Washington standard. [volume] (Olympia, Wash. Territory) 1860-1921, 1916-02-18

statistics. We told him not to hurry
as we would not use it for several
weeks, thanked him, and left it with
him. We did not, however, tell him
we were going to solicit advertising.
Then, later, in soliciting from mer-
chants, when questioned, we truth
fully told the merchant that the Sec
rotary of the commercial club was re-
visins the article pertaining to The
development of the city. The infer
ence was, naturally, that we had full
approval.
That such editions are profitable.
first, to the specialization man, Sec
ond, to the publisher, and least of all
to the advertiser, there is no doubt,
and often not only the advertiser. but
the publisher, also, is highly dissatis
fed.
I confess, as many times as have
written up other men and firms and
deliberately and falsely pulled up
small dealers as the equals of the
biggest men and firms in the city-as
often as have written articles know
ing them to be unwarranted-I con-
TESS there is nothing I would sooner
read than q glowing account Of my
success; to learn that my progress
was due entirely to my own ability;
to find that I was q leader in my line
of work; to see that I was one Of
the most prominent men in town
in short to see my name in print.
Evidently this feeling is shared BY
practically every other man, for in
the IS cities in which we worked, we
failed to secure enough business to
issue in only one-DubuQue, Iowa.
The other extreme was Phoenix, Arr
IONA. In that city out of the 1875
people we called on, we sold exactly
2Ss.
Can anyone tell me what good IL
or 16-page edition Of write-ups Of
business men and firms has ever done
anyone or any place? You know the
kind l mean-you have been in them,
one after another. No matter how
small or insignificant your store was,
the advertisement was full Of adject-
ives. Does anyone ever read more
than two or three such advertise
ments? Do they believe those that
they do read? And yet the business
dates back to the early days Of print
ing and will undoubtedly continue as
long as printing presses run.
Numerous Copies Not Printed.
Instead of the thousands Of copies
that the specialization man prom
ises the advertisers will be lavishly
distributed in the community, fire.
quently not that many hundred
papers are printed.
The man who buys or orders them
does not want the papers. He has
neither time. inclination nor facili-
ties to distribute them. Consequent
", il he is induced to sign an order
for one hundred copies. he usually
desires only half dozen. He looks
to the publisher to distribute the bal
ance where they will do the most
good" The solicitor encourages
such a plan. That is why the pub
Usher who finds eight or ten thou
sand copies ordered, prints only one
or two thousand. for he also has
neither time. inclination, facilities
nor white paper to print. mail or send
out.
After the contract with the pub
Usher is signed the next thing the
special edition man does is to get the
dummy" printed. This dummy is
fearfully and wonderfully construct
ed. 1t is elaborate with half-tones
of local building scenes. Usually all
the local cuts the publisher has on
hand are utilized. When the solicitor
calls he shows this dummy to his
customer and explains that the sto-
ries or advertisements are to be
placed between some Of the many
cuts. But when the paper is actually
made up it is frequently found that
lack Of room compels the omission OF
cuts, for the reading matter (the paid
matter) must appear.
Omitting the cuts is the usual rea-
son for dissatisfaction. I remember
one labor paper in the State Of Wash
ington. The dummy was printed on
heavy book paper. but the edition ap-
peared on cheap news stock. The
press capacity was only eight pages
the publisher would not make more
than two press runs and as a conse-
ouonco oil cuta were omitted, Natu-