Exhibitors Herald (Jun-Dec 1917)

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8 EXHIBITORS HERALD 111 I Why Is Circulation? A Talk to Advertiser GIRCULATION has been discussed a great deal during the past few years, and the technical side of circulation analysis has been studied from every angle. How much, how secured and where located are the big questions which are asked of the publisher by the advertiser, with various subdivisions of the inquiries as modified by individual interest. The biggest question of all is seldom asked. Why is circulation? The average space-buyer never stops to consider the one vital fact about circulation— that it is the definite result of a definite creation, editorial quality. Editorial appeal pulls circulation of which that appeal is the index. The higher the appeal and the stronger its character, the better and more desirable the circulation is going to be. The value of a trade publication lies in the character of its circulation appeal. If it has built up a distribution based on specific editorial character, the advertiser who goes into a publication of this kind knows in advance whether the interest is live or passive. The advertiser who puts quantity first, and who reads circulation statements so closely that he has no time to study the publications themselves, has got away entirely from the fundamental fact back of all circulation, he has forgot to ask himself, "Why?" A page -by -page analysis of the "Exhibitors Herald" proves that it has a vital and commanding readers' appeal.