The Salt Lake tribune. [volume] (Salt Lake City, Utah) 1890-current, 1911-07-29
ADVERTISING TALKS
Continued From Page One.

THE DAILY NEWS
PAPER in helping the local
dealer to sell the product of
the manufacturer.
The story he told me about
this newspaper campaign IL
lustrates in a most practical
way why it is that newspa
,pers do not get more national
advertising.
Here is his story:
"The advertising manager of the
company whose business l have placed
for several years wrote to the local
agent in each city informing him that
newspaper campaign had been decid-
ed upon and asked him to select the
| newspapers in his town which he
thought should carry the advertising.
"The dealer replied, naming the pa
pers,. but suggested that he. the deal
! advertising BECAUSE HE COULD
GET BETTER RATES than could
81 saw the newspaper representa-
| tlves. who told me that it was absurd
! to think that the local dealer could buy
advertising any cheaper than l could,
Zone representative told me that
the rate Of his paper was % cents a
| Ene-that no better rate could be Sc
cured. Another representative told me
n line-that there was no lower rate
HYet the 22~cents~a-line paper wrote
to the advertising manager that the
local dealer could buy advertising at
| IA cents; and the l2-cents-a line paper
wrote that the local dealer could buy
| advertising at cents.
'In neither case was a commission
to be allowed to my agency if the low
| er rate was accepted
'Thls made me pretty hot under the
collar. so / jumped on train and Wis
tied the managers of these two news
papers, BOTH OF WHOM WITH
DREW THEIR QUOTATION OF
| LOWER RATES and SUBSTITUTED
THE HIGHER RATES originally quot
ed by their representatives. They did
so that ! might be paid a commission
| on the business.
"That was not the purpose of my
the reason for such wide difference
between the rates paid by the local
dealer and the rates [, as an agent, was
asked to pay for my client.
"The explanation [ got was that
there was a marked difference between
the rates paid by the local and the gen
eral advertiser.
"There was nothing for me to do
except to advise the advertising man
wherever he could get a better rate
than | could. give out the advertising
"1n my zeal to get the advertiser to
use newspapers, J. have punished my
self to the extent of a loss in commits
sions amounting to upward Of $25OO
"Such a thing could not happen in
magazine campaign. THE RATES
ARE THE SAME TO ALL. All agents
in good standing receive identically the
same commission and cash discount
HDon't you think that the news
papers should adopt rate schedule
that is open to all7 If they wish to
give discounts on the volume Of busi.
ness done BY any advertiser, local or
general, all right. but why not print
the schedule so that we know where
we are at-so that there is no decep.
| ton?
"Until all newspapers have a repu
| tation for STABILITY OF ADVER.
TISlNG RATES, it is going to be hard
TO get advertising agencies to work
| with enthusiasm for them or to get ma
tional advertisers to have confidence i'm
the integrity of their rates.
Hardly necessary to say
more, is it? But the sixty
five newspapers that are in
the combination printing
these Advertising Talks
will stand solid as a rock
| for UNIFORM AND
| STRAIGHT ADVERTIS-
ING RATES.
They will help to bring to
the newspaper world the
CONFIDENCE AND RE
SPECT Of all general adver-
ficnrc