Evening star. [volume] (Washington, D.C.) 1854-1972, 1891-08-12

in
Advertising.


PUBLICITY for such announcements -
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 stook-
ing and bury IL IN the back yard AZ 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. 4. THE NEwsPA-
PER THAT is READ BY THE LARGEST
NUMBER OF PERSONS LIKELY TO
WANT WHAT BE HAS TO OFFER. Mere
EXTENT OF circulation does not always
insure the kind OF publicity required by
the advertiser. II is the QUALITY OF Or
culstion that tells, as well as It's extent.
That. indeed. 10 the vital factor IN the
problem the advertiser has TO solve. SEN
sational and scandalous oess-pooi Jour
mails. that are chiefly circulated in the
siums OF city. and read by the rin-ran 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 70 see whether
the new scandal 10 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 peo-
pie who will probably become customers
fsufncient Inducements aro held out
What is needed in such . case is an en-
terprisins. bright. alert. clean-cut. care
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 yesterday,
and which is eagerly and profitably read
from beginning to end every day by every
member Of the household. from its QUAR-
head down to the help in the basement.
and especially by the ladies' and children
OF the family. Such journal Is
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 it is sbso-
iutely without rival, anywhere. and
there is no paper In Washington worth
talking about in comparison with IL. In
vertfcation OF this claim.
LOOK AT THE FIGURES:
For the six months ending with the 3oth
OF June last THE STARS average daily
circulation was 81 oeA. For q popula-
ton Of 100000 this aggregate is some
thing phenomenal. even where the city OF
publication is surrounded by prosperous
and populous villages and th,ckly settled
agricultural districts. as most places Of
that size are. In this respect. however,
Washington differs from other cities. She
Ii practically isolated. having few outly-
ing towns subordinate to her or identtf,ed
with her interests. The circulation OF
THE STAR ID. consequently, almost en-
tirely 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 the fol-
lowing daily average
UNPARALLELED SHOWING:
Served by carriers in the city - 23.s77
Miscellaneous sales. over coun-
ter. by news stands, news-boys,
ETC., e.272
By mail to outlying points. -. i.4is
TOTAL "a, O6A
There IL no mistake or misstatemens
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 submit
to 20 trying an ordeal But THE STAR
does It chserfully. Il has nothing TO con-
ossl. and no motive for exageeration. The
truth 10 good enough for IT,
FAIR DEALING