also that the extent OF cir
culation Ia not the true basis Of an adj
vertlsinQ rate. DO you fill your Heidi
Do you make good papers Have you
built up for Ii an influence and strong
public conddencef II so, these quail
ties furnish the truest and most
valuable basis for ,dyertislrg
rates. The publisher who, at the
sacrifice Of Legitimate rates, pui-
chases the empty title OF ''offlcial or
gan" Of the city or county, sells the