Excerpt from Phillips' Newspaper Rate-Book: Containing Full Descriptions, With Advertising Rates, of the Various American Periodicals Having a Circulation of 5000 Copies or More, Together With Full Lists of Papers Devoted to Specialties
There is so much competition nowadays among advertising agents, that many Of the leading agencies, when giving estimates, reduce the business to a species of' gambling - that is, the spirit of rivalry is so strong, that frequently prices are given so low, that orders cannot be executed without a loss. As no agency preposes to' do business at a loss, such papers as are marked below price, are, after futile attempts to bulldoze the publisher, left off the list, and various and specious excuses or explanations made for the failure to insert as agreed. It 18 an Interesting study to discover why apparently sound business men will accept such a method of having their business done. It is not in frequently the case that agencies deliberately mark prices on some of the most valuable papers which they know will not be accepted. They have no inten tion of inserting the advertisement in such papers, but mark the low prices simply to reduce the apparent aggregate of cost and thereby secure a contract. The advertiser is thus deluded into the belief that he has secured a very cheap contract, but after a time realizes that he has been duped. We make, no estimates whatever that we do not expect to execute to the letter, and if we do not succeed in inserting an advertisement in every paper on an order, it is for some reason beyond our control, and not a question of price. On account of the competition and dubious methods referred to above, we place ourselves in the position of an employe to the advertiser, working for his interest, consulting and advising with him in all matters, and charging a fixed percentage upon the amount of net cost for the work done.
The greater part of our business is done on this plan, and all our customers who adopt it are well pleased with the results. Try it, and thereby save your self the vexation and annoyance of dealing with every Tom, Dick, and Harry who Solicits you for advertising.
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