Advertising and Periodical Revenue
By Editor
THE profit on periodicals, generally speaking, comes from advertisers instead of from subscribers, and few publications have the financial courage to refuse paying advertising. Referring to this matter, one of our exchanges says:— Religious papers, like all other periodicals, are dependent upon advertising for a portion of their income. It would be an ideal condition if the subscription list could be so increased that all advertising could be excluded. Meanwhile the publisher can only insist that advertising shall be honestly offered by reputable persons. Our readers can readily see how near the REVIEW comes to the “ideal condition,” and yet the price is no more than is charged for other papers which admit much advertising, both objectionable and unobjectionable. We hope that the loss of the publishers is the gain of the readers.