Evening journal., 1908-08-12
CIRCULATION IN
QUANTITY VS..
QUALITY CLAIMS
MIR. Blank, Merchant, Talks
Of Newspapers That Claim
to Represent the Classes
and Not the Masses

Good morning. Mr.. Blank" said tho
advertising man, as he sauntered into
Mr.. Blanks store one morning
Il highly value your opinion on all
subjects. You seem to see things
clearly, and / must have a few minutes
chat with you. / want 20 take up the
serious side 10 newspaper Advertising
the question Of advertising in papers
with alleged quality circulation, what
ever that may mean, and papers with
quantity circulation. which Is de-
finite tangible fact"
Mr.. Blank stretched himself in his
chair, and beckoned to his interrogator
TO be seated.
Now what Is it2" asked Mr.. Blank
Can a merchant payingly advertise
In newspapers with so-calfed Quality
Circulation he was asked
AS Mr. Blank firmly believes IN the
notices of Horace Greedy Look before
you leap; Think before you speak
he ran his his, strong digits through
his grey hair and with a smile re-
piled.
I've never been able TO comprehend
what a newspaper means by Quality
A newspaper 70 be successful must
reach all classes OF people, and II must
depend upon all classes of people. for
no newspaper in these days OF compe-
tition can Independently afford TO cater
TO any one certain class-in other words
Il cannot select It's readers as a mer-
chant does his clerks. The quality OF
anything gets its representation by
/ oil aF 81
quality OF nature or character rela-
lively considered. as goods, sort, rank
We qualify the rich and tho poor; the
educated man with the non educated
man, etc. Newspapers as news med
iums tell the one half OF the WORLD
how the other half lives. The dolngs
of the rich as well as the poor ar'
recorded. No one seems to bo exempt.
ed. and Il Is well Il is so.
Newspapers considered as adver.
tising mediums must be more genera
than particular in order TO reach IN,
masses. and that's what every merchan
with an eye 10 gathering in Everymani
Dollars should look to.
'Tn every city there is always on,
popular newspaper. and this mean'
that its popularity extends TO al
bers popularity can only exist. Jus
like a popular man who IS known BY
the number OF his friends not by thei
quality"
"a wise merchant will use a news
lpaper that is popular among all classe
more so than the one that claims 4
represent the quality readers. More
: over, there Is no such thing as qualit
} In A
/ Just as far as the rich mans All mer
chants have out their hands in quest q
, the Almighty Dollar When ! see
dollar in my money drawer. don
, ask who spent It'll want TO sec
there. like to see the poor woma
enter my store wearing her old shaw
and carrying her crude market baslSe
10 see her brush elbows with her NOR
lordly neighbor welcome every on
who wants to do business with me. an
so should every newspaper welcom
all sorts and conditions of readers.
do not believe that a newspaper wit
an alleged Quality Circulation hon
estly fulhlls its mission for the mer
- chant that uses its columns, and IN
. sooner the merchants are alive TO thi
! the better It win be for their earning
at the end OF the year. The newspape
that hawks Quality Circulation" /
generally the one that fails to get
quantity circulation. Did you eve
hear of a newspaper that would nc
: increase its circulation il IL could?
What do you think OF the Quantit
OF Circulation" broke in the advertis
ing man.
why it's everything" replied MI
/ Blank There's music in that wor
quantity Merchants like 10 sell 1
? quantity, and buy in quantity, and
for one like TO get as much for m
money as possible. and so does every
one else. When / 90 10 buy good
, the houses from whom buy don't as
me as to the quality Of my money
c they want to know how much-quantit
Pm going TO spend. And that's wha
] every merchant should ask Of ever
r newspaper
} What's the Quantity Of your circu
! lation?"
. The conversation was interrupte
5 here by the entrance OF a drumme
from a large house I'm Baltimore. TIL
newspaper man was introduced.
Il always like 10 meet men OF you
profession" said the drummer.
If you were a merchant" asked IN
newspaper man. (which would you pre-
= fer; the newspaper with an allege
. Quality Circulation or the one with
J tried and proved Quantity Circulation
The one with the Quantity Circu
lation," he replied without hesitation
Tn quantity there is always quallt,
These are two in one and one in two,
he reioined
The advertising man with thanks {
> both bowed himself out
Merchant Goes TO BrookIvn.