The star. (Cincinnati [Ohio]) 1874-1875, 1875-01-15
TIE BASES or dDTER TISIEG
Y1IUE.

pleased with our suggestion to the Ohio
Legislature to pass q law requiring all
newspapers that ale offered as adyertis-
ing mediums to file sworn statements of
circulation with county officials. The
Enquirer, however, suggests that as the
circulation Of newspaper is liable to
changes publishers should be compelled
TO make weekly statements" This we
should not object to in the least. We
do not think however, that the circula-
tion of any newspaper varies 80 much
from time to time as to make weekly
statements necessary. Without doubt
it is advisable to have them filed quar-
terly, and we trust the Legislators will
make such provision.
The Enquirer makes a very remarkable
statement when it says: "The circula-
tion of a newspaper has very little to do
with its value as an advertising medium"
The Enquirer must be looking through a
glass darkly. A gentleman who adver-
tises extensively recently wrote to Mr..
Rowell, of the American Newspaper Re-
porter, Oh this subject as follows:
SIN refusing to state the circulation
of their papers we think publishers make
a mistake, as nearly all advertisers make
their contracts on basis Of actual circu-
ldtiOn as aecertained from the most reli-
able sources, and i'll estimating the cir
culaton where the publisher objects to
stating il, we think the advertiser in his
determination not to overestimatc il al
invariably ptVpg tho ,.ralit
1or much less circulation than it actu-
ally has.
''lf we give an order for a quantity of
circulars, the price is fixed in accord
ance with the number of copies to be
printed, and the printer could not collect
his bill until the full number of copies
ordered had been printed; and we can
not understand why if we desire to adj
yertise in a certain newspaper we are
not entitled to satisfactory proof of it's
circulation in order that we may know
the number of copies of our advertise
ment that will be distributed"
The basis OF actual circulation is the
only possible way upon which the value
of legitimate advertising can be estimat-
ed. Yet the Enquirer says certain clas-
ses of advertising are more valuable in
some papers than others.
''Certain classes Of advertising can be
more profitably inserted in the Gazette
of this city than in the Enquirer. Ger
tain other kinds of advertising find more
readers in the Enquirer" This is some
what indefinite: specifications should
have been given. For what kind of adj
vertisements are the Gazette columns
better than those of the Enquirer? Prob
ably for those "of all forms Of private
disease;" those of books about "Man-
hood, how lost, how restored;" those of
Marriage Guides" so debauching that
purchasers are warned III the advertise
ment that ''it is book that ought to be
under loch and key, and not left careless
ly about the house." Such are the kind
OF advertisements of which the Gazette
is iatterly making specially, the very
class for which THE STAR has refused
thousands of dollars. We would not in
suit respectable advertisers by asking
them to appear in such company. We
are thankful that we are not so hard up
as to be obliged to take such matter for
the sake of the money it brings. five
were we would shut up shop and take in
oar sign.
Again, what are the "certain other
kinds of advertising that find more read
ers in the Enquirer" Without doubt,
allusion is made to the pet 'PersopaP'
column of that journal, and we think the
Enquirer is right in its assertion. Peo-
pie who wish TO carry on any sort OF
meanness through newspaper advertis-
ing should patronize the Enquirer. In
it their traps will Sind more readers''
than elsewhere. In fact, it is the only
paper in Cincinnati that detiles itself
with such a personal" column.
Now we hold that herein is another
disadvantage to advertisers. The space
is not worth as much in papers that in.
sert obje ctionable matter as it is in those
that reject it. A large proportion of FAM
lilies will not take apaper that carries
demoralizing advertisements, hence
journals that keep their columns free
from such stuff always have the largest
circulation. This should be noted and
remembered by advertisers, and they
should not place legitimate advertising
in papers that carry the demoralizing
ones if they want the most benefit for
their money.
People are getting wide awake on the
advertising question; they have paid
something for nothing long enough, and
when they propose to insert legitimate
advertising in paper they now consider
where 1t will go and what sort OF compa.
ny will go with it.
In reply to a correspondent who asked,
ssWhat do you consider fair relative
difference in price of advertising between
apaper with 600 aud one with 1900 sub.