Agfa motion picture topics (Apr 1937-June 1940)

Los Angeles Photographed by Franklin S. Allen vertising to comprehend the bigness of this audience. As a matter of fact, a small publication often gets two, three or four times as much per thousand circulation because its page rate seems low in proportion, and because the space buyer does not visualize the difference between 700,000 and 7.000,000 or even between 3,000,000 and 7,000,000. That is the problem faced by those of us who are concerned with the business side of “The American Weekly.” It is our task to bring home to our advertisers and prospective advertisers not only the fact that “The American Weekly” will take their message into nearly 7,000,000 homes, but also what that sort of coverage can do for the sale of their product. Putting It In Pictures. If you have ever tried to convey the practical meaning of such huge figures to other people, you will realize the truth of that over-worked old Chinese proverb. “One seeing is worth ten thousand tellings.” But in our case, the problem is how to find ways of portraying this coverage in graphic form. We can tell an advertiser, for instance, that in Los Angeles, “The American Weekly" reaches three out of four homes on the entire Pacific coast. That it reaches two-thirds of all homes in those counties that account for 95 per cent of all the retail sales. We can quote surveys by Daniel Starch which indicate that every copy of “The American Weekly” averages two adult readers, in addition to the children who read it. But we are still only talking about figures so enormous as to be intangible. Therefore we try to tell our story of circulation i n pictures. To be specific, in pictures that take our 17