St. Paul daily globe. [volume] (Saint Paul, Minn.) 1884-1896, 1892-02-11
THE ADVERTISING AGENT
Proyokes the Old Stereotyped Dis.
cuSSion.

N u All Y n II IlSlNG AGENT
Proyokes the Old Stereotyped Dis.
cussion.
j. L. Stacks paper OH The Relations
of the Advertising Agency to the Coun-
try Publisher, followed, and provoked
lengthy discussion. Mr.. Stack said:
The advertising agent is the link be-
tween the publisher and the new bust
ness he is seeking, and as he is the
friend of the publisher he should be al
lowed commissions cut from figures
quoted to advertisers. The plan of
valuing space the same to the local and
tie foreign advertiser is an injustice to
the latter. A discount should be made
tile latter because he can appeal TO only
small proportion of the readers of the
paper. While the former appeals to his
friends ana neighb0rs. The foreign adj
vertiser also duplicates his ground. in
using both local and general pubica-
tions. The publishers interests will
be best and most permanently subserved
by uniting his efforts with those OF the
adyertieing agency. proving TO the adj
vertiser that for the consideration he
asks, the columns of his publication
Offer an ample equivalent. The pno-
Usher must never lose sight of the fact
that the shrewd and successful adyer-
tlSer places his newspaper advertising
through reputable and responsible
advertising agency. That agency will
secure for its client the greatest value
for the money to be expended. both in
extent and quality of circulation. Ii
matters not TO the agent whether he
places the advertisement in one paper
of 10000 circulation, or in ten papers OF
LOCO each. and il rests with the indi-
IL a1l f,.l,
share i'll the money invested. or allow
one of their number to secure it all.
l.. Osborn, OF the Glyndon News, took
issue with the essayiSt. mo adyertis-
ing agent. or reader of paper OIL the
subject, :" he said. has ever approached
the subject of the value of the country
newspaper circulation in a candid, lair,
just, and, may say, intelligent spirit.
The value of advertising III the country
newspaper Is not to be determined by
the horizontal rule of circulation. This
omnibus way of treating it can never be
correct. The advertising agent ignores
the element OF cost in furnishing the
commodity he wants to buy." The
speaker thought there ought 10 be found
a medium between the extremes of local
rates and the advertising agents price.
Ii the paper has 4 circulation of 400
every week, and covers its field well,
that circumstance ought to count in the
price. The paper may be worth more
as an advertising medium than circli-
lation of 1000 fifty miles away The
way i'll which a paper covers Its terri
tory, he continued, ought TO be con-
sidered in fixing the rates of for
eign advertising. If patent medi-
cine manufacturers want TO intro
duce their remedies in a new field, all
E..l, = I,
them, If the field is new, than in any
other locality. The country publisher
doesn't ask the foreign advertiser TO pay
more than he can afford. The two should
begin right-begin together. The al.
vertiSing agent is entitled to his couI-
mission. but the country publisher can
not cut his rates below a living price.
In concluding, the speaker said: I'VE
ought To learn lessons from other bust.
ness. The advertising agent says: We
ought to get together. We ought TO
begin right, and the way to do it is for
you to come over TO me- 1t begins that
way and it ends that way"
Joseph Leicht, of Die Westlicher
Herold, at Winona. declared the trouble
all lay iii the fact that too many pub
fishers were not business men. Too
many men failing in all other business
have started weekly papers. 'There
are men in the profession" he said,
who ought to be in state prison instead
of in newspaper work. They are dead
beats-don't pay their honest debts.''
In reference to the habit of borrowing
ones neighbours paper, the speaker de-
ciared that every uan ought To have
wife and a paper of his own, and Insist
ing on the value of country advertising
Mr.. Leicht concluded among laughter
and applause.
joel p. llcatNol asked of Mr.. Stack
the difference between local AMI foreign
advertising.
MIR. Stack maintained that inasmuch
as the local advertiser was addressing
friends aud neigibOrS, and was selling
goods everybody in the community
needed, he could afford to pay more for
advertising than an outside advertiser.
Mr.. HeatwOe WAS not satisfied with
Mr.. Stacks explanation, and commended
that as merchant would not sell yard
of calico cheaper to man ont Of town,
so the publisher should not discriminate
between local and foreign advertisers.
The worst enemy we have he said,
sis the cutting of rates." and declared
"a declaration received with applause
that he charged foreign advertisers
local rates.
J. &. Hamlin. of the Blue Earth City
Post, said that inasmuch as the local adj
vertiser really supported the paper, he
ought not to be Disseminated against.
Mr.. JenniSon gave it as his conviction
that the publishers would get more adj
vertisements in the long run if no dis
count were made to foreign advertis-
ers. at is mistake" he declared,
that LOCO circulation is LOCO circula-
ton everywhere, and that the same
amount of circulation is worth the same.
no matter in what locality found.'' He
advised editors not to be in hurry with
foreign advertisers, not to waste post
age, but to wait for them to come to
time.
E. A. Paradis. of the Midway News,
in urging the advantage of advertise
ments in country papers, said that an
in large daily would
often be overlooked, while everything
in the country paper. is read. The
the daily and the weekly
paper all have their especial fields.
Mr.. Heatwole was convinced that tho
rates offered by advertising agents are
low because the publishers don't insist
on higher rates. Z. G. Gottry, OF the
Pine County Pioneer. and Soren Listoe,
of the Northwestern, gave personal eX-
perienceS with advertising agents. w.