What is a “normal” periodical? Are the 4 or 8 page weeklies published in the back counties and the small religious, college, Sunday school and fraternal sheets that weigh two ounces or less “normal” periodicals? Are the dailies of our large cities, weighing from four to twelve ounces, “normal” periodicals? Is the Saturday Evening Post, weighing from ten to twenty ounces a “normal” periodical? Are any of the periodicals in the following descriptive list “normal?” The newspapers and other periodicals named in the following tabulation are those I could find within convenient, likewise hurried, reach. I tried to get them as near concurrent dates as I could. The tabulation will show the reader the proportion of advertising to body matter, printed in the different periodicals on the dates named. Readers particularly interested in the data presented in the tabulation should, however, understand that for the newspapers listed, no account was taken of the “write-up” or “promotion” advertising printed as reading matter. Some newspapers, at certain times, carry a considerable amount of such paid matter while the standard monthly and weekly periodicals carry little or none of it at any time: ===================+=======+==========+===========+===========+========== | | No. of | Reading |Advertising| Gross NAME OF | Date | Pages or | Matter, | Matter, | Weight PERIODICAL. | of | Columns. | Pages or | Pages or | of the | Issue.| [2] |Columns.[3]|Columns.[4]Periodical. -------------------+-------+----------+-----------+-----------+---------- NEWSPAPERS. | | | | | CHICAGO. | | | | | _The Examiner._ | | | | | Sunday Edition |6-11-11| 392 Cols.| 171½ Cols.| 220⅔ Cols.| 15 ozs. Daily Edition |6-8-11 | 126 ” | 77⅔ ” | 48⅓ ” | 4½ ” _Record Herald._ | | | | | Sunday Edition |6-11-11| 448 ” | 286½ ” | 161½ ” | 18 ” Supplement[5] | | 20 pp. | 14 pp. | 6 pp. | Daily Edition |6-8-11 | 126 Cols.| 77⅔ Cols.| 48½ Cols.| 5 ” _The Tribune._ | | | | | Sunday Edition |6-11-11| 490 ” | 212⅓ ” | 277⅔ ” | 20 ” Supplement | | 30 pp. | 22¼ pp. | 7¾ pp. | Daily Edition |6-8-11 | 168 Cols.| 86⅓ Cols.| 81⅔ Cols.| 6½ ” _Inter Ocean._ | | | | | Sunday Edition |6-11-11| 316 ” | 242⅚ ” | 73⅙ ” | 12 ” Daily Edition |6-8-11 | 84 ” | 59½ ” | 24½ ” | 4 ” _The American._ |6-8-11 | 126 ” | 65 ” | 61 ” | 4½ ” _Daily News._ |6-8-11 | 210 ” | 87 ” | 123 ” | 7½ ” _Daily Journal._ |6-8-11 | 112 ” | 63⅓ ” | 48⅔ ” | 4½ ”