The morning news. [volume] (Savannah, Ga.) 1887-1900, 1893-10-02
CIRCULATION.

licity.
copyright, 1898, by the Trade Company,
Boston.)
The gilt-edge newspaper, printed upon
satin, with a morocco cover, decorated
with the art of modern Angeles, is the
best advertising newspaper in the town,
If many copies are seen by many people
The better the thing is, the more ad-
vertising space in it is worth, per copy
printed.
The paper that is too swell to print
news, and too Old-fashiOned to bave en-
terprise, has advertising space worth
more per square inch, per copy, than
space in any other publication in the
town.
Papers like these exist, and always
will. They sail by the water which has
passed, and so long as people think they're
moving, it matters not whether they do
or not.
The space in a thoroughly high grade,
or old-fashioned paper, with a circula-
ton of 800 copies, is worth more than in a
cheap paper with a circulation of six Or
seven hundred.
Old fogy circulation has value, per copy,
from 10 to 10 per cent. more than the
same number of copies of a publication
owing its existence to high pressure, but
the progressive publication, with a circu-
lation of 5000 copies, certainly possesses
advertising space worth at least eight
times more than the gilt edged paper of
800 circulation
Old fogyism has its value, for old fogy
papers are read by people who will not
read any other papers, but the majority
of the old fogies are seldom influenced by
advertising.
The world over the peoples paper, so
long as it does not descend too low, is the
paper which is, and always will be, the
advertising medium of the city.
The paper which does not cater to the
laboring class, and by not so catering,
does not reach the people who are the
buyers, is the paper which only reaches a
species of so-called blue blOods, who buy
in charmed circles, outside OF public
channels.
There are not, in any community, from
New York city to the smallest town in
the west, enough real blue-blooded aristo-
Gratis to keep progressive peanut stand
in profitable business condition.
The hue and cry made by publications
printed upon highly calendared paper
and containing nothing of interest to any
one, that they reach the tone of the
town, simply means, if this be true, that
the circulation is limited to from one
hundred to not exceed five hundred
copies, with 80 per cent among people
its sluggish circulation.
The paper, which is sold in the street,
at the newsstand, or on the cars, is the
paper the people read, for women like
news, and men like news, and newspapers
are read where other publications are ig-
nOred.
The clerk, the clerks wife and the
great middle class of people are the buy
ers in every community, and while these
people ape aristocracy, they do not read
the papers of the highest grade. They
occasionally glance at them, and depend
upon the popular daily for their reading
food, which they digest and live upon.
The paper of only quantity may not be
a good advertising medium, but it is sim
ply senseless to advertise in paper of all
quality.
The advertiser must reach the public
through the paper which goes to it.
The advertiser receives his trade from
the people at large, not from the very
poor nor the very rich, but from the great
middle class, the predOminating class, in
every community, which reads the pOpu-
lar local paper not run in the interest of
any clique, but for the people as the
people.
The politics of paper have absolutely
nothing to do with its value as an adyer-
Using medium.
The newspaper is looking for readers
and every line of its matter is made to
suit them, The paper which suits the
reader is the paper which will bring
business to the local advertiser.
There are papers of enormous circula-
ton, and yet not good advertising medi-
ums, because either the papers are filthy,
and filthy papers are not good advertising
MEDIUMS, or else they force unnatural cir
culation, which is not circulation of bust
ness bringing power.
me paper which keeps up an even cir
culaton year in and year out, with
natural gain, and charges reasonable
rates for advertising, is the paper which
the advertiser should spend the bulk of
ms money in, the balance to be distrib-
uleu among other papers of more or less
questionable circulation
some papers cannot quote their circula-
ZION, not because they are ashamed of it,
ouJ because competing papers so overesti-
HaIe their circulation, that the publisher
Oh the honest publication is obliged to
eIUher oVerestimate, or lose advertising,
vohsequently he compromises with him
sen and says nothing, but the majority Of
papers give definite figures, and stand by
them.
The following advertisements illustrate
Whal might be considered the unheaded
slyIe' that Is, advertisements which are
SouPiete In one paragraph without any
f---3 Inv. lllp by IL - al NAadbAo az
ZINES but never must be set in smaller
type than plea. Type four times as large
Is better. 1t is frequently advisable to
use an entire page for this style of adver-
Using While unheaded advertisements
are not to be followed any length of time,
mere is an advantage of using them fTe-
HueuuE, because sometimes heading, no
,..alJer how strong it may be, acts against
sne advertisement, and keeps the reader
from reading it, while advertisements
me the following will be either read en-
VIrely, or not read at all
-S*Gs ~D%GD- ~@.Gs e4@ <s#
: Look at our glove :
' counter, II he Smith 9
3 GlovesEa new make Q
( are just soft enough, 4