Rensselaer Union, Volume 1, Number 22, Rensselaer, Jasper County, 25 February 1869 — Good Policy in Advertising. [ARTICLE]

Good Policy in Advertising.

The real estate dealers ~bT Chicago have been holding a meeting ami fixing up an organization that they call a union. The main thing under discussion at the meeting was the price of advertising in the Chicago newspapers. It is very curious that the dealers seemed to think that one newspaper was as good as. another to advertise i and that they should discriminate against those that charged high prices. The fact that an advertisement in a paper that charged twelve and one-half cents per line might be worth ten limes as much to the advertiser as if it were in a paper charging four cents a line, did not. seem to occur to the dealers. And several of them-were so idiotic as to talk of running up the circulation of a newspaper with cheap advertising. There is nothing that kills a newspaper as fast at cheap advertisements. They fill up the space in which the paper could "be made interesting, an<L being unprofitable, the whole concern sinks. The only healthy policy it to charge a good price for advertisements in proportion to circulation —that is, the number of papers circulated, and the classes es persons among whom they are circulated—and thue obtain a loros revenue out of a small space , and use the larger portion of the paper for reading matter of general interest, keeping up the circulation and increasing it, and with mantaining and advancing the value of space. The sickliest and most hopeless printed sheets, by mistake called newspapers, are those in which there arc great masses of advertising, cheap and nasty, tumbled in without order, cared for by no one, and therefore worthless