Condon globe. (Condon, Gilliam Co., Or.) 189?-1919, 1903-08-27
DEAD HE4D ADVERTISING.

DEdD HEdD ADVERTISING.
Portland is to have another Car
niyal this Fall and, as usual, the
chief push ofthe project is sending
out large quantities of advertisingl
matter 10 the country press with
the request that the same be run
complimentary" aud that mark
ed copies containing the notices be
sent to him. The GLOBE has been
favored I? with batch ofthis dead
head stufffrom the hand otMr. K +.
Prael, president of the Multnomah
Kmatuer Athletic Club, which or
ganization is promoting the Carni-
val as money making propos l.
ton for the club. Accompanying the
dead head copy" is season ticket
TO the Carnival. This ticket does
not even state that it will be hon.
ored as good for the admission of
the editors wife should she chance
10 accompany her spouse to the
show and the presumption is that
theseditor will either have to leave
his wife at home or dig up 10 cents
each time she enters the Carnival
grounds. At the bottom of the
ticket, in red ink, appear the words
mot Transferable" This would |
indicate that Mr.. Prael is of the
opinion that country publishers
have become so impoverished by |
filling up their columns WITH the
class of dead head matter that he !
sends out that there is danger Of |
them selling ten cent compliment
tary ticket to the highest bidder
1t must be remembered that
these tickets are only good for ad-
mission to the Carnival grounds.
Once within it costs the unwary
country editor from 10 to 25 cents
to see each separate attraction and
these several amounts must be sup
piled from funds received from an
entirly different class of advertisers
than that to which most Carnival
managers belong. The matter sent
us; if published, would amount to
$3.50 and just why We should do
nate that amount to any Carnival
concern in exchange for ten cent
ticket which would cost US much |
good money and valuable time to
use, is not quite clear to US.
This particular concern is point
ed out in this article only as fair |
representative of a class of adver-
tisers who are always trying to get
something for nothing from the
country publisher and, more's the
pity, too often succeeding. The
publisher who allows himself to be
tlimhammed out of his advertising
space, which represents a certain
amount of money to him the same
as goods on the shelf represents
money to the merchant, has him
self to blame. If he continues to
give it away the public viii contin-
ue to expect it for nothing-and
will value it at about the same
rate as the publisher himself ap-
parently does On the other hand,
if the publishers would unite and
20 man cut out ell dead head
work they would at once elevate
the standing of their papers, en-
hance their self respect and might
lily augment the esteem in which |
they are now held by the men who |
Systematically fiimfam them. If
such a course we're adopted it
would be but little while until |
deadhead "copy" ceased to clog the
publishers mail and Worlds Fairs,
State Fairs, Carnivals and all such
concerns, would begin making ap-
preparations for newspaper adver-
tising the same as they now do for
buildings, grounds, printing, labor
and many other things.
The Globe has cut out all Of this
class Of dead head work but it has
many contemporaries who have
not done SO. The newspaper fra
ternity will profit much when they
all adopt the same plan.
Since the above was put in type