Evening star. [volume] (Washington, D.C.) 1854-1972, 1891-08-21
Values
N
Advertising.
Values

Primarily what an advertiser seeks 4.
PUBLICITY for such ACKNOWLEDGEMENTS n,
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 etocx.
ing and bury it in the back yard as 10
print his Inducements where they win not
be seen by the particular people who's,
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. It Is the QUALITY OF cir
Collation. that tells. as well as IL. extent
That. indeed. is the vital factor IN the
problem the advertiser has to solve. Sem
sationai and scandaious cess-pool ,our.
mails. that are chiefly circulated In the
siunns OF city. and read by the rifr-r.n OF
the town, may ana often do have 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 ono,
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 a.
they may desire to make.
What is needed in such a case is 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 profitably read
from beginning to end every day by every
member OF the household. from its 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.
It has both EXTENT and QUALITY OF
circulation within the field 1t occupies In
greater degree than any other paper In
the world. In these respects 1t is abso-
lutely without rival, anywhere, and
there is no paper In Washington worth
talking about in comparison with It. In
verification OF this claim,
LOOK AT THE FIGURES:
For the six months ending with the Soth
OF June last THE STARS average daily
circulation was "a. oeA. For a popula-
ton OF 100000 this aggregate is some
thing phenomenal even where the city OF
publication is surrounded by prosperous
and populous villages ano thickly settled
agricultural districts. as most piaces 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 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. 2a.377
Miscellaneous sales. over coun-
ter. by news stands. news-boys,
ETC., 8,2T2
By mail to outlying points. i.4l5
Total "a, o6A
There is no mistake or misstatement
about these figures. They are substan-
tiated under tho solemn obligations OF an
oath, anc 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 it cheerfully. It has nothing to con-
ceal. and no motive for exaggeration. Ths
truth is good enough for 1t.
FAIR DEALING
is its business motto. AS THE STARE