Evening journal., 1914-04-06
Nailed no TIE CROSS.

" Every Evening goes into more homes every
day than any other Delaware newspaper"
The utter falsity that statement is shown by two
sworn statements which appeared last week, In
The Every Evening and the other in THE EVENING
JOURNAL
The one in the Every Evening VIII be found at the
top Of the FIRST column of Page of Fridays issue II
is headed, statement Of the Ownership. Management
Circulation, etc, Of Every Evening" In it the busI-
ness manager swears obedience to Federal require
ment
Average number Of copies Of issue Of this pub
caton sold distributed through the malls or other
wise TO paid subscribers during the six months pre-
eeding the date of this statement, 1o722.8
On that same day at the top Of its editorials ap-
peared the following:
"Circulation Of Every Evening yesterday 117fO',
In other words, difference OF sss in the sworn-to
statement Of paid circulation the to state
ment OF circulation. In justice to the Every Evening
it should be stated that included in that 9ss are papers
sent to exchanges to advertising agents and adyerts-
ers and also gift copies all of which are part Of he
newspaper business. Therefore in a sense, ii is a
legitimate discrepancy which exists in all newspaper
Office to a varying degree, according to the lber-
aity Of the newspaper Office management That
fact should be kept in mind by those who read
this editorial because wish to be perfectly fair to
our unwise neghbor. SO much for the Every Evening
side Of ian average daily paid circulation of 10722
and free circulation of 9SS the day cited
Now let us turn to the matter Of THE EVENING
JOURNAL In issue Of Thursday last at the top OF
the sixth column of two will be found sworn
statement Of our business manager, also made in re-
sponse TO Federal requirement That part OF it re-
ferring to circulation is as follows
Average number of copies Of each issue OF this pub
ication sold distributed through the mails or other
WISE to paid subscribers during the six months pre-
ceding the date of this statement 1887"
In the right hand upper corner of the first page Of
The EVENING JOURNAL Of that same day will be
found the following:
Circulation yesterday, 1916, guaranteeda
In other words discrepancy Of 389 between the
sworn-to average daily circulation and the unsworn-
to daily circulation last Wednesday
That discrepancy of 339 in the case of THE EVEN
ING JOURNAL stands for the same things as does the
1888 in the Of the Every Evening and both papers
have right to claim it circulation but not as paid
circulation.
We write the above to lead up to something inf
nitely more important Several weeks ago a repre-
sentative Of the business office Of the Every Evening
Went to local business man who adyertises In THE
EVENING JOURNAL and made the statement that if
THE EVENING JOURNAL had $1,000 circulation as IL
claimed It gave half Of its away. We denied
that statement aud challenged the Every Evening TO
throw open its circulation books and accounts to a
committee of local merchants or to a committee 10 be
appointed by the Mercantile Section of the Chamber
OF Commerce. Incidentally. we offered TO submit our
books and accounts TO such committee and TO pav
S1OU 10 any charity of It's selection If the Investigation
did not reveal that the daily average paid circulation
Of THE EVENING JOURNAL exceeded the paid
circulation of the Every Evening by al least 1000
The Every Evening did not dare accept the chal-
lenge We repeated il, and still it hung back Know
Ing that, in a few weeks. the semi-apnual- sworn
statements would be made by the business managers
of both papers, blded time for Mailing the Every
Evening to the circulation leaving It, stripped
70 the bun, to the view OF an advertisers That
time has come, and those sworn statements show that
during the last six months the daily average paid cir
cuation Of THE EVENING. JOURNAL has exceeded
that of the Every Evening by Ais. In other words
counting five readers to each paper about $4,000 more
persons have read THE EVENING JOURNAL, each dav
than have read the Every Evening
But while the Every Evening IS thus left wriggline
on the cross, we wish to drive one more nail THAT
representative Of it's business Office said THE EVEN
ING JOURNAL gave away half of its circulation. In
that connection only is necessary to use the discrep
ancy figures cited above to show that where THE
EVENING JOURNAL gave away 500 copies the Every
Evening gave away 9Ss copies Because Of variation
IN daily circulation those precise figures will not hold
good ON all days but they establish ratio of crcu
laton benevoence which points clearly to the con-
clusion that the Every Evening gives away each day
almost three times many papers as are given awav
by THE EVENING JOURNAL And vel. in the face
OF all this the Every Evening has the efronterv ana
dishonesty to proclaim:
Every Evening goes into more homes every dav
than any other Delaware newspaper"