The Richmond palladium and sun-telegram. [volume] (Richmond, Ind.) 1907-1939, 1911-03-28
TO THE ADVERTISER


knowledgng its child the statement of the Items tor
egn advertising representative that the publishers of
the Item offer $500 in gold to anyone demonstrate
ing that the Palladium has within 1000 gross OF what
they claim"
The Item through foreign representative, has been
the in this questioning OF crculaons and there
is valid why, if Mr.. Watson authorized to
question the Paladums circulation by the Items man
agement that the opportunity is freely accorded
by the Palladium circulation investigation should not
be held and that 1000 less statement settled
If the rash offer of $5OO-which Mr. Watson says was
made by the Items management-is the embarrassing
obstacle the Palladium will waive that part so that the
investigation prayed for by the Item may proceed will
be interesting to it the Item has the to back up
its foreign advertising representatives statements or
whether it will continue its present policy of hedging,
which SavOrS very much OF backing down.
As for you, Mr.. Advertiser, you surely see how
much to your interest it is to KNOW what circulation you
are buying with your good money. Under the former
rates the Palladium guaranteed you 5000 circulation and
received from you average of l6 cents per inch for ad
vertsng That is at the average rate of is cents per
inch per thousand circulation. Under the rates. with
guaranteed circulation of 6,OOO you will pay on
erage about ls per inch You buying $500
circulation present. your average per inch per
thousand circulation slightly less than As cents
Therefore, the Palladium by increasing circulation
spite OF the advance in advertising is selling
you each thousand of its circulation for average of
? As cents where before you paid is cents.
Mr.. Watson of the Item however, declares the Pal
adum has 1000 less than it claims. If that then
under the rates you would be paying average
per inch per thousand circulation Quite differ
ence between cents and As cents thousand circu
at!on enough it seems to u.s. to warrant in demand
ing circulation investigation in order to find out Whet
er Mr.. Watson of the Item whether the Pal
adums word on its circulation statements good
Of course, Mr.. Advertiser, have already read
other offer to the Item. 1t is worth repeating:
the Item will agree to full and searching circula
ton investigation of the Palladium and the Item by
mittee composed of local merchants and representa-
tive Of each newspaper the results of this investigation
he published in both papers, and if result the Pal
adm does not have 1000 more net paid circulation than
gold to any charitable institution the hospital the Y
M. c. A., the members of the investigating committee
designate.
The Palladium does make this offer in the spirit of
bluff 1t honestly believes it has 1000 paid subscrib
Of what the Item has, In other Words there
fore, the Palladium will give $500 specified above if it
has not practically 40 per cent paid circulation
than the em On the basis of 800 for the Palladium
that gives the Item 45OO Figure therefore, the relative
according the space you for under their
respective rate cards.
Having done that don't you think it best and most
busnesslike to have thorough circulation investigation
in the Richmond newspaper field? Wouldn't you rather
KNOW how much circulation you are buying than
to your ability to read character when trying to Judge
whether or not newspaper man is lying about circua-
tlOn: Business, as WHOLE has nearly passed the
gueSSWork stage that it pity have its best hand
maiden advertising acknowledgements a laggard in
Richmond You also put circulation of the guess
work stage you will but the newspapers scien
tific and thorough investigation.
Don't you want to KNOW rather than guess?