The daily morning Astorian. [volume] (Astoria, Oregon) 1883-1899, 1895-07-25
oRDGoNs PRIVATE TRADERS.

newspapers I'm their own Interest. Doea
1t pay them? 1t is mo answer to this
query 10 say thnt IL dt did not, these
sensible merchants wolGd promptly stop.
Pride, fear, mlscalculation, commitment,
all block the way. Cost stretches like a
rubber band, and profits contract in equal
ratio. Influence and time are sold too
cheaply. The goodwill and push Of the
firm nre worth more than they get for
them. The time of the principal should
be measured by his profits, not by those
OF the paper. Dignity and discount slide
away together, wdIile some tragedian who
has mistaken his calling earns as an
editor the ducaI.s he missed on the stage,
or some caergymun points his periods In
a style rather Biblical than commercial.
An outsider. especially one who has
passed Through an the experiences of the
case, Is more competent to measure many
of the difficulties than those who ars
committed to the error. After more than
twenty YEARS connection with this sub
tect do not hesltnte TO assert that the
great majority of houses who run news
papers are. or should be, very SORRY that
they ever started them. II most Of them
had to do 1t over again they would not
begin, and uJt few Cand these the very
larges0 have openly asserted that II
other ae'lders would give up their papers
they would do likewise. But the per-
sonal organ is like the shirt of Nessus-
not easily shaken off,
The time taken, 1.-The influence wasted
the complications That arise, the stock
THAT Is piled up, are all of the most ex-
penslve character. 1t is the head of the
house who Is constantly consulted, the
most valuable influence Of the house that
Is Strained, THE highest relations Of its
reputation that are dragged Through the
dirt, and the costliest although the most
unsalabee goods, that are gathered into
the warehouse
Cosssl They ure 'iout Of sight" In a
double sense. Not seen, not measured,
and Indeed. beyond the ordinary measures
Of the grocery TRADE. The house-orean
publisher is not dealing with an eighth
ON sugar or a five per cent profit on the
bulk OF his goods, but pays fifty per cent
commission TO the Subscription agent and
% TO SS l-S 10 the advertising solicitor. In
every step OF the TRANSACTION he IL out
OF his natural element, decging with fac
tors to which he Is utteNy unaccustomed
and with figures which rather conceal
the real cost than show Onim what he ie
expending.
At what rate shall We en9cuate the loss
OF time? Is uhe principal partner max
ing $4,000 year? Does the house organ
either monopolize or break up one hour
eoch day tr him? Then his expense OF
time. In connection with yhe publication,
Is 5000. He thouNd charge such salary
to the paper. Would he undertake to
manage a canning factory and give the
same amount Of capital, time and care 10
It for a less sum thnn $1,000? A clear
headed business man will make no more
mistaken allowance in favor of the news
paper than when lenSA,ng his time, money
and influence 10 mine, a stock com
pany or canu scheme.
Then what u waste of influence Is
there? The bartering Of the influence Of
a great house is worth something. II
Inc majority OF the publishers OF house
organs look over their past experiences,
they will find that they have. through
the organ. committed their house TO
the pushing OF dozens Of articles which
now lie heavy on THE shelves OF the
grocers upon which they forced them.
while not utue OF the stock lies In
their own warehouses unsalable and de-
'herlorlstng The influence Of a great house
should be sod at the highest price, but
It Is thrown In by the advertising soiic-
itor as mere makeweight In Lhe trans
action.
Into what complications does the house
organ lead ghe house. Rows without end;
lies coming home to roost; changes Of
canvasssvs. printers and editors In the
representations Of the olnvassers. the
jeabousies OF the clerks who envy the
commissions. the assumption of tns edi-
tors. the criticisms lof the Grade, tho COM
p,aints Of tHrs manufactures. the inslnu-
@ion that It is blaciOmall. the ASSERTION
that Il is a big discount TO make. me
cSaim that the transactions
are unErofitable- thsse tend to swet
the real expenses. while the actual re-
suits Hhrink.
It has come to be a common thing to
hear the tariff spoken OF as a dead issue.
r........,i. a. s..,.r.aia,, raco.-niaa lh.. fact