The gold leaf. [volume] (Henderson, N.C.) 1881-1911, 1891-03-05
.Dead Beat" Advertising.
NV. w. Hallock in Printers Ink.

NV. w. Hallock in Printers Ink.]
1t is probably safe to estimate that
considerably more than half a million
dollars worth of bogus advertising is
run annually in the papers OF this
country.
By "sogus advertising" mean
that of the sdead beat" and "objec-
tionable" order, which all honest ad-
vertlsers, agents and publishers should
unite in an effort to suppress. 1t Is
surprising to note the enormous vol
unne of "dead beat" matter accepted
by the publishers. 1t is gross init
tice to any advertiser who pays his
bills to be forced into such competi-
ton, not only by association in the
same column OF the same paper, but
man who pays his way in business
should not be obliged to compete with
thief who steals his product and de
frauds his client.
The dead beat" who secures adj
vertising without any intention of pay
ing for it will in all probability cheat
every one who applies to him in answer
to his advertisement. The result is
that vast multltudes OF people are
swndled and their faith in the appeals
of every reputable advertiser is badly
shaken, if not utterly destroyed. Peo>
pie who have been cheated in this way
naturally lose confidence, which results
in the gradual diminution of the re-
turns to advertisers. The fraud whose
advertising costs nothing has nothing
to lose. 1t is the cash paying adver-
tiser who suffers.
During the past few years have had
abundant opportunity to note the
enormous; proportions to which this
:. dead beat" advertising has grown,
and it never ceases to be surprise to
find such advertisements in the columns
respectable papers running on three
or six months Observation-Disclosures
which one would suppose no man OF
ordinary business intelligence would
think of accepting at terms other than
cash with the order. The rankest kind
of propositions from the most self
evident frauds are seemingly accepted
without question, and these announce
ments, however preposterous, run side
by side with legitimate business.
1t is time this thing stopped. Pub
fishers should learn to exercise more
care and discretion in their acceptance
of foreign orders, remembering thai
they not only do themselves injustice
but that they affect advertising gener
ally, and their own good customer:
most particularly.
The other class of advertising tc
which allude is disgrace to the pub
fishing fraternity Of this country. Nc
man OF principle, no man of common
decency ought to permit the publica
ton of Objectionable advertisements ii
any paper under his control. 1t i
unnecessary to 80 into detail in re
gard to an explanation as to what con
sttutes an Objectionable advertisement
Every one familiar with the newspaper
business understands full we'll wha
that term signifies.
A publisher of a paper who is a mar
of honor and self respect, in the true
sense of the word, will not stop to &C
cept that class otadvertising, no matter
how profitable it may be. Publica
tons which run such stuff should BIZ
advoided by decent people, and the
patronage of respectable advertiser:
should be denied them.
Good position in newspaper is con
sidered of great importance by the
average advertiser, but good position
in my estimation, is certainly not more
essential than good company in the
columns of a newspaper.
l would vastly prefer an advertise
ment surrounded by respectable adver-
tisers in a comparatively obscure place
in a paper than to be at top Of column
next to reading matter and in close
proximity to disreputable advertise
ments.