Oregon Exchanges
For the Newspaper Men of the State of Oregon
ADVERTISING RATES IN OREGON: RESULTS OF QUESTIONNAIRE
SO SHORT a time as ten years ago business data concerning newspaper conditions were extremely difficult to get. Circulation figures were often merely amiable falsehoods and generally understood to be such, advertising rates were to be taken with a grain—or spoonful—of salt because there was no knowing how big a rebate a clever" buyer could get, and profits were impossible to figure because every printer was solely responsible for his own system—or lack of system—of ac counts. As one printer told the writer, "I figure the wages, and add seventy per cent for profit, but somehow I don't seem to have anything left at the end of the year."
The greatest change that has taken place in the newspaper business in the last ten years is the gradual disappearance of the old suspicious secrecy about business facts. More and more offices have gone over to good bookkeeping, and when a modern publisher says he made 12 per cent profit last year it means something very different from the condition of the old timer who "added 70 per cent for profit." Cost systems, moderately well kept up, are be coming fairly numerous, the income tax law has had a good effect on business systems, and actual figures have been increasingly used in recent Conferences and Conventions in place of the old time vague generalities.
In response to numerous inquiries from Oregon publishers as to what is the actual rate situation in Oregon, Oregon Exchanges sent out a questionnaire, the first, perhaps, of a series that will bring out many interesting facts of importance to Oregon publishers.
The new spirit of modern business methods as applied to newspapers came out many times in the answer to the question as to whether the information could be used with the name of the paper attached. "Publish," "Sure," "Not Confidential," the answers ran, "Use name if you wish," "Quote if you wish," and one editor insisted, "Please do not consider it confidential. We try to advertise it-" A considerable number, however, adhered to the old principle of secrecy, some evidently recognizing that their rates seemed too low.
One thing Oregon Exchanges was particularly interested in was to what extent the flat rate is favored and to what extent there is a sliding scale that allows local advertisers using large space regularly a consistent discount. There are indications in the answers that the desirability of this is pretty widely recognized, but few papers have worked out a consistent and complete system. The most comprehensive dealing with the sliding scale problem is offered by the card of the Capital Journal of Salem.
