One would naturally suppose that every subscription received would narrow our field—but it doesn’t. On the contrary. I can imagine a state of affairs—a list so large—that every subscriber secured would make it harder to get another, for we can’t expect every man, woman and child to take any one publication. But no magazine ever reached that dizzy height. Practically every subscriber we get is a missionary who brings in at least one convert within the year, and many of them send in dozens of new subscriptions. I need hardly use space in saying that we thoroughly appreciate these kindnesses and endeavor to show our appreciation by making Watson’s Magazine better and better each month. That’s a foregone conclusion.
Temporarily, however, we are embarrassed by the great influx of subscriptions, and for a little while we ask the kind indulgence of our friends. Everything shall be taken care of, but for a few weeks there may be some delays. It takes time to train new subscription clerks.
Our one weakness heretofore has been lack of proper organization to keep in touch with and look after the interests of the news-dealers. This has been remedied by placing a thoroughly competent man in charge of the news-dealer circulation. A complete roster of the news-dealers is being made and every effort will be put forth to increase news-stand sales. The tens of thousands of booksellers and news-dealers throughout the United States, supplied by the American News Company and its branches, constitute an army of distribution which has taken many years and an immense sum of money to raise and equip. We want to make use of that army to the best advantage of our patrons, the dealers and ourselves. Probably more than one-half of the reading public buys regularly of news-dealers, and a much larger percentage buys occasionally. Wherever our friends prefer to buy of the dealer, we earnestly wish them to do so; and if at any time there is any difficulty in securing Watson’s at the news stands, write us about it. We are now equipped to take care of all complaints of this character promptly.
There is, however, an immense reading public receiving mail on R. F. D. routes—yet it is only thirteen years ago that Mr. Watson, after a hard fight, secured a small appropriation in Congress to be used in experiments with rural free delivery of mail—real “rural” delivery, not the kind Mr. Wanamaker had tried in the small towns previously. But even after Mr. Watson got the appropriation, Cleveland’s Postmaster-General refused to use it. “Scandalous use of the people’s money,” he doubtless argued, “and, besides, it might develop into something which would hurt the express companies.” To Mr. Watson is due the credit for securing the first appropriation for rural free delivery. He is the father. But we must give the devil his due—the Republican Party built up the system Mr. Watson originated. Well, that party never was afraid to spend the people’s money.
Now, these R. F. D. patrons get mail at their respective doors every weekday. They need not, and do not, go often to the nearest village or town. Hence, they cannot so well depend upon news-dealers for Watson’s. They are best served by subscribing and having Uncle Sam’s mail-carrier bring it to the door.