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THE 3IORNIXG OREGONIAX, THURSDAY, OCTOBER 12, 1922 ' IS
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The Present Paid Circulation of the
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Is More than 83,000 Each Week-day, and More Than 118,000 Each Sunday
Radius Map Showing Territory, 125 Miles From Portland
From Which Portland Draws Retail Trade
To Be Exact, Yesterday It Was 83,627, and on
Sunday It Was 118,605 3
is
A federal law requires newspapers to publish sworn statements of circulation April 1st and
October 1st of each year. The statements just published give the average circulation for the
six months ending September 30 and show that The Oregonian leads the field in Portland and
the Portland territory, as usual.
Here Are the Figures for the Six Months Ending
September 30, 1922
JOURNAL
OREGONIAN
Daily . -. . 81,992
Sunday ... .:. . 1 15,807
77,871
98,490
TELEGRAM
62,400
NEW5S
31,326
There are different kinds of circulation. The Oregonian leads not only in quantity but in
quality as well. The circulation which really brings business to the advertiser is that which
goes into the homes and is read there.
The latest available authentic figures showing just where Portland newspaper circulation
goes are the publisher's reports to the Audit Bureau of Circulations, an organization to which
nearly all the important newspapers of the country belong.
These statements show that the average home-delivered circulation in Portland was as
follows for the six months ending March 31, 1922: .
- (Official figures from the Audit Bureau for the last six months will not be available for at least six weeks.) .;
Average Home-Delivered Circulation in Portland
for Six Months Ending March 31, 1922
OREGONIAN JOURNAL TELEGRAM NEWS
Daily ........31,519 28,420 22,965 14,271
Sunday .. ..... . ..34,108 29,433 .
Street Sales Circulation
Daily street sales constitute an inferior quality of circulation. Portland afternoon papers
issue regularly from four to eight editions. Street sales begin as early as 10 :30 in the morn
ing and include deliveries to restaurants and hotels. They are largely made up of reprints
of the preceding day's pages and carry only a few new pages. They are planned chiefly for
hasty headline reading and are of little value to advertisers.
In contrast, Sunday street sales are of complete editions, which are usually bought for
home reading. .
Average Street Sales in Portland for Six Months
Ending March 31, 1922
(From Audit Bureau of Circulations Report.)
OREGONIAN JOURNAL TELEGRAM
Daily .....4,125 10,795 9,366
Sunday 9,960 5,989 ...... ......
There is, of course, some duplication in all circulations and this is so on Sunday as well as
week days. A Portland merchant expresses it this way: "I take both Sunday papers. I am
sure to read The Oregonian, and if I have time I read the other one." This sentiment aptly
expresses what a large proportion of other people do.
NEWS
9,771
Leads Its Field in Advertising and News Service
The Oregonian's superiority in news-service has long been recognized throughout its field.
It gives its readers a greater quantity and higher quality of news and features than any other
paper in the Northwest.
It is unapproached as a newspaper and its leadership in volume of advertising has consist
ently followed The Oregonian's leadership in news-service and circulation.
Here Is the Advertising Record for September
OREGONIAN JOURNAL TELEGRAM NEWS
Local Display. .39,047 in. 37,257 in. 25,506 in. 23,433 in.
Foreign 11,809 in. 6,873 in. 3,674 in. 1,725 in.
Classified...... 32,805 in. 20,585 in. 4,825 in. 2,138 in.
Total ...... .83,661 in. 64,715 in. 34,005 in. 27,296 in.
Note the difference in volume of space carried by The Oregonian, and also note that The
Oregonian carries more of each classification than the other papers ; then again, note that The
Oregonian is the only paper which carried more business in September, 1922, than in Septem
ber, 1921. Here is the gain and loss record:
Gains or Losses Over September, 1921
OREGONIAN JOURNAL TELEGRAM NEWS
Gains 2,463 in. ......... .. ........
Losses 2,862 in. 6,241 in. 4,054 in.
These figures tell a story in themselves. The Editor 8c Publisher, a New York publica
tion, in commenting on the newspaper situation in the United States, made the statement that
The Oregonian carried more advertising in six months than any other Pacific Northwest
paper and that it was seventh in advertising volume among all morning newspapers in the
United States.
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This rs a radius map drawn to exact scale. It shows exact straight-line distances from Portland, although
railway and highway mileages to some of the cities indicated are greater than 125 mile.
Circulation in the Portland Market Area
Portland retailers get a large volume of trade from all the territory in both Oregon and Washington
within a radius of 125 miles of Portland. The Chamber of Commerce has proved this fact many times.
Geographical conditions account for it. Eugene, Astoria, Bend and The Dalles in Oregon are the same
distance from Portland as Aberdeen, South Bend and Centralia in Washington, and all send a profitable
business to Portland retailers. The Oregonian leads in circulation in this field.
Circulation of Portland Newspapers
in 125-Mile Radius from Portland
Figures compiled from publishers' reports to Audit Bureau of Clrrolatlon March II. U2J. and
from later statements issued to Portland advertisers.
OREGONIAN
' DAILY SUNDAY
Home Deliveries .
In Portland 31,519 34,108
News Stand Sales .
In Portland 1,268 8,961
Street Sales .
In Portland 4,125 9,960
Country Circulation
Inside 125 Miles. - r - - ...
In Oregon 23,530 30,194
Country Circulation
Inside 125 Miles. . 44
In Washington 7,974 11,593
JOURNAL TELEGRAM NEWS
DAILY SUNDAY DAILY DAILY
28.420
556
10.795
23.571
4.958
29.433
8.214
5.989
34.640
7.756
22.965
9.366
J27.832
fl 4.285
9.771
t6.343
TMUe Radius 68,416 94,816 68.300 86.032 61.950 30.400
Country Circulation
S!idVuV."?:.J?.il.e...'...13520 16,642 8.550 9.534 1.213 557
Entire circulation total. 81,936 111,458 76.850 95.566 63.163
30.957
Washington circulation figures for th Journal Include the entire atate. Details Inside 125-
mile radius not available.
tDaily News does not separate Its figures for Rome Deliveries and News Stand Sales.
JN'o separate figures available.
Outside of Oregon and Washington The Oregonian's circulation is only 1692 daily
' and 2850 Sunday. '
To keep up with the growth of The Oregonian's circulation and advertising there wilt soon be in
stalled a new Goss straightline high-speed press. It is to be five decks high and four pages wide, will
print in colors, and is the last word in mechanical ingenuity. A new patent drive makes this the most
silent press yet devised. It is now being built for The Oregonian and will be installed within a few
months.
It is not disputed that The Oregonian has a larger circulation than any other Portland newspaper, but that isn't the important point
the important point is that The Oregonian enters and influences more homes than any other Portland newspaper