The Wheeling intelligencer. [volume] (Wheeling, W. Va.) 1903-1961, 1911-07-29
ADVERTISING ALK
WRITTEN BIZ
WILLIAM &. FREEMAN.

The head of a Big Adver-
Using Agency recently made a
strenuous fight before a Board
of Directors to get them to use
NEWSPAPERS TO BACK
UP LOCAL DEALERS in
several cities. He won.
The advertising of the COM
pany had previously been
placed almost wholly in maya
zines, but the agency man
THE VALUE
OF THE DAILY NEWSPA-
PER in helping the local deal
er to sell the product of the
manufacturer.
The story he told me about
this newspaper campaign illus
trateS in a most practical way
why it is that newspapers do
not get more national adver-
Using.
Here is his story:
The advertising manager OF the
company who's business I have placed
Tor several years wrote 10 the local
aseht IN each city informing him
that a newspaper campaign had been
decided upon n asked him TO select
! inc newspapers I'm his town which he
thought should carry the advertising.
The dealed replied, naming n
papers. but suggested that he, the
dealer. should be permitted to give
out the Advertising BECAUSE HE
I could.
Il saw the newspaper representa-
tives. who told me that II was alb
surd TO think that the local dealer
could buy advertising any cheaper
than ! could.
one representative told me that
the rate OF his paper was % cents
a line-that no better rate could be
secured. Another representative told
me that the rate in his paper was
u cents "a linc-that there was no
lower rate.
Q the .2-cents-a-line paper
wrot" TO the advertising manager
u NJ the local dealer could buy adj
Nertisng at II cents: and the I2-cents-
a-lin" paper wrote that the local deal
or could buy advertising at 6 cents.
IN neither case was "A commission
10 be allowed TO my agency IL the
lower rate was accepted
Ihis made me pretty hot under the
collar. so ! jumped on a train and
visited the 81 these two
newspapers. ROTH OF WHOM WITH
DREW THEIR QUOTATION or
LOWER RATES n SUBSTITUTED
THE HIGHER RATES originally
quoted by their representatives,. The
dc 50 that I might be paid a COM
mission on the business.
I'M was not the purpose Of my
visit. What ! wanted 20 get NJ was
the reason for such n wide difference
between tho rates paid by the local
dealer and the rates Z as an agent
was asked To n for my client.
IN explanation I got was that
there was n marked difference he
tween the rates paid by the local and
IN" general advertiser.
There was nothing for me 10 do
except 20 advise the advertising man
aEer or the company 70 let the dealer.
Whenever he could gct a better rate
than I could. give out the advertising.
In my zeal to get the advertiser
10 use newspapers. I have punished
1851 ~ Wv fNiFuL OF a loss IN com -
missions amounting 10 upward Of
$500.
such n thing could not happen in
q magazine campaign. THE RATES
ARE THE SAME TO ALL. An agents
90 good STANDING receive idrntlcaIiy
10" same commission and cash dis
count.
Don't you think that the news
papers should adopt q rate schedule
Tat IS open Co all' n they wish 10
give discounts ON tho volume 81 bust
ness done Dos any advertiser. local or
general. All right Iut why not print
the schedule So that W. know whore
"" are at-so that there II no de-
Ceptionr
Until all newspapers have n rcpu-
iation Tor STABILITY OF ADNER-
Using RATES. IL la gong ~ De hard
fH got aiNcrtisinR aceneics o. work
with enthusiasm Tor them. or ~ get
national advertisers 10 have confidence
go Oh" integrity "f their rates"
Hardly necessary 10 say
more, is it2 But the sixty-five
newspapers that are in the
combination printing these
ADVERTISING Talks will stand
solid as a rock for UNIFORM
AND STRAIGHT ADNER-
ITlSlNG RATES.
Thsy u.ift baI, .. III