Morris tribune., 1920-04-09
ADVERTISING RATES 1NCREAsED-AND WHY

The Tribune this week paid 5000 for shipment of
print paper This the last blow to our delus1on
that able to weather thru these rising costs
without revising advertising The kind
of shipment formerly cost $48 to $50, ana have
bought $685. Everything else that goes into
the making of has advanced in price from
the rollers that puts higher-priced ink the higher
priced type the coal that keeps the room where
the higher-paid printers work
In announcing these advances in rates, frankly
desire to be absoved by our fellow bust
from any charge of profteerng and for that
reason ourselves general statements
detailed survey of what has been happen
ing to the expense account Of newspapers.
In 1917, the total cost of producing The Tribune
was $67O757 average of $128.99 week, $3.50
per page for the 486 pages printed that year.
In 1919, the total cost of producing The Tribune
SO, $685. average of $17794 week, 1888
per page for each of the 498 pages
n spite of this increase of nearly IS cent in
the page COST editor of The Tribune reluctant
advance in advertising costs because
entertained the hope that there might be early
return ower-price basis This hope shattered,
however, by the constantly advancing prices which
reflected in the figures for the first three months of 1920
made the present advertising rates altogether
lvable
The total of producing The Tribune for the
first three months of 1920 has been $259819 an
$19986 per week. $22 for the 118
printed during those three months.
Now there is nothing at all mysterious about ad-
VertlSlng rates. AT $l8 page II Is
vfousy impossible put enough advertising into
costing $22 page pay the cost of production
if every page front page all ADVERTISING and
the business that that the publisher has, the
he off If all of the paper Advertising the
rate would obviously have be $22 page but such
publication would be only store bill and not
(For merchants who want that kind of adverts
ing, The Tribune job printing department will furnish
them store bills at that rate) newspaper however, is
primarily printed for the circulation of reading matter
and the advertising cost page in inverse proper
ton to the amount of reading matter If half the
be reading matter and half ADVERTISING then the
the advertising matter is $44 page three-fourhs
of the paper is Advertising then advertising cost
would be $33 AS the advertising proportion on
Tribune varies from SO to IS per cent so the ad-
vertsng cost varies from $44 to s33 per page and
two limits aim to keep as pos
per cent advertising and 40 reading
matter, which advertising cost $35.23 per
page or 20 cents per inch, the average.
In arriving at this basis for advertising rate,
mechanical alone is considered, and charge is
the high quality of the service rendered Ad-
vertsng might properly be charged for
basis to the customer rather than the
of it's COST such ideal arrangement is not
possible at this time.
Irregular and intermittent advertising costs much
to handle than steady ADVERTISING and in the
rate card The Tribune adheres to its long established
policy of recognizing this difference.
Our regular space contract rates will be, week, 40
cents inch; weeks, 80 cents; year, 20 cents;
other week for year, rs cents Open space
tract rate 500 inches cents 1000 inches, 20