The Indianapolis journal. [volume] (Indianapolis [Ind.]) 1867-1904, 1883-04-27
PRINCIPLES OF ADVERTISING.

to the extent of its circulation, which Is the
accurate measure of its usefu lness for adver
Using purposes. "-Exchange.
That time has come now with the great
mass of reputable and well-established news
papers. But there are a few which feel it
necessary to attract trade bya constant dis
play of figures to the general public, or by a
parade of VIGOROUSLY false assertions. Both
these practices are of the nature of Cheap John
bust uess. Persons who seek the columns of
a newspaper for advertising purposes are en-
titled to know precisely what they are pay
ing for, but we know of no one else who is
so entitled. That is the principle OF BUSH
ness in all trades man who should be
constantly prating of his commercial sound
ness, or drawing diagrams of the wonderful
extent of his trade, would be liable to be
looked upon with suspicion. and very justly
so. AS matter of fact there are but few,
very few, newspapers of any standing and
character which have ever attempted to con-
those who, for business reasons, are entitled
to know it, just as there are few, very
few, papers which feel it necessary to pro-
claim from the housetops fact which, if q
fact, is known to every intelligent, wide
awake and enterprisng advertiser. 1t Is only
the gudgeons in business who are swindled
into advertising in alleged newspapers with
out circulation or influence. merchant
with intelligence enough to conduct his own
business knows what newspapers in his town
or city enjoy the circulation and influence
that warrant him in paying for them.
But there is fallacy in the paragraph
quoted and which is one of the stock argu-
ments of a few newspapers and that is the
assertion that the number of copies printed
or circulated is the only gauge whereby to
test its value as an advertising medium,
''the accurate measure OF its usefulness for
advertising purposes" 1t does not require a
moments careful thought to see the utter
falsity of such a proposition. The extent of
circulation is but one factor to be considered.
and some times it may be the very smallest
ter OF the paper, the standing it has in the COM
munity to be reached by the advertiser, are all
to be taken into account by the sagacous
merchant. There are newspapers which cir
culate widely, more widely than any other,
in whose columns a reputable business
should not be advertised, and if it were it
would reach but the smallest possible numn
Der of people who would be likely to beoafIEs
customers. AS a rule, in all cities thes.i6w-
priced, cheap papers, which necessarily print
the largest number of copies, circulate most
not found for very considerable percentage
of business houses The newspaper which IS
the best advertising medium for general bust
ness is that one of established character, good
repute in the community, which covers its
field satisfactorily, and reaches the largest
number of those classes of people from whom
such business expects to and does draw its
custom. These facts are recognized by all pru-
dent and intelligent men; they are practiced
upon by advertisers who study the science of
advertising, and particularly are they EN-
phasized in the advertising of specialties in
what are known as class newspapers, the cir
culation of which is necessarily limited, but
which, at the same time, reach the larger per-
centage of people who are interested in the
specially A high-grade book publishing
house, for instance, would show singular
Judgment to advertise in the Police Gazette
rather than in the Nation, simply because
the Gazette may print many fold more copies
than does the Nation; and SO would whole
sale house or frst-class dry goods
establishment display equal ignorance
of the fundamental laws of advertis-
ing by giving its patronage to
papers which find their principal sale on the
streets and among transient classes, with do
mestics and those in search of employment
and in the exchange of labor, rather than in
papers which are circulated among the bust
ness classes throughout the locality which is
into the homes of the resident people of
the community whose patronage sup
ports the first-class retailer. These facts,
which are at the base of all judicious
and valuable advertising, the Journal
can afford to state plainly, without
suspicion of interested motives, because it is
universally known that while this paper
enjoys in good degree the confidence and
esteem of the community, and reaches the
best classes of the people in the territory it
aims to serve, 1t also enjoys the largest cir
culation, as a mere question of the number
OF copies printed, of any morning daily pub
lished in the State. But the principles are
neverfhelass true and annlv to all news