Northern Wisconsin advertiser. [volume] (Wabeno, Wis.) 1898-1925, 1901-12-05

prescribe conditions which shall
limit the privilege to the kind of pub
locations really designed to be in
cluded. First of all, it provides that
to be entitled to the second-class
rate the publication must be "origi-
mated and published for the dissent
nation of information OF a public
character, or devoted to literature,
the sciences, or to some special in
dustry." This test has never really
been enforced, and its rigorous en-
forcement is not now undertaken, for
it raises questions which may be mat
tiers of opinion rather than Of fact.
It's strict application would, without
any other tests, manifestly rule out
thousands of existing publications.
But there are other tests which pres
sent matters OF fact The possession
of the character thus defined is not
enough. The law further requires
that the publication must have "a
legitimate list of subscribers" There
must be not only public object, but
real public call and approval, at
tested by general subscriptions. But
even this Is not all. A publication
having all these characteristics might
also have others which would plainly
confiict with the intended prere.
quisite of having a distinct pubic pur.
lie purpose ratified by distinct pub
lie demand. So the law adds the pro
viso that nothing in its terms shall
be so construed as to admit to the
second-class rate regular publications
designed primarily for advertising
purposes or for free circulation or for
ciculation at nominal rates"
These provisions taken together
plainly show the design of the law.
Had they been strictly administered
from the beginning admissions to the
second-class rate would have been re-
stricted to legitimate publications
complying with the prescribed con-
ditions, and there would be no such
question as is now presented But
the administration has been in many
hands. The applications for admis-
sion have gradually broadened.
Every new case has made it's special
representation, and taken singly has
pleaded no harm and no burden. Lit
tie by little the limitations have been
relaxed, and every transgression has
been made the pretext and precedent
for another Many of the publications
once entered have changed their char
acter since admission, and. if at first
entitled to the pound rate, have by
this departure forfeited their original
right. In these various ways thou
sands of publications have come to en-
Joy the privilege which are not within
either the spirit or the letter of the
law, and the volume of second-class
mail has been immensely swollen by
a vast and questionable mass of
printed matter which was not intend
ed or foreseen when congress, in the
educational interest of the people,
provided that the government should
practically pay the cost of transmits
sion.
inducements for Evasion.
The production of legitimate news
papers and periodicals involves costly
news service, large editorial stats, ex-
pensive corps of contributors, and all
the elaborate machinery of complete
intellectual and business organiza-
ton. But the manufacture of the
kind of papers and periodicals which
do not come within the terms of the
law costs very little. The chief items
are white paper and distribution. In
1885 the postage rate on second-class
matter was reduced from cents a
pound to l cent. The price of white
paperat that time was nearly cents a
pound. Since then it has gradually
declined to cents pound or less,
and with this great and concurrent
reduction in the cost both OF raw ma
terial and distribution, there is direct
and immense premium on these lille
Ultimate outgrowths. The result is
the uprising of thousands of so-called
periodicals which are established pri-
marily for advertising purposes. They
have few or no legitimate subscrib.
ers; they make up lists either by pro-
curing names and sending the papers
to them for nothing. or by oGering
premiums substantially equal in value
to the subscription price. and so cir
cuate at a nominal rate, thus being
outside of the law at every point.
They obtain advertising on the basis
of this illegitimate circulation, and It
makes a profitable business, for the
chief cost to the publisher is the
white paper. and the chief expense of
the undertaking falls on the govern.
ment.
The extent OF the completely of the
government in these purely private
enterprises is not generally realized
The statement will probably be sur
prising that in the case of hundreds
of such publications, wherever the
publisher spends 81 900 in his venture
the government spends not less than
$4,000 in carrying on that publishers
business, and wherever he puts
in 100000 into its running
expenses the government puts