first one of these was in the matter of thousands of dollars worth of printing that was being sent by county officials to Portland firms. After our organization we quietly asked for a conference with the county judge, commissioners and various county officers, and got it. We appeared before them in a body and in an hour's quiet but firm talk accomplished what never could have been accomplished through separate action or vindictive editorials.
Another instance was that of legals. We fixed five cents a line as our limit and waited results. They were not long in coming. We had some lively skirmishes with a few attorneys but it was not long until all accepted the new order of things and paid the rate and paid the cash before receiving an affidavit.
The cunning of these crafty gentlemen came near wrecking our frail organization. One of the number called up each office for rates on a certain legal. He then called back and stated that a certain one of the offices had quoted him a lower rate and wanted to know if we cared to compete with it. We stated we did not. We thought sure the organization had caved in but as a last resort we decided to call up the other offices and learn the reason for their action. They replied that the same lawyer had tried the same game on all the others and had failed. Our joy was unbounded for we had weathered the storm_ that all such organizations will have to guard against. Abiding faith in one another is what we must have to get results.
It was with a certain malicious delight that I called up the aforesaid attorney and very deliberately called him a liar and a sneak beside.
Classified Advertising and Results
By Myron K. Myers, Classified Advertising Manager, Portland Oregonian
The statistical reports of newspaper advertising show that classified has grown faster than display advertising. No other advertising is read as carefully as classified. It is read by the classes and masses with like inter est. Not only the wage earner studies these ads but also the heads of families and large firms, when in need of help. The volume of classified advertising as carried by a newspaper is also considered by both local and national advertisers as a reliable criterion of its value and pulling power. It will be found that the newspaper which is the best patronized classified medium of a city, is also the most used and most profitable for display advertisers.
A medium which enjoys the confidence and respect of its readers is a good one to choose. The newspaper which is strong and vigorous in its editorial policies, which dominates in circulation and prestige—that is the kind in which to place your advertising.
Select a newspaper that PAYS the majority of its advertisers, whatever its rate, high or low. Bear in mind the subscription price of the medium selected. It should not be cheap. The higher the price the better the quality of readers, and the higher quality of your inquiries.
