Polk County observer. (Monmouth, Polk County, Or.) 1888-1927, 1913-03-21
FOREIGN ADVERTISING.

Every newspaper in the valley is
receiving enticing offers for advertis-
ing space from eastern department
stores, and they don't ask any reduc-
ed rates, either, but voluntarily offer
in most cases more than regular rates.
1t was the sentiment however, of the
valley press association, at its AL
bany meeting, that such advertising
should not be accepted until can
vass had been made of home business
men to see if they would support
their home papers. II they do, it is
all right; if they won t, then the pa
pers will be compelled to accept adj
vertising from eastern houses who
realize that the only way to build bus
mess is by liberal advertising in
newspapers. The papers cannot de-
vote their energies to building up
home business men and industries un-
less those same business men show
their appreciation by a reasonable
patronage.
The above from the jefferson Re-
view expresses the sentiments of the
newspaper publishers Of the valley
so concisely and truthfully that it is
herewith reprinted This attitude on
the part of the publishers is not TAX
en- in the nature of threat nor to
induce patronage from local mer-
chants. 1t is a matter of bread and
butter with them. 1t is the general
attitude of the average newspaper
publisher in order, if possible to as
sist the home merchant, to- refuse
to accept advertising from outside
firms which compete with the home
merchant. And where the local mer-
chants are liberal patrons of the adj
vertising columns, this course may
appear justidable. But it is only the
newspaper publisher that is called
upon or even expected to make such
concession. Where is the merchant
who would refuse to sell goods to the
citizen of another town, or who does
not unhesitatingly subscribe to news
papers published elsewhere even, in
some instances, going so far as to re-
fuse to subscribe to his home news
papers, because he already "takes
more papers" than he "can read. 4"
But when the great majority Of
the business men fail to take advan-
tage of the opportunities offered by
the advertising columns of the home
newspaper, the publication whose ev-
cry energy is exerted to build up and
improve the town, nobody should
complain if the publisher turns to
outside advertisers as a means for {
the revenue Of his business ,
'fiice. The successful newspaper is s
,r ought to be, business proposition '
md operated on business principles. i
It's only stock in trade is its adver- 5
Using space which it sells to those /
who are willing to buy it. There is a
10 more real reason why the publish Z
II should refuse to accept the money :
# the outside merchant or business
concern, than there is for the home
merchant to refuse to sell to outside
'eople. And yet there are those so
ight-hsted and so narrow minded
hat they never spend a cent with the a
publisher, who object to such a course '
nd bitterly complain whenever il is : :
one. !,
The newspaper publisher would en- h
oy uVifig an POSITION Wnerp ne could n
refuse this outside ii
usiness. He would much prefer that h
is home merchants occupy his ad- b
ertising space to the exclusion Of v
Il others. He wants to see his home y
own grow and be wants to see his :
ome people prosper. He has a sell =
sh motive in this, but il is the same
lotive that prompts every other bus
less man, for he knows increased b
opulation and added industries will N
clip his business. He knows further, Al
hat ludicious and sensible advertis- 81