Evening star. [volume] (Washington, D.C.) 1854-1972, 1891-09-01
Values
in
Advertising.

PUBLICITY for such announcar.u,.
ne wishes to make. And the w,ds- -.
publicity the better. other thing. no,.,,.
equal He might just as well put thu ,,o-.-
ne pays for advertising into an OLD s,o.s
ing and bury it In the back yard q. =,
print his Inducements where they Will NJ,
be seen by the particular people who's.
attention he aims to attrac:. uyns, -
should use. therefore. is THE NEu-Sn,
PER THAT is READ BY THE Largest
NUMBER OF PERSONS LIKELY m
WANT WHAT BE HAS To OFFER Ns,.
EXTENT of circulation does no, n,v,.,..
insure the kind Of publicity REQUIRED NV
the advertiser. II is the QUALITY O, cir
culation that tells, as well a. ia ax,-.
That. indeed, is the vital factor in .n,
problem the advertiser has TO solva so-
sationsl and scandalous cess-pool hour
mails. that are chiefly circulated in ,b.
slums of a city. and read by the rff.-ra- -,
the town. may and often do have a vs--
considerable circulation, as the numha-o,
copies printed and handled Indicate su,
they are merely glanced at 70 see whe,bs-
the new scandal is worse than the old nm
and then tossed into the cutters. where
they belong. They are consequently wor-,
nothing to the men or women who.s o,-.
is to reach reputable and responsible peo-
pie with such business announceunan,sa
they may desire to make.
What is needed in such a case IL ana,
terprising, bright. alert, clean-cur. cara
fully edited FAMILY newspaper.-on,
that can safely be put in any hands, WHOSE
contents tell the whole worlds news story
OF today. mot Of last week or yesterda,
and which is eagerly and probably READ
from beginning to end every day By every
member of the household, from it, dua,
head down to the help in the basement
and especially by the ladies and children
Of the family. Such a journals
THE EVENING STAR.
1t has both EXTENT and QUALITY o,
circulation within the field it occupiestn
a greater degree than any other paper in
the world. In these respects 1t is abso.
lutely without a rival, anywhere. ana
there is no paper In Washington worts
talking about in Comparison with 1t. In
verihcation of this claim,
LOOK AT THE FIGURES:
For the six months ending with the aoh
OF June last THE STARS average oa,,y
circulation was "a, o6A. For a popula.
ton of 100000 this aggregate is some.
thing phenomenal. even where the cityo,
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 is. consequently, almost en-
tirely a HOME CIRCULATION, with
larger percentage Of the whole outpu;
regularly delivered by carriers al the res
idence Of permanent subscribers within
the city where printed than any Other
paper that can be named. no matter n
what city or country the same may be
printed. This is demonstrated By the soi.
lowing daily average
UNPARALLELED SHOWING:
Served by carriers in the city, 23.37T
sales. over coun-
ter. by news stands. news-boys.
By mail to outlying points. l,4i5
Total SACSs
There is no mistake or misstatement
about these figures. They are subsSsn-
tiated under the solemn obIis atoms OF an
Oath, ana they may be further verified oy
an examination Of the books of the oflce
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
70 SO trying an ordeal. But THE STAB
1oes it cheerfuily. 1t has nothing TO con
zeal, and no motive for exssgeration- TAs
ruth is good enough for 1t.
FAIR DEALING