Evening star. [volume] (Washington, D.C.) 1854-1972, 1891-08-27
Values
in
Advertising.
Values

PUBLICITY for such announcements a.
he wishes to make. And the wider the
publicity the better. other things being
equal. He might just as we'll 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 rs well a. its extent
That. indeed. is the vital factor In the
problem the advertiser has TO solve. Sen
sational and scandalous cess-pooi Jour
mails. that are chiefly circulated In the
slums OF a city. and read by the rifr-raff 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 peo
pie with such business announcements a.
they may desire to make.
What Is needed in such q case N an en-
terprising. bright. alert, clean-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,
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 Is
THE EVENING STAR.
1t has both EXTENT and QUALITY of
circulation within tie field Il occupies in
a greater degree tl.sn any other paper In
the world. In these respects it is sbso-
lutely without q rival. anywhere, and
there is no paper In Washington worth
talking about In comparison with It. In
verincation 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 IL 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 diners 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 BIZ tho soi.
lowing daily average
UNPARALLELED SHOWING:
Served by carriers in the city. ASST
sales. over coun-
ter. by news stands, news-boyA
Bymsil to outlying points. i.4i5
Total a. O6A
There il no mistake or misstatement
about these figures. They are substan-
tiated under the solemn oblieatio 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
10 30 trying an ordeal. But THE STAB
does 1t cheerfully. IL has nothing to con-
zeal. and no motive for exagserstion. The
ruth 10 good enough for It.
FAIR DEALING
q its business motto. As THE STAR In