St. Paul daily globe. [volume] (Saint Paul, Minn.) 1884-1896, 1894-02-17
The AGENTS STANDPOINT.
Mr.. j. l.. Stack Heads an Inter-
esting Paper.


Mr.. President. Ladies and Gentlemen
of the Minnesota Editors and Pablish-
ers' Association: thank you for honor
ing me with place on your programme.
1t is truly an honor to appear before
such intelligent molderS of public Opin-
ion.
am invited to give my views upon
the formation of business OrganlZa-
ton, in this association, from the adj
vertising agents standpoint.
The advertising agency does but very
little business with papers published in
small cities or villages, except such
agencies as pay publishers bills in Ink.
type, wooden nutmegS, ETC., when they
pay anything.
Why does not the advertising agency
do more business with the publishers Of
country papers? Because, gentlemen,
it costs as much to place an advertise
ment in paper with 500 circulation at
a rate of five cents per inch, as it does
il paper with circulation of 100000
at rate of S. per inch per insertion.
This being the case. you will readily
see that there is no money in small
country weeklies, under existing cOndi-
tons, for the advertising agent.
The publisher should not blame the
agency for pounding" his rates. be-
couSe there are as many prices as there
are newspapers, and this IS the only
way in which he can get in on the
ground floor. AMI even then some of his
competitors are liable to be slowed
away in the basement. Why is it thus2
Because the publisher does not prepare
a card of rates based upon actual circu-
iation and the location and conditions
which surround him, and adhere to
Tho nnUht ha hpn,afit
to him, because it is creator Of news
paper advertising.
The agency should secure advertising
Space for its clients at the lowest posi-
Die rates, and, if it did not do this, it
would not he worthy of the advertisers
confidence and patronage. The metro
poltan publisher and the advertising
agent work hand in hand without fric-
ton. They eat together, sleep together
and make money together; they work
with system coupled with business
courteseS.
Many agencies do not care to accept
business for small weeklies, except for
regular customers, who wish 20 cover
certain towns or counties that can only
be reached through the home-prnt
WeeklleS.
Why SHOULD not the Minnesota
editors and publishers form business
organization, as an association? Be-
cause it is impracticable to prepare
plan that will be acceptable to all the
publishers OF this association. How
ever, plan can be perfected whereby
twenty five, fifty or a hundred publish
ers of this association with circulation
OF $50 or more each, can club together
Editors ard Publishers association,
prepare a scale OF rates based
on fair price per inch per
hundred circulation, accept no
advertising for any one paper on
this list unless said advertisement is
placed in the entire combination. Ad-
vertising originating in the state of
Minnesota, if accepted, should go
through your representative for the pa
per designated; and your town or city
advertising should be placed with the
publisher direct, as at the present time.
Each paper should be paid monthly
their share of the receipts, based upon
| their circulation.
Employ thoroughly competent adj
vertising man, pay him salary and
commission principally commiSsion)
and put him to work. Each publisher
should contribute to his compensation,
in proportion to his circulation, when
entering into this agreement, and there
| after as may be agreed upon.
Gentlemen, the success of business
| organization. such as l have endeavored
| to describe, will depend greatly, if not
fully, upon securing the services of an
active, thoroughly reliable and compe-
| tent business man.
An organization Of this nature, mu-
tually profitable, is quite practicable
! for papers of small circulation, and
there are thousands of dollars worth OF
foreign advertising that can he obtained
at fair rate, both from the advertiser
and agency, on this plan, by proper
diplomacy.
/ should be delighted to cooperate
with you. The newspaper advertising
agency of J. l.. Stack d Co. is practi-
| cally Northwestern institution, doing
| a-business of over half million per
| year, and we greatly desire and shall
| fully appreciate the good will of the
publishers of Minnesota.
| We will give your representatives
| quarters, either in our Chicago or st.
| Paul offices, OF both, free of charge, and
! gladly render any assistance we can to-
wards getting the machinery started.
sin union there is strength" Let us
| all work together.