Tonopah daily bonanza. [volume] (Tonopah, Nev.) 1906-1929, 1911-08-26
GALL ADVERTISING.

At the present time there is to be had by the
newspapers of the west the rarest lot of free
advertising that was ever attempter by the agen
cles who are being literally paid
First and foremost is the Panama fair of San
Francisco. That particular real estate fair is
keeping large force of paid advertising
at work turning out stuff for the country editor
to nfct on his patrons There is never a sound
OF a check III the advance sheets. Several mil
lion dollars has been set aside for advertising
this big show. 1t is evident that the gents in
tend to keep the money in California.
Then there is that nice little show down in
San Diego. They are sending out some of the
prettiest literature that ever decorated yellow
sheet OF free copy to the editor man. This show
like that of Frisco, is to be doomed by free adj
vertising, no checks go to anyone but the paid
men on the advertising staff who write all this
nice stuff that the country newspaper man is sup
posed to run just to fill space
Then again the Southern Pacific is not so
slow. 1t has found that the newspaper will fall
for the game. 1t has installed new depart
mcnt called the Bureau of Economies We sup
pose it takes on the name because it is so eco
nomcal with the newspapers who are asked to
run the matter 1t is some mighty good reading
and about good railroading, but that don't buy
printers ink, nor does it pay the boys when the
ghost walks. 1t would be impossible to run the
railroad on the same basis.
1t should be suggested by the newspapers
throughout the state that so much per line should
be paid for this class of news. Should the papers
OF the interior stand pat, refuse to handle any
OF this free advertising, either some of the paid
agents would lose their jobs or else the press
would be paid for the work rendered The rail
roads as rule are the best pay, but this new
Bureau of Something for Nothing that has been
established should be nipped in the bud
The newspaper is as much commercial prop
osition any article of trade or finance Let
the papers announce that a firm is doing shady
business. it settles the firm. Let the same paper
show the people a bargain and the advertising
man benefits. 1t is business pure and nipple
At the present time the mails are filed with
stuff that is offered as free advertising The or
ganized physicians want the papers to whacl the
quack They pay staff to write the matter but
forget to send along check The auto people
are on the road with endurance runs and other
stunts and the country papers fall for the story,
while the man at the wheel gets the pay. There
seems to be an organized effort to get the papers
in line for nothing and it is working to GER
tain extent
1t would appear that it is about time for the
country newspaper men to organize They should
hold state meeting At this meeting thew
should take up the Panama fair matter. Unless
the fair people cab pay for their advertising
there should not be line published in the
way OF boost. \ low rate of advertising should
be fixed. but the papers should be paid The
other material mentioned should be gone
and q rate fixed that would compensate but
not advertising where it issues from nail
bureau should go in paper unless it is paid
for. The paper men should get together and
fix tins business up 1t is to the mutual interest
of all concerned