The Richmond Virginian. (Richmond, Va.) 1910-1920, 1910-12-16
rHE GUARDIAN Angel TEACHES soMf
MARNELoU, LESSONS

Evening Journal, ms discontinued ITS enorts
in behalf Of the Temperance people long enough
20 teach the newspapers q Virginia some mar
veous lessons concerning the most up-to-date
methods Of running u newspaper.
Il seems the Angel put forth the claim Of 49,
ooo circulation. which claim was challenged by
the News-feader and the Angel challenged the
Lender 10 prove circulation OF $500 The
books aud papers Of both papers have been in
yestigated far such things ever can be
thoroughly investigated by outsiders, and the
newspaper world is given some marvellous les.
sous from the exhibit made by the Journal
First, the Journal has taught a marvellous
lesson 10 the other newspapers concerning thc
method of distribution Of ifs papers. The mos.
difficult question circulation manager has TO
solve is the method Of the distribution OF the
paper among the readers. The News-Leader re-
ports for the months of September and October
sold TO newsboys 10 be sold on the street, and
delivered at city homes About 2508 were sold
sold by city dealers This is ,oout the
usual proportion; namely onesixth sold by
dealers and fye-sixths ny boys The Journal
however. reports about 1900 sold to boys for
distribution. and about CISCO sold to dealers That
" a proportion Of two-hfths to boys and three
flths to dealers'3 Either the term city dealers
does not mean the same in the two Offices. or
the other neN spapors of the State should ask 10
take LESSONS OF this marvellous teacher whict
has developed plan 20 handle over half al
its reported paid circulation by city news deal
ers 1t is wonderful wonderful, unless. indeed
the term is much more elastic than appears on
the surface.
Second but it is when the 1ourna rises to
teach the meaning OF the word seirculation' cir.
cnlation that the business managers of the vari.
Gus dailes must take off their hats aud bow down
in admiration before the resoureefulness OF this
wonderful teacher The Journal reported lis cir.
enlation in Printers Ink "A newspaper trade
i publication at 5000. Tho impartial American
Audit Company of New York reports an averag
daily circulation including paid and unpaid cir.
cuaton. that is. including exchanges. free lists,
advertisers and employees for the Evening
Journal of $4,000 Deducting from this number
the free lists Of unpaid circulation. amounting
to an average of about 1900 the daily average
paid circulation of the Guardian Angel for thir,
teen months appears TO be HIM
And yet the Journal declares that its average
circulation for the year is 1901 The proof
that II presents of this statement is it's claim
that the Press Run equaled that number The
Audit Company reports for the months OF July
and August, which the special months in
/ ont oF4 nj al RIM III
Tor July of l9olo the extraordinary number OF
1916 were returned, spoiled not accounted
for and fer the month Of August our of a totaI
press run claimed to be 1879. the extraordinary
number of G,ie2 were ~eturncd spoiled or not
accounted for,,t
Draw near, all " circulation agents and alver.
Using managers, and learn the great lesson from
is solved. 1t is in the hands of the pressmen
and the business office Simply phone to the
preSsmen increase the run for the day spoil
! three Tour thousand. and pitch three or four
thousand more in the corner for the dealer in
/ rags and paper 10 bundle up and carry off, and
the work is done Write Your letters to Printer
Ink. \, W Aver George T. Rowell. ta eetera.
anu AidtHi lit3s niNtAs tlif iiHtiuItu per cent
more circulation than is paid for or even given
/ away TO people who will receive the paper Send
your advertising men up on Broad Street and
down OF Main Street aud claim. claim, and
claim any circulation YOU please.. The rressmen
and the business office vii lattend TO the rest
Truly the Guardian Angel has outdone even
itself
But testing aside it is a sad and pathetic
picture and must bring sorrow and shame
J TO the newspaper fraternity as it meditates upon
the plight of the fallen Guardian Angel But
saddest Of all the Angel shows no signs of genu.
{ inc repentance. IT actually has the hardlhood to
attempt to defend itself II diseourses thusIy:
Accepting the NewsLeader's definition of
fairly clafmable circulation. 4 word of con-
troverted aud uncertain meaning. to be the mum
Der OF papers printed and sent out Of the of
fee Ito the junk shop aud paper mlls?l and
again, we establish the News-Leaders defni
ton OF circulation from It's own columns On
March 2sth the NewsrIeader on its front page
under the head Circulation Statement" claim
ed In red ink $4,000 circulation, and included
employees and flies" spoiled left over"
+ All. how pitifu. 1.-The woman tempted me and
did eat The News-LNader IL to blame for II