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Show MANY MILLIONS OF DOLLARS WASTED ANNUALLY ON CIRCULAR ADVERTISING IN UNITED STATES Postoffice Records Disclose that 12,688,567 Letters Containing Circulars and Advertising Matter, Mailed as First-Class Without Return Address Disposed of as Waste by Dead Letter Office. ; It is estimated that many millions of dollars are wasted annually in the United States by what is known in the professional profes-sional parlance as the direct advertising method and to the layman as circular advertising. The record of the post office show that during the past year more than 12,000,000 letters containing advertising and circulars cir-culars were mailed with out return addresses and were disposed of at the dead letter office as waste. . ' The business men who advertises in newspaper or magazine knows approximately ap-proximately how many people will read his message because he has a statement state-ment of circulation.. It la generally conceded that a newspaper with a ehv culation of 1,000 will be read by 4,000 '.' persona, four to A family being fair,' "j. : ; average. The larger the circulation the more M is charged per Inch, so ' t -. the advertiser pays according to the " mathematical percentage of readers who will read .hie advertisement. ! It can be safely said that In all small newspapers an advertisement of reasonable size and attractiveness is read by everyone who picka up the paper. Perhaps it does not appeal to him, but certainly he reads it The circular, if read at all Is immediately im-mediately thrown away while the newspaper advertisement which appears ap-pears consistently not only is read thoroughly but its persistency has greater appeal. " 1 , ' Ninety-five per cent of a small newspaper's criculation Is delivered so there ia no chunce of the paper going astray. The postoffice figures indicate that at least 30 per cent of the circular cir-cular advertising addresses are wrong and never reach the' reader." ' T" Handbill advertising ia. equally on- -- , . certain. After a handbill campaign the streeta are cluttered for several days -with printed matter that had not been picked up when dropped in the yards, and blew away. Under bridges can be found hundreds which apparently have . been left there by boys anxioua to. get rid of their bills and get their money. Newspapers are delivered every day of publication, for if they are not the management of the paper hears about it Did any one ever complain that he had failed to get a . mailed circular T |