Evening star. [volume] (Washington, D.C.) 1854-1972, 1894-06-02
Business Men Who Do Not Believe
in Uncertainties.
THEY BELIEVE IN KNOWN QUANTITIES
Some Sentiments Regarding the
Matter of Newspaper Circulation.
POINTS FROM PROGRESS. +"


dertook. in the interest of the advertisers
they represented. to ascertain the circula-
ton of the daily papers of the city. 1t was
plain business proposition. it was held
the advertiser is entitled to know the
amount of publicity he obtains for the mon
ey he pays. Progress" the weekly paper
devoted to advertising, urged that justice
to advertisers required knowledge of the
circulation OF newspapers they patronized.
and recently the publishers of that paper
addressed a letter to a number of the larg-
est advertisers asking them if they thought
the merchants should know the actual cir
culation of the four daily papers
In the current number OF Progress ap-
pear about score of answers to this query
In all the replies received the merchants
express themselves strongly of the opin-
ion that they should know what they are
getting when they buy advertising space in
the papers. Their letters make interesting
reading. A number. whose views agreed
with the others. did not care to have their
names published. The letters that appeared
are as follows:
Wood, Harmon & Co., real estate: In re-
ply to yours of this date would say there
can be only opinion in answer TO your
question regarding the circula ton of any
advertising medium. The paper should be
swear 70 Inelr circulation.
John b Wight, real estate and secretary
or the board Of trade: In reply to your cir
cular letter of even date, | would say that
L consider the circulation of cur several
papers question Of prime Importance to
advertisers, and one concerning which they
have the right TO know the facts. i be-
lieve. therefore, that an accurate statement
of the circulation of each paper is decidedly
in the interests of the merchants and others
who advertise therein"
Charles L. Hodgkin. dealer in paints, plate
glass, ETC.: Replying to yours of the sd
instant. IL gives me pleasure to state that /
think u OF the utmost Importance to those
who believe in Judicious advertising to
know the circulation of each daily paper
and heartily approve of the movement to
ascertain the same"
Gill & Son, confectioners: Regarding the
Importance of merchants knowing the cir
culation of papers in which they advertise,
We consider IL of great interest to advertis-
e-s, for the reason that, in our opinion. the
standard OF The Star, Post and News being
about the same in proportion to their cir
culation, the merchant can readily deter
mine which paper pays best for the out
lay, II he is aware of the exact circulation
of each paper"
VIM. NJ. McKnew, ladies' furnishings:
Replying to your favor of today, beg to
say that heartily indorse the action of the
Ad-Writers' Association in reference to ap-
pointing committee to ascertain the cir
culation of the various city dailies. / con-
slider such Information of vast Importance
to the merchants in placing their advertis-
irg."
". p. Van wickle. agent for Bradbury
Pianos: Noticing in Progress of MAY 22
the appointment by the Ad-Writers' Asso-
citation of committee to ascertain the cir
culatiOn OF the various city dailieS, | wish
TO commend il as an excellent idea for the
exact circulation of the newspaper in which
he advertisss is of great value to the mer-
chant for obvious reasons. and l am sure
that all users OF printers ink recognize the
good which must be accomplished by the
report OF the committee, as above indi-
Gated"
K. Kneessi & Sons. trunks: yours of
this date received, contents noted. We
think every merchant who does any adver-
Using should know the circulation of the
various papers daily published in this, city,
3nd we would be very glad to know the
daily circulation of The Star, Post, Times,
News and Herald"
Gatchell & Tompkns. tailors-"Your favor
OF the I'D instant to hand. We think II
good move on the part of the ASSOCIATE to
ascertain the circulation of the various city
dailies. and think 1t will be to the interest
Of the merchants to know. We think
Progress Is doing good things, and advanc-
ing good ideas"
Harlan & Bennett mems furnishings
Replying to your favor of the sd, when an
agent comes to us soliciting an ad., he in
variably directs attention to the circuia ton
of his paper. AS this is one of the items Of
chief value in advertising, think a mer-
chant ought to know the circulation of the
paper in which he proposes to advertise.
Moreover, We would hesitate to advertise in
a paper which we knew concealed its actual
circulation
Z. F. Droop & Sons pianos-"In answer to
your favor of the I'D instant will say that
1t would unquestionably be of interest to an
advertiser to know the exact circulation
of the different local dailies''
To-kalon Wine Company-"Replying to
your communication of the 23d instant, we
beg to state that We deem it to the best
interest of the merchants to know the cir
culatfon of the Washington daily news
papers,"
Craig & Harding. furniture and carpets
Replying to yours of 23d, we, for one
would be glad to know the circulate of the
different papers in this city; firstly, to set
tie an often disputed question. and secondly
think every advertiser would want to know
it," "
F. H. Wilson. shoes-"Yours of odd instant
70 hand, ahd In reply will say that think
II or great importance to merchants TO
know the circulation of the daily papers"
s. s. Shedd & Bro, gas fixtures and
plumbing; In reply to yours of sd in
slant, we would say that your question
seems to us to admit of but one answer
viz. that it is undoubtedly to the interest of
a merchant to have some definite idea of
the circulation of any newspaper or periodi-
cal he may propose TO advertise in AT the
same time the mere numerical circuIat,on
is not all that a judicious advertiser consid-
ers. He has to make some calculation as to
lne CLASS OF people reached by this adyer-
tisement, through the medium used and ac-
cording ID the nature Of his BUSINESSMAN ad-
vertiseme Mt in a paper of comparatively
small circulation might be of greater value
to the advertiser than the one inserted in
the perio deal having the largest circula-
ton in the world In fact there are many
things an advertNer should consider be-
yond the matter of circulation, but We need
not enlarge upon them, as You are of
course. Iluch better posted on the subject
than We"
r. Harris & Co., jewelers.: "In reply to
your favor of the sd instant, I consider a
knowledge of the actual. bona fide circula-
ton of newspapers Of great Importance to
all who pay for advertising. The value of
space in a daily paper is largely determined
reaches. With authentic figures before him
the advertiser could easily determine wheth-
er rates charged by the respective papers
are in proportion TO their values as an ad-
vertisine medium"
Edward n. Burns. real estate and insur-
ance: Replying to your inquiry of the
sd instant, would say that l consider il a
matter of vital Importance for advertisers
to know the circulations of the various
papers they use as advertising mediums
AS many ads are intended to interest not
only Washingtonians. but those outside as
well, il would be advisa BILE to let adver-
tisers know the circulation of the various
papers mentioned, outside of the District of
Columbia as well as their total circula ton"
Harry King of Kings Palace: I'VE favor
the action of the Ad. Writer'S Association