U. S. Radio (Jan-Dec 1961)

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the simple facts about business magazine advertising & readership are these In the 20 years since 1940, advertising dollars invested in trade publications have increased from $64,000,000 to almost $600,000,000 annually— a rate of growth second only to television. Readership of business publications, according to McGraw-Hill study, is up sharply since 1950. The reason: Greater demands on the knowledge and ability of business executives who must keep up with the pace and competition of American business. Today a great need exists for alert, courageous, professional business publications in every field —publications that really reach their fields. The top book in the average trade field, according to a widely-quoted McGraw-Hill study, delivers 66% of the executives allied to that trade category. The top three publications deliver 92%. It was noted that an increasedcost-per-qualified reader and a reduced-degree-of-influence accompanied each publication in descending order.