The Minneapolis journal. [volume] (Minneapolis, Minn.) 1888-1939, 1903-11-26
The WINNING DAILY
Franklin Irwin in Newspaperdom
Says Quality Of Circulation
Counts First.
This Is Built Upon Quality in the
Entire Tone of the
Paper.

What constitutes a ."winning daily
paper" is told in Newspaperdom by
Franklin Irwin. Here is what he says:
A winning daily, first Of all, is a
to the dictionary, has been successful,
especially in competition. To win or
succeed, one must have competition
or difficulties to surmount by persist
ence or struggle.
Nowhere in the business world is
there greater competition than in the
newspaper field. Every city of any
importance in the country has two or
more dailies occupying practically the
same field. One or the other is bound
to succeed or win over the other. We
therefore have a winning daily in that
locality. The others may have certain
elements Of success, but one in partic-.
ular stands out as q, winner.
In the large metropolitan cities the
greater, but for one reason or another,
a certain morning or a certain evening
paper will be more prominent as a
successful winning daily. The ele-
ments which go to make up a success
are many and diversified. The daily
must, first of all, have a circulation,
a clientele or following which will
bring results to the advertiser. both
| local and general. There was time.
not far distant, when there was a great
| craze for large figures in circulation,
when quantity and not quality in cir
culation. was what the advertiser was
harping on all the time. Happy was
the publisher, advertising manager
and circulation manager whose pub
lication's circulation was the largest
/ in that locality. That meant In
creased advertising patronage and
hence success. To-day this is all
changed. Quality of circulation is
| Il, ~ Sf,y
| secondary
'tIt is not Newspaperdom' purpose
| in this short article to tell how quality
in circulation may be obtained, but II
might not be out Of place to state
right here that in order to gain duality
in circulation the entire tone of the
paper must possess quality. There
are many dailies to-day which are sue
cessful because they possess both OF
these requisites, quality and quantity
and therefore there is no question If
1 the mind of the advertiser as to which
medium to select in that particular 10
cality, except perhaps the question O.
rate per line.
This question of rate, however, il
!. one which is only considered by thu
advertiser who is looking for cheap
ness, and therefore does not take int
consideration the question of value TO
value.
sAdvertisixA has resolved itself int
a purely business proposition, and tn
local or general advertiser. no matte
who he may be, is looking to get valu
: in good cash returns for every dolla,
:. he spends with the newspapers.
Results, then, are what the pup
Usher must show his patrons. tn
: hardest proposition a publisher ha
to bump UP against is to get the ad
vertiser to admit that he does get re
suits, and even when he does get sucl
an admission it does not always carr:
: the weight it ought to in converting
, new advertisers. However, when sucl
! a collection of Endorsements can D
:, obtained as are presented in the ad
J vertising columns of this issue. which
. came not at the request Of the pub
:, fishers, the general advertiser ma.
rest assured that here are presented
list of Winning Dailies: dailles Wh1cl
: have brought the advertisers returns
:. and given value for value. Such pub
locations have succeeded because the
e have given their advertisers the rlgh
:. class of circulation; circulation anon
:, the buying classes, who read the ad
t as we'll as the news, and then take ad
/ vantage of the opportunities pre-
i sented in the advertisements. The ad
vertisers are satisfied with the servic
and will pay their bills and III
crease their patronage. This make
/ success. 1t makes winning dallle'
Such examples are presented to tn
general advertisers by dail1es a.
thru, the country-dailies which brln
4 results for the local advertisers an
must of necessity bring results TO
general advertisers.