The Seattle post-intelligencer. [volume] (Seattle, Wash. Terr. [Wash.]) 1888-1914, 1895-07-11
PUBLIC ADVERTISING
should Not Be Printed I'm sheets the
Public Never Sees.
Tacoma Ledger.

The Post-Intelligencer has been award
ed the contract tor the county printing
in King county al a slightly higher price
than another bidder. because is bid was
regarded as the best, in view OF its great
er circulation, the law requiring the
award to be made to the lowest and
best bidder" This is something almost
unusual in public advertising awards in
this state. Usually those who have the
making of these awards disregard the
advertising value 10 be given by the
contractor and insist upon awarding 10
the lowest bidder.
In most cases where the award is made
In this way the advertising might as well
not be done at all. Really no advertis-
ing is done. Printing is done. and that
is all. The printed matter is not distrio-
uted among the taxpayers ana cannot ne
and If II could the public advertisements
would not come 10 their attention because
there is little or nothing else IN the pa
pers printing them 10 get them readers.
All general advertisers know that adver-
Using in papers that are distributed free
mas no value because such papers nave
no higher value than their makers are
able 10 get for them-that Is no value al
ALL Nobody will read them because they
are not worth reading.
1t requires not only large expenditure
for printing machinery, for news ana
other entertaining matter, and for LABOR
70 make a newspaper of value TO adVer-
tisers. but II requires also long, ener-
getic and patient work TO get Tor IL
circulation II must he established not
only by being circulated. nut ny oFlhs
read, and when II Is established ana
read its adve' Using value Is fneasured
not only nv the number or people WHO
read IL. but by their character ana the
attention II commands from them Ten
comics read in homes OF those VINO suo-
scribe for them have more ADVERTISING
value in them than n hundred that are
read only at st-eat corners or IN iouis
ing places by loungers. \ thonsaha copies
NAV easily be left in news standS OF IN
street cars. hut that would not mean l'Fo
readers and might not mean any
naner must create a demand Tor itseH
that requires It's delivery in the hoihes
If It's ratrons over q large area anu
must proviie Itself with the SNpe"Si's
means 20 supply this demand peioie
can really give value 70 adVeT'i7eiS, a.,
when II has done this II can give Ie'i anu
general value. 1870.
small way nv the award 20 the Fost-in-
teiltgeneer. II ought 20 be more Feheta'
IL recognized han IL Is. TIE Design 80
nu-pose OF public printing = 70 ~. :.
The reople who pay taxes OF Nha' ~,
servants in office are doing. IL - no
-fsgffTlt9 nee Win lNT HpiiNh
-, that Is required to he printed IN
pansrs If no circulation. or Of smah cir
euistion. or that 20 only into me Names ms
IF toosa who nav no taxes AT Al. ms
money paid for such prinflng-'t - TO-
a4yer;ising-ss thrown away. IS me
hest bid as We'll as the lowest el' "a. "a
sh9uld have attention. ana t1e -. -
can he made only nv the papers fnat can
make \ scod bid-that can give ''N' u.s.
sFse rYa41.V pa III TNttEi
The law requiring pubic adVeIl lslns 70
-. go o-,gbr either 70 re amended so as
70 REQUIRE u 20 he done in papefs OF me
widest circulation. AZ their regu1aI 80
q else he repealed entirely. the oest osa
-, raraIv receives any consideration
hsrsnsa Of necessity II uus' he me hign-
est unless the bidder is. for some 49,,
~ his own willing to do the work az az. a
...rsf5,e or as a matter Of public spirit
r. the peoples rights can be invaded or or
their property taken for pih.ic use oy
oo,ire that thy are not likely 10 see,
:, nay as well be taken without notice
a all.