The Providence news. (Providence [R.I.]) 1891-1906, 1898-06-30
wssAr DID Tme rnLu0RAn
GET FOR lT2 ---l

!. '"uics' WHICH appeared III tn
Tuuminy part gof our pretcntiou
sixteen page contemporary, tn
Evening Telegram, of Tuesday,
z We cannot answer the question
though we wish we could, becaus,
an answer would be Of great in
terest to the business men OF Prov
idence, who are beguiled to pa,
anywhere from forty or fifty cents
to dollar square for advertising
space in the Telegram, according
to the degree OF their grllibility.
The only interest we have in the
matter is due to an unprejudiced
curiosity i'll the development of
hu:@bug journalism in these parts,
which, as everybody knows, finds
Its most attractive field OF daily
manifestation in our pretcntious
contemporary, the Telegram.
The local advertiser who has
been paying card rates ior his
advertising Ia the Telegram,
and we believe there are few
such who, outside OF advertis-
ing, could never be betrayed TO
expose such childish innocence
will sit him down with pencil and
piper and figure out what the Ri
pans Chemical Co. paid for that
full page, as follows
Icolnmn OF the Telegram .... 27s lima
page or columns OF Telegram 1915 a.
Cost OF 1946 lines at 81 a square
OIL lines, or 10 cents line :. slo4. 60
The advertiser, having thus fig.
ured, will reasonably conclude
that the Ripans folk got a whole |
some discount by reason OF the size |
OF their ad. and will allow that, |
perhaps, the advertisements didn't
cost them more than $50, or per-
maps more than SIa5. Something
like that is what the local adver-
Iiser figures he would be called
upon to pay at any rate.
Now what did all that valuable
space cost the Ripans Co.?
We repeat, we don't know. But
'less you! 1t is easy to guess.
Last March the advertising
gency that handles the Ripans
BUSINESS announced that it had
laced advertising in the Chicago /.
'ecord amounting to many thou !.
ands of dollars, but at the /.
lte OF one seventeenth of a
INT per thousand circulation for
lie tull-page ad. and stood ready
give business to any paper in :,
le country at the same rate. The :,
lrewd agency proclaimed, with 9
eat flourish of trumpets, that ''at y
81 advertising space has a market
iue,' and declared, with charm -.
9 na;vette, that that value was -
e-seventeenth of cent a line a. a.
thousand circulation. "
1t is safe to say that never in the
story OF the newspaper business
d an advertiser Invited all tn
ners to send for business thus. ioi
.hout fear or favor, without So mo
tiEg, without any effort except
write postal saying it would
taken, thank {ou, and the fus
igry advertising*managers all tha
r the land began promptlJ to scr
Ire on what this Ripans an.
ricement meant to them. Es- !
tally attractive did This carte shi
iche offer appear when it was sp.
ed that mo type setting or
'Ial position issrequired. " =
didn't take "many minutes
ever, ior the most blooming ",o, !,
m that ever an adj. solicitor - :
med was shattered. A few
tents figuring demonstrated A
awful truth that, whereas the the
ago Record with its enormous abo'
llation, ao4, 900 copies, got a
lump sum for advertising A, Pl
rate, there was positively STAN
ing III it for newspaper OF ing
Moderate circulation possible.
istance. in cities like Provi-
e. A,
G believe this rate wac af,or First
lifted to one sixteenth of a ~ ur'
newspapers, general piled
ouldn't see anything in il from
then, either for the twenty Jcurr
one-year electrotype offered
the full page that might be Wi
ior. Despite the apparent ON
OF the shrewd advertising To
" TO cover the cou,,r,, ,,;,I, All