El Paso herald. (El Paso, Tex.) 1901-1931, 1913-09-17
$1,000 IS POSTED
To INSURE AUDIT
A. Schwartz Asked to Aid
in Securing Thorough Cir
culatiOn Investigation.

\ certified check for $1,000. accom-
panied by the following letter. was
placed in the hands of A Schwartz to
day by The Eerald.
FL PasO. Texas. Sept. II, 1913.
Mr.. A. Schwartz. EI PasO. Texas
Dear Sir: The FL PasO Herald here
with posts in your hands a certified
check for $1,000 to be held by you for
80 days, subject to the decision of an
investiga ting committee, as hereinafter
provided
The committee shall be made up OF
three or more members, The Herald TO
name one member. the Times to name
another, and the two papers to agree
upon the other or others who shall act
in the capacity OF umpire or associate
The FL Paso Herald guarantees that
its bona fide net paid circulation for
the full period of u months, ending
September Is, 1913. is more than double
that of the FL Paso Times.
The examination covering these
points shall extend over the full period
of one year, as above stated The in
vestigating committee shall have free
access to any record bearing upon the
production. sale and delivery OF every
copy issued by the FL PasO Herald or
the FL PasO Times, whether In FL Paso
or outside, and the committee shall
thoroughly investigate all these rec
OrdS. The committee shall investigate
thoroughly all cash books. postage and
express receipts. bills for PRINT paper
freight bills on print paper, subscrip-
ton lists. collection books. and all can
celled checks and banking OF other
records aItectlng clTculaIlon business -.
\ thorough house to house check Of the
entire city Of Ell PasO shall
be made under the direction
and supervision of the COM
mittee as means of verifying city
distribution records of The Herald and
Times The results Of this canvass,
ttemized by names and street numbers
shall form part OF the examining
Aa1f ha1T -frr~a
in fun in both papers, together with
the statement OF the committee show
ing the figures established by the eX-
animation. The results of the house to
house canvass and the general audit
of circulation figures. as above out
lined, shall be published in full by
both Of the Ell PasO Herald and the FL
PasO Times within six days after the
report is signed
Providing all the conditions above
set forth shall have been fulfilled IN
good faith by both parties, the terms
of forfeiture shall be as follows:
The FL Paso Herald will pay the en-
tire cost of the examination and VIII
forfeit to the Times $1,000 If it be not
found that the Hera1d's net paid circu-
latiOn is more than double that Of the
FL PasO Times.
In case the Times shall fail to prove
that its net paid circulation IS more
than one-half that of The Herald's
the $1,000 posted by the Times shall be
forfeited to local charities.
ton is fixed at y months, for the rea-
son that this is the universal practice
in newspaper circulation audits- The
audit of any shorter period can not be
made conclusive Collections covering
a years business may be massed in
single month or a single quarter. and
thus falsify the averages for the shorter
period. The same thing is true of print
paper purchases and other receipts and
expenses The Association of American
Advertisers, the national authority on
circulation Investigations, recognizes
this fact and never covers less than u
months in any audit
In outlining these conditions The
Herald's intention has been to insure
canvass that shall be absolutely
thorough and shall set at rest all con-
trOversy as to the FL PasO circulation
situation matter IN which advertis-
ers are deeply interested. but in which
the general reader has very little con-
Germ.
FL PasO Herald
The matter is. one. that interests ad-
vertisers very keenly. and we there
fore give space today to the full cor
respondence. The Herald's proposition
stands and its check viii remain in
the hands of Mr.. Schwartz for 80 days.