The Evening statesman. [volume] (Walla Walla, Wash.) 1903-1910, 1904-12-28
TUE WHY'S AND WHEREFORES.

TIE WHY'S AND WdEREtORES.
paeinning with the new year the
Ctatasman will increase it's advertis-
ing rates. There are three good rea-
sons for this. The first is that for the
last five years, at least, advertising
rates in the daily papers of Walla
walla have been ridicul0usly low
about half the rates charged in other
towns of the Pacific coast having
about the same or even smaller popu-
,ation. AS a result the daily papers
of this city have barely paid running
expenses, and in some instances for
considerable periods they have done
worse than that. This was a short
sighted and ruinous business policy,
and the only excuse for it perhaps was
business rivalry carried to a foolish
solutely necessary for self-preserva-
ton. The day of running a daily
as 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 any other reputable business es-
Enlistment.
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
Typographical Union and to improve
ments made in the Statesmans plant
and in it's 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
scale, to maintain the improved news
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
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
4'0 "uN CIT SlliS TdleS, DuI tile IIcW SSoiC
will fall considerably short of doing
that. In due time the Statesman will
be ready to submit unQuestionable
proof of its increased circulation as
basis for fair advertising rates.
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 1t
IS plain, common-sense proposition
that the use of it's increased circula-
uoh is worth more money to the ad-
Vertiser, and it would be suicidal for
the Statesman not to ask full recon-
pense for the services it performs.
In return for a continuation of the
liberal patronage of the business men
and of the support of the general pub
nc the Statesman will endeavor to
Keep pace with the growth and pro-
gress of the town so that when Walla
Walla gets to be as big as Portland or
Seattle it will have just as good
newspaper as those towns or any
other of like population
Call at Stanley's music house for
rlio