The Republican journal. [volume] (Belfast, Me.) 1829-current, 1896-01-30
Who Pays the Printer?

The Hartford Post recently published
some interesting statistics on the publish
ing business 1t finds that there are in
the United States about 2, 100 daily news
papers, II, 100 weekly newspapers and hun
dreds of magazines, trade journals and
miscellaneous publications. In all more
than quarter of a million people are en-
gagged in what is broadly known as the
printing business, and their earnings sup
port round million, or one in every sixty
or seventy OF the population. An appraisal
of the printing presses and other machin-
cry in use would foot up from hundred
to hundred and fifty millions. The
white paper which runs through the
presses costs an enormous sum every day
and all the other material represents heavy
OUTLAWS. At least 800 men and women are
required to make great metropolitan
daily. Many of them are scattered far and
wide and their expenses are heavy. Much
hat is prepared by them is telegraphed
and telegraphy costs money. But every
morning you get for the price of a postage
stamp the fruits of all their labors. In
no other shape do you get SO much for 50
little. The result is that everybody reads
the papers, and advertisers who desire to
reach the public were not long in realizing
the fact. 1t is known that the ruling
advertisers of the country pay in round
numbers for advertising their goods these
amounts:
The American Tobacco Company (news-
papes only, 500 900; Royal Baking Pow
der Company. newspapers and magazines.
5000, 900; Worlds Dispensary Medical As
s"ciation, newspapers and magaMnes),
$40, 00O: c. |. Hood q Co. newspapers
and magazines), 500, 900; Wells & Rich
ardson Co, NPaines Celery newspapers
and magazines, $3.50, 000: n X Fairbank.
{CottoIene), newspapers and magazines) 1
$500, 900: John Wanamaker, Philadelphia.
500, 600, Proctor u Gamble. (soap) $500
900; D.. Greene, tNervura), 500. 900, Scott
x Bovine, tScotts Emulsion) 500. 900:
Lydia Pinkham Compound. $500 900; Hill
ton, Hughes 4 Co., New York 500. 900:
oeeigeI, Cooper 4 Co., Chicago, 5000 900;
Potter Drug and Chemical Co., (Cutcura),
500, 000: Jordan, Marsh d Co, Boston,
$50, 900; W. Baker u Co., (Chocolate),
500, 600: James Pyle d Son, (Pearlinel,
$50, 900: p. Morgans Sons. (Sapolio),
$50 900.
Here is a total of =, 300 600 expended
ye rly by eighteen concerns and hun
dred others could be named which spend
ten millions more. No one can expect tc
cover the country with an advertisement
5t any article without expanding one
81 u II ]
authority estimates the total cash value of
all the advertising in the New York news
papers on recent Sunday as 500, 900. If
that be multiplied by tifty-two we have
over -, 600, 600 expended annually in the /
sunday issues of New York city alone |
That this amount is not an excessive esti-
mate is shown by the fact that the adver-
Using in the New \ ork Herald on a recent
Sunday cost the adyertisers-chiefly the
business men of New York city-not less
than SO, 600. The Heralds prices per
page range from 5000 to 81 500, the latter
amount being the price of a full page of
colors printed by the new process now
used in the Herald office The highest
rate for space in any publication of the
country is at the rate of 81 600 for the
small four column page Fifteen inches by
ten in sizel of the Ladies' Home journal
IN Philadelphia this is at the rate of 6 2-3
dollars per inch for a single issue
People advertise because it pays
says the Post. 1.-THE shrewdest and most
successful business men advertise the
most, and as a rule confine themselves to
newspapers and magazines The more
they pay the more they prosper and the
more they prosper the more they pay the
printer, and so the business grows even
more rapidly than the circulation 1t is
hard for those who have not been educat
ed liz ths business to comprehend how
profitable judicious, persistent and liberal
advertising is; how any firm can afford to
pay 81, 600 for a small page in a monthly
magazine year; how the merchants of
New York can afford to pay S25, 900 for
the use of the Heralds advertising col
llmns single day; how those in Manches-
ter can get back even the comparatiyely
small amounts they pay for having the
public informed as to what they have to
sell: but they all do it and make big prof
its in doing it,