The Hattiesburg news. (Hattiesburg, Miss.) 1908-1917, 1909-03-09
NEWSPAPER CIRCULATION.

at Chicago, says.
Compare the classified columns of
the daily papers in city an0 you will
have no trouble in telling which pa
per has the larger circulation"
The same magazine says:
zone of the most important bust
ness departments of the modern mer-
chant in the large cities is the han
ding of his advertising. This work
is attended to by experts, and care
full study is made of the relative value
of different mediums. In placing ad-
vertisements in weekly or daily papers
their circulation Is what fixes the
value of the publicity and every we'll
trained advertising man will insist
that the price paid for advertising
must correspond to the number or
papers circulated.
"Many of the merchants in the
smaller cities and towns have not YET
learned the advertising business. They
recognize the value of advertising VI
COURSE but to them a paper is a paper,
ord thew are constantly being worked
into baying rates far beyond what 'he
circulation warrants.
eve know of a newspaper man III
this county who continued to coliec'
for advertising, rendering bills anu
receipting them for several months
after his paper was dead. This is an
extreme case, but it shows what lt'ie
attention some men pay to their ao-
vertising and how easily it is to manu-
them a gold brick. Some one Will
start a little weekly paper and print
perhaps 100 copies. He has no es7
tablished circulation and only hahd-
rul of readers, yet there are merchants
who will pay a publication of this
transient character as high a rate for
advertising as they will pay to an
established country weekly, repre-
senting a good field and having sew
eral hundred subscribers, and further
more they will pay daily paper with
little over 1000 circulation as high
rate as one with 1000 circulation.
"These merchants would indeed be
indignant if they were asked to pay
as much for a half sack of potatoes
as for a sack or for half a yard OF
cloth as much as for yard. They
will. however, pay the same price fol
Their advertisement in two papers
where one has twice the circulation
of the other.
Readers of newspapers are much
more discriminating. They are the
neople who furnish the classified ads,
the for sale, the for rent, wanted, etc,
and they gravitate to the paper which
has the largest circulation. They
know where they get results, and they
put their advertisements where they
A. ri
Compare the classified columns of
the daily papers in city and you will
have no trouble in telling what daily
has the greatest circulation. On small
city dailies the basis of figuring is
from four to five cents per inch for
each 1000 circulation. The paper Of
1000 circulation would therefore be
entitled to about eight to ten cents
and $500 to about ten o twelve cents
per column inch per insertion. The
paper Of 5000 circulation should be
entitled to charge twelve to fifteen
cents: $500. fourteen to seventeen and
half cents, and 1000, sixteen to
twenty cents.
Merchants have as good "a right TO
know what circulation they are get
ting for the money they pay as they
have the right to insist on receiving
one pound of butter instead of half
pound when they are paying for a
pound.
Any paper that has a legitimate
basis for its circulation claims will
court investigation. The paper that
makes flamboyant statements about
its big circulation, but never invites