Evening star. [volume] (Washington, D.C.) 1854-1972, 1891-09-05
Values
Values
in
Advertising.

Primarily what an advertiser seeks 10
PUBLICITY for such ACCOMPLISHMENTS -
he wishes to make. And the wider the
publicity the better. other things being
equal. He might just ss well put the money
he pays for advertising into an old stock
print his Inducements where they VIII nos
be seen by the particular people whose
attention he aims to attract What he
should use. therefore. 10 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 il the QUALITY OF cir
culstion that tells. as well rs It's extent
That indeed, 10 the vital fsctor In the
problem the advertiser has 20 solve. Sem
sationsl and scandaious cess-pooi Jour-
mails. that are chiefly circulated in the
slums OF city. ana read by the riff-rafr OF
the town. may ana often do have q 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 a.
they Eaay desire to make.
What Is needed In such Q case II an en-
terprisins. 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 prontably 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 journal 10
THE EVENING STAR.
It has both EXTENT and QUALITY OF
circulation within the field It occupies in
. greater degree than any other paper In
the world. In these respects 1t is abso-
iutely without rival anywhere. and
there Is no paper In Washington worth
talking about in comparison with it. In
verifcation OF this claim,
LOOK AT THE FIGURES:
For the six months ending with the 3oth
OF June last THE STARS average daily
circulation was "a, oeA. For a populs-
ton OF 100000 this aggregate IL some
thing phenomenal, even where the city OF
publication 10 surrounded by prosperous
and populous villages and thickly settled
agricultural districts. ~ most places OF
that size are. In this respect, hoy ever,
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 q 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 tho fol-
lowing daily average
UNPARALLELED SHOWING:
Served by carriers In the city. 23.37T
Miscellaneous sales. over coun-
ter. by news stands. nsws-poys
eCcp 6,2Y2
By mail to outlying points. 49,. i.4l5
Toco "a. O6A
There 10 no mistake or misstatement
about these figures. They are substan-
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 q the exhibit
Few newspapers are willing to submit
10 90 trying an ordeal But THE STAR
does It cheerfully. It has nothing to con-
ceal. and no motive for exaggsrstaon The