Capital journal. (Salem, Or.) 1919-1980, 1921-12-31

co @ T ees for advertising space In the
papers about a etc. And ali this
take his share Of the 5 g0ns ng tribute to the
paper war prices
The Capital Journal dske to talk shop but the asser-
ton made calls for reply 1t has nothing to conceal It's
"cards are on the table"
Newspaper prices based production COSTS lhese
are principally labor and paper plus power rent and over
head. Seven tenths of the cost is payroll.
reduction in paper costs anticipated and passed on
to paper still costs 100 percent more tnan
before the
Labor costs are still at the peak of time initiation for
newspapers the Salem Typographical Union declining 70
cooperate readustmen refusing to accept reduction to
meet the decline earnings caused by the depression and
refusing to arbrate new SCALE insisting upon the present
scale Of 81 for seven and 20 minute day with time
and half for overtime. Three years ago the wage was
SIS for an hour day. There be further reductions
until labor cooperates in reducing costs.
The price of advertising based upon circulation and its
value to the merchant determined by the character ana
volume Of circulation As the circulation increases the ad
vertising value and cost increase.
Every gain in paid circulation equivalent to reduction
in rates for the advertiser reaches just many more
families to place his before During the past
year there has been substantial increase In the Capta
Journals circulation equivalent to proporonai reoucon
in rates
It costs Just as much for the Capital Journal to set an ad as
it does for any Portland paper But it sells it's advertising
space at only fraction Of the price received by the Fort
land papers because it only has fraction OF the latter
circuation-though larger circulation IN proportion 70 tne
field than any Portland paper
advertiser who pays Is cents inch for space IN
paper Of 500 less circulation is paying at the rate OF
cents per inch for each hundred subscribers reached
paws 80 cents an inch circulation he is paying six
tenths of cent for each hundred subscribers
there are merchants who think that Is cents for 500
ton cheaper advertising than 80 cents for 5000 crcua
tion
No person well posted advertising newspaper costs
will make charge of profiteering against the Capital
Journal for such accusation cannot be sustanated
comparison of advertising and circulation rates with other
papers will convince the most sceptca Not only are the
Capital Journals subscription rates the lowest In the west
but its advertising rates are also.
The paper upon which the Capital Journal printed cost
five and half pound at the mill Fifty pounds are
required years ISSUE The bare cost of white paper
alone exceeds $275 without figuring printing producton
COSTS mailing and distributing costs The paper is sold
mail subscribers for $4 with annual bargain day rate oil
$3 1t sold carriers for cent issue and they make al
cent for delivery Is this profteering on the farmer
producer and consumer
The Capital Journal distributes every day $500 pa
pers Salem and vicinity It's display advertising rates
from 25 cents inch to 80 cents dependant upon space
used It's rate for all local advertising 30 cents
inch This is advertising rate of Sd cents per inch
per 1000 circulaona rate considered low in town the
rate than any other coast paper charges outside the arge
cities. Is this profteering?
The Capital Journal carries the bulk of national adverts
ing placed in this territory because its circulation audited
by the A. B. c. is known quantity and advertisers know
what they getting legitimate paid circulation It's
national advertising rate AZ cents inch and this rate
is regarded by the county largest advertisers
able, for the circulation.
comparison of the Capital Journals national advertising
rates with those of other Oregon papers interesting in
this connection AS compiled by the Standard Rate and
Data Service the rate 1000 agate lines per 1000 crcua
tion in the various papers for December follows
Albany Democrat 1116 Herald Tdngs
Astorian, 1918,
Bend Bulletin, Corvallis Eugene
Register 5.76 Courier
Falls Herald 1160; Observer, Marshfed
1880; Medford Mail Tribune Oregon
Enterprise Pendleton Tribune
oseburg News Review 542 The Dalles Chronicle 1885,
The national advertising rate for 1000 agate lines in the
Capital Journal per 1000 circulation is 545 and the
per 1000 agate lines per 1000 circulation, 385
which ought to convince anyone that the Capital Journal is
irving its advertisers well its subscribers square deal
off rofFa atqq