The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1916-05-04
NEWSPAPER BUREAU
Importance of 1t to Publishers of
Kansas Dailies.

Lawrence, Kan, May At the
dinner given at the University club
last evening in connection with the
Central Newspaper Bureau, the new
organization headed by George Hough
Perry, Mr.. Frank P. MacLennan of the
Topeka State Journal was asked by
Merle Thorpe, professor of journalism,
to take the place of Mr.. Perry who
was to have been the principal speaker
on the program. The latter had been
called to New York city il the inter
ests of bureau business. Mr.. Mac
Lehman was introduced by George W.
Marble of the Fort Scott Tribune who
presided at the dinner. Mr.. Mac
Lehman said in part:
Fortunately 1 was with Mr.. Perry
in New York city last week at the
time of the Associated Press and
American Newspaper Publishers
meetings covering the greater part of
the week NJ. Perry and l came to
Kansas from New York city on the
same train and we are in perfect ac-
cord about the policies and prospects
of this bureau. We are both en-
thusiastic over it. 1 believe it is going
10 have a great effect upon the new
foreign advertising to be secured and
placed in Kansas dailies. He is sure
it will develop new business and we
are sure to get advertising that would
not otherwise come to us.
"Of course the bureau is not yet in
full working order, but he has offered
you tonight through Mr.. Thorpe the
first business.
Now, if this league is to be a sue
cess, you must follow three rules. If
you follow these you will get great re-
suits, and Mr.. Perry will be with you
aft ha of o
now under way. If you do not follow
these rules the organization will be a
failure and might just as we'll be dis
banded.
The Necessary Rules of Three.
"First-You must have a fair rate
just to both publisher and the paper
and the advertiser. The most unfair
rate that 1 know of is that of one of
your members who told me tonight
his paper has a circulation of $500
and who is taking advertising as low
as 9 cents per inch. His lowest rate
should be 20 cents.
"Second-Make the rate card SIM
pie, as nearly a flat rate as possible.
Do not compel the advertiser to use
his knowledge of analytical geometry
and the calculus to ascertain just what
954 inches, for example, will cost him
in your paper. Give him an easy
problem. Suppose his rate is 10 cents
per inch; then 954 inches would cost
him $3.50, and there You are.
"Third-Make your rate card rigid;
this is absolutely essential. 1t will not
do to give Mr.. Perry a rate card as
your lowest rate in your paper and
then quote an advertiser a cut rate
That will demoralize the whole pro-
position, discredit Mr.. Perry and pre-
vent you from receiving the benefits
which this organization will give you
if you will follow these three rules,
which may be summarized In single
sentence.
Make your rate card fair, make it
simple and stick to it. And then if you
will have patience, for it takes time,
you will get the business.
The State Journals Rate Card.
ss'We have a rate card based on these
principles and I am just now exercis-
ing patience. We raised our rates on
the Topeka State Journal April 1, for
the reason that we were entitled to
raise them on account of increased
service, circulation doubled; and also
because of the alarmingly increasing
high cost of all the material entering
into the production of a daily news
paper.
Gentlemen, if your rate card is not
right, now is the psychological mo-
ment to get it right. An advertiser
will pay your rate if he is satisfied
that it is fair and if you will not cut
the rate to competing advertisers. He
wants to be on an even basis with his
competitor. You do not give your
advertisers a square deal unless you
treat them alike.
In Topeka we have had a success
full campaign in advancing our rates.
The new rate took effect April /, and
wonderful to relate, there are only
three of our former advertisers who
are holding out and have not come in
under the new rate.
"One of these advertisers is an
amusement magnate who has just
brought suit for libel against me for
$4,000. He wants to make money
out of me through litigation and not
through liberal advertising. The
question of rate is little to MIN. He
pays more to other dailies in Lincoln
and Wichita and cities of Topeka's
class His opera house is not fire
proof nor modern. Your fine, smaller
town of Lawrence has a better opera
house, a fireproof one, one of which
you can feel proud-the beautiful,
model Bowersock opera house. I
have got to go home tomorrow and get
ready to prepare my answer in the
suit before May IL, next week, and
show why I should not pay him the
$4,000.
THE second advertiser who has
stayed out because of the advance in
rate is one of the smaller advertisers.
He was carrying a space of four inches
a day with us and shows symptoms
now that he will come in again in a
few days at our new rate.
The third advertiser who has
stayed out is the largest advertiser in
Topeka. He is an enterprising mer-
chant. has a ma gnificent store build
ing and fine trade, but he insists that
we shall give him a lower rate than
his competitors ray US; and his COM
petitorS have splendid department
stores, too, one of them with more
floor space than he, and other big
stores who are entitled to just as low
a rate as he is.
Economics May Be Necessary.
"On account of the change in our
rate card and the decrease in the vol
ume of advertising in the State Jour
nal, I am now arranging to conduct
my affairs, exercise certain economies.
more efficiency strive for more