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POOR GUS HAS A HARD LIFE...
Gus, as you can see, is a courier of the Post Office Department. He delivers the daily mail to Riptide, Crosshatch & Eiderdown, that big advertising agency. You know-the one with all the TV and radio business.
Gus has a problem. "It ain't the rain nor snow nor gloom of night that gets me," he sighs. "It's all these free magazines I gotta deliver ! Free ? How do I know they're free? Mr. O'Shaunessy-he's head of R.C.&E.'s mail room— he told me. 'Gus,' he says, 'we don't subscribe to these things, broadcasting, sure! We PAY to get that one. But these others ... they just keep shipping 'em in anyhow!'
"Well, I knew about broadcasting. Mr. Riptide gets real riled up if I'm late with his copy on Monday mornings. 'Don't be late on Mondays, Gus,' Mr. O'Shaunessy begs me. 'Not on Mondays, Gus!' "
Mr. Riptide, of course, is like thousands of other
The Audit Bureau of Circulations reports only paid circulation. It reports 22,000 PAID copies for BROADCASTING, the ONLY TV-radio journal that qualifies for ABC membership.
BROADCASTING, December 28, 1959
important people in broadcast advertising. He counts on broadcasting to keep him updated on everything new and significant in TV and radio. He pays for broadcasting (and knows that other TV-radio business journals come unsolicited and free). As an advertising man, he recognizes the ABC seal at broadcasting's masthead, respecting it as the symbol of a publication that's wanted and consequently paid for by its readers.
What about all those other magazines Gus totes in so faithfully day after day? Mr. Riptide (who is an articulate man) puts it this way:
"There Isn't Time to Read Them All . . "
broadcasting, he needs, broadcasting, he reads. Which is something to remember when you plan your own advertising campaign. For most TV-radio decision-makers feel the same way.
BROADCASTING
THE BUSINESSWEEKLY OF TELEVISION AND RADIO
1V35 DeSales Street, N.W., Washington 6, D. C.
New York— Chicago — Hollywood
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