The daily morning journal and courier. [volume] (New Haven, Conn.) 1894-1907, 1901-07-23

ABOUT fourteen ounces, so tnat without
this privilege it would cost seven
cents to send by mail. Thousands of
copies of a magazine are often sent to
San Francisco and other cities by Sec
ond class mail, as 1T is quicker and
costs very little more than freight. 1T
is necessary to be sure that one is con-
forming to the many regulations appli-
cable to second class mail, which are
constantly being added to by new or
ders of the postmaster-gener A
magazine started not long ago. omitted
to print on it's cover any intimation
that it was to be issued monthly, with
the result that the publishers had to
pay the full postage on the mailing of
nearly a hundred thousand copies, and
| it was only on an order obtained from
Washington that the difference be-
| tween it and second class rate was re-
funded-a matter of several thousand
dollars.
A single article in a magazine will
sometimes sell extra editions of the
! number containing it. Quite recently
the editor of q twenty-five cent maya
zine purchased from an agent, for
SeNellly uOlldIS, all dIllClt NY u VIGIL
known Englishwoman, which was also
to appear in an English magazine. 1t
had been previously declined by two
other editors, and when it was pub
lished it aroused no live comment in
the newspapers. Three weeks later the
English magazine containing the arti-
Gle was published in London, and set
all England talking. The London COR
respondents of three New York morn
ing newspapers spoke of it IN their ca
bles, and made generous quotations
from it. which the editors of these pa
pers printed, unaware that the article
had been copyrighted and printed in
an American magazine. Within few
days over forty thousand copies of the
American magazine We're sold, solely on
account of these dispatches.
The advertising manager of a mag
azine is a clever man, and he draws
large salary, between five and twelve
thousand dollars a year. But during
the first year of it's existence maya
zine procures very little advertising.
Nearly all of the big advertisers, when
making their appropriation, refuse to
consider any magazine which has not
been in existence year. And this Is
fair. A year is not too long time in
which to prove to the public whether or
not permanent success is deserved.
The two most recent large maya
zine ventures are said to have been
successful from their first numbers, but
this does not mean that a large amount
of capital was not necessary to start
them Surprising that magazine
costs ten thousand dollars an issue to
produce and it's resources are sufficient
for twelve issues, one hundred and
twenty thousand dollars. more than
half of this may easily have been spent
on advertising, office expenses and cost
of production before any receipts come.
The news company does not pay for the
first number of a magazine until the
fourth has been delivered to it. and so
on with each succeeding number, so
that in case Of failure on the part of
the magazine, it will be protected
against loss on returns. Suppose that
one hundred thousand copies of each
number are printed, out Of which 33 13
per cent. are returned. (This will be
excellent for a new, untried magazine.)
When the first number is billed upon /
publication of the fourth, the returns of |
the first three numbers will all have |
been charged against it, which will APP |
leave nothing to be paid in |
cash. Next month, however, there will |
only be one months returns to be
charged against the bill for the second
and from that time the
monthly check will only vary according
to the number of copies returned that
month of preceding numbers.-Mitchell
Kennedy in the Boston Transcript.