Broadcasting Telecasting (Oct-Dec 1957)

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wantedness Wantedness is the extra quality people see in things they choose to spend their money for— even when substitutes are available at no cost. For example: wantedness is what "My Fair Lady" has such an abundance of; what's in a cup of cola that's worth a dime to a thirsty man who can get a drink of water for nothing. It's what a pretty girl has, that makes it worth a carefree bachelor's while to endow her with his worldly goods in exchange for a lifetime of dinners he could eat for free at his mother's house. wantedness ME55 HM.L wantedness And most especially: wantedness is the plus value edited into some businesspapers that prompts a man to buy subscriptions to the ones he wants to read — no matter how many others are sent to him, free. It's what keeps paid circulations growing! And . . . It's, what makes almost 18,500 busy people in the television and radio business PAY to find a copy of BROADCASTING on their desks every week. It's what, in short, differentiates BROADCASTING from other businesspapers purporting to cover the TV-radio field. They, too, may be on many of the same desks — but they didn't get there because they were wanted. Wantedness is. a quality attested to by an ABC audit statement: A desire to receive and an intention to read. Significantly, BROADCASTING is the only TV-radio business paper with ABC membership . . . with an accurate, easyto-understand, precisely audited statement of PAID circulation. And PAID circulation is an advertiser's surest guide to the worth of any publication. Most advertisers throughout America buy PAID circulation. More TV-radio business advertisers buy BROADCASTING'S PAID circulation than that of the next three TV-radio publications rolled into one! The writing on the wall doesn't come any clearer than THAT! BROADCASTING THE BUSINESSWEEKLY OF TELEVISION AND RADIO a member of the Audit Bureau of Circulations *«J***