methods. It has been used time and b.z la "c- boosting circulationt althougn
the more reputable papers have abandoned it.
The idea is, of course, to sell more papers to increase circulation.
And always the object of increasing sales or circulation is to affect ad
vertising rates. -
' The few who winthej)rizes get big pay for the work they have done
for 'the paper's circulation. The many who lose get nothing. The paper
gets the benefit of the work done by both winners and losers.
It is expected that the contestants who enter and try for a prize will
get tneir relatives ana mends to cup
coupons and save them to help pile
up the vote of the. contestants.
When the coupon-clipping contests
were first started by newspapers they
did stimulate circulation, as each
contestant interested his or her
friends in the game and got them to
taking the paper so as to get the
" It, didn't take long, however, for
shrewd contestants to learn the trick
of buying up large quantities of each
Issue of the paper, clipping the cou
pons and throwing the rest of the
paper away. Often an arrangement
is made with a newsboy or owner of
a, stand to buy hundreds of papers
daily at a slight advance on the
wholesale price of the paper.
With this kind of competition the
contestant that depends upon friends
and relatives to clip the coupons
from the" papers they buy and read
stands little or, no chance of winning
a prize. f
So far as; -the, newspaper is con
cerned papers bought wholesale for
the couponS-ean properly go Into
sales, but such sales are not legiti
mate circulation on which to base ad
vertising rates. Because papers that
are not read are no good to the ad
vertiser,, althougn the 'publisher gets
money for them and can swear to
them as cash sales.
Sometimes newspapers that for
one reason or another are losing cir
culation, an,d feel that they must hold
up the salesso as to maintain adver
tising 'rates, resort to' this coupon
clipping scheme, and print and sell
thousands upon thousands of papers-
that are never read and are only
I have paid no attention to the
coupon-clipping contests of the
Hearst papers, and don't know how
they are being worked. After getting
the above letter, I looked at one of
the announcements in the Examiner,
and found there were ten gold prizes.
Any reader can tell how many win
ners and how many losers there wUl
be by substracting ten from the num
ber of persons who enter the con-"
test. There will be ten winners; the
rest will be losers.
It is a form of lottery, but gets
around the postal laws by not making
winning and losing a matter of
chance, but rather a contest of skill
in getting coupons. It must comply
with the postal laws or each issue
carrying the announcement would be
barred trom the U. S. mails.
It is not supposed to be gambling,
because it is not a matterof chance.
It is a matter of hard work and the
spending of money., A newsboy or
stand owner who buys papers at
wholesale prices has an advantage
over any contestant who pays the re
tail price, for he can get coupons at
60 cents a hundred, while the retail
buyerwould have to pay $1 per hun
dred. The begging of coupons by chil
dren is the worst feature of it. When
children beg coupons from purchas
ers of newspapers they get them for
nothing, and the contestant who has
children begging for him, can get
coupons cheap, by paying the. chil
dren a few pennies for their .work.
If a newspaper conducts a coupon
clipping contest for. the purpose of
holding up advertising rates by
u-iai (we uBiw icau ouu aic uuiy i uuuuug uyt auveiusmjj raiea py
opened far enough to clip the coupon. J swearing "to sales as" circulation,
c sijmtA -
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