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Tatronage by serving Big Business. I knew of no more servile tdol of
Special Privilege in newspaperdom today than William Randolph Hearst.
As the fight for circulation and advertising in the Chicago morning
field today is between the Tribune and the Examiner, the chances favor Big
Business giving advertising to Hearst, if it dare take it away from the
Tribune. " -
The Tribune is a long ways from being an organ of the people, but it is
the least of the evils in the morning field, as the Record-Herald and Inter
Ocean, are not money-makers, and are playing so hard to Big Business to
get advertising that they can't get much circulation.
And if they can't get the circulation they can't get the advertising.
For, in the last analysis, business men are selfish, and will advertise in a
paper they hate if they have to do it to sell goods and make money.
If you wijl read the advertisements of the Chicago Telephone Company,
or any of the public service corporations in Chicago, you will see that it
isn't good advertising. It is poorly written and the argument is punk. It
isn't convincing and isn't calculated to increase business in the way a de
partment store, for example, advertises to get business.
However, it may have an influence that means more to the public ser
vice corporations than intelligent advertising for business would have.
To illustrate, all of the newspapers in Chicago that are getting a
monthly check for advertising from the Chicago Telephone Company are
keeping mighty quiet about the deal that is soon to be sneaked through the
council to give the city's permission for the sale of the automatic 'phone
plant to the Bell 'phone trust.
The people of Chicago are vitally interested in this deal, for if it goes
through it means an absolute 'phone monopoly for the 'phone trust in Chi
cago and throwing away the chance to have municipal ownership with
penny 'phone service and a 'phone in every home.
Yet tione of the newspapers is telling its readers what this deal means
to the public. And they are getting big advertisement from the Chicago
Telephone Co. And big advertisements means money in the bank for news
papers. : If the newspapers" keep quiet and shut their eyes while Chicago is being
bunked, wouldn't you call that selling out the people of Chicago for cash?
i Some advertisers who are not bothering their heads about trying to
control newspaper policy, but are only after business, are bunked by some
of the advertising agencies especially those that have so-called house
journals or newspaper directories.
A big advertiser turns his account over to one of these agencies and
Heaves it to the agency to select the newspaper to cover a certain territory.
iThe agency notifies the papers that certain business ismbout to be placed in
.their territory, and at the same time asks the papers to take space at a big
price in the agency's directory or house journal.
i The strong newspapers the ones with "the circulation that brings
business refuse to stand for the hold-up. The weak papers, shy of circula
tion, fall for it and buy advertising space in the agency's publication. In
;many instances the client's advertising is placed in the weak papers and
Jeft out of the papers that would bring business.
That means the client's money is used where it will bring him the
ieast and his advertising agent the most results.
The advertising agency tries to worif-the newspapers for free space!
- HO W SA UXrt
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