Judge, 1916-09-02 · page 27 of 28
Judge — September 2, 1916 — page 27: what you’re looking at
What you’re looking at
This is a **newspaper advertisement**, not a political cartoon. It promotes the *New York Evening Post* to potential advertisers by arguing that quality circulation matters more than quantity. The two isometric maps of Manhattan show how the Evening Post's 22,000 daily readers geographically align with the city's concentrated wealth distribution. The ad's central claim: these 22,000 readers represent affluent New Yorkers with actual "buying power," making them more valuable to advertisers than competitors' larger but less wealthy readerships. The satirical angle targets rival newspapers that boast larger circulation numbers but reach poorer audiences. The headline "22,000 that BUYS like a million" uses irony—suggesting that *quality* readership (wealthy consumers) outweighs *quantity* in advertising value. This reflects early 20th-century advertising strategy: targeting affluent consumers rather than mass markets. The Post positions itself as the smart choice for luxury goods advertisers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
‘These two map pictures of New York shows how the cireu- ation of the N.Y. Evening Post covers ulm the distribution of greatest wealth in New York City gan into ome- $s to sked 1. Vhy, n no sked thing citi- roper y for e my $s to war, ngton atter 22,000 th million! The New York ning Post is bought by er to offerims 100% pure BUYING POWER The high ideals of its editorial policy people every afternoon than any other newspaper in’ the country integrity and honesty of purpose of its news Sounds like a mere handful, doesn't it, when columns have gained for The Evening Post you think of the half. and quarter-miltions lust look at the maps above, ‘The census of & Wonderful confidence on the part of its that some of the other newspapers tath of the distribution of greatest wealth in New — readers. _ 000 is the BIGGEST cireula- York you find, almost exactly coincides with h copy of The Evening Post actually ¥ the peaviest distribution ef The Evening ches the home—you never see an Evening Post's daily . t thrown away. In other word TH is in New tnd these are the reasons why The Evening ting Post’s circulation. York—whe 5 orkers who have Post, with only 100 circulation, covers its Nowadays mere quality isn't eno when and. My ewithal to buy your ged’ more thoroudhly and reaches more ac- rnewspaper cirenlation, The keen @ ning Post ts read tual BUYING POWER than larger ne user of advertisin does not buy just a papers, with larger circulation andl all cos Problematic multitude—he — buys "YIN hat “believed in” is also important, for belief mopolitan New York for their appeal, cover POWER. And The Evening Post com governs willingness to buy, their field. million. REACH THE 22,000 THAT BUYS LIKE A MILLION— THROUGH THE New Work Evening Post More Than a Newspaper—A National Institution Thin Uy the mew ome of the Kew York Brceeny Peat ot Bo Vevey St, New York Oly, where the Wrote wet forth Mn the Post's Prot tonne (ond Siteen ware ope Ore Mill gtretty eee comicbooks.com