The Bamberg herald. [volume] (Bamberg, S.C.) 1891-1972, 1916-02-03
I'VE are not running those pa

I'VE are not running those pa,
pers.''
But the editor of the --- said
he had 3,4OO circulation. What is
yours?'
.Something over 1000"
And you want to charge me five
times as much as he does when he
has so much more circulation?'
Il have already told you that am
not running the --, and as for
circulation, l would not give you the
space you ask for at any less rate If
my circulation was only 1000"
'And you mean to tell me that you
charge all your other advertisers like
that"
For the same service | do; but
most of them make their contracts
by the year, and get the lowest rate
we have to offer
"How much for this by the year?''
Three inches twice a week, one
year, s45. If you find anybody who
has gotten it for less we will give it
to you for nothing.'
But do not want mine for more
than a MONTH
well, if you take it you will have
to pay the rate for month.
Suppose l would take it for a
year, would you give me top of COL
umn, next to reading matter?"
'No, run of advertising columns,
with no special position guaranteed. y
"Say, brother, you do not print
your paper for advertisers, do you?''
This. with an implied taunt that
seemed to say, you've got to come
down out of that perch, or you don't
get any business out of me-"
Eyes, and no." was the reply of
the editor. Eyes, in the sense that
YOU would have me believe that you
want to pay for this advertisement
purely to swell my personal bank
account and without regard to the
business you hope to get. No, in the
sense that I realize that unless l
make my paper worth while to my
readers, you would not regard my ad-
vertising space as worth the price
YOU are willing to pay for it, much
less the price I have quoted you"
sAnd you say you do not count
circulation?'
@On the contrary, I count it very
much. l count it everything, both to
you and me; but when I say circula-
ton. mean circulation. | mean the
people who think enough of the En-
uuirer to want to read it. Most OF
them show their appreciation by
their willingness to pay for it. Others
put themselves to considerable trou-
BILE to borrow it. Both classes are of
the kind that you want to reach, par
ticularly those who subscribe and
pay, and you cannot reach these peo-
pie to as good advantage in any
other way, no matter how you go at
them. Those who really appreciate
the Enquirer, who regard it as their
paper, and who think more of it than
they do of any other paper, and there
are lots and lots of them, are more
easily approachable through this pa
per than any other, and that is all
there is to it. Experience has taught
us that our prices are as low as is
consistent with sound business prln-
ciples, keeping in mind the best ser
vice to our subscribers, and that is
why / expressed Indifference to the
manner in which other people run
their business. That is all.
Our visitor appeared to be very
much impressed as the result of the
conversation. He was kind enough
to say that he had gotten some new
ideas, and after gathering certain ad-
ditional facts, the detailed enumera-
tion of which is not necessary, he
said that he would certainly recon-
mend to his house that it make a
contract with the Yorkville Enquirer.
-Yorkvil1e ENQUIRER