The Minneapolis journal. [volume] (Minneapolis, Minn.) 1888-1939, 1904-01-20
SUGGESTIONS FOR ADVERTISERS ASSOCIATION
Ho

must respect himself if he expects
others to respect him.
What the Advertiser Must Realize.
On the other hand, the advertiser
will realize from meeting the publish
err and comforting with him that the
publisher has some rights which must
be respected. He may possibly see
that every advertiser cannot have ex-
ira position on the choicest news
pages, surrounded by reading, at the
| run of paper rate. Or, as one old
| Hoosier publisher used to put it, can
advertiser ought to realize that he
cannot buy cream at the price of
skinned milk
The advertiser will also learn that
the publisher is under heavy expense
heavier than ever before. The. cost
of production is steadily increasing
the cost Of labor. of paper, and of
ink-and the lower selling price Of the
publication makes it absolutely neces-
! sary for the advertising rates to be
| increased in order to make the pub
| LEGATION profitable.
| The advertiser will also realize that
the publisher must make up his publ
cation so as to please the subscriber,
that by giving the readers the best
service, he can retain their respect
and confidence. The advertiser is as
much the gamer by this in the long
run as the publisher.
The "Getting-Together" Idea.
gested association is the bringing to-
gether, face to face, Of the men inter-
ested in advertising on it's several
sides. Until a man has conducted an
advertising campaign he can have no
notion of the detail and difficulties
that attend the most ordinary trans
actions between advertiser and pub
Usher. Most of this business is trans
acted by correspondence, which, to
say the least, is very unsatisfactory.
The parties do not know one another
personally, and things go along at
cross purposes, often ending in actual
hostilities.
Personal acquaintance Of advertis-
ers and publishers not only makes
this relation more congenial, but gives
each the benefit Of the others expert
ence and knowledge, and fosters the
liberation that one naturally has
when he knows what difficulties the
other man works under. The adver-
tiser has knowledge that can't be put
into correspondence, and so has the
publisher. When they get together
and talk on advertising, each learns
something that neither knew before
They both realize that advertising is
a great business, and that the pub
LEGATION Of a successful medium is q
great commercial enterprise.
Advantages of an Association.
The men who have been quietly
devoting time and money to the
planning of this organization fully
realize the tremendous task in bring
ing the various factors together, but
above all, they realize that there is
almost no end to the advantage the
association will afford. We need the
moral support and active cooperation
of every advertising association ir
America, as well as the support ian6
encouragement of every buyer an6
seller of advertising space. The asso.
citation will be the only organization
where the buyers and sellers will have
equal privileges.
The only way to perfect this organ.
ization SO as to eliminate personality
and personal interest, and thereb!
prevent it's being the tool of an,
clique or faction, is to have all partie!
interested express their views before
the association is organized, or ever
before the preliminary meeting Il
held.
Ultimately, the Associated Advertis
ers should have headquarters in New
York, and employ a thoroughly com
!, petent man as it's general secretary
This officer should devote all his tim,
: and energy to bringing about a close
relationship between the publisher an,
the advertiser, demonstrating the ne
cessity Of cooperation and showin5
that the interest Of one is the interes
? of all. This officer should posses
tact, intelligence, and must be thor
oughly posted on practically all line
; of advertising. He should have prop
er assistants to help him to make
thoro organization, and he shoult
!, have the necessary details to max
his office an information bureau o
) the broadcast type.