Richmond Palladium (Daily), Volume 46, Number 109, 17 March 1921 — Page 9

PAGE NDfB Shows a Steady and Substantial . GkowM': 11500

THE RICHMOND PALLADIUM AND SUN-TELEGRAM. RICHMOND, IND THURSDAY, MARCH 17, 1921.

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The above line shows how the paid circulation of The Palladium has grown during the past ten years.

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THE PALLADIUM Has Mept Step with' Richmond

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TEADILY the line of Palladium

circulation has been mounting for the past decade. From 6,500 it has

gradually gone up to more than 12,000. The Palladium is taken by the reader because it is wanted. There is not a single copy of The Richmond Palladium taken in a home in Richmond or within the closely knit circulation trade territory, for any other reason than that the subscriber wants to read the news matter and the advertising. A recent check-up on the circulation and rates of newspapers in the country published in cities of a population between 25,000 and 30,000 showed that The Palladium stood fifth in circulation among 75 newspapers of this classification. It would be an easy task to put The Palladium first in the United States.

But it would not be good business for Richmond merchants or The Richmond Palladium. The only way that the circulation of The Palladium could be increased would be to reach out to distant points. This circulation would be of little value to Richmond merchants. It would be outside of the natural trading radius. It would force a raise of advertising rates beyond their worth to Richmond advertisers. Yet this same check-up shows that the average minimum rate for local advertising in cities between 25,000 and 30,000 population is 25 higher than The Palladium's rate. The Palladium's circulation in the city of Richmond is indeed remarkable. Figured very liberally there airen't more than 7000 homes in the city. The check-up made recently of Palladium circulation in Richmond shows

that there are 22,500 actual buyers in the homes which take The Palladium each evening. There is a point of great importance in this to the Richmond merchants. It means that unassisted by any other advertising medium, The Richmond Palladium can carry with success the selling messages of the merchants , to the people of Richmond and the surrounding territory, l- M - .: One great newspaper in the middle west has a slogan, "1921 will reward fighters." To the retail merchants of Richmond, this means careful buying, close economy of store keeping and; wise advertising. Advertising in such a paper as The Richmond Palladium, with its large covering circulation and its low rate, is not an expense. It is a sales tool. '

The Richmond Palladium is interested in the success of advertising published in this paper. THE PALLADIUM merchandising department is at the call of any Richmond merchant who wants help in the preparation of his copy.

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