Show QUALITY VS QUANTITY we desire to inform our readers that this is going to be a social chat and a heart to heart talk with the advertising patrons of the mining review and our chief topic will toe be quality vs quantity in the matter of circulation the daily press or weekly publication public icat aton on is supposed to cover all classes of industries and yet makes a specialty of none so that the advertiser in any ady special line in paying for his advertising is paying for circulation that cannot possibly be of benefit or use to him the trade paper on the other hand if it goes into the hands of only a limited number of people who are deeply interested in the line carried ty by the advertiser will bring him more satisfactory is results than if that paper enjoyed an extensive circulation outside of the selling limit of the advertiser A trade paper depends upon the quality rather than the quantity of its circulation for patronage in any well defined industry or enterprise and by patronizing the trade publication the class advertiser is in a good position to get a run for his money which he certainly does not get by patronizing any newspaper of general circulation although he may get some satisfactory results from such sources the trade publication however is not supposed to reach the masses but goes directly into the hands of the buyer to the man or company who is in the market or most likely to be sometime for just what the advertiser has to offer prom this it is plain to be seen that all circulation that does not reach people interested te in what the advertiser or manufacturer fac has to dispose of is excess baggage that the advertiser is paying the freight on and is therefore as useless as it is expensive to emphasize this statement we desire to tb call the attention of advertisers to the fact that a big eastern trade publication which claims a large circulation for a trade paper has only two subscribers in a certain state and for the reason that in this state there are but very few who are in any way interested in the main industry to which this trade paper is devoted and yet by reaching these two lone ers it is fulfilling its obligation to the advertiser ver tiser as completely as if it numbered half the state among its subscribers and the advertiser is not paying for this to him m useless excess of circulation for these two represent just what the advertiser is looking for a possible and probable patron and buyer the salt lake 11 mining ining review is a trade publication that is in the year of its cont existence its hobby is the pre sen on of news covering the mining milling and smelting smelling sm elting field of the west together with articles by competent writers on different phases of these industries in this western mining field there is hardly a mining camp or district in it does not circulate and this circulation is confined to mining companies mining men mine and mill managers superintendents foremen and the owners of producing and paying mines and prospects in course of development every copy thus circulated hits the spot that the manufacturer of mining and milling machinery desires to hit and his money is generally well spent for lie he is not paying for circulation among dishwashers and chambermaids barroom bar room loafers or street cleaners and what is greatly in favor of the advertiser is the fact that the reading matter contained in the mining alining review is confined to topics in which its subscribers take a vital interest for it concerns affairs within the knowledge of the subscriber and lie he is further impressed by the fact that this is essentially senti ally a home public icat aVon on which is keenly alive to the advancement of the industries it advocates and the success of which means more to the paper than it can possibly mean to a foreign publication with the advertiser adverts ser the great question should be which is the paper of strength and character that covers any particular field or territory most thoroughly and it would seem that the paper in that field which gives quality rather than quantity would be the publication to which a portion of his patronage should be readily accorded if he desires satisfying results |