The gold leaf. [volume] (Henderson, N.C.) 1881-1911, 1904-09-29
Mount Vernon (N. " Argus.

Mount vernon IN. II aFSus-
The proprietor of newspaper has,
in his business two legitimate sources
of revenue-the money received from
the sale of his newspapers and the
returns from advertising. Contrary
to the general impression on thepart
of the public, the money received
from subscriptions and the sale OF
papers is the smaller item and of it
self would be insufficient to pay the
expense OF publishing the paper. To
render a paper sslf-supporting and
secure any return on the investment
it must have a good line OF adver-
tising
The proprietor's stock in trade is
the advertising space he has to sell.
This is necessarily limited in amount
for suitable space must be reserved
for news and comment, without which
there would be no sale for the paper,
and the advertisements unread would
be wosthless. On the proper sale oil
this advertising space and the
amount of money received in return
the financial success OF the newspaper
proprietor depends. But there is a
certain class in every community and
q far larger class outside which are
determined to secure n considerable
part of this space for their own bene-
| fit without giving any adequate re-
turn.
The demand for free advertising is
in extent, persistence and ingenuity
beyond the belief of any but those
| who have had experience in the busi-
ness. A man who would never think
| of going into a grocery store and re-
questing the proprietor to donate a
| barrel of -four, or into Il shoe store
and telling the owner that it he has
no objection he thinks he'll help him
self to a pair of shoes, will walk con-
fidently into a newspaper Office ana
prefer his request for several dollars,
worth OF free advertising and feel
nightly offended if refused.
The solicitor OF free advertising is
always sure that the proprietor
would be glad of something to help
fill up the paper" He is-iust as
glad as the groceryman is glad OF
some one to help carry off his stock
without payment. Time and again
under the guise of news items matter
is presented which is plain advertis
ing and if used at all should be pait
for as such.
| The newspaper proprietor expects
to furnish a certain amount OF fre'
advertising to religious, charitable
and public enterprises. If he didn'
he would be looked on as IL heathen
hard hearted, mercenary, lacking il
Ipublic spirit. His contribution is ac
cepted as matter OF course, ant
rarely is he accorded IL word o
thanks. Sometimes he refuses tt
: donate as much space as the pro
mOter OF some enterprise desires, ant
then he is looked upon as unreason
able and disobliging The proprieto
also expects ana is willing to give
little free advertising to those VIII
run paid advertisements in his paper
This is IL matter of business cour
tesy which is rarely abused. Blu
with the horde of solicitors for ire
advertising which constantly besieg
the newspaper office. with no pos
sible claim upon his courtesies sav
the hope of getting something TO
nothing, the proprietor has no sym
Ipathy whatever.
The duties that the newspaper pro
prietor and editor owe to the publ
are numerous, diverse and exactine
1t is high time that the public shoul
understand that these duties do no
. include the sacrifice of q considerable
amount of valuable space for tn
benefit of individuals or enterprise
which give nothing in return.
Resolutions of respect, cards {
thanks. obituaries and the like whlc
are OF no public interest and concer
only few individuals should be pal
; for and the editor should not be asl
ed to cumber his space and publis
them for nothing. What is wort
publishing, of q purely private natur
ought to be worth paying for.