The Providence news. (Providence [R.I.]) 1891-1906, 1895-10-17

DEfhAJ DlNU AD' EN- ASLhS.
st. Louis has just been treated to an
edi.ying exposure OF so-cslled newspaper
"circulssion,u y the figures claimed and
boasted of as a bait to advertisers, to win
their patronage ana fleece them of their
money.
1t is customary with newspapers OF
certain class to flsunt so-calied circula-
tion figures before the eyes of their
readers at every turn. Quite often the
size OF these figures depends only on the
size the "circulation lisr"-as he has
come to be familiarly called-thinks that
part OF the public he wants to reach will
stand. II has come to be general rule
among those business men who do con-
siderable amount of newspaper advertis-
| ing to discount such circu lation state
ments about one-third, but the circula-
tion man, IL he knows his business, will
make ample allowance for this.
1t appears that out in st. Louis the
| affairs of a sensational newspaper got
out through wrsngle among the
stockholders and among other things that
collapsed were the circulation figures
The figures that had been used TO fleece
advertisers and delude the public gen.
orally were simply fictitious. They did
not exist except in the imagination Of the
circulation liar" and the advertisers
who took stock in him.
We guess the "circulstion statement, I"
the printing Of figures that pretend to
show from day to day the growth OF
newspaper, has been badly overworked
in about every town OF any size in the
country. Advertisers have been defraud-
ed and fiseced, not only by means Of fig.
ures that were bogus, but by means OF
figures, which, even though they might
be accurate In themselves, did not repre-
sent advantage to tho merchant. As a
contemporary points out, . newspaper
might, for instance, have . circulation
of 100, 600 among the Chinese, and yet it
would not be valuable medium for Q
dealer In American clothing. 1t might
circulate largely among the Sioux In
disns, and yet not be important to the
publisher of cookery book. 1t might
be read by every Anarchist in the coun-
try, and yet be wort bless to a manufac-
turer of soap What the advertiser really
wants is direct communication with. his
customers. He wants to reach the people
to whose tastes no caters. First-class
merchants seek the patronage of frat
class buyers It 10 nothing to them to lay
their wares before people who are not
likely. undsr.an circumstances, to trade
with them.
The case OF the st. Louis sheet, how
ever, was one OF fraudulent pretence, pure
and simple. Advertisers were not fooled
as to the character of the circulation.
They were swindlsd. What course adver-
tisers should pursue in selecting medi.
ums for pushing their wares is q good
deal OF . problem, but We think the
character of newspaper, the kind
Of matter It prints, the kind OF
people who evidently are its patrons,
ought 10 be pretty safe guide We have
no doubt that merchants would save
themselves great deal OF money and
withdraw from dishonest and disrepu-
table newspapers great deal OF tempta-
tion by adhering to the very simple rule
of giving their patronage to the publica-
tions that evidently enough 60 to the
houses Of intelligent, industrious and we'll
to-do people. One thing is certain, II
the "circulation liar" knows his business
and attends to 1t, he can never be suffi.
ciently discounted for safety in making
advertising investments.
A CHINESE MISSION.