The Pacific commercial advertiser. [volume] (Honolulu, Hawaiian Islands) 1885-1921, 1901-08-10
THE REJECTED TEST, )

rx ,rnnosaH of the Advertiser 10
have published the returns OF the sai.s
of the local daily papers at new .
arr,ry, the month of July or any p
-. ,,optb so as to show What jun
&c ore preferred by Honolulu readers
thetefore the best anFett isi,ts.
-. cap hi, carried out only Win ~
a,t IF all parties st issuessl
-,,s'dealefs viii not give TO oiis -
t,,-ns of another, unless llie ,"
.nN ,,ar,,ission has been nleu
60 ready to accede 10 JON.
-, for such data. me Au -
, chat a comparative recoiu "
49, .+a,5 sales would be uSelul
,,,,;,ass men who want their u au ~
,,ants to go as far as possioir,
aronosed TO abide by such &c
80 90 If proposal and the . "a
.ha leading papaf9 in the afternoon n NC
.o,taned to accept fI:--eut up :,
,r,ritinp no other daily journal mas ~
,o,,ed suit. Instead the Buiie.ih .n,.
pa,,ubIican oppose the plan anu 80
-arvouslyf at the idea OF hafiils
oourtesv calls their "circulatlohs
al nv anything other thah 'nen .ha
oIo;rns They do not dare say li"'
newsstand comparison "puiu of
-; tut they think the mere says VI
>,,h,;sbers would leave them III
~ ,,osisfon before the advertising
No doubt. if advertisers "eie
.;mnle-minded, the theory "ouiu
r;pht. but our business men "a
test which leaves nothing IN uouo' -
&c made :by a disinterested deaiei
trade IL! is to sell as many Oh an
,aoo1 nanars as he can work OH at INC
ten, nrice of nickel apiece iheie
ara several such dealers IN Town
the Advertiser and Star are Willie "
ahide by their showing. BUSINESS III" ~,
annreciate this fact as tney oo
eaayernssa Of the bulletin ana he 81 ~.
an TO escape the comparalife ~
nroposed. There can be put one
Of this timidity-a knowledge ina. -.
rasult would be even worse Aoi
+ban that which followed the eApo'ui
Of their hand-to-mouth business Of
railroad agency st.onds
for some months past the AuFe
believes that the showing OF 'he
road news-depot, remarkapie as -
,ronld seem commonplace beside ina.
which the city dealers Woulu a.,11
,arp,;tted TO. Our readers VIII recaii
tho exhibit for July as follows:
pacific Commercial Advertiser. ess
Hawaiian Star ......'.--'' ooe
Evening Bulletin - 80 - a co.
Kuokoa Zone days sales) $500. lo-
Honolulu Republican 100
The average daily sales of ten ana
fraotinn comics Of the Bulletin and OF
six and a fraction copies of the Repuo-
x-dS
oahu railway and want something 20
road saIf, route are, I'VE believe, greater
than their average daily sales at the
citv stands. though on that point ana
&c respects the stand circulation OF the
Advertiser we are ready to: take the
dealers' figures. So is the Star
we know; of no other test SO Just as
this, The Bulletin prefers to be judged
Ivy street sales, a method WHICH, NJ
doI,ht would suit it's contemporary, Inc
Star. il any way could be found TO get
d.sinterested returns. Newsbeys we
have asked say they SELF ei1reesto rstfeu
stars to one Bulletin, and the adVertls-
ing; public, by inquiring OF the poss'
could probably find out the approximate
truth fop5itselft There Is no other sat
isfactory way that we know OF, ieast
NJ ALI the acceptance Of the Buiietln .
word. which is the only evidence IL mas
so far produced 80. s.,-e,1
AS for the dying Republican, a paper
ubich is taking the gold cure weekly
:, vain effort to Sbtain pecnniary
health its street sales are jest among
al tbe newsboys in town. On the
r,ornir1g Of the Hall fire, when the Al
,..rtiser was late, a great crowd Oh
hovsr collected in the alley near the
nress-room waiting for their papers;
or5 while there some of them tosseu
their bundles of Republicans into the
Advertiser office and neglected to take
theu awav. The papers simply would
M. sell Apparently the lads had got
them for nothing and they treated
the M as waste paper. 1t was signlf1-
cant example of newspaper advertising
value. especially when compared with
tile demand on the same morning for
the Advertiser.
THE questions herewith raised are or
the first Importance to the business
community, which has been >raided for
advertising until 1t feels poor. In flush
times 1t has given lads" out indiscrim-
inately. intent more on helping paper
thai, on reaching customers. This was
philanthropic but 1t was not business
like and the practice. where continued,
has become a burden. The wise mer-
chant now wants his "ad." to reach as
far as do the papers of general circu-
,ation. of which there are only two In
these Islands-the Advertiser and the
Star The Bulletin and Republican
have no exclusive readers; they sim
ply serve a few of the constituents OF
fine Advertiser and Star and do 1t al
great expense to themselves In the
hone of something better turning up
We should say that advertising in
either would be like announcing in a
whisper what had already been pro-
claimed to the public by megaphone.