The Film Daily (1943)

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: MDRE THAN THE EYE... • The substance from which power and strength derive often is stored beneath the surface. Thus underlying factors must be measured to gauge the actual size and scope of many objects of nature and the business world, too. • In advertising the true measure of a medium is obtained by weighing elements behind the circulation figures. Circulation figures do not give an index of subscription selling methods, nor the every-issue usableness of a trade magazine's editorial content. Nor are they the measure of a magazine's Readership. Yet Readership figures are more important than circulation figures exactly two hundred and ihirly per cent more important according to documentary evidence of Showmen's Trade Review Theatre Readership. NO. 1 ui afe^uoui-S^tm. READERSHIP • REALLY • MEANS LEADERSHIP