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Pres:dent and Publisher Pines Publications, N«*v York
College Life, the first magazine published by Ned Pines, hit the newsstands in 1928 — unsupported by any form of national advertising. In 1953 Pines Publications put out over 40 magazines plus a line of pocket books and allocated an advertising budget of 8250,000 to help increase circulation during the next year.
"We've found that spot radio gives us the flexibility and frequency of impact we need," Pines told sponsor. "We've also tested spot tv and have discovered that it is an effective medium for selling both magazines and pocket books. Because of the immediate sales stimulus that air media have provided, we've increased our 1954 advertising budget by 150% over the $100,000 allocation in 1953."
This example will show you how Pines uses air media:
In January 1953 Pines Publications bought two movie fan magazines— Screenlund and Silver Screen. To launch first issue of these two magazines under his ownership, Ned Pines, Promotion Manager Norm Hill, and Circulation Manager Frank Lualdi decided to use a short-run, intensive radio campaign in 15 markets. These markets were selected on the basis of population ( towns with 100,000 to 400,000 people) and location (scattered throughout the U.S.). From 15 to 20 announcements a day. both minute and 30-second, were placed on a run-of-station basis on top stations in each market. The campaign ran for 10 days.
Results of this $50,000 radio effort were a 60'7 increase in circulation over the previous issue of the two magazines, as well as a cumulative effect on newsstand sales of the subsequent two issues.
In outlining his approach Pines distinguished between weekly and monthly publications. "A weekly magazine lends itself to an institutional campaign,*' he explained. "In advertising a monthlv magazine, however, you have to push an individual article."
A former space salesman. Pines is still plenty advertising-conscious. He shoots for constant promotion of his established line of books and magazines with radio and tv campaigns along with air campaigns for the new books. True Life Stories was introduced in September 1953 with a $60,000 national tv announcement campaign in major markets.
You can tell Pines is a firm believer in keeping close touch with his reading public. He uses his two little daughters in Scarsdale as a yardstick for good comic books. • • •
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