N. W. Ayer & Son's American Newspaper Annual: containing a Catalogue of American Newspapers, a List of All Newspapers of the United States and Canada, 1901, Volume 1 Page: 6
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has also been exercised in the selection of newspapers and periodicals which rightly come
within the scope of this work. Experience teaches that it is not wise to insert every paper
that comes to hand in its first or early number; for, while the exclusion may be unfortunate
in a few instances, much dead matter is thereby kept out of the book; not a few of these ventures
never reaching beyond their first number, and very many failing to maintain an
existence of over a few weeks.
NAMES OF EDITORS AND PUBLISHERS.-NO labor has been spared in the effort to
have this department of the work as accurate as possible at the time of going to press; the
continual changes of ownership and places of publication, however, necessarily preclude
absolute accuracy.
POLITICAL STATISTICS.-In accordance with our established custom the political statistics
are those of the Presidential election of 1900.
CIRCULATION.
The form sent to every publisher when the revision of the ANNUAL commences contains
the following:
By CIRCULATION we do not mean the number of readers, on a basis of five (or any other
number of) readers to each copy of the paper; nor do we mean sheets, nor impressions. The
legitimate circulation of a newspaper or a periodical is its regular, necessary issue, sent to
names on its honestly compiled mailing list or subscription book; sold over the counter, or
through news agents or news boys. Returned and unused papers should not be included in
the count.
Our understanding of the term " CIRCULATION" is embodied in the above paragraph.
The word " AVERAGE" is liable to be misinterpreted. It is the custom of some publishers to
- - issue occasional large extra editions; to add these and the regular editions together for a
given time, and divide the total by the number of days, weeks or months, as the case may be,
contained within that period. This is not what we desire. By "AVERAGE CIRCULATION"
we mean that number of complete copies which usually fills the needs of the mailing lists, and
the demand either in or out of the office.
Averages made up by including one or more large editions are not available; the only
fair average is one which is made from a uniform, a slightly fluctuating, or a steadily growing
circulation.
Statements in detail enable us to see to what extent special or extra editions figure in
the issues of a given period, and when such statements are furnished, publishers may rely on
being rated fairly, and they will have no cause of complaint against us, if, in the absence of
such reports, our ratings are inadequate.
SWORN DETAILED STATEMENTS covering a period of not less than six months preceding
date of report we consider the strongest kind of statements that can be made. All such are
printed in bold face type throughout the book, and marked with a star (*). Detailed
statements, not sworn to, are marked only by. a star (*). A double dagger (t) indicates the
publisher's claim unsupported by either affidavit or detailed statement. Our own estimates are
set in Roman figures and unmarked.
While we would greatly prefer a detailed statement of issues for a whole year, yet
records for six or eight months, will, if properly signed by the publisher or some responsible
person for him, ordinarily entitle the paper to a rating in accordance therewith. We
say ordinarily, because we do not believe that the rendering of such a statement is incontestible
proof of its correctness, and there are instances in which such statements, even when
supported by affidavits, could not be accepted in the face of positive information to the contrary;
but we believe that such instances are comparatively few in number, and in the6
N. WV. AYER & SON'S NE-WSPAPER ANNUAL.
1901
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N. W. Ayer & Son. N. W. Ayer & Son's American Newspaper Annual: containing a Catalogue of American Newspapers, a List of All Newspapers of the United States and Canada, 1901, Volume 1, book, 1901; Philadelphia, Pennsylvania. (https://digital.library.unt.edu/ark:/67531/metadc9310/m1/4/?q=coaster: accessed June 12, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .