Evening star. [volume] (Washington, D.C.) 1854-1972, 1891-08-29
Values
in
Advertising.

Primarily what an advertiser seeks is
PUBLICITY for such announcements as
he wishes 20 make. And the wider the
publicity the better, other things being
equal. He mightjust as well put the money
he pays for advertising into an old stock
ing and bury it In the back yard as TO
print his Inducements where they will not
be seen by the particular people whose
attention he aims to attract What he
should use, therefore. is THE NEwsPA-
PER THAT Is READ BY THE LARGEST
NUMBER OF PERSONS LIKELY TO
WANT WHAT HE HAS TO OFFER. Mere
EXTENT OF circulation does not always
insure the kind OF publicity required by
the advertiser. IL is the QUALITY OF cir
culation that tells. as well as It's extent
That. indeed, is the vital factor In the
problem the advertiser has 10 solve. Sen
sationsl and scandalous cess-pool Jour
mails, that are chiefly circulated IN the
slums OF a city, and read by the rifr-rar 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 Is worse than the old one.
and then tossed into the cutters, where
they belong. They are consequently worth
nothing to the men or women whose aim
is to reach reputable and responsible PEG
pie with such business announcements as
they may desire to make.
What is needed in such q case Is an en-
terprising, bright. alert. clesn-cut. care.
fully 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
ard which is eagerly and proatably read
from beginning to end every day by every
member OF the household. from ite dual
head down to the help In the basement.
and especially by the ladies and children
OF the family. Such journals
THE EVENING STAR.
1t has both EXTENT and QUALITY o,
circulation within the field It occupies in
a greater degree than any other paper In
the world. In these respects It IL abso-
lutely without . rival anywhere. and
there is no paper In Washington worth
talking about in comparison with ~ In
verification 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 popuia-
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. as most places OF
that size are. In this respect. however.
Washington differs from other cities. She
is practically isolated. having few outiy-
ing towns subordinate to her or identified
with her interests. The circulation OF
THE STAR is. consequently. almost en-
tirely a HOME CIRCULATION. with q
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-boya
ETC., o.272
By mail to outlying points. l.4l5
Total "a, O6A
There 10 no mistake or nisstatsment
about these figures. They are substan-
tiated under the solemn obligations OF an
oath. ana 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