El Paso herald. (El Paso, Tex.) 1901-1931, 1913-06-21
To All Advertisers Everywhere
.ALSF STATFMFNTS -

upon accepted methods of circulation investigation before they fall
such bold ep1sseHtat The false statements sound plausible enough to one
to
place their business results viii
independent
the considerations long auditing
newspapers
Certain records Books subject Justification
practice crooked newspaper pu5s fafy pressmens
reports cash reports white daily orders dealers orders
mailing bearing
intimately familiar
ton viii statements
1t common practice for dishonest publishers to keep On the circulation
prssen reports
dishonest falfy
publishers
srf swollen and NAV deceive s7v examine or auditor not an eE
many publisher may
ways verifying newspapers
publisher honestly by advertising patrons gives
whatever circulation The statement Of fraud and crook is of no
pokpocket
usually regarded as necessary between honest men, but there are enough shady
characters the newspaper business to make the requirement " sworn statements
circulation
As of fact peiu,
quickly as he viii PePe the lie the first place provided thinks he
not be a swearing
The only real PToteon to advertisers against the dishonest publisher
his dishonest a51 thorough independent audit circulation records
HAVING no cio1 With sSv interested the o If the audi mn
T u5 @ t ~ % -o9l ~ 45 - i5 .
certain 5earee as to the ruth Of nTs3spsr circulation CLAIMS bv nsEiag t5ie
First in Importance as proof of circulation especially as to the comparison
with another
fOT white and Tor freight on white paper advertisers and auditors should
not take any POE record o TINS cut should INSIST On seeing the original pad
@ IS s 4or5 f5at 8of s1y 5 # B s f4 s PAY
having original documents Office
Ah0 I% % I Is @ 70 S211s -'CIai IoIgfTy the
for Here again the inysstga should insist On seeing the original receipts on
should the
ton carriers lists and the stubs OF their receipt books and the books Of collectors
carefully orders And
8 nn5sT Of v5y d5atz 5isots to
check the office Isis the actual subscribers who are on the paid list Free
poe making oath under easily detected by
s country circulation the best record is the daily Rostofos receipts
list which easily be inflated and fasd BY arbitrarily leaving in the
clerks make certain Tsry advance The mail list should be carey
Of dealers orders and ss copies The mail list should be checked with the second
mails Should be for given nussT Of mail rcuon If the publisher Claims
large part goes by express get weight express bundles
small Proportion Of al the outside tHon Of nT1DapaTs goes by D
To check further country circulation newspaper require
and the actual oasE Toe These s are not if2e7 to Be f.iaiei
are laDe ans 10 @ aS OF
Fs Of returns from der and agents Should be insisted upon Office
@ 1 sRlPe T P % f hs b excess 0 P@P
oI ot7 n tT? I The 70 O i IsL Pai is+a5
the papers valuable especially in Mexico for wT1pPng purposes and
1[s g zane me ao me I[ Page ng 5
reliability
permits Large Pga9Tas9 o. returns N most using 5 device " initiate
available monthly
only with vaar of circulation
The actual average daily press run the figures could be reliably obtained
actual personal inspection and counting long enough period
publisher
lay may saving may make any publisher publisher may
publisher if
and
I S
a and
5000
O. be
if
the dishonest publisher
dT making the office
las had
dceivng