The Detroit times., 1915-12-03
i FINANCIAL AND MARKET NEWS 7

vertisements. The only reason for
this is that they have not yet grasp
ed the fact that II costs tar less TO
! increase effectiveness of circulation
/ than IL does TO increase quantity.
: This simple fact will presently be-
come universal knowledge. driven
into thick skulls by buyers who pre-
/ ter 10 purchase finished steel rather
than crude ore, known worth rather
than vague values.
Some years ago the methods or
the Curtis Publishing Co, in the
general field, and OF Hill, Mct;rsw,
gave me occasion TO think ahead for
the publication with which was
then connected There was no es-
Gaping the conviction that disaster
lay in front for the publisher who
had neither huge quantity nor hign
efficiency or circulation 10 sell.
Lacking both. went after the
cheaper and apparently got II. for
With a % per cent increase in cir
culation. We secured within iive
years an so per cent increase IN
| line rate. so per cent increase In
volume of business carried, and over
/ 100 per cent in gross revenue. Some
thing less than previous annual ex-
penditures for quantity production
was spent in developing responsive
ness to advertisers, and the prop
erty Is today an exceptional profit
maker for its owner.
THE cornerstone or the efficiency
program was a money-back guaran-
tee on every advertisement carried.
That In turn compelled careful cen
soring as a matter or self-protection.
and various special methods were
adopted to make the policy known.
The resignation of DR.. Harvey W.
Wiley from government service TO
pass on all food and orug advertis-
| irg was the most spectacular and
| profitable OF these. yet the astonish-
ingly low cost OF the money-back
guarantee remained our gauge OF
actual results. Five mills per cent.
the cheapest insurance premium in
the world. was the highes, 1t ever
cost. AS for returns to advertisers.
the steadily increased volume OF
business in the face OF steadily ad-
vancing rates was complete evi-
dence on that all-important point.
These facts are cited so that
you may see the promised land or
the publishers opportunity as one
! flowing With milk and honey. and
| that may fill your hearts with the
desire to enter in. as publishers. ad-
vertisers or as simply part of the
vitally concerned consuming pubic.
Something over year ago /
was gwen the opportunity TO assist
in applying TO newspaper the poli-
the magazine field. Precisely as
two and two make four In Yiddish-
Choctaw or our mother tongue
though the names OF the figures dif-
fer--so the application OF efficiency
principles produces forseeable re-
suits alike on magazine. weekly or
newspaper. Seeking increased ad-
vertising revenue. and securing IL
10 the extent OF nearly 40 per cent
In ;he first year, an increased cir
! -ulation OF over 40 per cent follow
ed in the simplest and most natural
way. And the wheel of the work
has only begun to spin
Isl muel Hopkins Adams. OF Cot
lier's Weekly fame. a writer whose
pen kacws no brother and whose
courage knows no compromise, was
chosen to start the movement 10
overcome what engineers know as
"the initial tort" With a rowing
! commission. ample funds and "the
sky the limit" for his guidance, he
tackled the JOB that he said would
never last. for no newspaper would
dare print what he would write.
But tho job has lasted and every
word Mr.. Adams has written has
been printed. with only such minor
changes OF phrasing as Col. Sackett.
the leader OF the New York bar in
libel law. has suggested.
Libel suits for large figures have
been fled against the paper. but
they have all been of a defensive
nature. Necessary evidence-goods
purchased b. experts-is In cold
storage, waiting the day when we
can put the matter up TO IL good
men end true. The accounts OF the
trials will make further Juicy read
Ing.
Enemies must be made BY any
such campaign. for II is as thief
that every fraudulent advertiser
mus be branded; and the vigilance
committees OF the Associated Ad-
yertising Clubs OF the World are
looking after the branding job In
gratifying fashion. But above all,
IL Is the duty-7and the privilege
OF every advertiser, every agent
and especially OF every publisher.
TO put each such advertiser on warn
irg frst and over the jumps later.
II he dares to come TO grips. IL II
time that business men realized tnat
4 ta aVarN