Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16

that necessary to obtain the required re-
suit is a direct injury to mans business.
1t increases the cost of doing business,
which means that he must sacrifice part
of his profits increase the price at which
he sells his goods, employ fewer clerks, buy
fewer goods, or less expensive goods.
These are unpleasant alternatives.
Concentration of Advertising.
When the advertiser concentrates his
appropriation upon one newspaper, and
that newspaper is the one that covers the
field he saves a certain sum of money
which he can consider as profit or he can
cut down the price that he sells his goods
to the public; or he can buy more goods;
he can hire more clerks or secure some
long-needed improvement for his establish
ment, or he can use this money to strength
en- his advertising. From time to time
he can use more space. The larger the ad-
vertiSement the better it pays, in proper
ton. This seems TO be an axiom proved by
the experience of all large advertisers
Woodward q Lothrop, for instance, nave
persistently used large space steadily ana
have increased their space and the store
has grown until it is one of the great
commercial establishments of the coun-
try.
The Star does not encourage the adj
vertiser to use excessively large space; he
should use as much space as he can afford
to pay for, provided that space is not dis
proportionate to the amount OF business
Advertising can cost a great deal more
than it is worth To make that advertis-
ing effective is very important. The best
talent should be secured in the preparation
of the copy. An inch of space well written
does more good than six inches badly
written.
The Golden Dozen.
The Star belongs to a list of twelve
newspapers in the United States on which
the advertiser can concentrate his appro-
priation with absolute certainty of getting
splendid returns for his investment. The
list referred to is said by an eminent
authority on such subjects to be worthy
of an investment of at least $4,000 by any
advertiser, and if that same advertiser
We're to increase his appropriation $4,000
that he could best spend that money in
this same list rather than advertising in
other papers not on the list: and that by
spending SO. 600 in this list of twelve
papers he would get better results than
by spending 100000 in longer list.
Advertising Rates.
When all the other facts are known about
a newspaper. It's returns. the result 1t
brings, etc, the final question and the great
Rates are measured by circulation and by
The rates charged by The Star are fair.
One advertiser says they are too low.
Few advertisers say they are too high.
The advertiser who has remarked that the
rates on The Star are too low did so in a
burst of enthusiastic Endorsement, but his
remark furnishes theme of interest to the
overwhelmingly, rates that are too low
are Just as bad for the advertiser as rates
that are too high really worse.
Rates that are too low are bad for the
advertiser because they create too much
When rates low that
the little hy-by- might concern around the
corner can print an advertisement all out
of proportion to it's business, the legitimate
advertiser is injured. His advertising does
not pay him, his business falls off, he is
unable to buy goods and unable to keep up
his stock and there is a general demorali-
cation.
Low rates are bad for the reader because
they crowd the newspaper with cheap adj
yertising and make it an offense to the eye
The reader loses confidence in it's advertise
nents. Low rates are also particularly bad
for the reader because when rates are low