The broad ax., 1913-07-26
By n. BARNETT DoDsoN.

Who Says the Agency Is Reliable.
By n. BARNETT DoDsoN.
New York.-Having received letters
from a number OF publishers In refer
ence to the responsibility Of the
Haynes Advertising agency in this
city, considered 1t my duty to make
a personal investigation In order to
! furnish the members Of the National
Negro Press association with impartial
and accurate information. To my
mind an advertising agency Is subject
only to the control Of the periodicals
which 1t represents.
1 had the pleasure OF calling upon
the Haynes Advertising agency a few
days ago and was most cordially re-
ceived by Mr.. Haynes, who Is the
proprietor OF the business. After
few brief preliminary remarks stated
my mission, and without the least hest
tatiOn Mr.. Haynes in the most intelli-
gent way outlined his method Of Op-
Grafton.
Mr.. Haynes says: This agency is
the outcome Of nearly two years strug-
gle against many obstacles. One is
that OF general racial prejudice. which
is a universal handicap. Another most
vital feature Is that in a number OF
cases we have not been able 20 get
accurate and efficient service from
many OF the colOred publishers. The
methods of general advertising have
been greatly changed in recent years.
The most important additional feature
is the key system which has been
adopted by all Of the big advertisers
By this method each medium carrying
an advertisement is recorded by the
advertiser and is known by different
numbers. For instance. one publication
is known by department g. another Is
known by department "a. and so on.
This system enables the advertiser
to Systematically check up replies
from each medium carrying his adver-
tisement, thus showing the actual re-
suits OF each individual periodical in
which his advertisement appears. This
one feature alone has created extra ex-
pense in stamps. stationery and time.
corresponding with publishers, in
structing them TO insert key num-
bers' correctly. We have written as
many as six letters to some OF these
publishers on this one point before
we could make them understand It.
Advertisers will not pay for any
newspaper advertisements until suf-
icient proof Of insertions is estab-
nshed. This important feature has
been entirely ignored by many.
"a great many who have been car
rying advertisements from this Office
have failed TO send In voucher copies
bearing the advertisement This also
has greatly disturbed our routine"
1 was then shown SUFFICIENT proof
that legal action had been started
against an advertiser in order to make
collection for publications that had
compiled with instructions by insert
ing their proper key numbers and
sending in voucher copies OF their
publications. In this particular case
Mr.. Haynes claimed that be had notl-
ned the publishers to whom he was
Indebted that he would be personally
responsible for all bills II collections
were not made within a limited time.
Mr.. Haynes further said: The su-
premacy OF this agency has been made
possible by my most comprehensive
combination rate plan. and careful
study and experiment have proved that
my system Is the most effective and
productive service TO offer the big ad-
vertisers- There Is no Individual
Negro publication having enough cir
culatiOn TO interest the big advertiser:
the combination Of from
ten TO a hundred publications offer
ing a combined circulation OF many
thousands is absolutely the only propo-
sitiOn that will attract the attention OF
the big advertiser to this class Of pub
llcation.
From an ethical standpoint Il IS
not improper. unsafe or unwise IN
grouping together any number Of pub
HcatiOns In order to accomplish a thing
that could not be done otherwise.
might add that through my most favor
able connections with the United Pub
fishers association and many OF the
large white advertising agencies OF
the country / am quite confident that
within a short time this este blishment
win be a ereditabIe asset to the eOlOred
publishers OF this country. Ny advice
10 the eolOred publishers throughout
he country Is to give more attention
to circulation That Is the essential
chord on which the big Advertisers
play"
Mr.. Haynes Is a member OF the Ma
tonal Negro Press association, and bis
Ong practical experience In business
should give him first hand knowledge
Is 10 business principles. and believe
hat his agency Il absolutely reliable
md offers the most tangible and prac-
zeal proposition ever before brought
o the attention Of the big advertisers
1t present about 'one-third OF the
.olored periodicals. Of America are
'epresentsS By membership % the Ma
fonaI NoVro praaa aralarfaffon