Evening journal., 1913-01-30

! efS without proper consideration OF
/ the financial and other possibilities
Of the small city papers.
The Fallon advertising articles pro-
yided the bridge necessary to cross
the stream We started publishing
them in The Globe and they attract
cd much attention. Then I offered
them 90 the members of the Associat-
ed Newspapers who received and
published them with enthusiasm. I
then offered them to a selected list
OF 200 other papers Of which over
10 are now using them.
The nature OF the response as re-
nected In the letters from publishers
throughout the country shows that
these newspapers are not only anx-
ious but willing to cooperate with tho
advertiser.
want you to carefully consider
the power for your own profit that
will come to you through such an
Organization as I am suggesting.
want to know whether you are Will
ing by similar methods to enlarge
and broaden the scope OF your or
ganization. II there is this willing
ness en- the part OF newspapers 10
give advertisers greater efficiency
than ever before through combined
and nationwide cooperation. why
can't YOU enlarge your organization
until il represents practically every
worth while advertiser IN the coun-
try?
Is it worth while for us to go ahead
and cement ties between the four or
nve hundred daily newspapers thai
cover the country, that are read by
every citizen in the country and can
be brought TO stand for circulation
yerifcation, decency, and sanity?
This can be done But IL remains
for advertisers or manufacturers to
say whether il Is worth while.
Is 1t worth while for the newspap-
ers to provide an organization pri-
marily designed to give you gentle-
men improved facilities? Why not
enlarge the representation in your
organization and cooperate with US
so far as you can?
Your present organization with
eighty members. nearly all very large
advertisers. it is true, at say 5000 per
year would be many times as eifec-
tive n it had 1000 members at $50
per year. and YOU would be I'm a posi-
ton 10 investigate every worthwhile
medium at least once every two years.
besides carrying on all the other dc
tails
Strength i'm Numbers.
There is efficiency in numbers as is
proven by the whole development of
modern business. When we are able
through a single representative to
present for your consideration facts
regarding one, three, or five hundred
communities. including papers that
will guarantee their circulation
figures. secure information regarding
the names of dealers and who can as
sure you of the cooperation of the
?, dealers in your line. and thus secure
z for you everything in fact that your
o own representatives would have 10
s travel hundreds Of thousands of miles
at a cost Of many thousands of dol
y lars, to procure, I think that you will
7 agree with me that an organization
', such as am advocating will be wortf
. while.
y Your organization should be who'll,
representative and include eyerl
'e worthwhile advertiser if only for th'
the additional powder it would givl
=. you to produce the end all of us. whit
n are trying to do business effectively
~ seek.
,et The man who buys anything want
N TO know how many Of any article II
AZ is getting for his money.
a He may be buying eggs for thea
n trical purposes, but just the same b.
of has them counted TO be sure he 4
A. getting 144 to the gross.
II should be just the same In IN
at purchase OF advertising space. Gen
" tlemen, you must insist on knowing
ne how much. or you are placing tn
Se premium on the liar.
So long as you will pay real none
We for improved circulation you viii b
ne gold bricked by the willy crooks VIII
ed know enough to ask you three or fou
er times what they expect to receive
NJ with the full satisfaction of knowin
a. that If you pay them even one-thir
r. OF what they ask they will be securin
it-fa higher rate per line per thousan
than the fellow across the street VIII
lg does business on the square,
on Every business has its own pro
NJ blems to work out Success ofte
IL hangs on the elimination Of mino
ne factors of waste The circulation liza
n and bunco steerer selling hot air re
&c present an enormous waste in bus
y. ness dependent on ADVERTISING
u' when you call on every medium
~ the land to file a circulation state
", ment of the same identical form
I. carrying with the return the right [
~ verify the figures, and every membe
70 refuses to do any business with an
paper that will not respond, you wi
ed be well started on the road to effes
~ tive economy worth many times th
~ temporary inconvenience such an e
Inv fort involves
ed even the affluent big city paper
nd which at present ignore your request
,e- will think twice before taking a ste
-as which means the cancellation
NEARLY every foreign advertising COZ
tract on their books
ch Value Of Circulation.
he please don't put a premium {
MT dishonesty regarding circulation
to buying space where the man insis
OF on his right TO sell you a pig und'
-o- basket The pig may have be-
ad dead too long for YOU TO turn hi
Up into sausages or other commerci;
~ products.
Don't handicap the man who talk
up the basket and let's you feel
and weigh the pig. You may thir
you are paying a fraction of a cei
- more per pound, but you really a
not In one case you are payiI
for whot you are getting and in Il
other the Lord only knows what "