Newspaper Page Text
In Both Circulation and Advertising
( It is What a iraper Is, Today that Counts---Not Ancient
Prestige and History.
L John L Sullivan was once a mighty champion---He is
not the champion today. And so it is with newspapers.
Government (P. 0.) Circulation Statements for 6 Months ending March
31, 1922 (6 months' average) show
Second in daily circulation -with...........'..... .... ..1. ...
At 3c a copy against ic and 2c competition
An increase over previous 6 months' average of.......,........ 7,537
First in Sunday circulation with.... ................ ........
At 10c a copy against 5c competition 1099046
An increase over previous 6 months' average of .......... 1
In a field of 4 newspapers, 2 morning, 2 evening, 4 Sunday
Over 66,000 Daily and Over 110,000 Sunday Now Guaranteed
NOTE--Compared with the same period of one year ago (Postoffice Statement March 31, 1921), The
Times has gained 12,370 subscribers DAILY, and 61,394 SUNDAY.
1Washington and its people have changed in Is one reason that The Times has shown big They have broken fron the habits and ties
the past few years. The population has greatly circulation increases and that the circulation of the past. They have' read Hearst news
increased since the days before the war. Many growth of the older Washington newspapers papers in New York and elsewhere. They
"old faces" have been supplanted by "new has not kept apace with the city's population have acquired new tastes and money spending
faces." The new residents have not been increase. And bear in mind that it is the cos- habits and not only read The Times, but
tied to customs or habits of the past. They mopolitan population of any city that demands respond liberally to the advertisements. They
came here from all parts of the 'country. They new things and the best of everything and also have a feeling of loyalty to the Hearst
had cosmopolitan ideas and have made Wash- are willing to pay for it-not people whose newspapers, who -have taken up the cudgels
ington truly cosmopolitan. Thousands of these methods and standards of living are per- in their behalf-such as getting behind the
new residents were among the 3 million sub- manently settled and established, which is an Soldiers' Bonus.
scribers of Hearst newspapers in other cities, or economical tendency. It is the Cosmopolitan
other millions of readers of Hearst-type news- who responds to new offerings through ad- rWide awake and progressive merchants and
papers served by Hearst news and feature vertising. manufacturers both realize this indisputable
services, which papers are accepted as cos- Another class of Cosmopolitans has also been fact, and are using more liberal advertising
mopolitan standards. On their arrival in developed as a direct result of the war to space in The Times as indicated by the fol
Washington they did not change their reader further argument the Great Army of Times lowing gains and achievements of The Times
habit for they found a paper here already- Readers-the Returned Soldier Boys. After advertising department during-the month of
The Washington Times-to their liking. FThis their travels they are truly cosmopolitan, too. March:
INDICATING ADVERTISING PROGRESS
Not Going Back to Ancient History
During the month of March alone, The Washington Times, in total lineage over March
of last year, after absorbing losses in help warnted and similar
classified which were practically universal among papers every- 61 2 50 lines
where GAINED ....... .................... .. .........................
National advertisers employ the highest priced specialists obtainable to analyze and select media.
They select papers in a cold-blooded impersonal way to secure maximum results for their clients.
They are not swayed by past prestige or personal feeling. They are slow to recognize changed con-*
ditions. As evidence of their growing endorsement of The Times, in Na
tional Advertising lineage alone, in March against March of last year, 72,288 lines
The Times GAINED ... ................ ....... .. ..............................
During the Automotive Show-March 25 to April 1, inel., The
Times led all Washington papers with........................ 42,852 lines
of automotive advertising
Score for.Automotive Show Editions Sunday, March 26, alone
Times 25,102 Lines
Second paper, 19,814; third, 19,753; fourth, 10,236
-rightfully, must be-one of two evening papers used,- to secure maximum returns from your advertising, and it is the only com
bination of daily papers that insures you a complete "cover" of Washington population.
THE CIRCULATION OF THE SUNDAY TIMES SPEAKS FOR
ITSELF-It Must Be Used LIBERALLY.