nder the guise of helping the down-and-outs, even publish
free all "Situations Wanted" advertisements, because they believe that
the loss in advertising will be more than paid for by the gain in the
number of readers, with the resultant possibility of higher advertising
rates or more advertising in other departments because of the increased
circulation.

=32. The Advertising Manager.=--Closely associated with the circulation
manager is the advertising manager, who is dependent upon the former for
his rates. It makes a great difference with the advertising manager's
rates whether the circulation is a hundred thousand or a quarter of a
million, and whether the circulation is double or one half that of the
rival morning publication. The advertising manager's duties are as
manifold as those of his associate. He directs the advertising
solicitors and advises prospective advertisers about the place, prices,
space, and character of their advertisements. A chewing tobacco ad is
worth little in the column bordering the society section; the back page
is far more valuable for advertising than the inside; and the columns
next to reading matter are worth more than those on a page filled only
with advertisements. The advertising manager, too, has the power of
accepting or rejecting advertisements. Liquor, soothing syrup, and
questionable ads are barred by many managers. Some will not even accept
so-called personal ads. Yet at the same time that they are rejecting ads
in this class, such managers are straining every point to gain desirable
ones. One way of obtaining these is by advertising solicitors. Another
is by advertising in one's own paper and in publications in other
cities. Many of the metropolitan dailies exchange whole and half-page
advertisements, directing attention to their circulation figures and the
number of agate lines of advertising matter printed within the
preceding month or year. Some of these papers publish audited
statements, too, of the relative number of advertising lines printed by
their own and rival publications. But the advantage is always in their
own favor.

=33. The Cashier.=--The third division of the business department is the
cashier's office, frequently known as the counting room. Briefly put,
the cashier directs the pay-roll and all receipts and disbursements of
the paper. He keeps the books of the publishing company. From him the
reporter receives his pay envelop, and to him are sent all bills fo