Evening star. [volume] (Washington, D.C.) 1854-1972, 1891-08-15
Values
|, in
Advertising.
Values

Primarily what an advertiser seeks IL
PUBLICITY for such announcements -
he wisnes TO make. And the wider sbs
publicity the better. other things being
equal. He mishtjus as well put the money
he pays for advertising into an old stock
ing and bury t In the back yard as 70
print his Inducements where they viii not
be seen by the particular people whose
attention he aims to attract. What he
should use. therefore. L. 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 net always
insure the kind OF publicity required by
the advertiser. It is the QUALITY OF cir
culation that tells. as well IS it's extent.
That indeed, is the vital factor in the
problem the advertiser has to solve. Sen
sational and soandsious cess-p pool Jour-
mails. that are chiefly circulated IN the
slums OF city. and read by the rifr-rar OF
the town. may and often do have . very
considerable circulation. ss the number OF
copies printed and handled Indicate. but
they are merely glanced at to see WHISTLER
the new scandal is worse than the old one,
and then tossed into the cutters. whore
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 customer
nsuficient Inducements are held out.
What is needed in such . case is an en-
terprisins. bright. alert, ciean-cut, oare-
fully edited FAMILY newspaper.-ons
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 probably 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 o journal 10
THE EVENING STAR.
IL he's both ryrrNyr s
circulation within the field It occupies In
greater degree than any other paper In
the world. In these respects Il 10 abso-
lutely without Q rival, anywhere. snd
there Ia no paper in Washington worth
talking about In comparison with IL Iu
verification OF this claim,
LOOK At THE FIGURES:
For the six months ending with the aoth
Of June last TIE STARS average daily
circulation was "a. osA. For q popuia-
ton OF 100000 this aggregate is 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 outiy-
ing towns subordinate to her or identifed
with her interests. The circulation OF
THE STAR is. consequently, almost en-
tirely q HOME CIRCULATION, with O
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 the toll
lowing daily average
UNPARALLELED SHOWING:
Served by carriers in the city. 23.377
Miscellaneous sales. over coun-
eeT, W news stdnos, neWs-Doya
etc, 0270
By mail to outlying points. 49,. i.4ls
Total 81, O6A
There IL no mistake or misststeuens
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 onaos
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 80 trying an ordeal But THE STAR
does It cheerfully. II has nothing 10 oon-
ceal. and no motive for exaggeration. Ths
truth 10 good enough for It.
FAIR DEALING