CORRECTION FROM N. Y. CALL.
you carry a news item to the effect
THE VALUE OF NEWSPAPER ADVERTISING SPACE.
A NATIONAL ADVERTISER TELLS WHAT EIGHTY-NINE MILLION READING POWER REALLY MEANS.
EASTMAN WOULD BE GOOD.
Max Eastman, editor of the New York Socialist magazine, the Masses, recently barred from the mails, has applied to the Postmaster General for the restoration of second class privileges, adding that the editors will be "perfectly willing to abide by the Postmaster General Burleson in a letter to President Wilson." A new issue of the magazine is sent with the application. and a statement given out by Mr. Eastman says publication will be continued until the courts decide whether exclusion from the mails bars distributing agencies from handling it.
that the hearing in the case of the
EnITon THE FOURTH ESTATe.
Stu: In your issue of Oetober 20
A NATIONAL ADVERTISER TELLS WHAT
New York Call, cited by the Post EIGHTY-NINE MILLION READING
Ofce Department to show reason regulations recently laid down by why it should not lose its mailing privileges, had heen adjourned until
Octoher 24. This is a mistake. lowing hrief resume of the facts:
POWER REALLY MEANS.
You may be interested in the fol-
On Monday, Ostober R, the Call
received a citation, dated October 2,
"I da not knety any better uny for the adverliser and the seller of a
reputable article to get to the man on the piassa or in his back ofice than
to gu to him with the thing that he takes to his piasga ar his back office. siting us to appear October 9 at that sepresents the human interest of his own tewn, and that is a neuss paper.
- I think that is a strong argument in favor of the newspaper.
"There is no newspaper in the world that has a circulation maintainedmental to the intercats of the Unitsd and he postponed the hearing to Oc- that has not got a reason for that circulatiun. It is the reason that makes States in ita prosecution of the war. tber 10 the paper succesful." This is what Nat Olds, sales and | woman in the United Staten. advertising đirector of Julius Kay- ser & Co, told the memhers of the advertising staff of the New York Washington. Thin notice was de- Eastman's letter to the Postmaster layed in the New York Post Office General promises that he will refrain from mublinhing any matter detri- for five davs We wired Third As- Bintant Postmaster General Dockery On October 12 we published enur but says the magazine wilt reserve the rixht of criticism aa far as it does nut reply tn the Post Office and the fol- Rive aid to the enemy. and that it lowing day. Oetober 13. we received "There are 1.054 newspaper publish-ill discuass the demand for peace with a telegram from the Post Ofice au- ed in New York alone-hut just can- freedom of vet peeples and marketthoritien stating we would be given a sider R9,000,000 human brings all world union. and disarmament. wanting something. "They got the newspapers to satin- PALMER GETS APPOINTMENT. 14. 35,000 people tried to get into fy their needs. heen that when I do business with a merchant I can do basiness a great the Stroudslnırg (Pa.) Times-Desno- against what they believed wan an deal better with him if I can get in- crat and former Representative in attempt to suppress their paper. side his front page and sit on his Congress, has heen appninted Ciovern- rlaza with him or in his hack office and talk Iusiness with bim there. "TE I can know how he thinks: know his relations with bis fellow towns men, I can talk his own language. "I think a newspaper makes a mis- take in quoting figures alone. I say to an advertiser 357 00n and he bill of particulars at the hearing Oc- tober 15. The next night, Sunday, Octoher Saturday in advising them on the val- tue of new spaper space and huw to sell it. And he added: "I do not have to tell you men that I have always heen. and still am a believer in newapapers. "I belicre that the netespaper is today the legitimate advertising mr- diwm for commodities that are avrth odrerlising and the reason that I une newspapers is not because sales- nien tell me to. They helped me a gnod deal, but I had to get a hetter reason. "How was it going to profit me and doesn't know what I am talking about. my concern tn use the newspaper? 1 seratched the surface and looked un- derneath. "I did not know until I hegan to learn by facts and figures. I began to see that the newspapers today bave a powcr that is astounding. "In this enuntry. the United States of America, there are 11,035 towns: in each one of them there are one or more newspapers. "There are in the United States better advertisement than you have aln towns, from 1,000 population up to New York-five or six millions- and they numher 5,043. which leaves newspapers published in towns under 1.0m 02. "In those 11,035 towns there are puhlished. daily or weekly. 23,387 пеwчраретя. "The dailies number 2,514 and the country papers and weeklies, 20,0). "The circulation of the dailies is 28,4U,001 and the circulatinn of the weeklies is 45,000.000, which makes a total of T3, 36.000 cirçulation. "Add 570 Sunday tapers-16,146, nnn-and yon get a Rrand total that is a little over 89.000.00o circnlation. "This in 8P,(MN),n0 human heings with human wants. human desiren. that are reading these parers to get those human wants and hurnan de- sires satisfied.
- "That is almost one paper-more
than one paper-to every man and My experience has A. Mitchell Palmer, publisher of Madison Square Garden to protest At the hearing in Washington Oc- ment alien property custedian, under tesber 15 we were given seven days the Trading with the Enemy Act. He will act as trustee for all enemy of the proceedings in which to reply. property within the United States and We received this transcrigt last Fri- insue licenses exempting enemy con- day, October 19. and our reply will eerna from his supervision. He may be ready and in Washington on Oc- require the transfer to himself of any toher 26 property held for any debt owed to an cnemy or an enemy ally. and teresting exhibit of the articles and from the receipe of a transeript hy us We are publishing daily a very in- "Three hundred and Afty-seven any peraon holding uch property or pietures which the Post Office 1De- thousand dollars tronld mean some- thing. "Suppose I said 357,000 women. A man thinks of a suffrage parade hold such property or noney until the or a great women or group of women he knows. I have often thought abont that elec- tric sign of the Times It says 357,- n00, Well I thought if you put un- SPECIAL. EQUIPMENT EDITION. der that "people" you would have a (rwing such money may tranafer the property or pay the money to the custodian with his consent. The alien property enstodian will partment takes_exception to. RAVMOND WILCOX. Business Manager. of the New York Call. demonstration-some end of the war, and then deal with POST OFFICE STATEMENT ON it as Congress may direet. THE N. Y. CALL Officiala of 1he Post Office Depart- ment were indignant on Octoher 2s over a charge by the New York Call 40 page number on Octoher 21 to in- againat it by the Government. OR troduce to its readers and advertiscra which decision resta the suppression The publishers of the Decatur now. "I think if you inject the thought that the Timea in asked for and de -of the paper, was heing held up until inanded by 357,0 people who are gn- ing tn demand some human want there would be monre appeal. We do busi- Typographs. T he edition was all slug- ness for prifit: the woman whn readn the Times reads it for profit. She used. likes it hetter than some other na- per. Salesmanship. as I aaid, is deal- terested in anything we do that tends cently cited by the Post Ofice Depart- ing profitably with other people and the minute you leave the people out- Whitsitt, ihe the human interests or ihe human manager, tells THE FOURTH ESTATE iCKe should not be revoked on aceount demands, you lose ynur cnntact point and the current gets short-eireuited. "I think that mass business in big stuff. People like to think of enor- the up-to-date fentures of the Re- view's composing room, prompled by the recent edition of twwo Ludlowafter the mayoralty election in New When told that the Call had made set-not a line of foundry type was this charge, the department made the "We find our advertisers much in- fnllowing, matement : "The New York Call, which was re- to make hetter advertising." B. C ment to how cause on October 16 Whitsitt, the Review's advertising why the second class mailing privi- of the puhlicatinn in it of alleged non-mailable matter. under the The lilel suit brought hy James pinage act, published on Fueaday a NO MCKITTRICK SUIT. Mekttrickof New York againat his statement to the etlect that for politi- masses. Eighty-nine million people buy newapaperawhat a forse father. Gienrge McKittrick, for $10- cal reanons the Post Office Denart- O00 damages has been diemissed for ment was deferring final action case until afler the mayoralty election that in "I read in snme magazine not long non-presecKittrick in publisher of ago that in 1916 newsnapers in the "Final action in this case by the Post Office Department han not been twelve largent American cities carried McKittrick's IDirectory of Advertiners 424.(MM),0D) lines of advertising. That and his son was at one time eonnected does not seem very illuminating, but with his directory businesa. The suit possihle for the reason that at the was the reault of a buniness disagree- hearing the attorney for the Cali ap- plied for and received permission for time within which to ile an answer and brief in the case. Up to this time the Call has nnt filed these papers, The Association of American Ad- which are expected to be received in I analyred it and found it meant this : "If ihat space could he cut aut in column twidih and pastrd together, it rould reach from tehere twe are sit- ting today in Yokohama, via San Fran- cisco. I'think if you can make a pic- vertising Agents has not yet opened its the next few days." mient. HOLLISTER'S CIRCULATION ORGANIZATION ON THE THE A.A.A.A. PLANS. ture in a man's mind you have him New York central offce, but Execeu- tive Secretary James O'Shaughnessy of Chicago is expected here next week tn take up his work. It has not been announced yet where the office will thinking." TRANSFER IN LIVINGSTON. Formal transfer has been made of the Livingston (Mont.) Enterprise by Jerome G. Locke to a syndicate coni- poted of Jamen F. O'Connur. Swindlehurst, John A. Lovelace. W. C. Busche and Dr. B. 1. Pampel. Ralph libbitt has been made gen- St. Louis Republic AD MEN IN ROCHESTER. The meeting of the Adverising be located. Affiliation, enmposed of the ad clubs of Rochester, N. Y., Bufalo, N. Y.. Detroit. Cleveland and Canton, Ohin. is in session at Rochester at the time of going to presa AGAIN "Results Mean Repeat" It you twant mere circulatian, write or wire C. B. Hollister, care af - .- IST. LOUIS REPUBLIC BUSINESS TROUBLE. The Springfield (Mass.) Homestead Newspaper Company puhlisher of the eral manager. Hemestead, a semi-weekly. filed a vol- untary petition in bankruptey in the BANQUET OPENS SEASON. The Chicago Press Writers Cluh Federal Court here nn October 20 will open its season tomorrow with showing assets of $18,679, and liabili- splendid "Literary Number" as a part a dinner. FINE TRIBUNE EDITION. The New York Tribune insued a The Northrastern Circulation Co. DAVENPORTome Office: ties of $19,067. lOWA of ita Saturday, October 20, isue. Digitized by Google
