Evening star. [volume] (Washington, D.C.) 1854-1972, 1891-09-12
Values
in
Advertising.
Values

PUBLICITY for such announcements a.
he wishes to make. And the wider the
publicity tho 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 where they viii 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 Mere
EXTENT OF circulation does not always
Insure the kind OF publicity required by
the advertiser. It is the QUALITY OF cir
culation that tells. as well as its extent
That, indeed. is the vital factor In tho
problem the advertiser has TO solve. Sen
sational and scandalous cess-pool Jour
mails. that are chiefly circulated In the
slums of city. and read by the rif,-rar 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 PEG
pie with such business announcements as
they rnay desire to make
What is needed in such a case ID an en-
terprising, bright. alert. ciean-cut csre-
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 profitably read
from beginning to end every day by every
member OF the household. from It's dual
head down to the help in the basement.
and especially by the ladies and children
Of the family. Such journal
THE EVENING STAR.
It has both EXTENT and QUALITY OF
circulation within the field 1t occupies in
greater degree than any other paper in
the world. In these respects 1t 10 sbso-
lutely without a rival, anywhere, and
there is no paper in Washington worth
talking about in comparison with It. 1,
verificat;on OF this claim.
LOOK AT THE FIGURES:
For the six months ending with the DOT
Of June last THE STARS average dali
circulation was "a. oeA. For . popula
ton Of 25o.ooo this aggregate 10 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 identined
with her interests. The circulation OF
THE STAR Is. consequently. almost en-
tirely q HOME CIRCULATION, with q
larger percentage OF the whole outpu:
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 the fol-
lowing daily average
UNPARALLELED SHOWING:
Served by carriers in the city. asst
Miscellaneous sales. over coun-
ter. by news stands. news-ooys
e0c- s,zfs
~ h4oh W oubiyiu8 polubos lsflo
Total "a, o61
There is no mistake or nnisstatement
about these figures. They are eubstan-
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 it's 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 chez rfully. 1t has nothing to CON-
ceal. and no motive for exasgerst,on- The
truth il good enough for It.
FAIR DEALING
is its business motto. Az THE STAR In
sists on its right to know how many