The sun. [volume] (New York [N.Y.]) 1833-1916, 1893-09-16
hBoUr NkKsphpERs.
Returned Copie, and Circulation State.
nents.
. From Printers Trt.
ny J. SHERWOOD SEYMOUR.
Pnb'isher Of the N,le Iiork Erening Pa-,


From Printers Int
ny J. SHERWOOD SEYMOUR.
Pnt'ishsr ofns Nas FORK Eren7g Pos.
Some publishers Of daily newspapers pur-
posely print many more papers than they
think can be sold. under tho impression
that the extra expense Is more than Offset by
the advertising the paper receives on account
OF the fictitious increase OF circulation.
lam not ut ali in sympathy with this form OF
newspaper enterprise. either on business or
moral grounds. To print extra COPIES Of n
sheet like n 12-page Post would cost son,o
thing like $3.50 thousand copies. and, when
one considers that calculations are frequently
sweled by this method tons OF thousands OF
copies. 1t Is easily seen that it Is an expensive
proceeding. From moral standpoint think
that obtaining money for advertising on the
basis OF these inflated calculations Is obtain
ing money under false pretencos.
1t seems to me that advertisers ara eyorv
year becoming moro incredulous regarding
newspaper calculations. A prime cause OF
their doubt Is the competition that is being so
fercely waged among the newspapers them
selves. Nowadays an advertiser does not only
need to know the number OF copies printed.
but he must also know the percentage of I'M
sold copies, returned by .newsdrnlers before
q reasonably accurate idea 81 the circula-
tlon of q paper can be arrived at. The basis
nP9n whsR %nf2d copies can be returned
he wishes to be fair to the advertiser, tho
newsdealer. and to his paper The newsdealer
are too tightly drawn some sales are certain to
be lost. 1t is the custom In our office to allow
oS Stsp u on ho to p ho
i dealer regularly reaches, Ills u limit init
little moro conservative In his orders Asa
result Of this plan few dealers take advantage
an average. return two per cent Of the papers
other dailies The publishers OF tbs NEW YonK
turnabe while the HeaH and an p"Rs ord allow
.,one for two, or half the original cost. Ali
Sunday papers are also fully returnabie.
The number OF papers that arc regularly re-
turned in some local newspaper offices would
stands in New York that are regularly return.
Ing Ing, from I, 40 to 90 per cent Of the npmoer OF
.n In reply to frequent, questions On the
a.. % not believe the average circula.
ton is a fearful and wonderful thing. and a
subject that seems to be but little understood
pear to trace, returns as carefully as they
should. and they count too much on a bare
nsds pfa ct OF Sm s have
unprejudiced persons who have been Induced
to conduct an Investigation" and supposed
they were m aking correct statement | can
secure all the afdavits wish that the circu-
!ation OF the Evening Post 10 double the actual
figure: and the com mittee will be honest and
sincere In making it's report
There is an infinite numb Der OF ways in which
circulation can be iuggled with: For example.
know that the press has not been set an extra
10000 for It's benefit How can 1t know that
the returns are not being held back. or that
the inspectio Is being made on Tuesday, when
the return books are clear. in Ignorance Of the
fact that Wednesday Is the regular return day.
and that twenty-fouc hours later the office
will be deluged with unsold copies Every
thing regarding circulation can be fixed. Over
my desk there Is calendar connected by
electric wires with the press calendar. Every
paper pare, printed registers in both places
appear to be more honest than that.
The other day. in the presence OF a
Printers Ink representative. in order to
show him how easy 1t was TO jugge circulation
in two seconds. changed the register on the
dial from %. 900 to 1.912,SS0.
IL was an advertiser. and anxious to know
the circulation Of certain paper. would work
out my own plan. would watch the newspaper
office at delivery time. 1t is easy to determine
about how many papers fill q mail sack. and
those that are carried out by men and boys can
be approximately estimate by the size OF the
bundles. Most offices allow visitor at least
practised ear to tell how many presses are run
ming. and. as the average CO pacity Is no secret.
fairly accurate idea Of circulation can be OBJ.
tanned by these methods.
After all. the best circulation claim Is tho
statement OF an honest man.