davidaulloa/AmericanStories huggingface dataset:
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16
The Evening Star Route Agents.

sit1on. This is recognized by all Washing
ton advertisers, and is becoming pretty
thoroughly recognized by general advertis-
ers and agencies No matter how much
correspondence or discussion may be in
volved in any given transaction, in the end
the advertiser invariably takes The Stars
view, and we find that policy has re-
ceived the strongest kind of moral support
from our advertising patrons. Even the
concern to whom the letter L have quoted
above was addressed wrote us a few days
later very cordially and complacently. evil
IDENTIFY approaching that, while The Star IS
willing to do everything it legitimately and
consiste emily can for the interests of its adj
vertisers, it has rules which are based upon
the most careful study of the ethics of adj
vertising, and that it will not, under any
circumstances. depart from these rules. If
at any time The Star should become con-
WINGED that any of it's rules were not en-
tirely fair and equitable it would change
that rule but not break it,
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16

electric light: but the eye does not easi-
ly read a type that is an inch long when
the type is within a foot or a foot and a
half of the point of vision for the simple
reason that The eye cannot physically focus
itself to take in words composed of type of
that size
To those who have studied Typography
analytically, it IS an axiom, and therefore
needs demonstration; but advertisers
would be perfectly willing to use type too
large for effectiveness if The Star did not
eradeavor to restrain this tendency by en-
deavoring to keep its type within the size
which is easily readable to the eye, and
when a certain size is exceeded, it puts its
type into outline, which preserves the at
tractive appearance of the paper, and which
is no offense to the eye. When an adver-
tSer insists upon using large black-fac5d
type The Star charges him an extra price
for doing so, much preferripg that he do
not use this type at all-not because unwiil-
ing that the advertiser should make his
advertising as effective possible but be-
cause The Star believes that the advertiser
should aim 20 preserve the general attract
iveness of the paper in which his advertise
ment appears, as he, with the proprietors
a common interest in the attractiveness of
The Stars advertising pages
The Stars Typographical Policy.
However, that is aside from the main
purpose of this discussion, which aims to
here strictly to a Typographical policy that
is at variance with the policy pursued by
many newspapers.
And right here it may rightly be said
that The Stars policy in this respect, in
many other respects wherein it's policy is
sui generis, has been notably successful.
The endorsement and approval of the COM
mrnity has been given more largely to The
Star than to any other paper published in
this country; that is, The Stars insistence
upon publishing as attractive a paper as
possible has made it stronger, both with
the reading and the advertising publics,
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16

tirely varying combinations resulting from
the differing tastes of advertisers.
The Star has made a number of pur-
chases from year to year Of new faces of
tive and within the limits of its policy.
The Stars policy in reference to type is
to select only that which enters into the
harmony of the paper. The typographical
harmony of a newspaper Is like harmony
in music or architecture. 1t Is funda-
mental attractive force. without which all
the rest is ineffective. The note to which
the harmony of The Star is attuned is
moderation" 1t is only by the use of
type of moderate size that all the pages
of a newspaper can be made attractive to
the reader. Type that Is grotesquely large
or illegibly small has the worst sort of eff
feet on the general appearance of the news
paper.
When a newspapers type is of moderate
size and harmonious. the eye easily grasps
the facts and figures set forth in the type
and reading it's advertising pages becomes
a pleasure and not task. Newspapers
that neglect harmony and moderation In
the use OF type are constantly driving the
reader away from the advertising columns.
It Is the constant purpose Of The Star to
attract the reader to all Of its advertising
columns.
Therefore, in selecting its type The Star
has sought always for type that is not only
attractive and effective. but also legibae.
Type may be illegibie from any one Of q
number Of reasons-becaalse it Is too small,
or because the letters are not cut in con-
forulity Of the rules OF legibility, or be-
cause it Is too large.
That type may be not easily read from
being too large seems like paradox, but it
is not. The process of reading Is largely
photographic; the eye takes in at a glance
that which lies within Its focus, and of
course the nearer the object the narrower
the focus. The eye Will take In a ten-foot
fype block away or two blocks away The
al in ff,flS yxxy1,n
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16

hurt IT in the long run. The Star II pub
lished fer a constituency that reads 1t reg
ularly every issue and not for street sales.
1t Is a family newspaper in the most en-
phatic Interpretation of that term. 1t is
read by every member of the family OF
reading age-it is a womans paper and it
is a mans paper.
How thoroughly it is read is proved to
US every day In the year, for no matter
what we advertise in IL We are absolutely
certain of a large and immediate response.
"A rainy day Will, of course make diff
ference in the amount of business We do
but even rainy day does not destroy the
force of our advertising in The Star. There
are tens of thousands of Star readers who
are regularly in business or in government
employ and who are thus abroad rain or
shine. and there are thousands more who
constitute the carriage trade of Washing
ton, and with whom attractive offerings in
The Star prove invariably profitable.
Not only does The Star reach the entire
purchasing public of Washington. but 1t
has an outside circulation that brings
profitable business to our mail-ordcr do
partment
Annual Increase.
I'VE use regularly except in the heat of
summer from two to four columns In The
Star every day and frequently more. Our
space in The Star increases each year as
our store and the circulation OF The Star
grow larger. This was the first store IN
Washington that used daily newspaper adj
vertising extensively. and the first to use
dcuble-celumn announcements. One of the
factors that have entered very largely into
the success of this establishment was
its early appreciation of The Star as an
advertising medium, and the consequent
lead obtained by Woodward & Lothrop that
has been maintained and increased through
taking full advantage OF the magnificent
opportunities offered by The Star Tor hon
IS. i-ent, entarprising and accumuaa-
sr.tkin1~
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16
THE STAR TYPOGRAPHY
HARMONY AND MODERATION IN
THE ADVERTISING TYPE.

The typographical appearance of news
paper has a great deal to do with Its sue
cess. both as a newspaper and as an ad-
vertising medium. 1t lies within the power
of any newspaper to be attractive and in
good taste. geographically. Type is an
art in which is concentrated the best that
the art Of all previous generations has
learned CT form and effect. The type foun-
dries are casting today faces Of type that
fulfill every requirement of artistic typog-
ra ply. and it lies with the newspaper to
select complete and harmonious faces that
will give the most attractive appearance to
the paper: when used day after day, en-
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16


plomacy of Anglo Saxon races above the
plane OF mere dupery and clever subter-
fuge onto that where the rule OF the best
Individual prevails. where the courtesy.
the trust. the open-mindedness of gentle
men in their Intercourse with one another
have been brought to bear not only upon
the relations of nations, but upon those
existing between the men who buy and
those who sell. The shopkeeper means to
inspire you with confidence. standing for
honest dealing, letting the profits follow
after; serving you the same article at tho
same price. whether you send your child,
your servant or come yourself"
Woodward & Lothrop found in Washing
ton a large field for development of their
enterprise, and have developed it to the
utmost. The store building covers area
of eight acres. wherein are displayed the
products of purchasing that taxes the mar
kets of the world. This firm has resident
buyers at its Paris office and sends abroad
annually or semi-annually several buyers.
who bring to Washington the latest and
best in the styles and fabrics of Europe.
while in New York city 1T has permanently
still another staff of expert purchasers.
critical examination of the goods car
ried in the different departments of this
store demonstrates the fact that 1t presents
very large assortment in every line. Civ
ing as wide n range of choice as the stores
of Manhattan.
Everybody Reached Through The Star.
1--WE never could have hoped to create
the patronage tldI supports STORE OF IulS
magnitude and character If We had not
been able to command advertising access
to the purchasing people of this commu-
nifty" said Mr.. A. NJ. Orrison. the adver-
Using manager of the firm. Through the
Washington Star able to reach
practically every family in this community
that has the intelligence to read a news
paper or the money to buy advertised
goods. It IS n great advantage to a store
to be able to reach the entire community
through one newspaper. That means g
minimum of expense and a maximum OF
effectiveness. 1t gives tremendous pulling
power to our announcements, for The Star
is a daily directory for the buying people
of Washington The purchasing public
reads its advertisements as thoroughly
it does its news. and with the same degree
of confidence.
Confidence in The Star.
THE confidence people place in The Star
cannot be oyerstated. Its reliability is I'M
impeachable. 1t seems to verify every item
it publishes as thoroughly as good credit
man investigates intending customer
in the world of business. 1t never prints
news that will help 1t for the moment but
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16

reading notices."
VERY little encouragement is offered to
advertisers desiring TO place their adver-
ment In the shape of an illustrated art'c,e
cannot be printed at any price. WEel paid
reading matter is published. 1t is with a
distinct understanding that the matter
editorial department"
What Is the policy of The Star in regard
to free reading notices.
~ can answer that question better by
giving you copy Of the letter recently adj
dressed to a general advertiser who Is run
ming in this paper advertising to the
amount Of about $50 year, and who
cd us to print q reading notice that, II
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16

''Of course, The Star has ALWAYS excluded
ads that it considers object iona ble"
Have you not found considerable fric-
ton In enforcing The Stars ruler"
A great deal more than we do now AL
vertisers have gradually learned that orr
rules are right, and that, no matter what
other newspapers may do. or what may be
done in other cities, The Star is doing that
which is in the end best both for The Star
and for its patrons It is directly to the
interests of advertisers that The Stars adj
yert.sing columns should remain as at
tractive and as clean as possible, and our
rule OF treating all alike certainly requires
no explanation Or defense. The Star is
merely applying universally accepted bust
ness principles. based upon careful study
Of all the factors that enter Into the propo-
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16

or the home interests OF the people, ana
doing It honestly. always having their
gooo VIII at heart, but making no ostenta-
ton about t-just doing II and not talking
about it. The Star is for Washington all
the time.
The evening home newspaper is the best
for advertisers always
The star makes honest and complete
circulation statements and that practice
is always evidence that its publisher re-
CARDS his paper as worth what he charges
for its advertising space"
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16
The Evening Star Carrier Force.

favor whenever they are furnished anthem
ticaily. He has told the truth about news
papers regardless of whether they adver-
tise or do not advertise in his publications
whe Their they have Endorsed or abused his
undertaking.
Authentic Circulation.
There has been an increasing list of COM
plete circulation statements in his Direc-
tory each year until majority of the best
advertising mediums of the century are
now correctly rated by the advertising pub
lie. and Mr.. Rowell has recently turned
much of his attention to determining the
exact returns different newspapers bring,
and the relation their character and stand
ing bear to their value as advertising me-
diums.
The Washington Evening Star was among
the very first to furnish a complete de-
tailed statement of its circulation to the
American Newspaper Directory. Its man
agement has always regarded honesty In
circulation as the first principles Of hon.
est business management. and has not only
furnished the American Newspaper Dr.
rectory with full and authentic figures of
its circulation, but has gone much deeper
into the subject than the Directory de-
mands
Mr. Rowell, through Printers Ink, has SO
frequently expressed his opinion Of The
Washington Star that a repetition of HIS
views are superfiuous, except in the fol-
lowing summary, which expresses his con-
illusions as to the exact place held by The
Star in the list Of American newspapers. its
character and its policy:
Always in the First Twelve.
''In selecting a list of the twelve news
papers Of this country best for advertising
any given article. should place The Star
every time, whether the article be low
priced. medium priced or high priced. There
is no city in the United States that is SO
well covered by one newspaper as Wash
fngton Is by The Star The greatest fea-
ture Of the Stars success Is its cultivation
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16
The Foreign Advertisers.

'sThen do you not offer inducements to So
called foreign advertisers?''
"No: The Star treats the foreign adver-
tiser and the local advertiser exactly alike
as to rates and the application of its rules.
If there is any possible discrimination 1t
would be in favor of the local advertiser;
for The Star considers that 1t owes its first
duty to Washington and the merchants of
Washington. One way in which it demon
strates It's policy is in refusing to allow the
agents commission the advertising of
local stores when sent in by advertising
agents. For instance, there are several
large shoe firms who have furnished stores
in Washington. Their advertising is sent
in through general advertising agents; but
The Star does not grant the agents COM
mission this business, taking the just
ground that these stores and their adver
Using are local.
1.-The fact is The Stars rates and adver-
Using policy aim first, last and all the time
to be entirely fair. and that means to treat
aid alike. All advertisers are charged the
same price for the same service. Men from
out of town coming into The Star office to
place advertising and asking us for our
rates almost invariably say, when told that
we adhere to our rate card: I have heard
that before; now, come down to business
And then We reply that this is business and
that The Stars rate card is it's rate card,
and after awhile the stranger comes to
that conclusion, and when he goes away
usually remarks: The Star is one of the
few papers In the country that sticks to
rates. 3"
Does The Star employ solicitors?'
mo; The Star has adhered for a great
many years to the principle of not employ
ing persons to solicit, believing 1t is the
best policy. And since The Star carries at
times more advertising than any other daily
newspaper in the country. it's policy seems
to demonstrate its own success
DO you reject much advertising offered?"
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16

focus Of the public eye and really secures
fewer readers than it would were it to con-
form to the general typographical effects.
Several large general advertisers have
learned this from experience and have OBJ
tanned much larger returns from having
their copy reset into The Stars style than
from having that same copy run in the
style they used in other dailies.
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16

than any other paper IN any other city.
This policy naturally embraces more than
merely buying the right type. 1t embraces
setting that type in the most attractive
manner possible, and to accomplish this
object it has a corps of expert compos.tors
who have had long experience in devising
attractive typographical effects, and work
ing in conjunction with these expert COM
positors are the ad. writer's Of the several
ad.-wrfting bureaus and the ad. writers OF
the large stores, who are expert In this
line themselves, and who cooperate with
The Star in producing typographical effects
that each year are more artistic and which
are generally in harmony with the general
typographical style of the paper. Typogra-
ply is subject about which very little has
been written, and about which much re-
mains to be learned, but it is a fascinating
subject as fascinating as any other branch
of art or journalism. The Star has gath
cred the best samples of Typography that
have been produced, both in this country
and abroad, and has collection of all the
books that have ever been written on this
subject, feeling that It cannot devote too
much attention to this branch OF Journal
ism. A room in The Star building is de-
voted to this department.
Foreign Advertisers.
Out-of-town advertisers will find that It is
better to have their advertisements reset in
The Star style than 1t is to send electro
types or to insist upon a style OF typogra-
ply that may have proved effective in other
cities. The Washington public are accus-
toned to reading the style Of type adopted
by The Star, and any other style pub
lished in The Star tends to detract from
rather than to add to the effect OF the adj
vertisement. The advertisers OF Washing
ton have built up a large reading constitu-
ef1cy who are accustomed TO searching the
columns Of The Star for business announce
ments, and expect to find those announce
merits In easily read type, In harmony with
the iong-estabaished policy Of the paper
When, therefore, an advertisement Is gut
In some other type It Is lifted out Of thu
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16

paid for at reading notice rates. would
have amounted to about SO. This letter
covers many similar cases. The letter fol-
lows:
Gentlemen
Referring to your letter Of the 18th instant. we
have only to say that cannot comply with the
request made without violating a long established
and well recognized rule of the office without do
ing injustice to much mo;e extensive advertisers to
whom fayors CT that class are not extended beyond
occasions. calling attention in the reading
columns of the paper to salient points or spe-
cal inducements set forth in its advertising col
But If departure from the general
rule should be contemplated in this case, 1t is sub
mitted that the free reading matter notice re-
quested is so out of proportion the advertising
space used and the amount paid therefor. that
sound business reasons would forbid compliance
with the request. Our advertising rates are eX-
ceedingly low for the extent and character of our
circulation: and unable to see why the
conductor of newspaper having space to sell. at
fair price, should. any more than the dealer in
any other commodity. be expected to give valuable
gratuities to customers who receive in the article
they buy full return for the money paid therefor.
Very respectfully,
THE EVENING STAR NEWSPAPER COM
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16

on the territory, all the time, looking out
for collections, brings them in close touch
with the readers, and this keeps The Star
well informed as to the reasons people have
FOR taking the paper or disseminating It.
/ We used TO keep a pretty close check on
these matters, but not so much so now, for
The Star has secured the universal circula-
ton which comes pretty near making the
complaint book unnecessary. The agents of
3 The Star never permit opportunity to go
by to advance its interests. When family
moves into house the agent or the route
BOY calls upon him in behalf of the paper.
and as the agents profits are entirely de-
pendent upon the strength OF the subscrip-
: ton list in his territory. his most earnest
, efforts are enlisted 1t is rule of The Star
/ that route cannot be farmed out, but the
owner of the route must be himself identi-
fed with It.
1T is the custom, especially in the hard
times. for Star readers to loan the paper
TO their neighbors. and thus The Star is
frequently read by several families. 1t is
a fair estimate that at least four or five
persons read each page of the paper. Even
in the kitchens of the uptown people it will
be found read by the servants after the
family has finished the paper, and the
Washington servants by the way. are great
buyers of advertised goods Coiored peo-
pie for example. will spend pretty nearly
all they earn as they go along.
Some years ago The Star made a cam
vass of every house in Washington to as
certain exactly how many people read it,
anu IL WIS IouIu IHat II reached over 10
per cent Of the houses occupied by the
white population in the District. More re-
Gently canvass was made in the four diff
ferent sections Of the city, each house in
a blOck-that is four sides of the block
was visited, and it was ascertained exactly
what papers were taken. This proved that
The Star holds relatively the same posi-
tion that Ii did when the complete canvass
was made, and justifes the statement that
practically everybody in Washington, with
Intelligence enough to read a newspaper or
money enough TO buy advertised goods, is
q reader of The Star"
A Family Newspaper.
Having determined how much circulation
a newspaper has it becomes important to
know what kind of circulation 1t is.
First of all. The Star is a family news
paper. The family newspaper is admitted
by all advertisers of wide experience to be
the most valuable for advertising anything,
whether It is high priced or low priced,
whether 1T is for men or for women. The
family newspaper naturally interests all
reaches practically all the families of Wash
ington. The Star is one of the best ten ad-
vertising mediums in the United States for
any given article and the other nine papers
in this list are published in cities of much
larger size, not one of them less than twice
as large Washington. The Star is on
this list because il so thoroughly covers its
field
The Star is unique In another respect. 1t
is one of the very few newspapers in the
United States that reaches the great masses
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16
REACH EVERYBODY
WOODWARD g. LoTHRoP AS STAR
ADVERTISERS.

Woodward & Lothrops establishment
ranks among the great commercial enter
prises of America. 1t deserves to be mem
TONED in the same breath with John Wan
amaEer OF New York and Philadelphia,
Marshall Field of Chicago. Jcrdon, Marsh
and r. II. White of Boston.
1t occupies practically an entire block
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16

It's growth has en-
phasized the sue
cess that attends
the best business
methods. Its trade
principles are the
highest praCticed
by any firm In
the country. The
Century Magazine
for March is eX-
pressing the char
acter of this con-
Germ when II says:
1T h s develop
ment owed its ORR
gin to cosmic forces
which have lifted