Did he intentionally double cross both himself and his Third Assistant or, in his anxiety to curb the circulation growth of periodicals, did he forget what he and Mr. Britt had said?
What’s the answer?
I give it up. However it may appear to the reader, to The Man on the Ladder it appears that Mr. Hitchcock in his 1910 report has written, figured and “recommended” himself into a situation that is far more humoresque than it is consistent or informative.
Returning to the report of the 1906-7 commission, I will mention a few more of its objectionable recommendations.
As previously stated, the Penrose-Overstreet Commission recommended the enactment of a law requiring that newspapers and other periodicals devote not more than one-half their space to advertising matter (Section 3 of recommended bill, page 50 of report). Thus, in pressing an ill-conceived purpose to restrain the growth of circulation and increase of weight of monthly and weekly periodicals, they would, it appears, cut into that division of their published matter which produces the greatest revenue to the government for carriage and handling.
The truth of the last clause preceding has been so frequently and conclusively shown as to require no argument to convince the veriest tyro in knowledge of federal postoffice affairs and the sources of its revenues that the statement made is true. Elsewhere in this volume, however, the truth of the statement will be found fully established.
I confine the application of the statement to monthly and weekly periodicals, to such as are of general circulation. It of course applies, but in lesser degree, to newspapers. The advertising matter published in the newspapers is largely of local character, while that published in our high class monthly magazines and weeklies, in trade journals, etc., is largely general in character. The advertisements published by the former are chiefly those of local merchants and manufacturers and of local, commercial, financial and other interests. On the other hand the advertisements carried by the class of monthly and weekly periodicals indicated represent persons, companies and interests widely scattered throughout the country. Because of this phase in the character of the advertisements carried, the newspapers advertising space is not nearly so large a contributor to the government’s revenues from first, third and fourth class mail carriage and handling as is the advertising space of our high-class monthly and weekly periodicals.
It is true that this 1906-7 commission makes a somewhat strained effort to assign two chief reasons for its recommendation to curtail the space which publishers of periodicals of all kinds may devote to advertising matter.
1. The commissioners appear to have been carrying around with them a stern purpose to suppress what they designate as the “mail order” publications, devoted largely to advertising the wares carried in stock by one or, at most, a few firms that individually or jointly pay for publishing the “weekly” or “monthly”, as the case may be.
There can be no question that there is a large number of such alleged periodicals which have been issued and distributed through the mails for the plainly manifest purpose of advertising the merchandise of those who pay for publishing them. I believe, however, that there are fewer of such fake periodicals enjoying the mail service at second-class rates today than there were ten or fifteen years ago. The Postoffice Department, it must be said to its credit, has “disciplined” a large number of them out of existence or, at any rate, out of the second-class mail rate privilege.