Evening star. [volume] (Washington, D.C.) 1854-1972, 1891-09-10
Values
Advertising.

Primarily what an advertiser seek. ,s
PUBLICITY for such announcements IS
be wishes TO make. And the wider the
publicity the 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 1t in the beck yard as TO
print acknowledgements where they will not
be seen by the particular people whose
attention he aims 10 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. II Is the QUALITY OF cir
ouiation that tells. as well a. ,ts extent
That. indeed. Is the vital factor In the
problem the advertiser has TO solve. Sem
sationai and scandslous cess-pool Jour.
mails. that are chiefly circulated In the
siaus OF city, and read by the riff-raff OF
the town. may ana 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 men or women whose aim
Ia to reach reputable and responsible PEG,
pie with such business announcements a.
they may desire to make.
What Is needed in such q case is an en-
terprising bright. alert. clean-cut, care
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 probably read
nom beginning to end every day by every
member OF the household. nom its dual
head down to the help In the basement.
and especially by the ladies and children
ofthe family. Such journal Is
THE EVENING STAR.
It has both EXTENT and QUALITY o,
circulation within tho field It occupies In
a greater degree than any other paper in
the world. In these respects 1t Is abso-
lutely without q rival. anywhere, ana
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 3oth
OF June last THE STARS average daily
circulation was "a, oeA. For a popula.
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 outly-
ing towns subordinate to her or identified
with her Interests. The circulation OF
THE STAR is. consequently. almost en-
tireIy q HOME CIRCULATION. with a
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 tho Col.
lowing daily average
UNPARALLELED SHOWING:
Served by carriers in the city. - 23.37T
Miscellaneous ssles. over coun-
ter. by news stands. news-poys.
BY mail to outlying pointa. 1915
There is no mistake or misstatemens
about these figures. They are substaa-
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 SO trying an ordeal But THE STAR
does 1t chesrfully. IL has nothing to con-
ceal. and no motive for exsegeration- Tbs
truth 10 good enough for 1t.
FAIR DEALING
10 Its business motto. As THE STAR in
sists on its right to know how many