Evening star. [volume] (Washington, D.C.) 1854-1972, 1891-09-24
Values
Advertising.
Values

Primarily what an advertiser seeks 10
PUBLICITY for such announcements -
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 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 TO
WANT WHAT HE HAS TO OFFER. More
EXTENT of circulation does not always
insure the kind OF publicity required by
the advertiser. IL Is the QUALITY OF cir
culation that tells. Us well as 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, ana read by the riff-raf OF
the town. may and 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 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 pep
pie with such business announcements as
they may desire to make.
What Is needed in such Q case 10 an en-
,erprisins. bright alert. clean-cut. care
fully edited FAMILY newspaper.-one
that can safely be put in a,v hands. whose
contents tell the whole worlds news story
OF today. mot OF last week or yesterday
and which is eagerly and proftsbly read
nom beginning to enc every day by every
member OF the household, from its dual
head down to the help in the basement.
and especially by the ladies' ana children
OF the family. Such a tournali
THE EVENING STAR.
It has'both EXTENT and QUALITY OF
circulation within the field it occupies In
a 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
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 q popuia-
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 differs from other cities. She
10 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 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. 23.3SI
Miscellaneous sales over coun.
ter. by news stands. news-ooys.
etcp e,2TI
By mail 10 outlying points. l.4l5
Total a,o6A
There Is no mistake or misstatemens
about these figures. They are suostsn-
tiated under the solemn oolie atoms OF an
oath. and they may be further verified by
an examination Of the books of the Office
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. II has nothing to con-
ceal. and no motive for exaggeration- The
truth 10 good enough for it.
FAia 0EAilMc