Evening star. [volume] (Washington, D.C.) 1854-1972, 1891-09-17
Values
Advertising.


Primarily what an advertiser sssks 10
PUBLICITY for such ACCOMPLISHMENTS q
he wishes to make. And the wider the
publicity the better. other things being
equal. He might just rs 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 will not
be seen by the particular people whose
attention he aims to attract. What he
should use. therefore. 10 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. 1t is the QUALITY OF or
culation that tells. as well as its extent
That. indeed. is the Vita factor In the
problem the advertiser has to solve. Sem
sationai and scandalous cess-pooi Jour-
mails. that are chiefly circulated In the
slums OF city. and read by the rtn-ran o;
the town. may ana often do have q very
considerable circulation. as the number OF
copies printed and handled Indicate. but
they are merely glanced al 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 Is
they Inay desire to make
What is needed in such q case - an en-
.erprisipg. bright. alert. ciean-cut. care
fully edited FAMILY newspaper.-one
that con safely be put in any hands. whose
contents tell the whole worlds newe 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 dual
head down to the help In the basement
and especially by the ladies and children
OF the family. Such q journal 10
THE EVENING STAR.
1t has both EXTENT and QUALITY o,
circulation within the field 1t occupies in
a greater degree than any other paper In
the world. In these respects it IL abso-
lutely without q rival, anywhere, and
there Is no paper In Washington worth
talking about In comparison with IL. In
verification OF this claim,
LOOK At THE FIGURES:
For the six months ending with the 3oth
Of June last THE STARS average daily
circulation was -. oeA. For g popula-
ton of 100000 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 ousiy-
ing towns subordinate to her or identified
with her interests. The circulation OF
THE STAR is consequently. almost en-
tirely a HOME CIRCULATION, with q
larger percentage OF the whole output
regularly delivered by carriers at the rec
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. 2a.s77
Miscellaneous sales. over coun-
ter. by news stands. news-poys
etcs 0,Z71
By mail to outlying points. -. l.4i6
Total "a, O6A
There IL no mistake or misstatement
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 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 cheerfully. It has nothing to con-
osal. and no motive for exaggeration. The
truth is good enough for it.