The Wahpeton times. [volume] (Wahpeton, Richland County, Dakota [N.D.]) 1879-1919, 1913-01-16
g Advertising Rates
of Country Weeklies''
Continued From First Pase)
every town that is awake to its
own best interests. s7ss

O00A 0UlOS AOt 6lON0 .O6C8uS0 IL
swells the volume Of business but
because it stimulates home pat
ronage. The f0feignradvertiser,
as . rule, has carefully prepared
advertising matter, ta6te9 for ite
t nSsin 9s ;oppgl sttssaez
handsomely illustrated. sitfis in
teresting to the readers and wor-
thy Of emulation by the ,,adver-
tisers at home. By al means se-
cure as much foreign advertis-
ing as possible, il the advertising
pertains to legitimate enterprises
and is paid for at q reasonable
I'm all Kinds Of advertising and
from every viewpoint, ! take this
to be q basis principle, that is Or
der to build up q substantial, prof
table business we who carry. the
advertisers message to the pros
pective purchaser must deliver
the goods We must give care
full attention to the quality of our
circulation and its extent: we
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 II there
by results may be obtained, for
results are atsthe foundation of
success 81. dealers in advertising.
to the advertiser? Does the sale
advertising space is the pub
fishers merchandise; the princi-
pal product of his manufaCtur.
ing establishments. He must,
Etherefores~knQW his cost of pro-
duction and sell ut q profit. This
brings us to q consideration of
advertising rates. It may be laid
down as q general principle that
the rates charged for advertising,
like any other. equitable business
propositions must be based upon
an exchange Of q proper v9lQe
for services tAndered. Therefore
we must consider what il fair to
both parties 70 the transaction.
81 assume we have exploded the
notion that there is q fixed price
per square inch OF per square
column inch, sor otherwise, that
we may safety take as q basis Of
advertising charges, reckoning it
|up an advertisement: Many men
are Of many minds and SO are
the Advertisements they produce.
Then, too, theirs 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. i
have no desire TO attempt to flx
o rate per inch as the cost OF
advertising unless upon q law ~
,But the cost per issue a. the
publication IL easily ascertain-r
able by those yho practice cost
finding. Then, having discovered
the cost. the question arises, how
to charge on this expense how
much, 70 the re1defs How much
OF advertising matter pertain To-
OF advertising space mean extra
financial support to the paper 30
that the readers may be better
servedf Orsd4we sell subscrip.
tions at & nominal rate In order
that advertisers may have ameans
Of reaching the people with their
trade arguments and we profit
thereby Il the latter should We |
not charge cost Of the issue to |
the advertiser and make q profit,
without reference to the revenuet
fP0Yn fhAe AUhRAfsfhAR 0R alNn,,lS