SCIENCE. 



[Vol. XIV. No. 351 



TO ADVERTISERS! 



HOW TO GET THE 



The Advertiser who would be willing to pay twenty-five cents 

 for everv family who could be " educated " up to Ihe value of his 

 goods would thus devote $8,000,000 to educate the 13,000,000 

 families which make up the 60,000, 000 peopleof the United States. 

 This sum would do the business thoroughly in a year, for it is 

 sutHcient to pay for the insertion of a full column in every issue 

 of every publication, and for resetting the matter, making it new 

 in every ifsue of each separate publication. We will receive and 

 execute the contract. 



$_ _, _^ r\r\r\ ^°' ^ quarter of a million of dollars a year 

 ^^OjOOiJt an advertisement as conspicuous as the 

 familiar one of the " Rotal Baking Powder" can be inserted 

 in a choice position, head of column, and next to reading matter 

 on yearly contract, to appear in every issue of a very large pro- 

 portion of the newspapers published in America, but not, by any 

 means, in all. A serious objection to attempting in advance to 

 furnish any very definite and exact estimate of the cost of each 

 particular paper to be used arises from the diflSculty of making 

 plain any proposed variation from specifications in particular 

 cases ; although such variation may better serve the advertiser at 

 a materially lessened cost. 



$f/^g-\ r\r\r\ W^ insert a one-fourth column advertise- 

 AOOjOUO ment on a yearly contract in a choice posi- 

 tion in a judicious selection of the papers of every State and 

 Territory of the Union. At one-fifth of a cent a line for each 

 thousand issues, it will pay for inserting 100 lines of advertising 

 in every publication in America sixteen times. Persons often 

 ask for very large estimates who have neither the nerve nor the 

 ' means to do the advertising. The application reaches usby maU. 

 If we proceed to prepare the estimate asked for without any as- 

 surance of good faith on the part of the Advertiser we waste 

 valuable time which is more profitably devoted to promoting the 

 interests of actual customers whose business is already in hand. 



(!»_,-. r\f\f\ Expended in a single month will place a con- 

 »Pj"j""vJ spicuous advertisement in a choice position in 

 all the leading daily newspapers issued in towns of more than 

 20,000 population, and in all the weekly and monthly publica- 

 tions which issue more than 50,000 copies regularly. A page for 

 one insertion in the Century Magazine costs $250. One hundred 

 lines in the New York Daily Times cost $25.00 a day. If you 

 constitute us your Agent to expend a fixed sum for you, in ad- 

 vertising, we shall do it to the best of our ability and our reputa- 

 tion for placing advertising on advantageous terms is very good. 



$— _i r^f^f^ The Advertisers whose business is transacted 

 ^jjvJvyvJ. through our office in a manner most uni- 

 formly satisfactory and profitable to themselves, are those who 

 trust us most implicitly. They tell us what they wish to accom- 

 plish and we prepare and submit plans which the Advertisers 

 examine and revise. We then consult with the Advertiser and 

 compare notes, after which the orders to insert are forwarded to 

 such papers at such rates and for such periods of time as are de- 

 cided to be best in each case. Twenty-five thousand dollars is 

 sufficient to place a conspicuous advertisement for from one to three 

 months in nearly all of the publications ot the country which are 

 really of exceptional value in proportion to the rates demanded. 



dj—i nf\r<^ One of the most successful Advertisers we ever 

 ^Pj)"""* had always ordered his advertisements in this 

 way, " Get the best service you can for me for $5,000," leaving 

 evei'y detail to us. We were thus enabled to say to a Publisher, 

 if you put this in at a large reduction from your rate it will be 

 no criterion for further transactions. It was a surprise to find 

 ourselves so often able to contract for the insertion of that par- 

 ticular advertisement at half rates, in papers which would not 

 permit us to OFFER their columns at a penny's deviation from 

 their printed schedule. The advertising rates of one New York 

 paper are double those of another which has twice the circulation 



of the first. Similar discrepancies are not uncommon. The ad- 

 vertisement intrusted to us to be placed in accordance with our 

 judgment often does double service for half the money. A dollar 

 for twenty-five cents. 



$f f^f\f\ If ^6 are given authority to insert advertisements 

 •'•J'-?""* to a limited amount, in such mediums as offer in- 

 ducements which seem to us specially favorable, we shall not 

 abuse the confidence reposed in us, and shall render statements 

 of whatever is done (if anything) from day to day. When 

 TRUSTED with the placing of an advertisement, we are put 

 upon honor, and are bound in honor to give the best service pos- 

 sible tor the monev to be used. 



$5 



f^f\ Leading Newspapers, especially the leading Agricul- 

 "vf. tural Newspapers, frequently issue large special edi- 

 tions (of twenty, fifty, a hundred, or even five hundred thousand 

 copies,) and solicit advertisement orders from us on terms which 

 would often be accepted by our patrons if there was time to in- 

 vite attention to the matter ; but the question must generally be 

 decided before there would be time to write and receive a reply, 

 and often the case cannot be fully stated within the limits of a 

 letter. 



$^^^x. Prepare a small advertisement and send with check 

 "3^* fo'' $350, or any other sum. The practice of asking 

 the Agent to name his papers in advance compels him to name 

 such as are well known, otherwise there is reason to suspect that 

 his judgment is biased ; — and the hest papers do not Wee to have 

 their rates quoted below their schedule.. 



f f\f\ The Advertiser who sends his advertisements asking 

 ■^"'-'* for the best service possible for one hundred dollars, 

 will often get from five to fifty per cent, more service for his 

 money, than he would had he required us to tell him in advance 

 exactly what service we would promise ; for when an estimate 

 has been given its plan and specifications must, in a general way 

 at least, control the advertising to be done : It ties the Agent's 

 hands and prevents his giving his patrons T- -DAY a better ser- 

 vice than he could have promised jeste:' ■•;; oecause yesterday 

 the opportunity had not presented itself : U^- lo^roir it may have 

 passed! Some publications are used most economically on con- 

 tracts for a single issue ; in others insertion for a month may be 

 had as cheaply as for a single week ; but in furnishing an esti- 

 mate in advance, if the Agent attempts to go into details, his 

 correspondence becomes voluminous and the advertiser confused. 



$ 



|5 



^ If you are in the habit of occasionally inserting a small 

 "• advertisement in a few papers, investing a few dollars 

 and carefully noting the result ; we desire you to make trial of 

 our -Advertising Bureau, sending us the advertisement and the 

 money, leaving the selection of the papers to us, and judging of 

 the service rendered by results rather than by names, circulation 

 claims or prices. To make up careful estimates calls for much 

 work. It don't pay to make them indiscriminately for every 

 applicant. If such estimates as are asked for were always given 

 the Advertiser who wished to expend $50 would frequently fi.nd 

 himself in possession of a scheme which it would cost $500 or 

 possibly $5,000 to carry out. 



-._. We devote all necessary care to placing small orders 

 ID. for Advertising : — even the smallest ! Time is saved 

 by sending check with the order. Often the Advertiser is not 

 possessed of sufficient information on the subject to enable him to 

 judge of the merits of an estimate for advertising, and he decides 

 by the footings of the figures whether he will or will not do the 

 work. Yet the estimate binds the Agent and makes it improper 

 for him to make any variation in its specifications, however much 

 his judgment may point to material changes which ought to be 

 made. This is specially liable to be the case when the order 

 comes a considerable time after the estimate was made. 



$ 



GEO. P. ROWELL & CO., Newspaper Advertising Bureau, 10 Spruce St., N.Y. 



