Year: 1871

In the San Francisco Spirit Of the Times, of
May 9th, we find lengthy editorial under the
heading of " Eastern Advertising Agents." in
the course of which many significant facts are
set forth and some experiences mentioned which
are just such as have occurred TO publishers of
every weekly newspaper on this Coast. AT
least, the article in question makes fair exhibit
of the manner in which great majority Of Ad-
vertisng Agents do business. Inasmuch as the
editor of the Spirit asks for the views of conduct
ors of other papers, we would respectfully "rise
to explain" our position in regard to the matter
in hand. During experience in the news
paper business, we have frequently been led to
believe that the policy of Advertising Agencies
in general was to force publishers TO accept ad-
versements from them at nearly nominal rates
The last instance of this kind which came within
our knowledge was q proposition from New
York Agency, to insert two-third column cleo
trotype and reading notice to be changed
weekly, one year, for just about one-half what it
was worth. We Immediately informed said
Agents that we could not accept the ad. at such
ruinous rates, but if they would double the pay
we would insert it. After considerable useless
correspondence on their part, our offer was final
ly accepted Now, the inference to be drawn
from such action on the part of an Agent is that
he had calculated to make twenty-five per cent
more on this advertisement than the publisher
The amount of this Advertising Agency business,
as it is now conducted, is that instead Of the
Agent reserving twenty-five per cent as commits
sion, and which at fair rates Is really too much
he sends the publisher about twenty five per
cent. of the amount he actually receives and
retains the balance for his trouble But how
to remedy this existing evil is the question now
to be considered Of late we have adopted a
plan similar to the action above taken and have
found it to work toleraby well. When we re-
ceve an ad. from an Agent, if the price and mat
ter suits us-and it is of rare occurrence that the
price does-we accept it. If the price is too
low, which is almost invariably the case, we
write to the Agency telling them SO, and at the
same time inform them as to the amount we are
willing to take the advertisement at. If our
terms are complied with we insert the ad.. if not
we reject it.


The Spirit Of the Times recommends that the
California papers drop Eastern Agencies alto
gether, and do their business entirely through
San Francisco Agents. This plan we do not APP
prove of, from the very fact that we have the
same complaints to make in that quarter. as
with the Eastern Agencies, and to give the en-
tire advertising patronage to one or two Agents
in San Francisco, would be on the principle of
60 in nino Of ry;p ;r+o ,I,o Ca
No, we don't think that will do. However, we
have plan to suggest which we think far su-
peror to the one mentioned, and which we be-
lieve to be the best and most feasible method
that can he adopted to secure publishers against
the " humbuggery" of these agents. 1t is this /:
Let the Publishers of the Pacific Coast, in Con-
vention or otherwise, agree upon a uniform rate
to be charged for g foreign" advertisng-that
is all which may come from parties outside of
the county wherein the paper is published Let
this rate be fixed as low as possible but at the
same time see that it is sufficient to allow the
publishers a little margin and Agents fair per-
centage, and let it be regulated in each case by
the number of copies actually circulated. Fur
nish Advertising Agents with list Of these
prices, and at the same time give them to under
stand that the space in your paper cannot be had
at any lower figures than those agreed upon
and stick TO IL. No doubt such course would
be objected to by Agents, but we sincerely be-
lieve that if it was persisted in it would event
ualy, to use a familiar expression, "brng
them to their milk" This is merely thrown out
as suggestion on our part, and we would cer-
tainly like TO hear the opinion of every publisher
on this Coast in regard to this matter. We are
all equally interested and should do our best to
bring about a reform in this direction. +" In
union there is strength" and concert of action
is all that is needed to the desired reform
alton. Let each and every one advance their
ideas and make such suggestions may be
deemed expedient, and let some plan be matured
and adopted whereby conductors of newspapers
will not be entirely at the mercy of Advertising
Agents. 1t is IA consummation devoutly to be
wished"