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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.