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Editorial
December 10, 1923
East St. Louis Daily Journal
East Saint Louis, Saint Clair County, Illinois
What is this article about?
The Daily Journal promotes its circulation and advertising effectiveness, emphasizing that true circulation means sold copies achieved by delivering quality local news for East St. Louis, with commitments to ongoing improvements in features and staff.
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Full Text
There Is No Mystery
Attached to the ability of a newspaper to get results for its advertisers.
Circulation only will obtain a response.
Circulation is the composite word employed by newspaper men in alluding to the number of people who buy a newspaper. In its pure sense it alludes to the number of copies SOLD. The best buyers of advertising construe it to mean that, and no more.
A newspaper, bought for the value it represents to the purchaser is best considered a medium, because such a condition answers the question as to whether it is really desired for a specific purpose.
There is only one way to secure this sort of circulation—by giving the people who are potential customers a real newspaper. One that fills the needs of the community and one that is sought and welcomed in the home.
Likewise, so far as The Daily Journal is concerned, the only way to secure these additional readers is to make a better newspaper: to add features, and editors, and writers. This, The Daily Journal has done recently, and constantly will do in the future. There are no steps backward in The Daily Journal policy.
Increasing hundreds seek and read this paper every month, evidence that it is fulfilling the desire of the people for a HOME NEWSPAPER. No other newspaper gives the East St. Louis news The Daily Journal gives you.
To give it better than it is given now will require a better organization than money willingly spent by the management has yet been able to secure; to give it in less quantity, quality or style fails to meet the requirement the people lay down.
The Daily Journal seeks circulation, seeks readers of its paper, by constantly giving them a better newspaper, regardless of cost in effort or dollars. It wants to serve YOU, wants you to read its daily effort to compile a history of local, community, county, state and world affairs. So complete is its distribution system that any person in the city may receive a copy by walking less than a city block.
The best way of assuring yourself that you will get the copy you want is to order it daily through the carrier who passes your door, or by calling—
East St. Louis Daily Journal
EAST 2500 ST. CLAIR
Attached to the ability of a newspaper to get results for its advertisers.
Circulation only will obtain a response.
Circulation is the composite word employed by newspaper men in alluding to the number of people who buy a newspaper. In its pure sense it alludes to the number of copies SOLD. The best buyers of advertising construe it to mean that, and no more.
A newspaper, bought for the value it represents to the purchaser is best considered a medium, because such a condition answers the question as to whether it is really desired for a specific purpose.
There is only one way to secure this sort of circulation—by giving the people who are potential customers a real newspaper. One that fills the needs of the community and one that is sought and welcomed in the home.
Likewise, so far as The Daily Journal is concerned, the only way to secure these additional readers is to make a better newspaper: to add features, and editors, and writers. This, The Daily Journal has done recently, and constantly will do in the future. There are no steps backward in The Daily Journal policy.
Increasing hundreds seek and read this paper every month, evidence that it is fulfilling the desire of the people for a HOME NEWSPAPER. No other newspaper gives the East St. Louis news The Daily Journal gives you.
To give it better than it is given now will require a better organization than money willingly spent by the management has yet been able to secure; to give it in less quantity, quality or style fails to meet the requirement the people lay down.
The Daily Journal seeks circulation, seeks readers of its paper, by constantly giving them a better newspaper, regardless of cost in effort or dollars. It wants to serve YOU, wants you to read its daily effort to compile a history of local, community, county, state and world affairs. So complete is its distribution system that any person in the city may receive a copy by walking less than a city block.
The best way of assuring yourself that you will get the copy you want is to order it daily through the carrier who passes your door, or by calling—
East St. Louis Daily Journal
EAST 2500 ST. CLAIR
What sub-type of article is it?
Newspaper Promotion
Circulation And Advertising
What keywords are associated?
Newspaper Circulation
Advertising Results
Local News
East St Louis
Quality Journalism
Reader Subscription
What entities or persons were involved?
The Daily Journal
East St. Louis
Editorial Details
Primary Topic
Promoting Genuine Circulation Through Quality Local News
Stance / Tone
Promotional And Committed To Improvement
Key Figures
The Daily Journal
East St. Louis
Key Arguments
Effective Advertising Requires Genuine Circulation Of Sold Copies
Quality Newspaper Content Builds Desired Readership
The Daily Journal Improves Features, Editors, And Writers Continuously
No Other Paper Provides East St. Louis News As Comprehensively
Complete Distribution System Ensures Easy Access