The Idaho recorder. [volume] (Salmon City, Idaho) 1886-1927, 1907-01-17

ing. In return for this support he
was expected TO take, the value CT
the Advertising out in such merchan-
disc as the advertiser handled,
whether he needed 1t or not. The
products OF the farm we've also con-
sidered medium Of exchange. This
condition, the publisher himself,
was largely responsible for. He was
always complaining that he never
had two silver dollars 10 his pocket
at once. and his chronic state OF
financial embarrassment was the sub
ject OF frequent squibs 10 his paper.
The editor himself evidently consid-
cred that, In a measure he was an
object OF charity, and the people
generally took him at his own esti-
mate of his value.
To-day newspapers are rated by
Dunn and Bradstreet, by the general
public and by their robustness asso.
ciates a part and parcel OF the legiti-
mate business world. A few years
ago II was TOO often considered the
case that an editor vas natural
dead beat, whether he was or not.
This was due to the fact that he had
become so accustomed 10 take the
value Of his services In trade that he
expected Others TO do likewise. That
this condition Is changed is due to
higher ideals, greater independence
Of thought and actions. There may
be a few OF these obsolete cases
where the old order OF things are
still maintained, but they are the ex.
ception TO the rule. To-day the up
to-date newspaper is not at all back
ward In saying to the advertiser "We
are not objects OF charity, and II we
can't give you value In exchange we
do not want your business ~
This is exactly the position that
The Recorder takes upon this ques-
tion. III there be any advertisers
who are patronizing its columns as a
matter OF policy and do not believe
they are getting value for their ex-
penditures we do not desire their
business. Advertising, In large
degree, is science; and by the most
successful business men Of this coun-
try has been the making OF tbeiI
fortune. This Is admittedly true OF
such firms as John Wannamaker,
Seigle.C Cooper, John v. Farewell and
dozens OF others OF the merchant
princes Of the country. Mandell, OF
Chicago, is not only heavy adver.
tiser during the week, but spends
81 900 every Sunday in the large met
ropolitan dailIes of his city. Many
OF these firms pay their ad writer;
from 81, 600 to s5. 600 per year, and w
presume many of them get even 9
larger salary than this. The largest
department stores OF the cities are
the heaviest advertisers. II they at
tribute the success OF their vast bus
mess TO their newspaper advertising
1t stands to reason that the column.
Of the average rural paper are OF val
ne to the extent OF their circulation
We are sorry to say that many Of
the business firms of Salmon DO moi
give the attention to this depart
ment OF their business which the,
should. We do not wish II to be un
derstood that we are dissatisfied with
the amount of money which they paJ
to The Recorder, for we are not
What we would like to impress upor
the minds OF the business men Is Il
give this department Of their bust
ness more Of their attention, and
they would lind that IL would be the
best expenditure Of time they could
make. Change their ads every week,
and make the best methods OF adver.
Using study. II this was done and
the general reader knows that he will
lind a change In the accustomed
space this change would be looked
forward to with the same degree OF
pleasure as any other part OF the
paper. The subscribers to news
paper would not long remain such II