Evening star. [volume] (Washington, D.C.) 1854-1972, 1891-08-05
Values
in
Advertising.
Values

Primarily what an advertiser seeks a
PUBLICITY for such announcement. a.
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 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 slwsy.
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 the
problem the advertiser has to solve. Sem
sational and scandalous cess-pool Jour-
mails. that are chiefly circulated in the
slums OF city. and read by the riff-raff OF
the town. may and often do have a very
considerable circulation. as the number OF
copies printed and handled indicate, but
they arc merely glanced at to see whether
tn lew scandal is worse than the old one,
ano then tossed into the cutters. where
tney belong. They are consequently worth
n ing to the man or woman whose aim
Is 20 reach reputable and responsible peo-
PIE who will probably become customers
II sufficient inducements are held out.
What is needed in such a 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,
ana which is eagerly and profitably read
eiAs W Gnu every oey py every
member of the household, from its dual
head down to the help in the basement,
and especially by the ladies ard children
of the family. Such a journal ia
THE EVENING STAR.
1t has both EXTENT and QUALITY OF
circulation within the field it occupies in
a greater degree than any other paper in
the world. In these respects Il is abso-
lutely without a rival, anywhere, and
there is no paper in Washington worth
talking about in comparison with it. In
verifcation 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-
tirely 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 the fol-
lowing daily average
UNPARALLELED SHOWING:
Served by carriers in the city. 23,377
Miscellaneous sales, over coun-
ter. by newsstands. news-boys,
etc, ezra
By mail to outlying points. -. l,415
Total "a, o6A
There Is no mistake or mss5atement
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 so trying an ordeal But THE STAR
does it cheerfully. 1t has nothing to con-
ceal. and no motive for exaeeeration. The
TRUTHS good enough for it.
cAio ncAasA>