The Evening statesman. [volume] (Walla Walla, Wash.) 1903-1910, 1904-12-30
,uE WHY'S AND WHEREFORES.

BEGINNING with the new year the
salesman will increase its advertis-
=. rates. There are three good rea-
uors for this. The first is that for the
last five years, at least, advertising
,otes in the daily papers OF Walla
uol,a have been ridiculously low
.,out half the rates charged in other
.onns of the Pacific coast having
o,ont the same or even smaller popu-
,otion. AS a result the daily papers
If this city have barely paid running
ovnenses. and in some instances for
considerable periods they have done
worse than that. This was a short
s;ohted and ruinous business policy.
and the only excuse for it perhaps was
business rivalry carried to a foolish
oxtreme. An increase of rates is alb
so,utely necessary for self-preserva-
tion, The day Of running a daily
naner in this town as labor of love,
as philanthropic enterprise, or for
tho sake of glory or notoriety is at
an end so far as the Statesman is con-
cerned. This paper will be conducted
&C business enterprise for the sake
Of honest and legitimate profit, just
like anv other reputable business es-
Enlistment.
A second reason for the proposed
#ncrease in advertising rates is the in
v crease of the running expenses or the
office, owing to a heavy increase in the
wage scale agreed upon with the local
Tvnographical Union and to improve
ments made in the Statesman's plant
and in its news service. THE laborer
is worthy of his hire and the States
man believes in dealing fairly and lib
orally with it's employees. But it would
be impossible to pay the new wage
service and to make other improve
ments in contemplation if advertising
rates were to remain on the present
low basis 1t takes money and plenty
Of it to pay working force of from
fifteen to tweney employees inside the
Office, to buy the tons of paper used
in our rapidly expanding circulation,
to purchase new types, new presses,
new linotype machines and new equip
ment generally and to pay an army of
boys to carry the paper every evening
to the doors Of subscribers. Some of
this money must come from better adj
vertising rates. .~. ....-...
A third reason for the proposed in
crease in advertising rates is the great
increase in the circulation of the
Statesman. During the last SIX
mOnths the circulation has nearly
doubled and it is still growing at an
Unprecedented rate. Owing to it's
heavy increase in circulation the man
agement would be justified in doubling
its advertising rates, but the new scale
will fall considerably short of doing
n that. In due time the Statesman will
he ready to submit unquestionable
n proof of its increased circulation as
"A basis for fair advertising rates.
Fl The Statesman appreciates the lib
* eral patronage it has received from
the business men of Walla Walla in
The past, 1t is not finding fault with
any patron for not paying a higher
advertising rate than it asked. But it
Is plain, common sense proposition
That the use of its increased circula
uon is worth more money to the ad-
Nertiser, and it would be suicidal for
lAe Statesman not to ask full recon-
pense for the services it performs.
IN return for continuation of the
AoTal patronage of the business men
ma of the support of the general pub
&c the Statesman will endeavor to
Keep pace with the growth and pro-
sfeSS Of the town so that when Walla
"al2 gets to be as big as Portland or
seattle it will have just as good a
newspaper as those towns or any
Other of like population.
Gall at Stanley's music house for
Il good DjaOOS and ornope