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LET'S FACE IT
t^aa Ctf^fc IjOollU ARC.
Ask any experienced media man. The Audit Bureau of Circulations (more informally known as the ABC) stands for no nonsense when it comes to analyzing one of its members' paid distribution.
Other methods of tallying circulation concern themselves primarily with quantity; only vaguely with quality ... or with classifying, rechecking, separating haphazard giveaway copies from bona fide subscribers who pay for theirs. It's the kind of addition that pays no attention to padding.
Quantity figures may look impressive. (A nickel is over twice the size of a dime — but worth only half as much.) There is a vast difference, however, between somebody who gets a free magazine whether or not he wants it, and someone who must spend money to be sure he gets it.
This is why membership in the Audit Bureau of Circulation is the truest test of a publication's
stature. For the ABC audits and verifies paid circulation only . . . does it impartially, strictly without compromise or guesswork. The sleight-of-hand to fool ABC examiners has never been invented.
Of the several business publications that seek to cover the radio and television fields, only BROADCASTING can offer you an ABC statement. It verifies a paid distribution for BROADCASTING averaging 18,428 copies in the last six-month period audited — which is even more than the paid circulation claimed (in various occult ways) by the other radio-tv magazines combined.
BROADCASTING takes your advertising where you want it to go.* The others will assure you that they do, too. The difference is a matter of logic. Since more people pay to get BROADCASTING, you can be mighty sure that more people . . . paying people . . . are going to read what you have to say. The result is advertising that pays its way, too!
*
To the 40 biggest-billing radio-tv agencies, for example? BROADCASTING has over 5,100 paid-for subscriptions in the agency -Sc-advertiser fields. More than 1,000 key persons are included from the Big 40 that spent nearly one billion dollars in radio-tv last year!
The Businessweekly of Television and Radio
1735 DeSales Street, N.W., Washington, D. C.
a member of the Audit Bureau of Circulations
Broadcasting
December 2, 1957 • Page 57