The sun. [volume] (New York [N.Y.]) 1833-1916, 1877-05-06

not. In almost every case We observe that
round numbers merely are given, and that
circumstance does not tend to increase faith
inthcir accuracy, for the editions Of period
icals, if truthfully and exactly reported, do
not always como up to the even hundreds
and thousands, as tho weekly bulletin of
THE SUNS circulation shows, and as COM
mon sense teaches. Still, Mr.. PEr1ENG1LL
has dono the best he could in the absence of
frankncss touching their circulations dis
played by newspaper publishers.
Turning to the part Of the Directory given
up to New York journals, wo regret to sec
that the Times, Tribune, and World omit Civ
Ing the figures Of their circulation, though
the Times speaks OF the capacity OF its WAL
TER presses the Tribune informs US that las
n newspaper for the family II Is unequalled,"
and tho World that it is the best exponent
OF the sound principles of the Democratic
party" These facts are OF great interest,
but probably the advertising community
would prefer to have the figures Of the cir
culation Of our contemporaries, for when
you pay for an advertisement in news
paper IL Is very desirable to know what you
get for your money. The Herald puts down
its daily circulation at IL, 400 and its weekly
at $4,000. These arc big figures, and cx-
coed what Is believed to be the regular
edition Of our contemporary. Does it care
fully count the actual number Of copies
printed and sold or does it merely make a
rough and sangunc guess? Why will not
the HrdH follow THE SUN's plan of rcgu-
laly, conspicuously, and truthfuly print
ing It's circulation? If it does that no doubts
as to the accuracy Of the figures given in
this Directory will arise, for everybody will
know the exact facts.
The daily misrepresentation comes nearest
The SuS in the matter Of circulation, in the
United States. IL the Boston HrdM, which
issues morning and evening editions, and Of
both sells, or did sell at the time the statis-
tics Of this Directory We're gathered, ten or
twelve thousand less than we printed and
sold Of our single morning edition at that
time With us in New York, the evening
journals mostly have small Calculations, but
in Boston they are papers OF more conse-
qucncc. Next after the Boston Herald, a very
cntcrprising and wcll-cditcd journal, comes
the Philadelphia Ledger Of Mr.. q. W. CHILDs,
A. NJ, which claimed, and we doubt not
had, at the time Of making the re-
turn published in the Directory, n circu-
lation Of $1,000. Tho Ledger Is Il remark
able paper, and that it is SO popular in Phil
adclphia indicates peculiar condition Of
the public mind in that city. 1t has no
opinion to express ON public questions, Is I'M
attractive in its makeup, and to New
Yorker seems duh and in-ipid TO the last de-
gree; yet in Philadelphia the Lcdger is
highly priced. and very generally read.
! F,l.. 4 tI...1.
pendent, vigorous. cntorprlSng, and sug-
gcstiNc journal, and though 1t IS young in
years We are glad to see that il has attained
the handsome circulation OF 10000 copies
daily. The Times must necessarily grow in
popularity, for when the Phiadclrhians find
that it contains all the news, presented in a
form lively and attractive, and has definite
opinions Of its own to express on those sub
.ccts which must engage the thoughts II all
/ citizens. docs not ignore the discussion Of
! tlr political questions which occupy men =
minds and furnishes Thorn themes for com
I Nor-ufion. and Is something moro than a dry
! chroniclcr II the occurrences II the day.
! they will feel moro aud more the need they
nave of such Journal.
But the chief thoughts which this volume
suggests are those touching the general
! question OF advertising. In modern times
ono Of the most important of those qucs-
tions demanding the study Of business men.
Probably more money IS wasted in advcr-
Using than in any other department Of bust
ness. II Is not always casyfor the merchant
20 find out whether ne is getting back the
sums he oNpend- ia informing the public as
/ 10 his wares. He Is be-et by hungry
crow! Of advertising agents intent on got
ING Their commissions ami oitenilmes not
"N'i-' rupul"us about falsely representing
the c'rculations Of the papers they serve
We regret To say that lying AZ To this mat
ter D., rather IN" rule than IN" exception
among many newspaper publishers. aud a.
tN'f take great raius Ia Keep their actual
circulation close secret th' inexperienced
"dN 'fii-r Is liable i' he deceived, and u
lN'l-h nus ann nlhc'inri'7 IN I"Wphls seen
/ "hl I'ad 10y hut low people. "nH "l Alil" value
NJ medium OF communication with the
/ l""ir' II the heW-lN'p' Euu-lhr@s was
property conducted inns "Nll would not
'Al7l every p'rlodl'al WOMB u'll lh' exact
uulh "'"nl t7 circulation ana 'he adNer'