The Correspondencia Administrativa section, found in many Spanish magazines of the late nineteenth century, was the magazine staff’s most convenient way of responding to letters from subscribers and hopeful contributors. Replies were perfunctory and saved both the time and postage/stationary costs involved in responding via private, individual correspondence. Sadly, while it goes without saying that we only see one side of the conversation, and even then do not see the private correspondence which also accompanied these responses (as evidenced within the public responses themselves), this Correspondencia Adminstrativa is still useful for shining a light on the logistical and practical issues involved in running and growing a successful magazine business in the late nineteenth century.

This article is a summary of the Correspondencia Adminstrativa of the 1897 year of Germinal (in which it features in 26 issues from the 11th June until the 31st December), and the first ten issues of the magazine Vida Nueva (19th June 1898 to 14th August 1898), the issues available in a digitised format. Of these issues, there were in total 487 replies to Germinal readers and 370 replies from Vida Nueva readers regarding their subscriptions and (occasionally) contributions. When quotations are used, the reference to the quotation is placed in brackets afterwards.

The Subscribers

The people who subscribe to both magazines can be individuals, wholesalers (corresponsales) or institutions (e.g. casinos), but most of the replies are to wholesalers, as not only does this appear to be the way that most individuals procured the magazine, but wholesalers would have more need for regular correspondence regarding changing the volume of their orders, ordering back copies, and processing returns.

Wholesalers are sent the conditions of the agreement when they first subscribe: ‘Remito por correo, según su deseo, 10 ejemplares, y por el mismo le escribe las condiciones para ser corresponsal en esa’ (Germinal, Villagarcía, 29/10); ‘Aténgase para ser corresponsal á la circular’ (Vida Nueva, Granada, 26/6). With Vida Nueva the wholesale numbers can be significant: ‘Carlos del Río. –Se enviarán los 1.200 que pide del próximo número y al Sr. Tosso de Huelva los 50 que desea del primero. Mil gracias por su entuasiasta actividad.’ (Vida Nueva, 19/6, Sevilla). The biggest orders for Germinal, on the other hand, were much more modest: ‘Contesté correo conformidad con los suyos y condiciones y el paquete seminal que remito es de 350 ejemplares, también le remito los 30 ejemplares de cada uno de los números no vendidos en esa ciudad ó sean el 14, 15, 16, 17, 18, 19, 20, 21, 22 y 23’ (Barcelona, 12/11).

It is clear that the administration of both magazines preferred the wholesale model wherever possible: ‘Se le mandarán 25 ejemplares semanales como desea, agradeciéndole sus buenas intenciones, y en vista de que por la mucha distancia no pueda adquirirlos del corresponsal’ (Germinal, Cartagena 8/10) and Germinal appears to recommend local sellers to individuals: ‘Recibido el importe del segundo trimestre y le remito el núm 4 que pide. Su recomendado Corresponsal está recibiendo un paquete de 10 ejemplares semanalmente’ (Salamanca 20/8). However they could also deliver to individual customers: ‘Se le sirve á usted la suscripción en su domicilio, rogamos dispense y se fije en la advertencia que va á la cabeza del periódico’ (Germinal, Madrid 10/12). Perhaps for the same kinds of logistical/commercial difficulties, the staff of Vida Nueva also requested that provincial subscriptions be of a decent length: ‘Las suscripciones de provincias deben ser por un semestre. Suscripto por tres meses’ (Vida Nueva, Almudén, 14/8).

Exclusive Rights

Many wholesalers of both magazines ask to be the exclusive sellers for the locality, but this came with its issues. With Germinal, M. E. of Alcoy 24/9 is told ‘Demorando envío de los fondos no podemos conceder exclusiva á nadie’, while D. F. G. R. of Villagarcía (19/11) is informed ‘No puede conceder la exclusiva sino por un trimestre’. With Vida Nueva some concessions of exclusive rights are easy, and we can sense the editor’s delight: ‘J. Vinneixa – Desde luego tiene usted la exclusiva. Se le escribe correo. Los 22.000 ejemplares tirados van siendo insuficientes para servir pedidos, dudamos poderle enviar más de los 900 ya enviados del primer número. Para el próximo aumentaré tirada’ (19/6, Valencia). However, other exclusive rights proved more difficult to concede: ‘La Administración procurará complacerle pero no puede en el acto resolver enviándole los 300 ejemplares que pide por tener otro corresponsal de la localidad solicitada la exclusiva con mayor pedido’ (Vida Nueva, Valencia, 26/6). Santander appears to be a particular disputed locality, with one tenacious businessman (L. Gutiérrez) determined to get the exclusive rights from a reluctant administration: ‘L. Gutiérrez - No podemos concederle la exclusiva con ese pedido porque hay otro en la localidad que lleva el doble número de ejemplares. Haga un pedido razonable y podremos entendernos.’ (Vida Nueva, 3/7, Santander); ‘L. G. – Recibida carta. Se le enviará pedido. Exclusiva no puede concederse ahí por menos de 300’.

There were to be conditions to being an exclusive vendor but, tantalisingly, we are not told what these are, as these went in private correspondence: ‘Se envía á otro corresponsal de Mataró como propaganda pero si usted quiere la exclusiva le enviaremos condiciones’ (Germinal, Mataró, 26/11).

Promotional Copies and ‘Sweethearting’

With Germinal, the editorial staff also send wholesalers promotional copies (ejemplares para propaganda) which appear to be free of charge, as well as providing carteles-anuncios on request (San Pedro de Terrasa, 20/8). There is an element of trust and goodwill in this process: ‘Puede descontar de los números de pago algunos que haya empleado en propaganda, pero cuidando de no perjudicar nuestros mutuos intereses’ (Aranda de Duero, 1/10). However, with Vida Nueva, this policy of free issues is strictly not allowed, and it appears that some wholesellers may have engaging in ‘sweethearting’, as it is known in the retail trade: ‘J. P. Requena – No son admisibles sus explicaciones. Usted no tiene derecho á regalar lo ajeno. Se le anota por lo tanto en cuenta todo lo enviado’ (Vida Nueva, Baza, 3/7); ‘No admitimos se regale. Se le sirvió el pedido que hacia’ (Vida Nueva, Berja, 10/7).

Orders and Returns

With Germinal it is the responsibility of wholesalers to decide how many copies they need, how many they think they can sell, and the magazine staff decides if this is realistic. For example, the administration agrees with M. P. of Linares in 24/9 that ‘con poca propaganda podrá usted colocar 50 ejemplares semanales.’  A calculation of realistic sales figures is necessary because it appears that for Germinal there was a limit on the amount of returns possible for wholesalers (‘De los ejemplares sobrantes puede repartir una mitad y devolverme los restantes’ Alcoy 8/10) and too many returns could lead to future orders being revised downwards: ‘En vista de sus devoluciones dejo de remitirle el paquete’ (Ferrol, 15/10). For Vida Nueva, the situation was made clear with a general announcement: ‘Se advierte á los señores corresponsales que en adelante no se admite devolución de ejemplares y que se les cargará en cuenta, íntegro, el pedido que hagan’ (10/7/1898). It would appear that this stance was prompted by some individuals returning merchandise in lieu of paying their bills (see section on credit control).

With Germinal, wholesalers paid 15 cents for each copy, and got 10c back if they had to return copies ‘Recibidas 3,90 pesetas y 11 ejemplares devueltos, le abono en cuenta, por ambos conceptos, 5 pesetas’ (Castellón, 15/10), Vida Nueva charged 20c per copy, and did not (publicly) give a price for returns. Returns of Germinal were permitted only if the issues were in good condition (Villanueva y Geltrú, 3/12).

Wholesalers had to pay at least a month upfront for bulk orders: ‘No hay inconveniente en mandarle los 50 ejemplares mensuales que desea, mediante el pago mensual adelantado’ (Germinal, 8/10, Sevilla). However, there appears to be an element of credit allowed, within discretionary limits: ‘Recibidas 2 pesetas para pago de su suscripción hasta fin de año. El importe de ésta es 2,50 pesetas, remita los 50 céntimos que resta. No obstante le sirvo el número’ (Germinal, Pueblo Nuevo, 15/10). This extension of credit appears to have led to credit control issues in some instances (see later section).

Delivery Matters

The magazines of Germinal appear only to have been sent ‘fuera de valija’ (‘outside of the postbag’), which was an alternative postal service which charged a separate rate for periodical deliveries to wholesalers. Vida Nueva, on the other hand, repeatedly announces this choice of delivery service to its subscribers, but do not make clear what the alternative would be: ‘Los señores Corresponsales que deseen recibir el servicio por los trenes mixtos ó “fuera de balija”, se servirán manifestarlo así á la Administración’ (Vida Nueva, e.g. 26/6). It may be that larger wholesalers preferred this delivery method: ‘J. Vinneixa – Se le sirve desde hoy un pedido de 2.500 ejemplares que se envían, según su deseo, por el mixto’ (Vida Nueva, 26/6, Valencia). There is also the implication here that the ‘fuera de valija’ service was more reliable ‘Paquete salió á tiempo. Pídale fuera de balija si puede. Se le servirá lo que desea.’ (Vida Nueva, Segovia, 10/7). The Germinal’s delivery service appears to be reliable enough that the administrators are able to specify the exact day that the packets will arrive: ‘Desde el número anterior remito 15 ejemplares que recibirá los sábados’ (Villanueva y Geltrú 3/12).

However, there can be issues with delivery, both to and from the magazine’s office: ‘Recibida letra por 44,10 pesetas que distribuiré en la forma que usted indica; todavía no he recibido paquete de números atrasados que me envía’ (Germinal, Almería, 10/12). ‘Se le envía por segunda vez el pedido. Se le ruega reclame el paquete.’ (Vida Nueva, Málaga, 17/7). Sometimes the deliveries failed due to the magazine staff’s own processing error: ‘Por error en la faja no habrá llegado á su poder el periódico. Corregido error se le han remitido todos’ (Vida Nueva, Esquevilla, 14/8).

Local clients and contributors of the Madrid-based Germinal were asked to come to the office to pick up their orders and speak to staff: ‘Sírvase usted pasar por esta Administración, Génova 7, los días de trabajo de 6 á 8 de la tarde, para hacerle entrega de los números 23 al 27 que pide’ (Madrid 19/11). ‘Su artículo irá en el número próximo. No se ha recibido el anterior artículo á que usted alude. Procure avistarse en esta Administración con el Sr. Bart’ (Madrid, Santa Barbara 19/11).

Special Deals for Special People

Occasionally it appears that certain people could get a special deal on prices, at least with Germinal magazine. Consider, for example: ‘D. D. H. - Se le remiten con el número corriente los atrasados 18, 19, 22, 23, 24, y 25 como pide, al precio por ser usted de 10 céntimos cada uno ó sean 0,90 pesetas. El libro del Sr. Bark está en prensa. Dicho señor le escribió á usted sobre el particular. No van los versos pero se le ruega nos envíe alguna cosita’ (Perelló,  26/11) and also ‘Recibidas 20 pesetas. Tiene abonado hasta fin de año. Se le hace la rebaja que pide. Los números que desea cuestan 0,15 pesetas á los corresponsales’ (Palafrugell, 31/12). Compare these two examples with: ‘Se le remiten números que pide al precio de 0,15 cada ejemplar. Puede remitir directamente importe á esta Administración’ (Sevilla, 24/12).

Customer Verification

It would appear that some subscribers wished to remain anonymous: ‘Sírvase decirme su nombre’ (Germinal, Barcelona 8/10), which is understandable, given the magazine’s ideological content. However, this was not possible, as the administration checked documentation before processing new orders, at least with Germinal from November 1897 onwards: ‘Se le servirá el pedido que hace en la suya, en cuanto terminemos comprobación documentos’ (Barcelona 3/12).

Any Other Business

Some correspondents combined their business dealings with fan mail or personal commentary: ‘Se le remite el núm 30 y se le dijo lo que usted quería al Sr. Bark’ (Germinal, Perelló, 3/12). The administrations also combined commercial matters and literary concerns: ‘Queda suspendido envío del paquete hasta nuevo orden. Se le envía la suscripción á las nuevas señas. En cuanto á sus crónicas, sepa usted que nos agradan y se publican y le agradeceríamos siguiera remitiendo’ (Germinal, Nueva York, 3/12). Very occasionally was the Correspondencia Administrativa section used to deal with letters concerned only with  literary matters e.g.: ‘Se tardará algo en publicarlo por el exceso de original’ (Vida Nueva, Medina del Campo, 17/7).

Forms of payment

With Germinal, payment could be made by ‘libranzas del Giro Mutuo’ (Pontevedra 19/11), in postage stamps enclosed in a certified letter (Ontiñena 20/8), or in ‘letras de fácil cobro’ (Pontevedra 12/11).

Vida Nueva preferrred the Giro Mutuo libranza rather than stamps: ‘Se le suscribirá á usted por el año. El giro mutuo es preferible’ (Gijón, 10/7); ‘Puede remitir el importe en sellos ó mejor en libranza del Giro Mutuo’ (Viana, 26/6). It appears that ‘letras’ were also accepted (Santander, 17/7).

There may have been issues with payments being received, or it may have been that vendors hid behind typically expected problems with payment methods in order to extend credit. Consider the following: ‘En esta Administración no se han recibida las 2,70 pesetas, ni el paquete que dice envía. Se la mandan ¿0 ejemplares hasta nuevo aviso’ (Alcoy 10/12).

Credit Control

Despite their best efforts to get payment in advance, both magazine enterprises (as with many magazines of the period), found themselves awaiting outstanding payments from customers. Issues with non-payment would certainly explain why it appears that the administration of Germinal sent out credit control letters to chase debts: ‘Conforme con la cuenta de su liquidación. La carta que Ud. Recibió era una circular que se le remitió á Ud. por error, pues está usted al corriente con esta Administración hasta fin de Noviembre pasado’ (Oviedo, 24/12). The administration also sent balance statements (extracto-cuenta) to customers on request (Geminal, Aranda de Duero, 1/10), which could also serve as a polite reminder of outstanding monies. However, in the 8/10 issue the administration felt that the following general message was necessary: ‘Rogamos á nuestros suscriptores y corresponsales se sirvan remitir á esta Administración el importe de sus descubiertos á correo seguido, si desean evitar retraso en el envío de los números.’

The Vida Nueva team also appears to have had issues with credit control. It first put out a general message on the 10th of August: ‘Se ruega á los señores suscriptores que se hallan en descubierto con esta Administración, se sirvan enviar el importe de su suscripción en sellos de correos ó letras antes de la salida del número próximo.’ This message was put out during a week when payments were chased from various subscribers including Baza (1,40 pesetas) and Gijón (4,37 pesetas) in individual replies. Clearly, not all indebted subscribers heeded this message, which led to a more strongly worded message the following week (17/8): ‘Los señores suscriptores que se hallen en descubierto con esta Administración, se servirán enviar el importe de la suscripción lo antes posible para que no sufran retraso en el recibo del periódico’.

Given that the administration evidently had difficulty getting payment from some subscribers, perhaps wholesalers who had overestimated their ability to sell the number of copies ordered, the administration eventually appeared to write off some losses: ‘No podemos regalar más números. Los atrasados se cobran á 20 cénts. Se le cargaran en cuenta los pedidos’ (Vida Nueva, Bujalance, 10/7). Similarly, while Vida Nueva did not want to accept returns, it appears that some wholesalers pushed them to accept magazines instead of payment. The aforementioned J. P. Requena (see above), receives a terse second reply from the magazine staff: ‘Recibidas sus dos cartas. No regalamos números. Debe 1,40 pesetas de junio. Se le abonan en cuenta los devueltos’ (Vida Nueva, Baza, 10/7).

Technological Innovations

Finally, it would appear that subscribers did not only contact the magazines via the traditional pen and paper method. One entry, in the Correspondencia Administrativa section of the 7/8 issue of Germinal, cryptically states: ‘Barcelona – G. V. –Recibido telefonema. Servido pedido.’ Could this be an early example of the recently installed telephone line between Madrid and Barcelona being used for a business transaction?

Finally...

​Although not pertaining to either magazine, I thought it fitting to include a section from La Vida Literaria, issue 4/2/1899, here, in which the magazine administrator writes an open letter to the Director General of the Oficina de Correos y Telégrafos to complain about the huge numbers of the magazine bundles and almanacs that go missing every week. I include it here for its historical interest, to evidence that in some cases at least, the destined recipients of the magazines must have been telling the truth when they said that their packages were not received.

Any comments on this generally little-known and little-researched aspect of the nineteenth-century magazine would be much welcomed.