The San Francisco call., 1905-03-26
Relations of the Mer-
chant and News
paper Considered.
c. H. House Points
Out Facts ImpOr-
tdnt to Both.

6t. Francis Hotel by the Ad Club or
San Francisco to the retailers of the
city the following address on "Adver-
tising as Seen by the Newspapers was
delivered by c. H. House. advertising
manager of The Call:
The question of Advertising as
Seen by the Newspaper may, it seems
TO me, be most readily answered by
defining the way newspaper regards
adyertisers-its attitude toward them
and their interests. OF course. all pa
pers regard advertising favorably and
even cheerfully If it makes its appear
ance in their own columns. To pro-
duce a condition that will in as large
q measure as is reasonably possible
contribute to that end seems to be the
point aimed at in the subject assigned
to me.
The relation between the news
paper and the advertiser is intimately
Joined. Each is essential to the other.
The newspaper is the link between the
merchant and the public and is at once
the most important instrument of pub
licity for the merchants wares.
"A cordial relation therefore be-
tween the publisher and merchant
should be fostered and all reasonable
Differences made to maintain this
terest should produce cordiality of in
tercourse.
The newspapers need of the mer-
chant is constant, and no paper may
become so strong as to be justified in
assuming an arrogant or over self-suf-
fcient attitude toward its patrons
without eventual harm to itself. A
strong paper may always be stronger,
and less strong paper strengthened
by liberal construction of the laws
of courtesy and consideration.
"A breach of these rules continu-
ously INDUCED in will plant the seed of
dislike and unfriendliness that upon
future and favorable occasion will not
be slow TO manifest itself in the with
drawal of patronage and the indus
trious welding of the hammer in no
uncertain manner.
"A We'll managed paper will see to
1t that the same courtesy that char
acterizes the heads of the paper must
be exhibited in every department.
To great extent the attitude of
the manager will be simulated by
subordinates. 1t is not an unusual
thing to see the whole working force
Of a paper consistently emulate the
manner of those in authority. You
probably all have experienced the an
noyance Of contact with officious
counter men whose pose Is amplified
on more magnifis Mt scale when you
have come in contact with the au-
thority beyond them. No advertiser
should ever be subjected to humilia-
ton by the offensive or inattentive
treatment of newspaper ernploye.
Competent and obliging men should
be at the head of the various mechan-
ical departments, for they may great
ly contribute to the satisfactory rela-
tions between publisher and merchant.
In preserving the cordiality be-
tween merchant and paper the fine
discrimination between independence
and arrogance on the part of the pub
Usher must not be lost sight of. A
marked degree of independence must
be maintained, as no more sorry fig
ure can be exhibited than that of a
paper sycophantic and groveling be-
fore the material interest that it
would serve.
Common consent has placed the
newspaper upon an elevated pedestal
and 1t is bound to emulate its reputa-
ton, though often falling far short of
the attainment.
"A paper must have a definite pol
icy of furnishing the news and, ex-
cept in unusual circumstances, the
merchant should not expect the policy
of the paper to be violated by the
suppression of facts which. in the
Judgment of the editor, the people
W
seem to feel that the purchase of adj
vertising space buys immunity from
criticism or notoriety no matter how
fragrant their effense.
THE newspaper is primarily COM
mercial proposition and cannot be run
upon sentimental lines as many pro-
fess to believe it should be, and yet
on its moral side it has a responsible
ity by virtue of its vast influence that
inheres to no other commercial enter
prise.
Its commercial instinct to make
money is stronger in the paper of to-
day than ever in the history of jour-
nalism, but in that respect it is proba-
bly, not in advance of the spirit that
characterizes the age, and Is manifest
In every avenue of human endeavor.
Its own success hinges upon the
success of its advertisers and 1t must
make their advertising pay if it would
retain the business that it has and ex-
tend the scope Of its patronage.
> "It must aim constantly toward
that attitude that years ago was
strongly impressed upon my mind by
one of our leading merchants when
first undertook to solicit business. He
remarked to me then that if the
newspapers would give more con-
sideration and study to the interests
of the advertiser and less to the bare
contemplation of their cash drawers
advertising would pay better" AS
years have passed / have seen the
newspapers display more liberal
spirit and evince a greater considera-
ton for what is happening to the
other fellows cash drawer.
IT have said that the papers have
made concessions in the interests of
the advertiser. It is hard even for
the newspapers, enterprising though
they may claim to be, to overturn ira
ditions, and particularly those that
have been productive of income; yet
we have seen the day pass when papers
have contended for an increased price
for breaking column rule, O regula-
ton that seems to have been justified
by two reasons: the first. because it
was within their power to charge for
1t, and the second, being double
column the ad presented q stronger
and more attractive appearance, and
in consequence was worth more to
the advertiser. A most trivial and
senseless argument. Why should not
the advertiser be- encouraged to arrange
his copy and space so that It will pro-