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Philadelphia, December 3, 1796.
a NEWSPAPER ftablithed on the principle of the merchants, traders”
and other citizens becoming its proprietors, and each of them as a proprietor to be entitled to
the paper. at, prime coft, and likewife to have their advertifements inferted therein, for a
{um merely fuflicient to defray the actual expence of printing, . will have the effeét annually
of faving, what in the aggregate willamount to feveral thoufand dollars; for it is a fact pretty
generally known, that fome of our’ public prints, yield every year to the printers a clear profit
"(after defraying every expence) of twenty thoufand dollars and upwards; which on_ this
{cheme might be abated to the readers and ddvertifers. ee . :
It has been accurately calculated from acknowledged data, thata newfpaper raifed on
- fuch a foundation, in the event of having as many proprietors as others have fubferibers
would be fupplied at the moderate rate of four dollars a yeas; and if its advertifements fhould
be equally numerous, their expence will be reduced more than one half. . In fhort fhould
-fuch a paper extend its fpread in the ratio of its fuperior advantages, the annual-expence .
- muft receive a proportional diminution and in a few months it would be evinced that an ad-
vertifement need not coft one fhilling, nor an annual fub{cription twenty, even fhould a fup-
plemental half fheet be daily iffued, and which might be fo contrived, as to anfwer the pur- :
_pofe of both a morning and evening paper.—An arrangement might alfo be made in fuch an
-eftablifhment, by which the management of the literary department of the paper fhould‘be .
_entrufted to men of their own choice 3a circumftance that muft afford the higheft degree of
-allurance that the paper would be conduéted with propriety. 00 28 ee EN ee
With a view te the attainment of fuch an eftablifhment, the followin
s g propofitions are ~
made by THOMAS BRADFORD, No. 8, South Front Street, Philad oe
elphia,
a Propofals for eftablifhing and conducting
“THE MERCHANTs ADVERTISER»
vo To BE PUBLISHED DAILY.
if. A fubferiber is a Proprictor 5 and is to pay half his annual fubfcription, namely,
four dollars, on every 1{t. of June, and is debited other four dollars. A proprietor pays on
infertion, ‘only the half of the charge for his advertifement, and is debited the other half:
‘at the end. of the year, each proprictor is credited for his dividend of the profit, which is
calculated and apportioned.on the amount of the debit fide- of his account ; a balance is then
ftruck, and paid.as it is due. - er
\N. B. ‘The charge for an advertifement, not exceeding afquare, is the prefent cuf-
tomary price, viz. five fhillings for the firft infertion, and two and fixpence for cach conti-.
nuance 3 all above a fquare, at the famie rate per fquare. mos ole!
'..6P Perfons other than. proprietors, pay the full charge 3 and the proprictors derive
‘the benefit, as they are likewife to do, when a reader choofes to receive this paper, onthe
terms ufual for other daily'papers, namely, eight dollars perannum, or fix cents per number,
$
.
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