New-York tribune., 1903-02-13
NEWSPAPER ADVERTISING ONCE MORE

To the Editor of The Tribune
Sir: I am very much interested III the letters on
the newspaper business by Advertising Agent
and Newspaper Man" IN yesterday 5 ana to-da3
Tribune; especially the reference to real estate
advertising have often wondered why the
newspapers of Nev-York City and Brookl!n
contained less real estate advertising than lhe
newspapers Of other large cities. AS an aoVef-
tiser I attribute the cause to extortonate prices
VIZ the leading newspaper of New-fork Cfty
nrhIisning real estate advertisements charges
80 cents agate line for one time ouliua3
FIVE lines for 81 30. and 1 understand tnaI
the proprietor draws lrom his publication fl'V''
toe net profits a year-surely a princely heritage
Tho rate OF 90 cents agate line prevents the real
estate agent putting his wares before the pubic as
he would with cheaper rate. THEREBY putting 'le
public TO a great inconvenience A man s nome 10
his castle Some buy tnem. some rent them Inc
best and almost only method the real estate agents
have of disposing of their properties is by news
paper publicity and the higher the rate charged py
the newspaper the higher the tax on a man. nome
Your correspondents use The Philadelphia RecoTd
as n argument to tax the people an extortlonate
price. claiming penny newspaper must cnarse
more than IS cents line for advertising 10
live In the report of United States Assistant
Attorney General Beck, special master IN
chancery for the sale of that paper by auc-
ton and by the price paid for it, The Philadei-
phfa Record was shown be one OF the finest
investments for capital ever put on sale nave
now before a rate card of The Record OF hVe
years ago. and ore dated 1902. In both caros the
rate is 10 cents per gate line Surely, if the best
having newspaper of Philadelphia and of the
best in the United States, can make substantial
profit 10 cents agate line for real estate au-
vertising and sell for penny, the newspapers OF
NeW-York City that retail at three cents, making
a profit of over two cents their white pa.
should lessen the of the real estate agent al
householder by charging rate less & than ~ - cents b
fishers of New-York newspapers who want their
eWYorl CITY contains more dwelers in houses,
fats and apartments than any other city III me cns
place to place so frequently. should judge from the
circTIa ton in the spring and the fall of at least
bsst nassibIe people for a newspaper to have as
readers. who help to max paper po%gr IN 'ie
general who wish announce their wares such as
cIStbings shoes insurance hats. books ana jewery
in fact almost every article for saie Id o+
have US believe that the principal publishers Of the
largest newspapers in the Onitei sdatFs @ F a ,bsr
wise or their works belle them glance at the
1 preipa cities Of the United States. other than
eYork and they viii not not nesd of 3ne 0ne 10
and afiuence by publishing real estate advertising
at a Just and honest rate.
PHILADELPHIA.
Record ,oc TO-" Bs Bs
1f .51FsF American seven words to the lei 1e. word
words & to the tn Ii. nf, 1:; ls ls Tord T0Td
BOSTON
{5iooe ...............I2l2c &c. line.
'.Transcript Ioc Inc
Traveller III q ~
CHICAGO.
Record Eerald iSe iins
chroncle'' iine iine
BALTIMORE.
Herald *. line
.Ameriean ic word.
7 am pleased to see that at least one publisher
Of 2 large Nev-York City newspaper Is sanshed
to make reasonable profit; Ihe real , est1Ie ne
columns of his publication and the people one
sees reading the paper day by DAY .2Trs very
New-York. Feb. !. 1903.
TMr. MiIler's point Of view is an interesting
one, but he should not mistake the views of the
correspondents whom he controverts. Neither of
them claimed that the penny paper must charge
moro than Is cents a line for advertising in
order to live. What they did quote the figures
from, Mr.. Beck's report to prove that in the
year referred to the sworn report of the Master
in Cbancery as to the business of The Phila-
deIphia Record for the year proved that It
would have lost money if its advertising had
0rerqged below Is cents per line net. 1t might
charge 20 cents a line for drygoods and only 10
cents A line for real estate and still maintain
that average: though it could hardly expect to
take large quantities of high class advertising.
sucb as drvgoods at cents a line and of real
estate Al ~ cents a line without falling abso-
IuteIv below that average But Mr.. Mtllers
are,1r7ent for as low a rate the business
will hear on real estate advertising is obviously
i,,s+ and reasonable alike from the point Of view
of the advertising agent. of the publisher and