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54 PRINTER AND PUBLISHER
A Paid-in-Advance Subscription List ranmes are dropped the less noney out of pocket the
By Erler L.mbert lnewspaperman will be.
There is, in the subseription list of every news-
In forming his opinion of the ?merits or de- paper I have knlown, a certain percentage of sub-
merits of this article, it is de.sirable that tlle reader scribers who are as reliable as death or taxes, but bv
should bear in mind that the suggestions offered are no means as prompt in the settlement of accounts.
not mere tleory, but have, inT practical application, It is at tle option of tie editor to decide whether
proved their worth. A weekly newspaper having these are of more bother than worth. In my ownV
over twelve hundred subscribers, has employed the case it was found advisable to tolerate the few wlio
rnethods herein set forth, the result being that ninety- nmight be numnbered in this class.
five per cent. of its sublscription list is paid in ad- Tiis questionl "f piaid-ii?-advance subscriptions
vance. t-nust corie to every ow-ter of a newspaper, for in
The subsch?rers whose namttes . appear on the aver- the prelirninary stiges of a journal's growth sub-
age list may be divided into two classes--(a) thosee r? re valallle, even thotglh tlhe elect to re-
ittinr a year or so ir arrears. But as a newspaper
- .. ,.tt .t . lmakes go(od and grows in elars and experience, it
.t. should t be lle l to iommand a li t ast futlly paid-in-
t,ltt tedvanre as that of the p)aper inst-aiced il this
a',rticle.
At the Decembtlher mleetilng of the Sphinx Cltlb of
wNew Y ork, r. D W allter Il. Page, of I)oillc)ledytv, Page
& Co., dliscussed tle relatiolshi p tliat shotlil( exist be-
tweetn the editorial and busti ess departmeltents of all
1ublicatio s. Ile sumnrled up lthe relation ship in
tlthree wortts "OIn thle level." The twio departients
tutst lilar?tit?t oz e: the standards of the one shouild
iot l)e orte twhit higher or hlower than tliose of the
otilier. Tliere is titicli footd for thouight in one of his
rcosine senteces, "A newspaper is tifr better ltlair tlie
tworst advertiserient it prints." We letave the miorral
fo?r person?al aapplication.
NEW HOME OF THF VICTORIA. BYC.. "TIMES.5
witi?i? a radlits of 25 or 301 itiles, andii (b) those otit-
side thiat radius.
In dexling witli tlie first clast it is well iiot to
worrr if the subscriber fails to retit on the exact
date his paper expires. _live h?it a ?monthb or st
and then bring tlie matter to his tlttentionl Wtithiit
a certain radius thelre it direct com??peitiion to be
reckoned with, not only from?t loctil con.tempo Iraries,
but froIil newsipa?pers iri ot?ler towtis, aud, therefore,
to a certain extent, pronpttness in ptay ?eitt can ite
saterificed to keep?tig the circultion in a healthyl
conditioi.
Tbhe seicond variety sliottld bec stis cti?y pai ill ald-
tamce. The suilseriter it at dlistance aitn be dtealt
witi? satiufactorily ?il no othtir aty. er otice of ex-
piration should ble erved in plenty of timtei to alloA E
of renietwal biefore the subseription actually expires. Ma tgg Dirctof i l.t Cdi. C-i
In the event of failure to remit on time, the nanie Mr. Dean h.s ..t with quite a su .... in the
"Canadin Century," which he launched at the
treated renew without further delav. The few who tht bhatio .. ..ptional strong ciration
do not renew have in all Iikelihood decided previ-
ously on that course of action and the sooner the
I I i i i i -. Il Il
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