The Houston daily post. [volume] (Houston, Tex.) 1886-1903, 1902-10-19
quality. He may catch more Jelly ash

quality. He may catch more Jelly hsh,
but not so many trout
Undue stress has been placed on the
value OF large circulation; even some
OF our good friends among the adyer.
Using agents have sought to reduce
advertising to an exact science aud TO in
rates for advertising on the basis of "a
much per line per thousand Of circulation.
You can not Measure newspaper advertis-
ing as you do cord wood Yon can nor
fX rates that could be made applicants
10 all papers, because conditions are "a
inherent. An influential paper of 5000
circulation In small town might be of
more value to an advertiser than n manor OF
ten times that circulation In a large clty
me quality of the paper and the char.
acter ana standing OF the people who
Ieau ~ are factors In my Judgment, of
iur more Importance than the question of
now many papers are printed.
It Is not so much the number Of neners
which go out OF the press room which
should be carefully examined, as the fnct
where those papers so TO and who are the
People VINO read them. Are papers hastily
read and thrown away2 Are tbey mr.
chased to help pass away few momepts,
rae on car or are they delivered in the
homes TO be carefully read by each mem
Der OF the family? Are they read as We
would read a hand bill or are they read
ISr Information and instruction, TO become
the source OF our knowledge Of contain.
poraneous lite2 The higher the mere III
erary quality OF newspaper the smaller
WIZ oe its circulation. The masses of Tho
rrS,,fS ., uo nol require such paper nor
could they appreciate Il II Is NOT neces.
sery, however, for a newspaper To have a
hlgh grade Of excellence but n Is pnSsIhla
Tor paper 70 be ably edited. TO he sisrt
, ana ehtterpusng, carry an the news, 10
use such illustrations as will make clssra,
the text TO be up-to-date In every rartic,,
laF ana yet maintain that high degree ~
SgmsIitS mat VIII bring 10 It such a large
n suI OF readers that advertisers WIN
generously use its columns and ~ @
euues OF the paper will he sucb tto+ ~
nest talent and the finest mechapisn, go
pe employed in the production IN II ".
Sucu u paper must necessarily be iln,te5
m circulation. To meet the raari-a tLsssl
OF It's readers, 1t must carry ali ~ e'Ielts
o. {ne world and Of the country arJ ~
ulutuon large amount Of Local nev-s ~
Icy events, obituary notices. sports n1oTo,
L,,,is, trade, politics, religion and
nu'u.Su otnet subjects In which their res6-
eis are personally interested, n tirno 'S S'a
eliminated IN delivery OF such ~. 49,, 80
pn.per 10 Ohicago, 1t would NOT sell IN re
~ anse we local news that wouId he
value there "uu'u oe or no
The paper of quantity can n,h,t.L
NVn ~ clock IN the mornJrs suL-
80 anu SCH II in large numbsrs a. ~
nrst,r,s, - me paper which makes any
niucb rcstr,n.au.gS'ef 20 IFS quality Is very
menls Of fake concerns beeaTn sant a., savertlse
plane ~ business ethics to Do on on AZ s' SiaS
can NOT insult the MteIiis professions. II
tio,s 'as use ~ poster tyne q, s ~ reaa'
enn ny. INC way Of pictures or co Jo9iilna-
cRarScfer maze y, statements rejecting IN thS
ycstigation, iRt osS Sd, Without careful in
o'cini, Il can not nript n, ~ ~ not ne
II 'i csn ana can them an evs Psprss a. y
the hest nv por, se eraggayt ana approns ,ion
itself aud rs Vow Own y &c paper In expleitiss
q quality Is prsvep,ed tro@ The paper
ies S eiees practices n soes iaee'ing these
degree 1, III, must be cons s,r, R" ,s
reports ana al s.i se fair and homes, Is "a
ing e iig readers 81 a. toe Hews. ieiv
cSn az 9, smpAasla 70 i've ne proper
Qua aaunt tAs yalus 81 'e s5,A