Show circulation and its relation to advertising the clean paper extolled as a business winner HY by 31 lyn STARKE rUB LISHER CAN advertiser to in western canada a few days ago aeo I 1 broke oil a twig from a tree and the sap coed over my fingel the lo fit thought came this tre has circulation it 1 19 13 3 alive I 1 broke a twig from anal her tree it uns nas brittle no sap and the thought canie I 1 asked EL prominent if I 1 bad a pour poor circulation circulation aliat N hat would it mean lie answered promptly Poor health 11 I 1 thell said I 1 if my blood should stop circulating abat would happen har peny and the answer came you would bo be a dead one cue I 1 asked a prominent I 1 financier nati cler what would happen it the treat great of 0 money which now circulates the were withdrawn and he stated BUSI business stag stagnation naton death to commercial ev ec ter prise 11 you know that the same conditions apply to newspapers ers take away the circulation or of a paper and the paper dies circulation Is the life blood ot or ad veril slog wherever there Is circulation there Is life cutting 0 off if a terri tory from a publication Is like tying a string around your inger finger or wrist there will be ba no circulation la in that district it Is dead to the virtues ot of the advert advertisers lers product when one asks what Is the circulation of this medium lie he Is really akina how much alive Is it how good health does it boloy circulation is life and the 0 of a newspaper is the basis on which all advertising value li Is computed ted tile mere purchase 0 of space in a paper means the atie leal leaf standard f value comes from tile lue service the p paper renders la in placing announcements noun cements in the homes and a nd the service must be measured first by the quantity and wood second by the llie quality of 0 the mediums circulation there are to kinds ot or circulation first tile the newspaper Laig azine etc that cirou latas as circulates f rou roin 1 erson to person frow home to home and this ii 1 the rust ru st valuable circulation ot of all 1 lis ills the only real circulation comis to you second there Is if tile the circulation where the li stationary stai louary aud you circulate la in brou frou roa of 0 it I 1 refer to the bill board bard and practically illy all outdoor advertising I 1 cincot feinau tsay siy that this ai actual circulation ot of the hie advertisement but it is the cir ciraula cula lion fit the readers la in front of the ad baere are wards boards ID a new york ludia clintion and paris in front of 0 which it Is halt half a mil lion liol people circulate daily the value of adver ui IM I 1 lure stated ujust be estimated un oil mhd quantity of papers circulated but quantity does not always give the alic neatest greatest tea test value flie success ul advertiser must know he roust must demand to lo know the actual quantity tins h 11 1 has a right to do just jua as guid a ellit as a though he be were buying bhelt potatoes or of any other comi nudity suppose a hotel proprietor went 10 lo buy a lot ifft of flour and slid give in continued on oil dalre 0 1 circulation and its relation to advertising continued front first page one hundred dollars worth adding very naturally illow many bags will that be and the tha miller replied none nona of 0 your data darn business it such jactia a reply would cause a sensation outside of publishing circles it Is not to EO often heard beard there as it used to be it la Is coming more and more to be the rood good papers pride to point to its sworn circulation and net paid circulation cu lation at tha of 01 course the advertiser understands very well that quantity ii 11 only one side of 0 circulation value quality too must be considered quality which Is to a paper what character Is 16 to a man the foundation ot of his influence and respect to bo be sure I 1 a lin paper may possess quality be high clas in every particular and yet have bare so little quantity as to be practically worthless worthies as an advertising medium but no one will dispute my claim that a paper of 0 quantity and quality ty like the chicago newe kewa for or instance Is worth than llian a paper vt VI mere quantity the advertiser lias has learned to study the average newspaper and to analyze atas it ai lie stu studies tiles and analyzes lils ills own salesmen sale salesmen would tie he send out a tough tou gli or a confidence man or a puller noir the bowery would bauld besen he send dout out a habitual liar ilar not a bit of it lie Is tou too gooda busine busl neth ab ninn man his hl pay roll and you will find that the biggest salaries aro are paid to the men inco who know liow how to net get art an audience just su so in regard to his paper it must bo beable able boget to get an audience getting it it must be abelew able w convince and to do that it must have the tha manners and morals of a gentlemen lie ile figures that a paper of which possesses the confidence and aci ot of its readers leaders will rill sell more goods for him than a paper ot of that Is filled with filthy advertisements verti arid and news unfit tor for the home circle the ader advertiser tiser is becoming more careful every bear i ear as to the papers papera he uses to appeal to tho the hones homes lie ile knows that the paper with the man pars and morals of a tramp will be treated just like a I 1 tramp meet a chilly reception at the door or at least he be taken down the kitchen stair alre it aill never enter the library at all or if kit it dues does only to help kludac the tire fire the clean paper on the other band comes as au honored truest guest it comes by invitation it comes straight into the ilio life of the family it takes its place beneath the library lamp and spends the evening with the family they ask its opinion before they form oria their own they respect its 15 views on all subjects it Is 13 helping tj U shape the views and destinies ot of generations yet unborn but more than that it is able to come closer than the purely intellectual side elde can spend an aa evening night alter after night witha family and nd still talk only politics politic many a family looks to its dally daily paper to keep it 11 in touch with the great heart of humanity it it Is through it that they learn of the pass passions ibris and sorrows on which hang bang the issues issued ot of life ikc through it they read the births marriages and deaths that are after all the supreme events ol of one groat great human family can RBY any influence on earth be greater can we reasonably look tor for the same from the casual monthly guest or of from the upstart stranger who gets in by chance and says ills his say in loud vulgar tones with no thought of 0 the more serious meanings of 0 life lice it Is not hard bard to believe that paper salesmen such as I 1 have pictured carry more than others of 0 the ibe cheap and flashy type t pe the advertiser considers ills bis adver abter ll emerit a salesman oo on paper and lie he knows that the cleaner and tile the higher grade a paper isabe more it 11 Is respected and therefore makes for him a more respectable silent salesman than a cheap flashy sensational medium filled with questionable the clean paper is worth just asto as much U C il more to an advertiser as is tile the clean cacao respectable gentlemanly solicitor compared with hie ordinary ordin iry unclean disreputable so solicitor 1 it eltor thirty thousand honorable gentlemanly solicitors can sell more goods DOCS tb aban in my thousand of tile the un unwashed nashed tills this holds true in ID advertising adser the clean pat cr I 1 Is a salesman a i salesman with ith an entree entre eto to the parlor lorand find library of practically every intelligent american family present lug ing its advertiser wares it at a time lime when there Is leisure and inclination for or their proper consideration the price at which a paper Is sold old la in most cases cases means a great deal to the advertiser tile alio public usually appreciates most the thing for or which itroia it pa y 5 most and it usually u follows the old motto antto you have haie to tiny pay for what you get but be sure you ou tet got what you pay tor for I 1 if f the best piper paper on earth were distributed tree free it Is doubtful whether it vituld acquire qu I 1 r e any great influence I 1 call to mind a piper paper Is left regularly at my home it has been left etl there lor for years we have lever subscribed forit paid for tl it and never expect to lo the piper paper Is a usually picked up ty the rnald maid at and id carefully deposited lit in the ash can we subscribe for two papers one a penny paper which Is 19 read over tor for sensational headlines and its bright breezy bree stile but this too finds lis its way after a brief pe peru rural al to the waste can we have another paper fur for which we pay two cents it ii is a led respectable respected family licus newspaper paper it Is read and copies of it can be found back for or weeks ia clean and the I 1 ibe family can lead ead it 11 vilt without hout abuck to 10 their liner sensibilities c if I 1 were a malinger I 1 would it that the paper I 1 was koi tor for keep Us its columns colu inns cl clan can an fl from ulily ariff ricas I 1 would uy tty to conD condic conio cc my iny publisher that 1113 ll 11 ll 11 3 oni self respect and the respect of the hie readers of his bis paper detri demanded tile alie elimination of all questionable ing matter and advertising and show him that respectable home bome circulation Is the one great asset of 0 a newspaper it I 1 were preaching a busane ss sermon to publishers I 1 should take as my text what ahall a publisher give in tor for his self re respect specula concluded next lauc ue |