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46 PRINTE? AND PUBLISHER
tising space they pay for more highly because of estimable value in the personal development of the
their inability to procure similar space in the read- individual member of the discussions at the club
ing matter columns for nothing. meetings. Similar results will follow the organiza-
The situation in the United States before the tion of a chain of advertising clubs extending from
A.N.P.A. took up its present laudable work, was in- the Atlantie to the Pacifie-particularly if some
finitely worse than it is now in Canada. If, urder provision be made for their national federation.
such conditions, a fair measure of success las been
attained, it slould be comparatively easy to put a
stop to the evil in this country before it has firnly Editorial Comments
established itself as a custom. But, as the A.N.P.A.
bulletin states, "Thb e mared abateent of te fre e treat is in store for te printers who a
publieity evil bas corie, not becauae of fewer re- arrange to hear Ienrv P. Porter at the banquet of
quests, but because of fewer request grantedC." ven the Toronto Printers' loard of Trade on the lOth of
o will it be in Casia. ne next month. We speak whereof we know for it was
our privilege to hear his address at the Second In-
ternational Cost Congress on "Standardization".

An Advertising Club for Your City
ERllETOFORE, Winnipeg has had the dis-
tinction of possessing the only advertising
club in Canlada. Last month a similar club
was orgaiized in Motntreal under tlie namie of the
Montreal Publicity Association.
The Advertising Club of Winniipeg has had and
still retains the active symlpathies of the printers and
i putblishers of that city, naln y of wlihom are slmemlbers
i thereof. Well, indeed, miighit sii be the catse, for
thie tAdvertising Club of Winnipeg has donse iiuichl
to pronmote an intelligesnt tlpreciatelion of the vsalue
of advertising, and as such has been of direit beenefit
to Winntipeg printers and pulblisiuers. I t i apres-
eint engaged in tlie laudable work of sttamping olit
fake advertising, tlie following resolutionl having
been plaessed at a recent ,nseeting:
v"Your committpe re,oernmends that a comnittee of irve
be asppoluted to pass tipol tle slerits of all adtlvertisng
schemes offered to the members of the club. That this
commaittee consist of the president of this elub, a member
J Bureall, a nmember of the Winnipeg Board of Trade, and
also one rho is a memsber of the Real Estate Exehange.
It is proposed that suitable cards be printed and placed
in the o f%ees of the elutls nwqnbers, stating that before any
prtporsition would be (otlsidere d it must have the approval
of tlie protectioln commiAttee of the ofini)ieg Advertising
Club. It would be the duty of this cominittee to look
earefully into tlie merits of the proposition, and if. worthy,
t iss r e a permit to the agent to be reeognized by saver-
tigers who are memlbers of the elub. i Your executive be-
lieves thlis plan will relieve tl?e merchants aid adver-
tising publie of Winnipeg of itlatly fake sehemes, and save
to tsle iety several thousard dollars : n llally."
The Molltreal Publicity Asxsociatioul csorelrn euices
its work uindser extrernelv favorable coriditiosis. Its
honrorary president is Atnson McRim, of A. McKiri,
Linniteds; George E. Fraser, of the Dry Goods Record.
is president, and the appoinltees to the other offices
and to the directoratte intcltde representatives of the
leading advertisers and daily u ewspapers of Mon-
treal. Meetings will be held on the second Tuesday
of each month, and already some of the most prom-
inent advertising men in Canada and the United
States have signified their willingness to speak at
these meetings.
The Advertising Club idea has met with a heartv
reception n tlihe United States. Individually and
eollectively, tihe scores of advertising clubs operating
in the principal cities of the Union liave been a
powerful factor in tihe development of legitimate
advertising and the elimination of such as is of a
questionable ebaracter. This, in addition to the in-

This number was one of the olitstanding features of
the St. Louis program.
Soirle very practical New Year pledges for print-
ers are suggested by the iMaster Printer in its Janu-
ary issue. Among them are the following:-Not to
sell below cost under any condition, to charge for
my own time at its trtue worth; to charge for all over-
time; to stop work with my employees; to try to do
better work during the coming year and get better
prices for it.
"It is an ill windi tlat blows nobody good." The
British Columbia Comspanies Act of July, 1910,
evoked a storm of protest tlhroughout the other eight
provinces, but i is contributing to an increased reve-
nue of some of the British Colilnbia dailies. Notices
of tlie granting of liceiises to extra-provincial com-
panies occupy ten colnnins ot a recent issue of the
Vancouver Province. Legal rates, too!
Not so very long ago the average newspaper pub-
lisher considered the circulation of his newspaper
as much a subject for secrecy and mysstery as does
the patent medicine manufacturer of to-day his for-
mula. If, as was seldom the case, an advertiser be-
came inquisitive on this point, "auality talk" was
the beginning and the ending of the piblisher's
answer to his enquiries: the use of actual figures he
disdained. To-day the average advertiser feels that
he has a right to know exactly what he is buying,
and this right is being inore generally conceded by
newspaper publishers. Many circulation statements
give, not only the total circuiation figures, but also
a more or less detailed statement as to its distribu-
tion. In this latter connection a new level has been
established in the weekly andi daily fields respectively
by the circulation statenments issued last month bv
the Simeoe Reformer Land the Toronto Globe. The
Reformser's statement gives the local circulation bv
post offices; the foreign circulation by provinces:
and a post office map of the local territory by which
the advertiser can see at a glance the georaphical
distribution of the local circulation. The state-
ment issued bv the Globe is claimed bv its business
manager to be "the most complete circulation,
analvsis ever issued by a newspaper on this
continent." With other details it gives the
daily average for 16 years, the distribultion in
Ontario bv post offices and counties, and in other
parts of the Dominion by provinces and principal
post offices. It pays to be frank with the advertiser.

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