The Houston daily post. [volume] (Houston, Tex.) 1886-1903, 1902-10-19
NEWSPAPER CIRCULATION.

The Value Of Quality as Compared
With Quantity.
From the Brooklyn Times.
The following address was made AZ the
monthly dinner OF the Sphinx club at the
Waldorf-Astorla by Herbert +. Gunnson
l take II that the question we are con-
sidering is the comparative value of 1uaI-
lty and quantity IN newspaper circulation
as relating 10 newspaper advertising. The
advertising man, as rule, is pretty
slrewd individual, and II he has had ex
perienee is generally able to Judge cor
rcctly those mediums which produce the
best results, AS It is very difdcuh 10
trace direct results from advertising in
any particular paper It is OF the utmost
Importance that advertisers should be able
TO know what papers reach the class II
readers who are most cpt to become inter.
ested in the announcements which they
make,
| would not make light OF papers having
large calculations, but quantity alone counts
Tor very little There are merchants VINO
seek to get into the homes by having la.
serted INTO reputable newspapers their adj
Vertisements printed on separate sheets
ana, while large numbers Of these inserts
ere thus circulated. IL Is d6uhtful whether
that kind Of circulation Is OF much value.
Inc advertiser Is seeking the individual
nuyerS. nor merely tue individuul reader:
nut the map VINO, reading the paper, has
pne means 70 become purchaser, II per
suaded that he desires the article offered
Tor sale Five thousand Indians on the
western plains might read an advertisement
eI the stenway plano and not one would
PC sold as result of the publicity Ten
thousand factory girls might be Impressed
with the attractive announcement OF
Brother Daniels Chicago limited train yet
peee," shslS ticket would be purchased by
OF warming pans In the West Indies Ne
Sou,9 moi sen them. lie had taken them
70 the wrong place. He did, however, re.
move tAe covers and sold them as sugar
scoops II Is Of the utmost Importance 10
It'ch the people who can buy IN most
Sases the papers having the largest cir
S, piae'on sFf t9ose which sell tor the lowest
ptlSe. II Is out fair "a assume that the
psople VINO buy paper because Ii is
eheap, In the majority OF instances arc
s ,l we are limited in their means, They
- people who must have the necessaries
ot ne aud not the luxuries The bnlk
% advertising Is Tor the sale OF uxurles
ana not necessities.
newspapers are made for the public
they must cater 70 the reouiremei,fs ~
WY teauer. IL they do not, thoy are
,NeHnuut readers. The editors and pub.
NJ, re, VINO can best understand the pub
NC wants ami meet them are conductors
Vl tne most successful jnurnals; but no
Vne newspaper can meet the requirements
~ Sn ehure community any more than
one fehgion would suit an classes of Dcople
9R QUO political party enroll all voters an.
yer lts banner. Different classes OF indi.
ntuuNuis require different kinds OF news
i,apvts, As the expert fisherman knows
we Alnd OF bait 10 use for the particular
hhln' or nsh be IL angling FOR, SO the' puh.
usher must know the kind and quality
g paper to make for the constituency he
Is seeking IL s natural that every nub
hsner should desire as large constitp.
eney as possible hut In his anxiety for
hNmeers ne msF ind that be Is gaining In
readers among one class OF neorle ana
!oene tgAdefe from another He may ada
70 as eiFeulaiiou 10 quantity but lcas %