The Washington herald., 1910-02-06
POST-OFFICE NEEDS
ADVERTISEMENTS
Publisher Shows Revenue
Would Vastly Decrease.
UPSETS SUBSIDY" THEORY
George II. Currier Gives Result of
Canvass Proving that 100000 in
Revenue Was Created by One
$4,000 Mailing Which He InveS-
tigated-SecOnd-clas Rates.

The enormous benefits OF advertise
ments to the revenues Of the United
States Post-ofice Department are set
forth in statement 10 the Congressional
committee now investigating postal rates,
prepared by George H Currier. OF Chi
cago, which former Senator William Z
Mason presented to the committee,
Mr.. Currier cites figures to prove the
the deficit OF the Post-office Department
would be three or four times greater but
for the immense revenues from the first,
third, and fourth class directly created
by the advertising in the publications
which now comprise the bulk of mails
carried at second-class rates. Mr.. Cur
rier's statement incidentally gives new
information concerning an inquiry into
the same subject made in 1906
IF monthly publications. which. ao-
cording TO recent figures. comprise most
of the second-class mail, were entirely
eliminated the deficit IN the Post-Ofioe
Department would be three or four times
what it is to-day" says Mr.. Currier.
Magazines Are Profitable.
THE magazines stand TO the Post
office Department in exactly the same
light as the letters that merchants send
out to secure business. The profit comes
in the returns. The monthly publications
create a wonderfully large amount OF
first. third, and fourth class postage
upon which the Post-office Department
makes a revenue These publications
carry advertisements that bring direct
business replies. and these replies are
ole Of the greatest factors IN the indus
tr:al success of to-day. The advertise
rerts in monthly publications call forth
circular matter, catalogues. and advertis-
ing data. as well as mailabIe merchan-
disc. They are practically the only pub
LEGATIONS, with the exception Of a few
large weeklies. that carry this sort Of adj
vertising.
To prove that the above statments are
absolutely correct, let me cite the result
of an investigation which took place in
1906. A Congressional committee was ap-
pointed to investigate the subject OF a
POst-ofice deficit, and at that tino the
Womans World communicated w7-l the
advertisers whose advertisements ap-
peared in the Woman's World for March.
lJO6. Fifty per cent made affidavits snow
Ing over $4,000 worth Of first. third. and
fourth class postage was created within
thirty days after the circulation Of the
March 1906, Woman's World The sec
ond- class postage on the above Woman's
World was approximately $1,000, but the
business it drew within thirty days was
ton times that amount Is this making
money for the Post-office Department OF
Is II losing it? No consideration was
taken OF the money orders and registered
letters also created. The figures speak
for themselves
Puts the Revenue High,
7 believe there would be a falling OF
per day IN the hrst third, and fourth
class postage Of about 600 per cent mole
than was paid 10 mail 100000 pounds of
printed paper. Where would the deficit
De then2
What would be the result upon the
merchandising OF this country in the cur
failing OF business to this enormous
amount? Just as we plant three potato
eyes in a hill and secure a pailful of
potatoes. just so do the magazines sow
the seed not only for business and gen.
eral prosperity. but for a profit to the
Post-office Department.
In America we boast that inteIlectu-
alIty IS approaching its zenith, and yet
We raise the voice Of criticism against
the department that educates, with no
word Of criticism, for insIdO. p for the
department that sustains the fighting ma
chinery Of this government We are
particular department which encourages
intellectually we would place under the
ban!
Post-Office Touches People.
The people Of the United States have
more to do with, come more in contact
With, and are more vitality interested IN
the Post-of1ce Department than in any
other feature Of the United States gov
eminent This department costs US less
than several other departments in Wash
ingtOn, but II the Post-Offlce deficit we're
100000 it would be money well spent
for the education Of the masses and the
encouragement OF business.
Take the specific case Of the Woman's
World, which IS sending out over 2,S00.0 900
copies OF it's monthly issue 10 the homes
Of the United States and Canada IF the
second-class privileges were abolished or
radically changed many Of these people
would be forced to discontinue the maya
zine. This would not materially cripple
the Woman's World. The injury comes
to the people, the poorer classes, who al
ways suffer from radical governmental
changes.
The rural free delivery system costs
the government 100000 annually and
this is included in the Post-ofice expense
Shall we. then, because It adds to the
deficit. abolish it? No well-posted man
would think Of such a thing!"