Evening star. [volume] (Washington, D.C.) 1854-1972, 1894-08-21

From Newspaperdom.
The Washington ID. c. Evening Star
doesn't do things by halves. in either its
advertising or circulation departments. II
is well known that no daily in city Of
similar size in the Union publishes as much
local advertising. serves its advertisers as
effectively. # sdes as good rates; now. we
find the same advanced, sagacious policy
pursued in the preparation Of report on
circulation that leaves absolutely nothing
further to be desired by the most skeptical.
Upon a recent date-the day chosen mark
ing the smallest circulation for the month
The Star management issued orders to all
route agents to submit reports giving: LIST.
The number of subscribers on each street
In the territory served by them; I'd. The
number of houses. including all buildings;
Sd. The number Of stores; 4th. The number
Of vacant houses; 9Th, The number of
colored subscribers: 9th. The number of
houses with colored occupants.
Summarizing the carefully-prepared re-
turns. it was found that within the city
limits of Washington and its suburb.
Georgetown. 81 1886 papers were disposed of
by delivery and sale. The total number of
occupied houses in the district described
was Ss.O76 indicating that more than 81 1-2
per cent of such inhabited buildings
whether used as stores or residences or oc-
cupied by white or colored people-received
a copy of The Star.
Leaving out of account the colored people
who furnish 80 per cent Of population. but
only l,601 subscribers for The Star-it is
shown that copy of this newspaper goes
to 90 % per cent of all the residences of
the writes.
Again, inasmLch as it IS improbable that
any subscriber gets a Star both at his store
and his home, the places of business may
fairly be deducted, together with buildings
occupied both IS stores and residences;
when 1t Is found that there remain 25,S57
houses occupied by white families, against
which there were sold 29.64 Stars-more
than one newspaper for each.
Directing the attention of the advertising
public to this very complete and convincing
demonstration of it's rema rkable circulation,
The Star makes the following appropriate
remarks: Merchants lay out money in ad-
vertising for the purpose Of getting returns,
by attracting the attention of the public to
the goods they have to sell. An advertise
ment, then. Is an investment, and a very
good investment If one uses the same judg-
ment in making 1t as he would ordinarily
Use in Investing in real estate or in any
other conamodity. No careful business man
would buy a stock of goods without know
ing exactly What he is buying. and ju-
dicious advertiser will not invest in adver-
Using without Information as to the extent
of publiaityl he will receive for his
money. The Evening Star. for the benefit
of thosef who are patrons or intending
patrons OF ite advertising columns, has al
ways publisha& the fullest details of its cir
culation, I so those who made use Of its
advertising, columns could calculate for
themselves exactly what they were getting
in the way of publicity. There has never
been any uncertainty about it.never a time
when an advertiser was simply risking
money on faith in some general boast. un-
sustained by figures. of large and increas-
ing circulation"