The Washington herald., 1909-02-07

state and city advertising are the sub /
3sct of much public and press comment 4
IN the state and city OF New York
these days, and the people. both OF the /
Commonwealth and the metropolis, are
calling FOR reform in some Of the archaic !
methods used IN giving publicity TO con-
tracts. The New York Realty Journal. In
commenting upon the work OF Gov
Hughes along this line, has the follow
ing 20 say;
The present system Of folio rates for
certain classes Of State advertising is
archaic and cut Of date. being prscti-
cany the same nov as fifty years ago,
when conditions were altogether differ
snt These old-fashioned rates should be
abolished and the New York City system
adopted. which Is that newspapers doing
business with the State should be re-
cu!red 10 file a sworn statement cf rate
80 that there may be open competition IN
the market.
Publicity the Main Point.
The rates IN question should be paid BY
the state and the advertisements should
only be limited ss far as IS compatible
with the necessary publicity. The whole
question IS OF paramount Importance for
vast enterprises such as State canal i'm
provements and the additional water sup
DIV system OF Greater New York. calling
for the expenditure OF tens OF millions Of
dollars
To insure proper publicity for conden-
nation proceedings and competition for
constructive work and supplies there
must. Of COURSE. Be the fullest and widest
publicity given 10 these undertakings
- The advertising should be Of an intelli-
gent character and at the lowest COM
rnercial rate. and there should be a limit
70 the number Of insertions consistent
with the nature OF character OF the
work.
II is not so much in the rate that there
IS abuse in State advertising as in the
unnecessary number OF insertions re
quired by law No advertisement should
run longer than ninety days, and in that
period Il should not exceed ten insertions
at regular intervals
Fifty years ago such an arrangement
would not do, but now q newspaper can
complete she circuit Of the globe IN con-
siderablv less than sixty days Laws
and charters would obviously have 10 be
amended aad altered with a view OF Sc
Cu-ing uniformity in advertising.
How City Handles Ads.
Greater New York, under It's charter,
handles very nearly all its advertise
nents under section I596 Of the charter
The Greater New York advertising rates
are fixed by the board Of city record
created under the the charter. the board
consisting ot the mayor. cOrporatioI
counsel. and comptroller. that Is. ny IN
heads OF the executive. legal. and fnan
cisl departments OF the city government
and here incidentally il may be said tha
there is nothing in the provision Of III
Greater New York charter that restrict!
the board OF city record as % the rate.
il may pay for city advertising. This 4
also true OF the city of Buffalo whici
has contracts with newspapers 10 prin
city notices ar certain rates per line
Undoubtedly the new commission 10 re
wise the charter OF the Greater New
York viii agree 10 whatever changes ar
suggested by the mayor and comptroller
who are members OF the commission, .
better the present system The provi
sions Of the charter and separate law
should be amended so that all adveTtisinl
paid out Of city funds should pas
through the board of city record, an
thus the present supervisor Of the cit
record. whose administration OF bis de
partment has been al that could be de
sired, should be given additional power
and an increase Of force Especiall
should an assistant corporation counss
y assigned 20 this department TO ad
wise on legal points
Gov Hughes IS 4 lawyer viii a. one
upon investigation see the necessity Q
reform in legal advertising What va
suitable fifty years ago IS inadequate VI
der present-dsy conditions.
Under the modern theory of govern
ment. publicity Is demanded. Publicity
The word that is the basis OF the goo
government administration Of Presider
Roosevelt, Gov. Hughes. and Mayor 81,
CleIlan. and there must be brought abOJ
a reform in the advertising system IN Ii
State that viii accomplish tia best II
suits with the least expenditure Of pul
lie money II IS false economy 70 tx
low a rate that no modern frst-cla,
newspaper can accept prOftably. II
state should be in the open market Und'
rates that permit OF commercial comps
tition
As said before, there IS no advertiser
restriction IN the Greater New YoI
1harter. therefore the State folio IA
which is applicable TO advertising grow
ing out Of court proceedings and Law
passed has no application TO the class
advertising at present under the jurisdi
don OF the board Of city record Of Il
Greater New York
City Record Advantageous.
Il IS obviously an advantage to II
city that il publishes the City Reeor
with a daily circulation of about 900. ca
rying all city advertisements and Ct
reports II full. which thus enables 4
supervisor OF the City Record to lin
the number Of insertions in designat
newspapers to correspond with q
money value involved and the impo
tance of the advertisement
This also enables the supervisor
place in the designated newspapers bri
notices Of the full advertisements sppea
ing il the City Record, n every ca
referring IN brief notice to full adve
risement in City Record.
The state. not having any daily Sta
record, has 70 publish It's advertisemer
n the newspapers in full, and as a ma
-er OF fact It is seldom they can be mo
condensed TO be legally effective as !
quired by law But where an advertis
ment can be shortened and stiu rets
Is legal status. this course should
adopted
This whole question Of State advert
ing IS a complex one. L should be wor
ed out with care. Skill and judgment
give the widest publicity 10 announ,
ments and with due regard to inteIigc
economy.
Virginia s. W. Earnings.