PUBLISHER MUST BE PREPARED TO PROVE HIS RATES ARE RIGHT
EXPERIENCE has taught the publishers of The Cottage Grove Sentinel that business men do not seriously question printing and advertising rates when the newspaper is prepared with data to show that the rates are justifiable.
Questioned for Oregon Exchanges, Elbert Bede, one of the publishers of the Sentinel, made the following statement:
“As a rule it is not necessary to show data, but no newspaper should say that it has such data if it has not. That would not be honest—besides, the publishers might get called. It is the publisher with a record for integrity who will not have to go to the trouble of producing and explaining his supporting evidence, although there is no reason why it should not be shown. The Sentinel’s cost records recently showed that some advances in rates on advertising were imperative—that one class of advertising was actually being sold at less than cost, or too close for comfort. With the data to back the rise, there was no friction of any kind. Having the goods in the form of accurate costs is starch for the backbone of the publisher who believes that he isn’t getting what his printing or advertising are worth. A publisher should play the game fairly, however, and should make reductions in prices with the same alacrity that he makes advances, when his coat records show that reductions should be made.
“This statement may be qualified as to advertising rates. It is justifiable to base advertising rates upon the value of the advertising to the advertiser. It is also justifiable to charge highly profitable rates to transients when the rate for the same advertising to a local advertiser would be much lower.
“An accurate cost system leaves no doubt as to when the time for reduction has arrived. Such a time has not arrived recently; but if the slight declines already shown in some of the materials purchased by printers and publishers are continued, reductions may be possible by those who advanced their prices as their costs advanced.”
WHAT DOES THE READING PUBLIC WANT FROM THE NEWSPAPERS?
HOW many newspapermen actually know what their subscribers want? What means are taken to get this in formation?
Trustworthy answers to these questions would be difficult to obtain over a territory of any size. Such answers, if obtainable, would reveal, it is probable, a considerable percentage of carelessness as to just what the public does actually want. with more interest in the question, How much will the public stand? Every newspaperman is a combination of three factors—educational background, technical training or experience, and general attitude toward men and things. The well-rounded journalist has a generous allotment of the first two and a lively interest in all that concerns the welfare of the community, large or small, to which his efforts are directed. It would be too much to hope that every person entering the profession of journalism would meet au acid test in each of
