The Ocala evening star. [volume] (Ocala, Fla.) 1895-1943, 1919-12-27

And All Free Advertising viii Be
Cut Out

After long and careful if not pray
erful consideration. the Star has de-
cided to follow the example of big
city dailiess and on Jan: raise its adj
vertising rates and shut down on free
notices.
| If our readers will consider this
proposition carefully. they viii come
to the conclusion that it Is just and
see that with us it il necessity. We
have to make a living. We have
nothing to sell but our papers and our
advertising space. and If we can't
make both ends meet we will have to
go out Of business.
A long-established paper that raises
its rates il at more of disadvantage
than new paper that starts out with
high rates. The Star has increased its
rates very little since it was started
twenty-five years ago. and is giving
complimentary notices now as it was
then. But when this paper started
$12 week was good salary for a
man and SIS was princely. Paper
cost about fifth of what it does
now; ink and other supplies in proper
ton. We had no improved machin-
cry. 1t cost about as much then to
finance the Star for week as it does
now to pay its bills for one day.
The paper pays for everything it
receives. 1t is not on any free list
anywhere. 1t has to stand on its own
feet or fall down.
Beginning with the first of the year,
there will be a raise of so per cent in
display advertising rates. This is a
great deal less than the amount eve
Irything has been raised on us.
Every business notice will be paid
matter except in cases where people
establish new enterprises. or some
firm puts on large or unusual sale.
A man who has come to town, or one
already in town. establishing new
business is entitled to a reasonable
write-up, both as a matter of news
and to reward him for his enterprise.
A firm publishing an advertisement of
some transaction out of the everyday
course of affairs. such as big sale,
is entitled 10 write-up for the same
reason. But only one for each occas-
ion of the sort.
The different societies. organiza-
items, etc., religious. social, fraternal
and political, must pay for their
notices the same as any other BUSH
mess.
We will not give any free advertis-
ling to- any entertainments. theatrical
or otherwise. either at home or from
labroads amateur or professional. for
business or for charity. We will not
accept tickets to any of the entertain
ments named. We will charge regular
advertising rates for everything of the
sort, and il the owners. managers and
iemployes of the corporation, from the
lpresident down to the carrier boys,
want ito see said entertainments. they
Twill pay their way in.
\ All the fraternal societies in the city
have for years published their notices
in this paper and paid for the same.
On the other hand, the churches have
always had free space. Now, if there
is anything in the world able TO pay
twenty-five or fifty cents a week for
a notice, it is church. It pays no
taxes and has very few employees. OF
late years, most of the pastors of the
various churches have been appending
! each a Rood-sized write-up to his
Sunday notice. After this year, each
lchurch and religious society can have
announcement of its Sunday services,
sermons; Sunday school. etc., mid
week prayermeeting and any special
services, and the name of its pastor
or leader. All else must be paid for.
4 The notices viii be kept standing, and
viii be changed on request prior to IL
a. M. Saturday. II a pastor is to be
out of town or too sick to fill his pull
4 pit, or il another pastor takes his
place, or if one comes to town to fill
an unoccupied pulpit. the same can be
announced as news In the local col
lumns.
j Anything of public nature, that
can be construed as news, by the
Woman's Club. Board of Trade, Ro-
ltary Club or other society maintained
for the public good. will be printed
free. Anything to make money will
be charged for.
j The great majority of our readers
are made up Of people who read the
Star simply and solely for the news
in it. They never share in the write
ups and are seldom mentioned in the
news items. Yet they are the ones
that give the paper most of it's adver-
ltising value. We know they will
recognize the justice of the foregoing
and hope all others will.
In addition. we give notice that
I political matter outside the editorial
lcolumns must be paid for. Puffs, en-
Idorsements. ETC.. of candidates are
lprinted for advertising purposes. and