The Scranton tribune. [volume] (Scranton, Pa.) 1891-1910, 1900-12-22
TALKS BY THE PUBLISHER.

The Tribune in adopting fat rate for ad-
vertising has occasionally cndeavored to show
the justness Of its position and those who have
become familiar with the arguments in favor
of such rate are disposed to compliment The
Tribune upon its manifestly Just stand. In this
connection it will be interesting to note what
a man Of wide experience in the advertising
business has to say about fiat rates as COM
pared with those which are not fiat. Mr.. John
Lee Mahin OF the Mahin Advertising company,
OF Chicago, in a communication to Newspaper
dom, looks at the mntter from the advertisers
standpoint. Our readers should bear in mind
that the argument which follows is not from
the newspapers side, but as it is viewed by
practical advertiser. Mr. Mahin says:
II have been very much pleased with the dis
cussion regarding flat rate, and believe thor
oughly in it. Advertising is not worth anything
to the advertiser, no matter how low the rate
is, unless he uses the space In way to make
money. If the advertiser doesn't make money
the publisher won't get any more business from
that advertiser. Ii the advertiser does make
money, he will pay rate that is justified by
returns. So it seems to ne the logical conclu-
sion is for every publisher to determine upon
fixed, fiat, definite rate-a single fiat rate is
easier maintained than sliding scale; and
then concentrate all his energy in studying how
the advertising space at that rate will pay the
advertiser. have never seen publisher who
did this fall of achieving success He will be
able to get rate as high as the business will
stand. and the advertiser will more Willingly
pay it than one where he has to 30 against
rate card that looks like Chinese puzzle
'The fearful loss of energy experienced by
buyers of advertising space. in figuring COM
plicated rate card and finding ways to get
around its provisions, and also i'll proving be-
yond doubt that the publisher has put out his
lowest rate, and will stand by it, is today an
awful tax on the advertising business. Both ad-
vertiscrs and agents could afford to pay higher
rates il publishers themselves would simply
L..
saved in the expense and brain power that are
now consumed in securing rates.
"a publisher who maintains his rates has to
establish that fact by going through every test
the same he would establish his credit at the
bank. No publisher can do this when he car
ries unmisakable evidence in his paper that he
is dealing with notorious rate-cuttcrs.
"On the other hand. the makeup of the pa
per, the volume of news it carries, the character
of local news it publishes, the quantity OF new
matter put in type, the frequency with which
advertisements are changed, all go to determine
in the buyers mind the value OF space in a
newspaper"
1t will be noticed that Mr. Mahin states that
no publisher tan maintain rates when he car
res unmistakable evidence in his paper that he
is dealing with notorious rate-cutters. The
Tribune has been obliged to refuse considerable
business which could have been secured had it
been willing to cut rates. case worthy ,f
notice is that Of the large advertisements Of
Castoria. This business was offered to The
Tribune at about one-third its rates, but was
promptly declined. One of The Tribunc's
agents in soliciting business Of large Buffalo
advertiser was asked:
"Do you carry Castoria?"
"No," was the prompt reply.
"That is good sign," said the agent, and
the business was secured.
prominent New York advertising agency,
upon whose list The Tribune had not previously
been placed, was recently approached and the
position Of the paper regarding the fiat rate
explained. The president Of the company en-
pressed appreciation Of the fact that he was
dealing with a paper which had one rate, and
promised to send The Tribune such business as
came within his power. This promise has been
faithfully kept.