St. Paul daily globe. [volume] (Saint Paul, Minn.) 1884-1896, 1886-12-20
GIVE POINT WITH PRIDE"
The Advertising Patronage of the
ssGIObe'' and ats Contemporary
Compared--A Word About Circu.

The Advertising Patronage of the
"GlObe'' and sts COntempOrar
Compared--A Word About Circu-
lation.
There was much joy in the Pioneer Press
Office yesterday. and tendency to indulge
in congratulaton and 'brag." all because
that issue of the paper contained NEARLY"
one hundred columns of paid ad-
vertisng matter. They felt so eated
over it that they printed a statement to
the effect that that issue of the Pioneer
Press contained more advertisements than
any regular or special edition ever
printed. The GLOBE of the same date con-
tanned 1872 columns of advertisements. 1t
is the GLOBES record of l22 columns of
advertisements that has never been sur
passed in st. Paul. The Pioneer
Press, with its record of NEARLY
one hundred columns" must keep
its seat in the back row.
The exact figures are still more favorable
to the GLOBE. In plain words the Pioneer
Press had 80 columns of advertisements
which is what it means by nearly
100" The GLOBE had. by actual
measurement, 122 columns-or, 80 col
umns more than the Pioneer Press. Meas
marked. Both papers charge for adver-
Using space by the inch. The GLOBES
columns are % inches long, and those
of the Pioneer Press 81. This addition
al two inches in 1879 columns amounts to
244 inches or 1917 columns. Therefore.
the exact figures are. I'll inches to the
column: GLOBE, 1922 columns; Pioneer
Press. 90 columns; difference in favor of
the GLOBE. 4011 columns The GLoRE
had 2. SOC inches of advertising, while the
Pioneer Press had only 1,943 inches-a
difference of STA inches in favor of the
GLOBE. The edition of the GLOBE OF
Sunday, Dec. ~. contained more advertising
than yesterdays Pioneer Press. about which
il made such lot of noise. 1t is the GLOBE
that deserves to be called a corker. The
business public know a good thing when it
comes into view. and in the matter of adj
vertsing are not backward about expressing
their confidence in its virtues.
WOES OF A CIRCULATION TABLE
The Pioneer Press might have extended
the scope of its proclamation and had some
thing to say about circulation-but that
would have been no more satisfactory than
this comparison on advertising. In Feb
ruary, 1885, when the present manage
ment of the GLOBE assumed charge, it had
no circulation to speak of. Now it has the
largest circulation northwest of Chicago.
AT that time. the Pioneer Press. accord
ing to its sworn figures. had an average
daily circulation of 13. 452. while for Sum
day the figures were 16, $40. Twice since
then has its subscription price been reduced,
an extensive system of gifts for new sub
scribers has been widely advertised. and yet
the figures have never risen above that fig
ure. The Pioneer Press for long time
boosted that it was one of the only four
papers in the United States that printed an
affidavit as to its circulation. Formerly it
printed this circulation table every day.
But the figures gradually fell away. and
some time ago the table Vas omitted. IL
did not appear for long while. 1t is
printed spasmodically nOw-on days when
the circulation enjoys little boom on the
strength of some unusual news These
figures are used as a basis for the average
circulation. These things are not referred
to for the purpose of discouraging our
esteemed contemporary. or making cOmpar-
iSOns that are rather unL leaSant to it. But
it simply shows the phenomenal growth of
the GLOBE, which has the largest circula-
ton and most extensive advertising patron
age of any paper northwest of Chicago.
Our contemporary should not print figures.
and take especial pains to call attention to
them. The day has gone by when it flour
ishes by reason of a monopoly. 1t must
meet live competition. The GLOBE has
taken the lead within two years. 1t will
certainly maintain it in the future