The Mankato free press. [volume] (Mankato, Blue Earth County, Minn.) 1879-1924, 1923-11-16

81, 1928 to 'ffty daily newspapers
located in forty one cities in the
states of Wisconsin, Michigan, Illi-
noise, Iowa, INDIANA and Minnesota.
The QUESTIONABLE requested this
nformation-the name of the city;
its population; circulation OF its
newspapers: --latest A B c report)
maximum local one time rate per
inch (transient) minimum local rate
on contract; how many inches per
week or per year must advertiser
use to obtain minimum local rate.
Forty two newspapers out OF the
fifty surveyed sent in replies to this
QUESTIONABLE. The cities surveyed
range in size from $4,000 to 10000
population and the newspa pers range
In circulation from 1000 to $4,000.
The newspapers Surveyed were To-
Gated in cities Of similar size to
Appleton or having circulation
similar to that of our Appleton Post
Crescent. An analysis of the sur
vey points out the following facts.
Thirty two cities out of the forty
one have only one daily newsDapIE'.
The remaining piDe cities eacn have
two newspapers. Since this sur
vey was made, however, one news
paper has ceased publication, leav-
ing thirty three with one daily news
taper only eight with two daily
newspapers.
The rates per inch per thousand
In the case of the Appleton Post
rate per inch per thousand OF all the
newspapers covered in this survey
were maximum .0714, minimum .04S5
average .0575.
Should our local paper charge as
much as the average of ali the
newspapers, we find they would be
asking as II cents an inch as their
maximum rate instead of 63 cent
which is the rate they do charge.
And should our local paper charge
as much as the average Of all these
newspapers as their minimum rate,
they would be asking US 40 cents an
inch instead of 80 cents an inch.
Out of the forty-two newspapers,
we find that only one operate with
out contract from local advertisers
Out of all the newspapers surveyed,
only one has q fiat rate, that ia, the
same to all advertisers regardless of
the amount of space used. This rate
is for 1919 circulation and is AZ cents
an inch.
But to me the most interesting re-
suit of this survey Is this very evil
dent fact that where one newspaper
operates in the field and is an ade-
quate newspaper, the rates are in
variable lower to the advertiser than
where more than one is in the field.
By reference 20 the details of the
at yocr places, you can verify this
statement.
Thus, having determined that one
newspaper costs less to the adver-
tiser than more than one newspaper
in given field, let us see where our
LEGAL paper stands with reference to
the fairness of its rates. In the
state Of Wisconsin thirteen cities
were surveyed. Three of these cities
have two newspapers and the re-
naming ten have but one newspaper.
The average of the average costs in
the one newspaper field in Wisconsin
Is .0582. Our own average rate in
Appleton Is OATS. By taking the
two newspaper cities in Wisconsin,
of which there are three, the average
cost in these three cities is 1857.
Because you have before you a
copy of the survey itself and can
make your own conclusions there
from, will not at this time go into
further detail except to urge those
OF us whom may be disgruntled over
the seeming monopoly of the Post
Crescent in our city. to study care
fully what the qualification of that
grudge, impulse might cost us in
hard money If we encouraged a new
competitor for our patronage. Ex-
perience tells us that more than one
newspaper will certainly cost adver-
tisers more for their coverage than
it does now.
This survey will show you that
our local paper has failed to capital
iZe its seeming monopoly in this
field. 1t has been a successful news
paper financially and has gotten by
with a minimum of criticism. With
out charging its advertisers any
where near what is the average rate
Of the newspapers similarly situated
in Wisconsin and the adjoining
states.
I will not take time to outline what
| think are the reasons why our
local paper has grown tremendously
detail as to what it's circulation is
and now in what districts its circu-
lation lies. These are all facts which
are easily available in the newspa-
per office itself.
But I would say in conclusion that
advertisers as class are bit tenn
peramental when it comes to rela-
tions with their newspapers. Many
Of US think we are conferringia favor
on the newspaper to give them our
patronage. Some merchants still
think that. advertising is an expense,
a necessary evil connected with
their business.
If any of us seen anything radically
wrong with our local newspaper or
its, advertising rates, let us go over
and have heart to heart talk with
them. There is nothing very mys-
FERROUS about the workings of a
newspaper. The proprietors Of news
tapers are apt to be many sided men
who are open to suggestions. They
ave the arithmetic of their own
Iusiness in such form so they can
asily show to any legitimate in
!uirer as to how they arrive at their
"ates. Let US conceive that any
newspaper is entitled to operate at a
'rofit. And let us pay them that
~roft cheerfully for service rem
. Tered. When the average adver-
User realizes more generally that
, is newspaper is merely subdivi-
sion, department of his own bust
ness there will be less cause for
;omplaint.
It has been said that wars be.
! tween nations are based more often
on misunderstanding than anything
else. The petty wars between adj
vertisers and newspapers are based
| almost entirely on the same thing
In fba caeo ~ disDufos ,,,;tL ,,ars