The Fargo forum and daily republican. [volume] (Fargo, N.D.) 1894-1957, 1912-01-27

20 per cent commission paid to adj
vertising agents--a contract which
these sharks tried to make with the
editor of The Warwick Sentinel, but
thank you. we did not ''bite" and in
lieu thereof gave the said medicine
concern a we'll deserved ''roast."
Now, gentlemen of this association,
the one great obstacle in the road of
this progressive step, n that an adj
yertising commission would have 10
contend with, is that patents" and
many Of the country publishers use
ready prints-are filed to overfowing
with foreign advertising of various
kinds, from Douglas shoe ADVERTISE
ments to the old familiar cut OF a
Castoria bottle. The fact that pat
ents are filled with this class of adj
vertising will prove a handicap to I'm
advertising commission, unless the
ready print concerns will cooperate
with the commission and charge a
uniform rate for advertising foreign
firms. will they do this? Some have.
suggested that the ready print be cut
OUT entirely. Others, that the ready
print be used free from advertising.
Very good, but we have grave doubts
as to whether ready print houses will
submit to such a change. We have
used a ready print for several years
and having a six page seven column
patent we pay a good price per
quire for the service. We hardly
believe that the ready print house
would furnish US a clean patent, free
from advertising, for less than 80 cents
a quire. There are a great many
schemes in the business world and we
will not try to solve this p~erplexing
problem. If there is any publisher
who can afford to print all at home
do so. How many can? 1t is bad poll
Icy to use a ready print unless one is
publishing in a field so limited that
the news and revenue will not permit
the setting of three or four columns
of type. The Warwick Sentinel uses
a ready print, but believe u.s., that we
will .fcut it OUT just as soon as our
field permits-at least we will "cut
out" the biggest share Of it. Very few
readers care for, or ever read the
ready print sides-still the Western
Newspaper union prints some good
serial stories and also some very
seasonable reading matter for the la
dies-Paper Bag Cooking, for instance.
Why. then should a publisher make
his paper look machine made" and
increase the expense where It is not
appreciated? The extra cost of ready
print ape would bring better results
IN value and appearance which would
help swell the bank account. The ex-
pense of the ready print, in most In
stances, pay an extra coInpositor. This
will mean several extra readers, more
advertising and greater profits. A bet
ter arrangement would seem to be to
order paper in large quantities to be
shipped by freight and do all the
printing at home. Some plate matter
must be- used. Good literary and mis-
oellaneous matter can be bought u
plate form, and kept on hand ready FOL
emergencies. A page Of state and gem
eral news can be had each week il
plate form and at a low price. A pa
per printed on this plan would not be
any more expensive than one in whicr
ready print is used and would be much
more effective In drawing readers and
advertising. There is much profitable
advertising business that such a pa
per could get. that q paper using ready
prints does not get.
1t may seem difficult to print sucl
4 pape when the proper organization
has been perfected and when we gel
correct prices for all foreign adver'
4 A&E"HE ~