2. Another great division of the press is The Illustrated Weeklies, such as The Sphere, l'atler, illustrated London News, &c. &c. These are publications showing a very high grade of mechanical production, and appeal to that section of the public who have sufficient money to pay high prices for goods of merit. The price per thousand of circulation, however, is extremely high, and in comparison with daily papers and other sections of the press, seems too high to justify the amount of patronage sometimes given them. The amount of adver tising given to these papers of recent years has fallen off to some extent because of the great advance made by daily papers, but to some advertisers the high-class illustrated weekly paper is still an advertising medium which shows remarkable results. They have also an advantage as regards printing, and an advertiser is enabled to give his announcement a very high grade appearance because of the quality of printing production.
3. The Monthly Magazines are another important section of press advertising. They differ from most advertising mediums inasmuch as they are generally of a standard size, and because in nearly all cases advertisements are grouped together either at the front or the back of the book, and do not appear with the literary matter in any shape or form. The patronage given to this class of media is enor mous, many magazines of great circulation carrying from thirty to one hundred full-page advertisements every month. There are indica tions that the magazine is more than maintaining its position in the various classifications of the press, and this is an eloquent answer to those who state that the public do not read advertisements, for advertisements in magazines are grouped together at the front and end of the book, and cannot be said to intrude themselves upon public attention whilst the letterpress is being read. At the same time magazine advertising has been proved for many years to pay advertisers, so it argues that the general public actually look through the advertising pages of the magazine to get information about goods they desire to purchase. In all probability one strength of the monthly magazine is the fact that it generally penetrates into the home and stays there for a fair length of time. It is calculated that every copy of the monthly magazine sold is generally read by five or six people.
The prominent magazines published in this country are Tice Strand Magazine, Pearson's Magazine, The Vinelsor Magazine, Pa London, and many others well known.
4. Then there are the popular Weekly Papers, such as Tit-Bits, Answers, Pearson's Weekly, Cassell's Saturday Journal, Weekly Tele graph, and many others. These differ from the high-class illustrated
weeklies insomuch as they are printed On cheap paper and got up in a cheap form. They are sold at, a penny, and appeal to a very popular public. The circulations of these papers run into enormous figures, and for articles of everyday household consumption they are considered by advertisers to he very profit:dile mediums to use. There are no violent graduations of the class of circulation amongst these illustrated weekly papers, which are practically all very similar in character. A perusal of their columns will prove this by the simi larity of the grade of advertisements which they carry.
5. The Sunday Newspapers constitute an important group, a great number of them enjoying more circulation than even the greatest daily papers. Lloyd's Yezcs, for instance, has a circulation of 1,250,000 per week. As in the case of the daily papers, the Sunday papers are graded so far as their circulations are concerned. Those Sunday papers with the largest circulations, such as Lloyd's News, The Arm's of the World, The People, &c., appeal to a popular public. Others, such as The Sunday Times, The Observer, appeal to a more exclusive public, whilst The Rcfrree appeals almost exclusively to a somewhat sporting and theatrical clientele. Here again in these papers the advertiser must carefully consider their character when thinking about advertising his wares in their columns, but the columns are, as in other publications, an index to the readers.
6. The Religious Paper is still another important class. These number the oflicial organs of the various ecclesiastical and denomina tional bodies, and enjoy what is called a good class circulation. They have little sale on the bookstalls and through the ordinary channels, and are mostly found in the home. Their columns receive general support from all grades of advertisers, and it may be mentioned that a certain amount of scrutiny is exercised on the advertisements appear ing in their columns, which in itself is a feature of value.
These are briefly the classifications into which the press may be divided for consideration from an advertising point of view. Of course, there are papers, for instance, which appeal almost exclusively to ladies, such as The Ladies' Field, The Lady, The Gentlewoman, Madame, &c. &c., and which attract particularly such grades of advertisers whose wares appeal only to women.