Omaha daily bee., 1922-05-29

Circulation
Retailsrs' Canvass Gives The
Bee More Subscribers Than
II Claimed The Sunday
Bee 10 Best Advertising
Buy" in City Of Omaha.


iallers and under direction OF com.
miilee oi iis members. eanyassed
almost 1900 homes. approximately
one fourth OF all the homes IN
Omaha an! Council Butts. Upon
the basis oi the facts thus disclosed
the investigators computed the
circulation OF the Omaha news
Tspers and compared these figures
with the papers own claims.
The result showed the following
The Omaha Bee was credited
with . greater circulation than il
claimed; neither Of the other two
papers was credited with Is much
as Il claimed.
The Omaha News was credited
with l0.20i less weekday circula-
ton than Il claimed and 5,375
less Sunday circulation.
No Omaha paper is delivered
by carrier to more than half the
homes in Omaha and Council
Bluffs. il being impossible for any
paper to claim truthfully that il
alone covers the field.
The Omaha Sunday Bee offers
the best buy" Of any advertising
medium In its field. Its advertis-
ing rate per inch per 1000 circula-
tion is less than that Of any COM
petitor, the World-Herald rate
being 10 per cent higher and The
News Il per cent higher.
The average value Of the homes
into which The Omaha Bee was
taken was shown to be $6,273. the
highest Of any paper. Over 1912
per cent Of The Omaha Bee sub
scribers owned the homes in which
they lived. this again placing The
Bee substantially in the lead over
its two competitors. This gave
important evidence Of the buy
ing power" Of The Bee readers.
These computations were made
by the Haynes Advertising agency
for the Associated Retailers after
corps OF investigators had worked
for many days. The canvassers
visited nearly 10000 homes and rec
orded the number of the house, the
newspaper or newspapers taken, the
vahc OF the property and whether
or not the occupant owned the pro-
perty. The whole canvass was
directed by a committee of retailers
including H. E. Moss Of Burgess
Nash company. Harold Thompson
of Thompson Bcldcn company, r.
L. Metcalfe Of The Brandeis stores,
Patrick Johnson of Hayden Broth
ers. H. A. Abbott of Browning
King company and w. S. Stryker
OF the Douglas Shoe company.
Morning Bee Leads.
The Omaha Bee was found to
Rave the largest morning city circu-
lation, home delivered, of the two
morning newspapers by approxi-
mately 20 per cent.
The duplication OF The Bee and
World-Herald circulation--the num-
Der Of homes in which both papers
were taken-was found to be less
than the number taking both the
World-Herald and the News.
Similarly, the number Of people tax
ing both The Bee and the News
was less than those taking the
World Herald and the News.
Bee Claims Verified.
The Investigators used the canvass
OF one-fourth the homes OF Omaha
and Council Bluffs as a basis for
computing the circulation stfie two
cities as whole. On this adjusted
basis, The Bee showed 1908 per
cent OF the home delivered city cir
culation it had been claiming and
was the only Omaha newspaper
which showed, by the adjusted COM
putation, as great a circulation as
it claimed.
The total net paid circulation of
The Omaha Bee. adjusted on the
basis OF difference in carrier circula-
ton between the papers claimed and
our census" Quoting the exact Ian
guage of the Investigators report),
was shown to average 7l,48l on
weekdays and 79.54o on Sunday
The former figure Is PA and the
latter 238 more than claimed by
The Bee.
This verification OF The Bee
circulation is considered an unusual
proof of the honesty of its claims.
1t is especially interesting in view
OF recent revelations of the circula-
tion policy Of another Omaha news
paper, reflected in the Investigators
report.
Only 3,6os of the 5O.232 homes in
Omaha and Council Bluffs were
shown to take no Omaha paper by
carrier delivery. This is only "a
per cent Of the total.
Sunday Bee BEST Buy"
Circulation OF advertising rates
was reduced to the basis of per
inch per 1000 circulation" this be-
ing considered the fairest and most
absolute test of advertising rate
values. On this basis the rate OF
The Omaha Bee on weekdays was
found to be 2 cents per inch per
l.OO circulation, as low as one OF
its competitors and considerably
lower than the other.
Proof that The Sunday Bee i. the
best buy in its field was shown bv
its rate of l.79 cents per inch per
1000 circulation compared with 1877
cents for the Sunday World-Herald
and 2H cents for the News. This
is considered an important show
ing, inasmuch as up-to-date advertis-
crs calculate the worth of their
purchase of advertising space by this
method. 1t indicated that The Bee
rate for its entire circulation makes
i, best buy" for Advertising
throughout Omaha trade territory.