Evening star. [volume] (Washington, D.C.) 1854-1972, 1891-08-07
Values
in
Advertising.
Values

Primarily what an advertiser seeks 10
PUBLICITY for such announcements as
he wishes to make. And the wider the
publicity the better. other things being
equal He might just as 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 where they Will not
be seen by the particular people whose
attention he aims to attract What N
should use. therefore. Is THE NEwSPA-
PER THAT is READ BY THE LARGEsr
NUMBER OF PERSONS LIKELY I'D
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 has TO solve. Sem
sational and scandslous cess-pool Jour-
mails. that are chiefly circulated in tho
slums of a city. and read by the rifr-raff OF
the town, may and often do have a 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 man or woman whose aim
is to reach reputable and responsible pso-
pie who will probably become customers
If sufficient inducements are held out.
What is needed In such a case is an en-
terprisins, bright, alert, clean-cut. are
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 journalis
THE EVENING STAR.
1t 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 sbso-
lutely without q rival. anywhere. and,
there is no paper in Washington worth |
talking about in comparison with It. In
verihcation Of this claim,
LOOK At THE FIGURES:
For the six months ending with the sotb
Of June last THE STARS average daily
circulation was "a. oe4. For q popula-
ton OF 100000 this aggregate is somss
thing phenomenal. even where the city Of
publication IL surrounded by prosperous
and populous villages and thicriy 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 q
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 ths fol-
lowing daily average
UNPARALLELED SHOWING:
Served by carriers in the city. - 23,377
Miscellaneous sales. over coun-
ter. by news stands. news-boys,
By mail to outlying points. ..- 1915
Total Ao6A
There is no mistake or MEASUREMENTS
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 OF the exhibit.
Few newspapers are willing to submits
to so trying an ordeal. But THE STAB