The morning call., 1895-03-04
OF APPRECIATION PRAISE FROM OUR CONTEMPORARIES
COUPON JOURNALISM.
san francisco Waue.

san francisco Ware.
The abandonment on the part of the CALL
of the coupon" and flake" schemes so
popular with our dailies, has resulted in a
flood of editorial comment upon this style
of journalism.
The National Advertiser, one of the
brightest helps to an advertiser published
in America, had good deal to say on this
subject something over year ago. So
clearly is the case stated, that we venture
TO reproduce its editorial in fun for the
benefit, in part, of advertisers who affect
the great daIies.
Several publishers who have not adopted the
coupon plan an adjunct to the usual
methods OF circulation, have recently INDUCED
in adverse criticism of the plan. Notable
among the structures upon the scheme is a
scathing article in a recent issue OF the Cleve-
land Leader, in which the writer maintains
that the coupon is ''fake," ;" that its prime OBJ
ject is not to swell circulation at all, but the
plan is only cover for a shopping enterprise
and the sale OF various trumpery TO the readers
of the paper for the profit there is in the busi-
ness:
There is another phase of the matter which
is quite as pertinent and worthy OF the atten-
ton OF both the publisher and the advertiser.
Granting that the newspapers have gone into
the scheme merely for the profit on the sale OF
the merchandise, we doubt if it is true, as the
writer in the Leader claims, that any money
can be made by the business, even if the margin
Is, as he puts it, several hundred per cent upon
the cost OF the stuff sold. We believe that no
one is making anything out OF the business eX-
cept the persons engaged in furnishing the
supplies The craze has gone to such a length
that publishers seem to have lost sight of the
value OF the space devoted to this purpose
Take the picture schemes for example,
and some high class newspapers are
giving the matter room to the eX-
tent of from fifty or sixty inches to an
entire page. II a legitimate advertiser wanted
this space it would cost anywhere from $50 TO
$500 per issue. Not only are the daily papers
engaging in this business, but the craze has ex-
tended to the weeklieS, where the goods must
be delivered by mail and postage must be added
TO first cost and expense of handling. Under
these circumstances the profit is but 3 or
cents on each sale. 1t is contrary to all expert
ence that the profits arising from transaction
of this caliber viii pay for the space devoted TO
1t. No advertiser paying for space at any cur
rent rate would think OF taking forty or fifty
inches in some high-class medium where these
schemes appear upon such margin. The end
TO which the business would arrive would be
so patent as to ruin his credit.
What is the legitimate conclusion to be ar
rived at? Are the publishers OF these papers
are they going upon the plan that space costs
them nothing any way, and they are satisfied
10 take whatever they can get out of it?
NO matter from what standpoint the business
is regarded it is demoralizing upon the adver-
rslng patronage OF the paper. 1t was always
undignifed when considered as means of in
creasing circulation; in its bearing upon the
advertising business it has become an abuse.