The Wahpeton times. [volume] (Wahpeton, Richland County, Dakota [N.D.]) 1879-1919, 1913-01-23

swells the volume Of business but
because it stimulates home pat
rOnage. The foreign advertiser,
as q rule, has carefully prepared
advertising matter, tested for its
business-pulling power, attrac-
tive in form, we'll displayed and
handsomely illustrated. It is in.
teresting to the readers and wor-
thy of emulation by the adver-
tisers at home. BY all means Sc
| cure as much foreign Advertise
| ing as possible, if the Advertising
pertains to legitimate enterprises
and is paid for at reasonable
rate.
I'm all kinds Of advertising and
from every viewpoint, take this
der to build up a substantial, prof
advertisers message to the PROS
the goods: We must give care
full attention to the quality Of our
circulation and its extent; we
i must deal fairly in the placing
and printing Of the ad; we must
be conscientious in our checking
and keeping of records; we must
be prompt in supplying our pat
rons with needed information and
with check copies and the like and
we must be ready to give personal
aid to the advertisement If there
by results may be obtained, for
results are at the foundation of
success as dealers in advertising.
to the advertiser? Does the sale
advertising space is the pub
lisher's merchandise; the princi-
pal product Of his manufacture
ing establishments. He must,
therefore, know his cost of pro-
duction and sell at q profit. This
brings us to a consideration of
advertising rates. 1t may be laid
down as q general principle that
the rates charged for advertising,
like any other equitable business
proposition, must be based upon
al exchange Of a proper value
for service rendered. Therefore
we must consider what is fair to
both parties to the transaction.
II assume we have exploded the
notion that there is q fixed price
per square inch or per square
column inch, or otherwise, that
we may safely take as basis Of
advertising charges, reckoning it
as the cost Of preparing or setting
up an advertisement. Many men
are of many minds and so are
the advertisements they produce.
Then, too, there is the cost of OBJ
tanning the order for advertising.
What of the improbable hours
we have all spent as advertising
solicitors before we have found
the convincing argument that
Landed an order for space. ]
have no desire to attempt Ia fix
O rate per inch as the cost OF
advertising unless upon a Jaw Os
Averages.
but the cost per issue Of the
publication is easily ascertain
able by those who practice cost
finding. Then, having discovered
the cost the question arises, how
to charge off this expense-how
much to the readers? How much
of advertising matter pertain to
of advertising space mean extra
financial support to the paper 80
that the readers may be better
served? Or do we sell subscrip-
lions at a nominal rate in order
J, that advertisers may have q means
Of reaching the people with their
trade arguments and we profit
thereby? II the latter should we
not charge cost Of the issue to
the advertiser and make q profit,
without reference to the revenue,
from the subscriber? Or, should
the expense be divided? Then, in
what proportion? My practice is
to charge off against the subscrip
ton revenue certain items such
as q proportion of the cost Of
print paper, ink, the cost Of plate,
i CONTINUED On Pape Sevenl