The Washington times. [volume] (Washington [D.C.]) 1902-1939, 1920-12-22
Today
Newspapers-StOCks.
Get the Right Paper.
Beware the Wrong Stocks.
Circulation l,047,549.
By ARTHUR BRISBANE

(copyright. 1880.
Many things going down, ii may
cheer you TO hear of something
going UP. The circulation Of the
New York Sunday American last
Sunday was one million forty
seven thousand five hundred and
forty-nine Q,047,5 ,549). The Sun
day American sells at ten cents.
It's nearest competitor, selling at
hye cents in New York city, has
about half of the Sunday Ameri-
cans circulation. The Sunday
Americans circulation of more
than a million means a family Of
hve million readers.
II took all the ships we could get
and all that England could supply,
In many months of feverish haste,
to transport three million men
across the ocean. That gigantic
army represented T ii X + e
FlFTHS of the family that reads
Hearst's New York Sunday Amer
ican every week.
This is published for the benefit
of worried business men, many Of
whom have never been told that
by one single statement Of plain
business fact in ONE Sunday
newspaper they might start COM
plete clearing out of all their sur
plus.
American business men have
solved almost every department of
distribution and production En-
CEPT intelligent advertising. In
advertising-which is to business
what the lighting system is to the
store-many are absolutely with
out fundamentally sound informa-
tion. In advertising, fundamen-
tally sound advice is: GO WHERE
THE CROWD is AND SELL
YOUR GOODS. Get the right ad-
Verttstng agent; he IS, TO a busi-
ness, Uhdt the architect is to q
bualding-then go ahead.
Many newspaper publishers
wonder how it is possible for the
New York Sunday American to
sell at ten cents twice as many
copies as it's most successful neigh
bor is able to sell at five cents.
The explanation is too simple for
those that wonder. The Net0 York
american has something to sag
and SAYS 1t. If publishers will
look up homo alalus in the ency-
clopedia they will learn what's the
matter with some little papers.
To BELIEVE something and
SAY what you believe, to see things
clearly and describe them simply,
to know what the people think and
write about their thinking, to re-
member that your constant loyalty
belongs to the poorest man that
reads your newspaper-that is all
there is to newspaper success.
There are, of course, what
might be described as fancy
trimmipgs.o. For instance, the SUM-
day American Is printing four
short articles by George Bernard
Shaw. For these four articles
Shaw is paid ten thousand dol
lars. To buy what people want,
even if it costs a dollar word,
is the part of the successful news
paper program.
The main thing is to haze some
thing to sag and to SAY it.
Occasionally, in this column,
gentlemen that speculate in stocks
have been warned about gambling
in the little steel companies. You
are now told again what you have
been told several times before.
The big steel company can sell
steel Mt a profit and for less than
IL costs some of the little cOmpa.
nies to make steel.
The market is getting narrow,
the big company will soon want it
all, and to get it may cut its SELL
ing price below the manufacture
ing cost of other companies.
Last May Vanadium Steel sold
at ninety-seven. Yesterday it sold
at twenty-eight and three-quarters.
Last July Replogle Steel sold at
ninety-three and half. Yesterday
it sold as low as forty-seven and a
quarter.
Other unpleasant surprises are
coming. Be careful how you gam
BILE in steel.
Again you are warned. Be care
full also how you gamble in sugar
stocks. Sugar gambling has al
ready broken the backs of some
strong men in Wall Street. 1t will
break other backs before the game
runs out.
Visit, in New York, the wise man
Riando and ask him to tell what he
knows about sugar. He knew
enough to sell his at the right
time, then watched with a pleas
ant smile while excited Yankees
bought sugar-cane land at prices
for which such land never should
have sold.
Riando, IL he chose, could also
show you that England did not
lose anything in her sugar deal
ings with this country. First, the
United States was persuaded in
the right quarters by VERY clever
persuasion not to go in and buy
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