The day book. [volume] (Norfolk, Va.) 1857-1867, 1866-07-21
Advertising

advertising.
In glancing over the Virginian of this
morning, animated by the hope of finding an
abandonment of its position relative to
holding the District Convention in Pc
tersburg and rot in Norfolk, we found our
friend advancing claims in it's leading article,
which we must be permitted to question The
general proportions laid down upon the sub
ject of advertising are in themselves sound,
and have been frequently displayed to the
Norfolk public in these columns; but when
our contemporary in applying these general
truths Instituted comparison between the
papers of this city and itself, to our prejudice,
we protest against its conclusions, which are
announced as follows in its address to the
public:
eve would merely exhort them to look to
their own interests by more frequent and lib
eral advertising, and at the snme time not
forgetful OF self interest direct their attention
to the particular and peculiar advantage of
using, as their medium, the Virginian, which
has undeniably, by far, the largest city circu-
lation of Norfolk dailies, and enjoys a North
Carolina patronage equaed by only one Vir-
GINA journal, and by very few in Carolina"
We confess that we approach comparison
with our contemporary, in spirit of unaffect-
ed difidence; but we cannot allow the assump-
ton of our friend to pass unchalenged
Let us examine the facts We presume
our contemporary bases its assertion upon the
award of the List of Letters. At the first
blush, this seems good evidence, but when
we state that the Day Book was not a Compel
itor fol the Letter List, because of the small
remuneration allowed for this service it at
once appears that no Inference prejudicial to
this paper. can be be a. dg gR f""''-'
But We go step further, and dist .nctly
express the belief, aohich zoe are giUinq to
submit 10 the crutcM experiment of an eran.i-
nation Of our mail books By The advertisiny
pa6ttc, that our legitimate circulation is in
excess of that of the Virginian We have no
special exhortation to address to the public to
protect their interests, weare looking af er our
own just now; but we think the comparison
we are thus driven to make will show the
puolic the particular advantage of using" the
Day Book as their medium of advertising.
The Virginian rests its claims to the largest
circulation on its daily issue We combine
our Daily, Weekly and Tri-weekly editions.
Our Weekly has circulation in the country
counted by many hundreds, and we presume
it will not be disputed that this number, re-
intorced by our Tri-weekly issue, which is
steadily advancing in popularity, is in excess
OF the country circulation of our friend
Counting our North Carolina circulation
by hundreds, we are not prepared to admit
that our eotemporary enjoys "a North Caro-
lima patronage equaled by only one Virginia
journal unless, indeed, tLat other Journal
he the Day Book
There is another element in this discussion
which should by no means be overlooked
For 1862 our books show a list of not less than
$40 post offices to which the Day Book was
mailed at that time and as these offices
open, we are in receipt of numerous orders
for this paper from our former friends.
Advertisers who make contracts would do
well to bear this fact in mind, which like the
others to which we have referred, we are
ready to attest by documentary evidence
Our contemporary concludes its article as
follows:
"We have recently employed additional
talent upon our columns, and intend, as the
season progresses, to give other substantial
evidences of an appreciation of the favor be-
slowed upon our past efforts, and of our de-
termination to publish paper second to
none in the State"
In reply to this we have only to say that
we have entered on the details of a COMPARE
son of our claims to patronage with those of
the Virginian with reluctance; and decline to
suggest any parallel in point of talent"
This much, however, we venture to affirm
that in assiduous labors to maintain the in
terests, dignity and position of Norfolk, and
the rights of the State, we shall be second
to no journal wherever found in zeal, how
ever much we may lack ability to illustrate
our devotion.