The Scranton tribune. [volume] (Scranton, Pa.) 1891-1910, 1901-11-23
TALKS BY THE PUBLISHER.
"An Experiment and Some Lessons" "AdvertisinQ on
Proper Basis. - - y - - = - y y - - - u - = y -

CiN1E THE TRIBUNE adopted the
~ Hat rate per inch for advertising,
| many words of commen,lation have
been received from local merchants
who have uniformly expressed the
opinion that 1t was the only fair way
to do business Occasionally. also.
there comes to our attention an eNpe-
rienoe similar to that which The 'rrib-
une has so successfully passed. and
one OF these. that of the philadelphia
Record is published below. It will he
found equally as interesting 10 the ad-
| NertiSer as To us, and is worth Il pc
rusal. as it shows SO clearly the rea
sons why the price should be fixed The
Record says:
| wv hen the management of the Rec
ord passed into Il changed control its
| business was in confusion and its
finances in Il state of distress. Its nd-
vertisins rates We're regulated accord
ing to the customs of the trade II
! system founded on the idea that a
great newspaper could properly be- con
duc'ed like private business and sell
publicity by making the bes, possible
contract with each patron individually.
without regard to rates paid by bust
ness rivals.
"This theory to unins,ructed minds
seemed erroneous. \ far broader prin-
riple was deemed applicable. 1t was
thought that under the modern devel-
opmcnts of trade advertising had be-
come as essential AZ transportation, and
that it was accordingly as unjust and
unsound to discriminate in the one rs
! in the other. But how to find the rem-
| "A, l.ttt Al
| Would II not make confusion worse
confounded to upset all existing rela-
| tons? And possibly BY seeking II COM
mon ground of justice might We not
| lose the patronage of those at least
who under the proposed new system
would be compelled to pay higher
| rates?
Uniform Price to All.
"lt was determined. however that
right being right. there WAS no course
open but to establish uniform rates for
uniform services: to discriminate
against no patron: to treat all with
even Justice. and then abide the conse-
| uuenccS. Just as it was determined
! that no power or interest. save the
| conscience and convictions of the Wri-
| ter, should control or alter a single
! line of edi tOrial space. ii was also de-
| cided that no advertiser should be un-
| fairly treated. In other words. ii was
| considered as important to be honest
with our advertisers as with our read
| erS.
| '"rhe experiment was made. When IL
| was once realized that he he high or
| low. no advertiser by influence or pow
! er or persuasion or what not could
| move the Record to discriminate"
| against others. and thus handicap them
| in their struggles for success. order
| and respect came out of chaos and SiiS-
| picion: patronage increased: disputes
| with patrons vanished.
Lower Rate for Larger Space.
! "I.ater it was seen. however. that II
more difficult question remained. In
all transactions Wholesale rates are
necessarily lower than retail 1t is but
| fair that q large purchase should com
| mund Il reduced rate. Eut it was soon
| discovered that if this reduction should
| he made too great the very principle
| of Justice which the Record strove 10
establish would be destroyed; ANA
though no complaints had been nade,
the Record determined that ii could