Broadcasting Telecasting (Oct-Dec 1957)

The horse who wasn't really thirsty One thing you can say for horses. The bright ones have a mind of their own. This is why, as people are sometimes heard to observe, you can lead a horse to water but you cannot make him drink. Individuality like this is not exclusively a trait of horse-sense. It extends, for example, to prospective readers of radio-television business publications. You can mail free copies to 'em until your circulation statement is red in the face . . . but you can't make them read unless they want to read. Therein lies the moral of our message. Just as horses drink only when they're thirsty, human beings are willing to pay only for things they want. This is why, we insist, the only accurate index of a radio-TV magazine's worth is the PAID circulation it can muster . . . the number and kind of subscribers willing to pay money for what it offers. BROADCASTING-TELECASTING, by the way, has more paid distribution than all other radio and television business papers combined. Nearly 18,500 paid-for copies weekly, says the verified count made by the Audit Bureau of Circulations for the first half of 1957. And 5,053 of these go to the agencyadvertiser category. Again, more paid than anybody. Significantly, B-T is the only radio-TV magazine that has the courage to be a member of the ABC — and, thereby, can offer the commonsense, widely respected audits of paid distribution that only the ABC conducts and certifies. Odd, but it's true. By the way, if you're advertising something you'd like the radio-TV and agency-advertiser crowd to know about, don't you think it's only good old-fashioned horse-sense to run it in BROADCASTING-TELECASTING? Here you can be sure that people get it because they want it . . . not because some publication is padding its mailing list with free copies. ROADCASTING TELECASTING 1735 DeSales Street, N.W., Washington, D, C. a member of the Audit Bureau of Circulations