The Washington herald., 1917-07-29

The manager IN charge Of the former
Herald Circulation Contest was Mr..
A L. Talbot and the contest from
start to finish was completed without
the slightest dissent or dissatisfaction
on the part Of any Of the contestants.
The same Mr.. Talbot will have entire
charge Of this All Prize Club, and q
COMMITTEES Of Washington's most
prominent business and professional
men win have the votes Of each con-
testant audited and award the prizes
on .identically the same basis that
proved 50 satisfactory last year.
References on pages six and seven
Of tcday's Herald will show at q
glance that the most important prizes
are not only far greater In number,
but each one Is Of considerably great
er value. For instance, the cost price
Of the automobiles in this contest to-
tai A,sS5. whereas last year they to-
tailed but S2.7e4
The Inauguration Of this All Prize
Subscription Club Is another step In
The Heralds drive for the largest
home delivered circulation ever secur-
ed by . newspaper In the National
Capital.
The first Circulation Club Of The
Washington Herald which operated
the forepart Of last year nearly
doubled the home delivered circulation
Of the paper. This was q record
breaking circulation feat for the Ma
tional Capital and Immediately put
The Herald in the front rank Of
Washington newspapers The fact
that The Herald has held for over
q year well on to Is per cent Of its
circulation gained by club methods, Is
a tribute to this publication as q
newspaper. Club activity secures new
subscribers, but the merits Of the
paper alone holds these subscribers
as Herald readers.
Today practically every reader Of
. newspaper knows that It costs q
paper several times the amount Of
the money that they pay for copy OF q
newspaper to cover TIE cost Of COM
piling, editing. printing and distribut-
ing that paper. The paper must
secure the heavy balance OF its operat-
ing expenses and any profits that may
rightfully come to Il through the sale
OF space to local merchants and na-
tional manufacturers In Its advertis-
ing columns
Local and national advertisers have
long recognized that one paper de-
livered into the home Is worth ten
TO hundred sold on the highway. The
Washington Herald recognized this
fact and met the rising cost OF news
print by increasing its transient or
strest-sale price, early last spring,
from one cent to two cents Q copy.
In this way the least valuable Of the
papers circulation helps to bear its
share OF the increased cost of produc-
ing q newspaper, which would other
wise have to be borne by the adver-
User and eventually the advertisers
and the advertisers customers, inclad-
ing all Herald readers
Because one paper delivered In the
home u Of more value to the news
paper and its advertising customers
than ten to q hundred papers sold on
the highway, the Washington Herald
has continued its old rate OF % cents
q month Zone cent per day, daily and
Sunday to home subscribers, and this
old ons-cent price will continue on
all subscriptions made during the can
vass Of the Club. Here, therefore. Is
q circulation-soliciting club In which
the contestants can ask their friends
for their subscriptions with the sat
ished knowledge that they are doing
those friends q real favor, actually
saving their friends between four and
nve dollars OF what they would have
20 pay for any other daily and Sun
4 day morning newspaper delivered TO
their homes.
Herald readers who look over the
list Of prizes on pages and 7 win
md many reasons why It would pay
them many times over to deyots a
little Of their time toward securing
new subscribers for The Washington
Herald. Looking at the proposition
from its least attractive aspect, that
OF failure to secure any ons Of tba
many prizes. even then each active