Daily Kennebec journal. [microfilm reel] (Augusta, Me.) 1870-1975, 1926-01-22

ut is imperative that we remove
at least 70 per cent of our mail from
the Augusta postoffice if we are to
withstand the effects Of the high pone
rates on second-class mail" said w.
H. Gannett when interviewed by a
journal reporter today.
Il realize, of course, that the re-
moval of this large quantity of mail
will naturally result in serious re-
duction in personnel and revenue at
the Augusta postoffice but / can see
no way to avoid it,"
1.-THE publishing business, how
ever" continued Mr.. Gannett. will
not be moved from Augusta as long
Is it is possible to do business here"
Mr.. Gannett had just returned from
Washington.
Penalized BY. Location
"What then is the significance of
sending by freight portion of your
magazine to Pittsburgh" the jour
nal reporter asked.
THAT question:" explained Mr..
Gannett, "opens a discussion of the
present zoning system as applied to
second-class publications. This
regulation which went into effect in
1918 divided the country into eight
zones Will d SuCCcSolNCly hiShCi Neta
rying rate for each zone. Comfort
from it's geographical location re-
ceived the maximum penalty and for
the past seven years has been paying
the highest possible second class
rates.
"As soon as the coming regulations
went into effect we took immediate
steps to increase our revenues. We
first of all doubled the subscription
price of the>magazine; then, we spent
considerable money in promoting
Comfort" as a medium for adver-
Using purposes. AS a result we in
creased the revenues of the business
by q substantial amount but just
about enough to meet the ever In
creasing cost of postage. AS life
long citizen f Augusta and one who
has put his life work into building
a big publishing business in this city
it Is a source of extreme dsappoint-
ment to realize that this business is
penalized because of its location in
Maine.
How are the other magazines of
the country meeting the zone situa-
tion," asked the reporter.
Magazines Taken from Mail
"Many Of the publications which
circulate in the cities and larger
towns Of course. have big newsstand
sales and deliver by carrier boys.
Many of these publications use the
mail but little. They ship by freight
and express to large dealers through
out the country. 1t is stated on good
authority that one of the large pub
locations in the United States saves
annually over one million dollars
since leaving the mails and handling
their magazines through their own
transportation methods.
Our publication, might explain.
has no newsstand sales whatever nor
can 1t be delivered advantageously
by carrier boys because it's subscrib-
ers live on farms and in the rural
districts. Comfort" magazine must
depend upon the mall for delivery.
about 100000 copies Of the March
issue of Comfort will be sent to
Pittsburgh, Pa. by freight, entered at
that postoffice and mailed to our
subscribers in that section. If this
plan of re-entry at Pittsburgh post
office works out favorably we shall
arrange for other re-entry points
throughout the United States. We
believe that we can mail prof1tably
about 100000 Of our million circula-
ton in this manner which would re-
suit in a saving of about 20-25 per
cent Of our present mailing costs.
"I.ast April, as you probably re-
member. the third class postage rate
was increased 80 percent. This in
crease also hit Comfort" a stagger-
ing blow because Comfort" is a
heavy user of this class of mail. In
maintaining our subscription list we
send out millions of circulars and
catalogs annually. These circulars
comprise almost wholly renewal no.
tees which every publication must
send to its subscription list. Com
fort" does not employ canvassers nor
does it seek circulation in the large
cities. It's subscribers, therefore,
must be reached through the mails.
Six Million Pieces Third Glass Mail
When you consider that we mail
annually something over six million
pieces of third class mail matter
which formerly went for one cent
and now cost l 1-2c each. II can he
seen readily that this increase runs
into a substantial amount.
Affects Advertisers
Does this increase in third class
matter affect your advertising pat
ronage?" asked the reporter.
1T has affected so seriously MANY
small but successful businesses
throughout the country that they
have either curtailed or ceased their
advertising in our magazine. Stimuli
taneously with the cost of the third
class rates we are also forced to paw
I two-cent service charge on every
'iece of parcel post.
Another point which postal rate
Makers apparently fail to take into
account is the vast amount of first
class postage which a publication
like Comfort" must necessarily gem
crate. In conducting Just our own