s not fear to leave about the
house_.

Therefore, the respectable newspaper can always be counted upon to
produce more sales than one which may even own a larger _circulation_
but whose distribution is in ten editions among unprofitable citizens.

You can no more expect to sell goods to people who _haven't money_, than
you can hope _to pluck oysters from rose-bushes_.

It isn't the number of readers _reached_, but the number of readers
whose _purses_ can be reached, that constitutes the value of
circulation. It's one thing to arouse _their attention_, but it's a far
different thing to get _their money_. _The mind may be willing, but the
pocketbook may be weak._

If you had the choice of a thousand acres of desert land or a hundred
acres of oasis, you'd select the fertile spot, realizing that the larger
tract had less value because it would be less productive.

The advertiser who really understands how he is spending his money,
takes care that he is not pouring his money into _deserts and sewers_.

The Neighborhood of Your Advertising

Circulation is a commodity which must be bought with the same common
sense used in selecting potatoes, cloth and real estate. _It can be
measured and weighed_--it is _merchandise_ with a _provable_ value. It
varies just as much as the grocer's green stuff, the tailor's fabrics
and the lots of the real estate man.

Your cook refuses to accept green and rotten tomatoes at the price of
perfect ones. She does not calculate the number of vegetables that are
_delivered_ to her, but those that she _can use_. When your wife selects
a piece of cloth she first makes sure that it will serve the purpose she
has in view. When you buy a piece of property you consider _the
neighborhood_ as well as the _ground_. Just so when you buy
_advertising_ you must find out how much of the circulation you _can
use_. You must judge the _neighborhoods_ where your copy will be read,
with the same thoughtfulness that you devoted to selecting the spot
where your goods are sold.

A dealer in precious stones would be foolish to open up in a tenement
district, and equally short-sighted, to tell about his jewelry in a
newspaper largely distributed there. Out of ten thousand men and women
who might _see_ what he had to say not ten of them could _afford to buy
his goods_. These ten thousand readers would be mass without muscle. He
could make them _willing_ to do business with him, but _their incomes
wouldn'