The Evening statesman. [volume] (Walla Walla, Wash.) 1903-1910, 1904-12-29
TUE WHY'S AND WHEREFORES.

poeinnine with the new year the
e,otesman will increase its advertis-
ing rates. There are three good rea-
.ons for this. The first is that'for the
,ost FIVE years, at least, advertising
rates in the daily papers OF Walla
uro,,a have been ridiculously low
.hout half the rates charged in other
towns of the Pacific coast having
.nout the same or even smaller popu-
,ot;on. AS a result the daily papers
=, this city have barely paid running
sxnenses, and in some instances for
considerable periods they have done
,vorse than that. This was a short
s;obted and ruinous business policy,
and the only excuse for it perhaps was
business rivalry carried to foolish
axtreme An increase of rates is alb
so,utelv necessary for elf-preserva-
tim The day of running a daily
raner in this town as a labor of love,
&C a philanthropic enterprise, or for
the sake of glory or notoriety is at
an end so far as the Statesman is con-
cerned. This paper will be conducted
as business enterprise for the sake
Of honest and legitimate profit, just
like anv other reputable business es-
r adjustment.
A second reason for the proposed
increase in advertising rates is the in
crease of the running expenses of the
office, owing to a heavy increase in the
wage scale agreed upon with the local
Biographical Union and to improve
ments made in the Statesman's plant
and in its news service. 1.-THE labOrer
is worthy of his hire" and the States
man believes in dealing fairly and lib
orally with its employees. But it would
be impossible to pay the new wage
scale, to maintain the improved news
service and to make other improve
rates were to remain on the present
low basis. 1t takes money and plenty
of it to pay a 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
yertising rates.
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
A Unprecedented rate. Owing to its
heavy increase in circulation the man.
y asement would be justified in doubling
its advertising rates, but the new scale
will fall considerably short Of doing
that. In due time the Statesman will
be ready to submit unquestionable
proof of its increased circulation as a
basis for fair advertising rates.
The Statesman appreciates the lib
efal patronage it has received from
the business men of Walla Walla in
Ine past. 1t is not finding fault with
any patron for not paying a higher
advertising rate than it asked. But it
y plain, common sense proposition
uon Is worth more money to the ad-
NeruSer, and it would be suicidal for
ue Statesman not to ask full recon-
penSe for the services it performs.
IN return for a continuation of the
"oeral patronage of the business men
anu Of the support of the general pub
nc the Statesman will endeavor to
Neep pace with the growth and pro-
s'eSS Of the town so that when Walla
"alla gets to be as big as Portland or
seattle it will have just as good a
newspaper as those towns or any
0'ner of like population.
Gall at Stanley's music house for