New-York tribune., 1917-06-13
WHO Wants the Subsidy?'
No Wonder Certain Publishers Like
Present Undercharges
To the Editor Of The Tribune.

To the Editor Of The Tribune.
Sir: read your editorial on second class
postal rates in this mornings paper, which
interested me in view OF the fact tfat early
in 1910 wrote and published an article in
little magazine in which was interested on
this same subject giving various reasons why
these rates should be advanced.
For your information am inclosing you a
COPY OF that article. JOHN J. CUSHING.
New York, June II, 1917.
things:
With the low rates of postage at present
prevailing on second class matter the pub
fishers having large circulation can, by
reason OF the high rates secured for adver-
tising. practically give away the copies OF
the publication in order 10 increase the cir
culation and thereby secure a higher adver-
tising rate. They could not, however, afford
to do this if they were required to pay rea-
sonable postage rate, but so long as they are
able to get the government TO deliver their
publications to subscribers practically free
to the publishers and az loss TO the gov
ernment OF millions of dollars they can
maintain a low subscription rate, in fact,
below the cost of production.
The original idea of the government IN
fixing the low rate OF postage on magazines
and other publications was evidently based
upon educational grounds; to facilitate and
encourage the dissemination Of knowledge 1t
was undoubtedly never contemplated that the
Ia Aietri ihNti1 10
agency of circulars for the advertisers OF
goods, wares, merchandise, patent medicines
and fake promotions.
Pictorial Bulletins
"The strife between magazines for years
has been 70 see which would reach the high
est circulation, and this mas largely changed
the magazine from a literary production and
educational organ into pictorial advertising
bulletin. One can scarcely pick up maga-
zine which has any noteworthy circulation
that has less than one-half OF its bulk de-
voted exclusively to pictorial advertisements
and in many of them two-thlrds 10 three
quarters of the bulk is so used. Many OF the
magazines have recently commenced 70 run
pages of reading matter OF exclusively adver-
tising character, which is so arranged and
written that in reading it one would be-
lieve i. TO be a news article or an editorial
until he had reached the last paragraph. This
is on the line of the old patent medicine ad-
vertisements, and is undignifed and should
be outside of the province of magazine
which secures second class mail rates.
an the printing of the numerous pictorial
advertisements there must be used heavy
glazed paper which largely increases the
weight of the magazine over what would be
required for reading matter, and IN many
publications are inserted pages OF cardboard
almost heavy enough for dry goods boxes.
The weight, however, on advertising pages In
these publications seems to give but little
concern to the publishers so long as the gov
ernment must carry the publications, long or
short haul, for one cent a pound.
THE magazine of large circulation requires
its advertisers to pay the postage. while the
government shoulders the loss between what
il costs and what it receives for delivering
them. This loss would be materially les
sened.. and possibly be overcome entirely, If
the Postofrice Department should limit the
amount OF advertising bulk of all magazines
to not exceeding 20 or 25 per cent OF the
entire weight of the magazine.
Circulating Advertisements
There is no good reason why the maga-
zine which receives an advertising rate OF
81, to s4 or even IS line and devotes two
thirds of it's bulk TO advertisements should
not pay an increased rate to the government
over one cent a pound for circulating these
advertisements. II an advertiser wishes 10
rend out few circulars he is obliged to pay
third class rates, or eight cents pound. Yet,
by having his circulars published in the ad-
vertising section of magazine he may have
them distributed By the Postofice Depart
ment at one-eighth of the cost, or one cent
round In each case it is solely for the ad-
yertiser's good and not for any public benefit
The advertiser should not thus be favored by
the government simply because he distributes
his patent medicine circulars or other adver-
tisements through the medium of maya
zine which receives ample compensation for
distributing tho same"