New-York tribune., 1911-02-15
BITTER FIGHT over
MAGAZINE POSTAGE
Administration and Publishers
Association Arrayed Against
Each Other.
PRESIDENT FOR INCREASE
Will Continue to Recommend 1t
if Defeated Now-State-
ments from Hitchcock
and the Publishers.
'From The Tribune Bureau. I


washington. Feb. 14.--That there rs
20 be war 20 The knife between the ad-
mlnistration and the magazine publish
ers was made plain to-day by both the
President and the Postmaster General
The President asserted that the
amendment which provides for an In
crease OF postage on the advertising
pages Of the magazines fails at this
session. he will recommend It again and
again so long as he is in position 70
make recommendations to Congress.
The Department of Justice. through
District Attorney Wise. Is already sub
ynitting TO the grand jury in New YORK
evidence on which an Indictment against
certain magazine publishers for viola
ton OF the Sherman antitrust law Is
asked, and this evidence is Of charac-
ter which leads the District Attorney to
believe that such an Indictment will be
procured.
The Postmaster General took occasion
to-day 20 reply 70 the widely published
advertisement Of "Everybodys Maga-
zine" charging that the assertions
therein are untrue, and contending that,
instead OF having a circulation through
the mails OF $4,000 copies an Issue, that
magazine has q circulation OF only 2Oo.-
900. IN 90 far as the postal records show
OF course, II must be understood that IN
the case Of many magazines consider
able portion of their editions are dis
tributed by express, so that the figures
Of the Postof1ce Department are not
conclusive as to their total circulation.
But the contention made by this maga-
vine is that the proposed increase OF
postage would entail an additional ex-
pense on them Of $4,000, which would
be $4,000 in excess Of their present
profits Mr.. Hitchcock says that the In
creased postage under the proposed law
would amount 90 only $4,000 for this
magazine.
President Tsft's Position.
The President insists that II is his
plain duty to do all IN his power 10 cur
tail the enormous subsidy which the gov
eminent has been paying 10 the maga-
zines. and that he will not be deferred
by any consideration of personal or party
politics.
He declares that the effort Of the
magazines 10 answer the contentious OF
the government when, n year ago, the
'r9pu sition to increase the postage on
~. -azine mail was first made 20 Con-
.re.s Constituted conclusive proof in 1T
.. ol .hc justness OF the position Of the
A. administration. He submits that despite
MS fact. the administration has modified
IS proposal and now recommends an
rcraase which would not by one-half
.imbUrse the government for the eX-
ense OF carrying the magazines in the
mails lie points ont that the average
Increase on magazines under the pro-
poscd rate would amount 70 only two
ifths of cent copy; calculating the
advertising carried by ali the magazines
% which the higher rate would be ap
plicable. their average rate Of postage for
both reading and advertising matter
would be not 10 exceed rs cents a
pound Finally, the President charges
the magazines with the grossest eXagger-
alton and misrepresentation in their et-
forts 70 prevent the legislation he has
recommended.
Postmaster General Hitchcock in his
reply to the statement of "Everybodys
Magazine" says that, assuming the
claim Of that magazine that It has
$50 0oo circulation 70 be correct, its
gross income must be about ss follows:
Two hundred thousand subscriptions at
81 each. 100000: $4,000 newsstand
sales AT 81 q year. $4,000, and $50
pages of advertising month at $500
page. $4,000: making a total Of
S1,4o00 900 From this he argues that the
assertion Of the publishers that II makes
for its stockholders only 100000 a year
argues g cost Of publication OF S1,S00,O00,
which he submits IS surprisingly high.
He also calls attention 70 the fact that
before the Senate committee reported the
proposed Increase this magazine an
noUnced publicly that its rates for or
dinary advertising would be increased to
$500 page. which would result in an
increase Of advertising receipts of over
2225,0oo q year. As the proposed in
crease of postage would amount 10 only
SIS 600. Mr.. Hitchcock argues that the
proposed increase Of advertising rates
will easily meet the proposed increase of
postage and leave q handsome surplus
for Tire stockholders besides.
The determination with which the
administration has undertaken this con
test seems 10 warrant the expectation
that come highly interesting information
regarding the circulation Of magazines /
which has hitherto been held TO be con |
hdential by the Postofice Department !
will be made public and WILL perhaps, !
prove Of the utmost value 70 advertisers /
ss a criterion Of the rates they should !
pay for space in the various publca- I
fions. /
NJ. Taft Not Influenced by Attacks. !
Some friends Of the administration are /
deeply concerned because Of the de- /
termination Of the President 10 engage /
IN a contest with the magazines III which {.
they have him at such great disadvant- /
age lie refuses absolutely TO give the .
the situation. He believes thinking peo-
pie Will give little heed 10 the contention
that he has sought 10 effect this in
crease on account Of attacks on his ad-
rniuistra ton by the magazines. because
the.e attacks followed, instead Of pre-
| YnrW Like This Beer
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