Richmond Palladium (Daily), Volume 92, Number 37, 13 February 1922 — Page 10

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THE RICHMOND PALLADIUM AND SUN-TKLEGRAftl, RICHMOND, IND., MONDAY, FEB. 13, 1922. t i .. w '

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About

Adverti

sinsT Rates

in The- Palladium For 21 pages of advertising in the Palladium, set in type, printed and delivered into the home in 312 different lots, the advertiser pays just 13 cents a year for the total annual service to each home

The merchant uses newspaper space to tell his 'Story in the home.

The newspaper puts the copy in type, submits proof to the advertiser for approval. White paper is furnished by the newspaper for the advertisement and the advertisement printed and delivered into the home whether it is .within- the citv limits or 20 miles from Richmond.

This service is furnished by the Palladium at the rate of 62 cents for 100 pages of advertising to each home where the merchant contracts to buy 10 column inches daily for a period of one year. . 1 This is the advertisers' share of the cost of newspaper production and distribution.

Why a Newspaper Has Different Classification of Rates There are two general newspaper rate classifications. One retail rate for the merchant who only wants to buy in very small lots. The other is for the merchant who wants to buy in wholesale lots like he buys his goods.

The successful merchant tells his story day after day to the home and he buys his space on a daily basis which is the wholesale rate.

The difference between the purchase price of Palladium advertising on the retail and wholesale -basis is as follows: The highest classification offered is at the rate of one and one tenth cents per page for each home served. This rate gives the advertiser the right to use the space at any time he desires and in any amount.

The lowest rate offered is six tenths of one cent per page for each home served where the advertiser contracts to use 0 inches daily for a period of one year.

How Do These Rates Compare With Other Newspapers? The average rate for advertising, in the Palladium is 19 below the average rate for newspapers in the United States in cities between 20,000 and 30,000 population.

The business of publishing a newspaper today is a profession and its business policy must be on a just and scientific basis. It is upon this basis the Palladium sells its advertising service.