The Minneapolis journal. [volume] (Minneapolis, Minn.) 1888-1939, 1903-11-26

than II 900. The growth was steady
thru all the following years, and in
1890 the total was $1,000. By 1895
it had gone up to $4,000, since which
time there has been a steady advance,
the average for 1902 being 54,625. To-
day the circulation, in round numbers,
is $4,000. On Saturdays it exceeds
that figure.
Minneapolis is divided into more
than one hundred Journal carrier
routes. This arrangement was made
number of years ago, since which
time many of the routes have been
subdivided, with two and three car
riers each. Much of the country cir
culaton Is also managed on the car
rier plan, and there are sixty cities
in the northwest, outside of Mime
apolis, in which r h e j ur n a is
distributed the same as here.
The carriers buy their papers from
The Journa al daily for cash and
do their own collecting, which is an
important fact for the advertiser, since
It creates a. personal interest in each
carrier in having as large list as
possible.
In the residence district of Mime
apolis r h e J urn a is found in
nearly every home. Everybody takes
1t. 1t is practically without competi-
ton in the local afternoon field. In
the northwest 1t has a good list in
every city and town, while in the coun-
try districts 1t finds its way into thou
sands of homes, thru the instrumental
ity of the rural free delivery system.
Wherever one may go in the north
west, whether in city, town or coun-
try, one will find T h e o urna |.
AS an advertising medium the paper
has no equal in this section of the
United States, because of the high
quality of it's circulation.
The railway trains run out over
twenty-seven routes of travel from
bundles of Journals. For all points
within 100 miles of Minneapolis
it Is the evening paper, being
delivered in time to be read before
dinner. In a much wider and more
distant area 1t becomes the morning
paper, being delivered before break
fast. This territory includes Mime
sofa, the Dakotas, northern Michigan,
northern and western Wisconsin, and
northern Iowa.
The first edition Of T n o Urn a
each day Is the noon edition, which is
primarily for street sales. The prin-
cipal edition of the day, embracing
almost the entire circulation, is the 5
o'clock edition. This edition goes into
the homes of subscribers in Mime
apolis and makes up the mail circula-
ton. Every edition during the day
is a complete newspaper, and contains
the latest news, local and wire, up to
the moment of going to press
The o'clock edition each day car
ries the complete grain, financial and
live stock quotations for that day,
which are thus read by Journal sub
scribers from ten to twelve hours in
advance of those who depend on the
morning papers for the news. The
last edition of the day is the special
mall which is made up to catch the
late evening trains for points that cam
not be reached until the next morning.
The Test of Circulation
Is Advertising Patronage.
The best test of a good newspa per
is it's circulation; the best test of cir
culation is advertising patronage. TO
both Of these tests r h u II a |
makes handsome response. It's cir
culation has already been referred to.
1t Is the largest and the best in its
field. T h o u + II a goes into more
homes in Minneapolis and the country
surrounding it than any OF its com
petitOrs, and those homes represent
the best there is in the northwest in
point of citizenship--not measured by
the worldly possessions or the official
or social standing of their occupants,
but by those qualities of mind and
heart that have made the northwest
what it is.
AS T h e j o u r n a | leads In circu-
lation, SO it leads in amount of adver-
Using. It's advertising space is not
bought for reasons of sentiment. but
because it brings large and quick re-
turns. If the paper is used more free
ly than any other advertising medium
In it's field-and this is what the fig
ures show-it is because 1t pays bet
ter than any other.
This lead in advertising has con-
tinued year after year, notwithstand-
ing the fact that r h e ] ourn a Is
rates are higher than those of it's COM
petitors. Being an evening paper, it
has, of course, no Sunday edition; but
In six days it has steadily published
more columns of advertising than any
other northwestern daily, including the
several Sunday issues, by from 10 to
20 per cent. When compared with it's
competitors, their Sunday issues elm
mated. it has carried more advertising
than they by so per cent. This record
could not be maintained without good
cause. The cause is the quality and
quantity of T n e u r n rs circu-
lation, and behind the circulation lies
the all-important fact that T e
j our n is good newspaper.
A Marvellous Record
or Steady Growth.
In the table which appears below
there are some interesting figures
showing the growth in both circula-
ton and advertising, since T h e
j our n a occupied it's new building.
VINE lnsre nave Deen DaCkSetS IN the
growth of both, it will be noted that
these have been overcome and that
hand-in-hand they have gone forward
with, the passage of years. The panic
years, of course, had their effect, and
this was seen i'll a falling off after the
great year of 1898, which it took time
to regain. The silver agitation of the
first Bryan campaign, with it's fore
bodings of calamity if free silver were
not victorious, caused T h j ourn al
to lose some Of it's friends, who did
not like it's strong stand for sound
money. The logic of events, however,
was stronger than it's editorial logic,
and these old friends are now all back
in the fold. and most of them are will
ing to admit that T h e J u n a was
right. The Spanish war brought in
creases to the circulation, which has
in late years been growing steadily.
In this year of 1908 the daily average
will pass $4,000, while the ADVERTISING
patronage will be at least $4,000 col.
umns for the year. The table is as
follows:
Average Daily Total Columns
year Circulation. Advertising.
lsso....... ...... 1859 s,1iI
s9l............... 1887 9,37;
s9l...........,... Sb,l13 9,6S'
1889 '.............. 1851 9,e1s
lS9a............... 3S,931 S,26.
4sse............... 4l,235 9.22t
1Ss6.-............. 1856 " $3.50
1897. 3s,5s7 ca
1898. ............. 45,373 1887: