Evening star. [volume] (Washington, D.C.) 1854-1972, 1891-09-08
Values
Values
in
Advertising.

Primarily what an advertiser seeks 10
PUBLICITY for such announcements a.
he wishes 20 make. And the wider the
publicity the better. other things being
equal de might just .s 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 whore 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 10
WANT WHAT he HAS TO OFFER. Mere
EXTENT OF circulation does not always
insure the kind OF publicity required by
the advertiser. II is the QUALITY OF cir
culation that tells, as well as its extent
That. indeed. is the vital factor In the
problem the advertiser mas TO solve. Sem
sational and scandslous cess-pool Jour
nals. that are chiefly circulated in the
slums Of a city. and read by the rirr-raff OF
the town, may and often do have a very
considerable circulation, as the nuunber 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 sim
isto reach reputable and responsible PEG.
pie with such business announcements as
they may desire to make.
What Is needed in such q case IL an en-
rising, bright. alert. clean-cut. care
- 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 10y every
member of the household, from its dual
head down to the help in the basement.
and especially by the ladies and children
ofthe family. Such journal is
THE EVENING STAR.
1t has both EXTENT and QUALITY o,
circulation within the field it occupies in
q greater degree than any other paper IN
the world. In these respects it is abso-
lutely without q rival. anywhere. and
there is no paper In Washington worth
talking about in comparison with 1t. In
verihcation OF this claim.
LOOK At THE FIGURES:
For the six months ending with the 3o.h
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. as 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 lie. consequently, almost en-
tirely a HOME CIRCULATION. with .
larger percentage OF the whole output
regularly delivered by carriers 1t 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 DO
printed. This is demonstrated by the FOL
lowing daily average
UNPARALLELED SHOWING:
Served by carriers in the city. 23.3T7
Miscellaneous sales. over coun-
ter. by news stands. news-boys.
ETC., e.272
BY mail to outlying points. l.4lS
Total "a ,o6A
There is no mistake or misstatement
about these figures. They are substan-
tiated under the solemn obligations OF an
oath, and they may be further verified oy
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. 1t has nothing to con-
ceal. and no motive for exasgeration. ThA
truth Ia good enough for It.
FAIR DEALING
is its business motto. AS THE STAR In
sists on its right to know how many
pounds Of ink it gets when it buys barrel