Evening star. [volume] (Washington, D.C.) 1854-1972, 1891-08-10
Values
in
Advertising.
Values

Primarily what an advertiser seeks 10
PUBLICITY for such announcements a.
he wishes TO make. And the w,aer tina
publicity the better. other things being
equal. He might Just as well put the money
he pays for advertising into an old stock
ing and bury 1t IN the back yard a. to
print his Inducements where they win no,
be seen by the particular people who's.
attention he aims to attract. What he
should use. therefore. IL THE NEwsPA-
PER THAT is READ BY THE LARGEST
NUMBER OF PERSONS LIKELY TO
WANT WHAT HE HAS TO OFFER. Msr.
EXTENT OF circulation does not aiway.
insure the kind OF publicity required by
the advertiser. Il is the QUALITY OF cir.
culataon that tells. as well ss It's extent.
That. indeed. is the vital factor In IN.
problem the advertiser has to solve. SEN
sationsl and scandalous oess-pool ,our-
mails. that are chiefly circulated IN the
slums OF city, and read by the rifr-ran OF
the town. may and often do have a very
considerable circulation. as the number OF
copies printed and handled Indicate, but
they are merely glanced at TO see whether
the new scandal 10 worse than the old one.
and then tossed into the cutters. where
they belong. They are consequently worth
nothing to the man or woman whose aim
Is to reach reputable and responsible peo-
pie who win probably become customer.
fsuincient Inducements are held out.
What is needed in suca q case is an en-
terprisins. bright. alert. clean-cut. are
nully edited FAMILY newspaper,-one
that can safely be put In any hands, whose
contents tell the whole worlds news story
OF today. mot OF last week or yesterday,
and which is eagerly and probably read
from beginning to end every day by every
member OF the household. from It's dual
head down to the help in the basement.
and especially by the ladies' and children
Of the family. Such a journal IL
THE EVENING STAR.
1t has both EXTENT and QUALITY OF
circulation within the field It occupies In
a greater degree than any other paper IN
the world. In these respects it IL sbso-
lutely without q rival. anywhere. and
there is no paper In Washington worth
talking about in comparison with it. In
vertfcation OF this claim,
LOOK At THE FIGURES:
For the six months ending with the aoth
Of June last THE STARS average daily
circulation was "a .oeA. For q popula-
ton OF 100000 this aggregate is some
thing phenomenal. even where the city OF
publication is surrounded by prosperous
and populous villages and thickly settled
agricultural districts. ss most places OF
that size are. In this respect, however,
Washington differs from other cities. She
is practically isolated. having few outly-
ing towns subordinate to her or identified
with her interests. The circulation OF
THE STAR is. consequently, almost en-
tirely a HOME CIRCULATION, with .
larger percentage OF the whole output
regularly delivered by carriers at the res
idence Of permanent subscribers within
the city where printed than any other
paper that can be named, no matter In
what city or country the same may be
printed. This is demonstrated by the fol-
lowing daily average
UNPARALLELED SHOWING:
Served by carriers in the city. - asst
Miscellaneous sales. over coun-
ter, by news stands. news-boys,
BY mail to outlying points. 800 i.4I5
Total IA O6A
There is no mistake or misstatement
about these figures. They are subetan-
tiated under the solemn obligations OF an
oath, and they may be further verified by
an examination Of the books Of the once
and inspection Of its press and delivery
rooms on the part OF any person having
interest in the correctness Of the exhibit.
Few newspapers are willing to submit
to SO trying an ordeal. But THE STAR
does 1t cheerfuly. II has nothing to oon-
ceal, and no motive for exasgerstion. The
truth lie good enough for it.
FAIR DEALING
IL its business motto. AS THE STAR tn
sists on its right to know how many