New-York tribune. [volume], August 01, 1913, Page 5, Image 5

About New-York tribune. [volume] (New York [N.Y.]) 1866-1924

Image provided by: Library of Congress, Washington, DC

                
THIS PAGE IS ADDRESSED TO BUSINESS MEN WHO EMPLOY THE ADVERTISING
COLUMNS OF PUBLICATIONS TO MAKE KNOWN TO THE PUBLIC
WHAT THEY HAVE TO SELL.
The V&ttftyt&l StibnnC has broken away
from custom in establishing a new business pro
gramme, which becomes effective on August 1.
It has been the custom for newspapers, particu
larly in New York, to follow an advertising prac
tice which the new New-York Tribune has
departed from because it believes:
First?That a newspaper should safeguard its
readers by refusing to print advertisements that
are not honest.
(The New-York Tribune has always tried to
do this, but now it takes a step further which all
honest advertisers will indorse.)
Second?That a newspaper should adjust its
rate card so that all advertisers, local and general,
big and little, will have equal opportunity to state
their case to its readers at practically the same cost.
Regarding the integrity of the advertising that
The New-York Tribune will print (making due
allowance always for unavoidable mistakes), it is
intended that readers shall have full assurance that
what they read in its advertising columns they can
believe.
Advertising will be accepted only from busi?
ness houses of good reputation?not merely from
those houses whose financial standing is good.
There must be a reputation for dealing on the level
with the public.
The New-York Tribune will not attempt to tell
advertisers what kind of copy they shall use in
their advertisements. The only understanding be
tween the advertisers and The New-York Tribune
will be that their advertisements shall state facts.
This is important, since The New-York Trib?
une will guarantee the integrity of its advertisers
to its readers.
The platform that both The New-York Trib?
une and its advertisers will stand on is a very
simple one. It is merely one of individual honor,
and that should not be very difficult.
The New-York Tribune believes that 90 per
cent of men engaged in business intend to do the
right thing by the public. It wants to protect them
against the false and exaggerated statements and
claims of the other 10 per cent. One dishonest ad
vertisement among ten honest advertisements
casts a doubt on the integrity of the ten good ones.
It is intended that there shall be no doubt in the
.minds of New-York Tribune readers about any
advertisement printed in its columns.
Newspaper advertising has tremendous pulling
power when it is believed. It has none when it is
disbelieved. Obviously the most efTective adver?
tising is truthful advertising. It is also the most
valuable. Advertisers can afford to pay more
for it.
Now, a bricf analysis of The New-York Trib
une's new rate card, showing how all advertisers,
wishing to certify to the accuracy of their state
ments, may operate.
The small display advertiser, using.a space of
twenty lines, can come in four times a month at a
cost of 24 cents a line, or $4 80 each insertion, or
$19 20 for one month. If he wants to come in
every month in the year it will cost $230 40.
A 20-line advertisement 8 times a month will
cost 23 cents a line, or $4 60 each insertion, or
$36 80 for one month. For twelve months it will
cost $441 60.
A 20-line advertisement 1 2 times a month will
cost 22 cents a line, or $4 40 each insertion, or
$52 80 for one month. For twelve months it will
cost $633 60.
A 20-line advertisement 1 6 times a month will
cost 21 cents a line, or $4 20 each insertion. or
$67 20 for one month. For twelve months it will
cost $806 40.
A 20-line advertisement 20 times a month will
cost 20 cents a line, or $4 each insertion, or $80 for
one month. For twelve months it will cost $960.
The advertiser may use more than 20 lines
each insertion or more insertions, but the rate will
be the same as quoted.
Advertisers who prefer to operate on a space
basis instead of an insertion basis will get the fol
lowing rates:
2,000 lines within a month, 24 cents a line,
$480 for q .aonth; for twelve months, $5,760.
3,000 lines within a month, 23 cents a line,
$600 for a month; for twelve months, $8,280.
4,000 lines within a month, 22 cents a line,
$880 for a month; for twelve months, $ I 0,560.
5,000 lines within a month. 21 cents a line,
$ 1,050 for a month; for twelve months, $ 1 2,600.
6,000 lines within a month, 20 cents a line,
$ 1,200 for a month; for twelve months, $ 1 4,400.
The advertiser may use more than 6,000 lines
in any one month, but the rate is the same. ITiere
is no average of space for twelve months.
Each month automatically closes its own busi
ness. A bill is rendered for the space or insertions
used in that month. A new month represents a
new transaction.
Obsei ve that the small advertiser, going in 20
times or more a month with a 20-line advertise
ment, pays the same rate?20 cents a line?that
the advertiser using 6,000 lines or more a month
pays.
The rates quoted are from the base rate of 25
cents a line for display advertising, run-of-paper.
If pages 2 or 3 or outside page of either daily or
Sunday Tribune is desired by advertisers, add hve
cents a line to the rates quoted?that is, the rates
become 30 cents, 29 cents, 28 cents, 21 cents, 26
cents, 25 cents a line, according to insertions or
space used.
If position is desired by advertisers, either at
run-of-paper rate or selected page rate, there is an
additional charge of 1 0 cents, 1 5 cents, 20 cents,
30 cents and 40 cents a line, according to the kind
of position wanted, which is fully explained on the
new rate card.
There are departments of advertising, costly to
maintain, that are specially noted on the new rate
card. They carry rates that vary from 25 cents to
50 cents a line.
All classified advertising, except classifica
tions noted in special departments, is charged at
20 cents a line, giving the small advertiser, who
runs three times a week, a rate of 1 8 cents a line
and a rate of i 5 cents a line if he runs seven times a
week. These small advertisements, set in plain
type, are charged on the count line basis, averag
ing seven words to the line.
Classified advertising carrying display type,
like Real Estate, Steamboats, etc, all start at the
rate of 20 cents a line. They earn a rate of 18
cents a line if 250 lines are used within a month;
they earn a rate of 1 5 cents a line if 500 lines are
used within a month. The charge is made on the
agate line basis.
The new rate card of the new New-York Trib?
une is easy to understand. After reading it over
once the advertising agent or advertiser has no
doubt in his mind as to how he may operate.
The New-York Tribune is a newspaper pub
lished to meet the best traditions of the American
people. Every reader is an asset of the paper,
and a desirable patron for the responsible adver?
tisers. Its rates are fair for the service it can
render. The rates will be maintained just as rig
idly as will the policy of printing only trustworthy
advertisements.
If The New-York Tribune reads aright the
signs of the times in the business world, its new
business programme will be welcomed by local
and general advertisers as representing their ideals.