Boxoffice-May.03.1952

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Considera tion
OF
THE several factors that enter into the use
of published media, the distribution of the advertisers'
sales messages, as governed by the
selection of media, can of itself decide the success or
failure of the advertising investment. That is why integrity
of circulation is the first consideration with experienced
space buyers.
The emblem shown above stands for the FACTS
that make it possible for advertisers to select the right
media and to know what they get for their money
when they invest in publication advertising. It is the
emblem of membership in the Audit Bureau of Circulations,
a cooperative and nonprofit association of
3300 advertisers, agencies and publishers.
Working together, these buyers and sellers of advertising
have established standards for circulation
values and a definition for paid circulation, just as
there are standards of weight and measure for purchasing
agents to use in selecting merchandise and
equipment. In other words, A. B.C. is a bureau of
standards for the advertising and publishing industry.
A. B.C. maintains a staff of specially trained auditors
who make annual audits of the circulations of
the publisher members. Information thus obtained is
issued in A. B.C. reports for use in buying and selling
space. All advertising in printed media should be bought
on the basis of facts in these reports.
This business paper is
a member of the Audit Bureau
of Circulations because we want our advertisers
to know what they get for their money when they advertise
in these pages. Our A. B.C. report gives the
facts. Ask for a copy and then study it.
SEND THE RIGHT MESSAGE
TO THE RIGHT PEOPLE
Paid subscriptions and renewals,
as defined by A. B.C. standards,
indicate a reader audience that
has responded to a pubhcation's
editorial appeal. With the interests
of readers thus identified, it becomes
possible to reach specialized
groups effectively with specialized
advertising appeals.
SOME OF THE AUDITED INFORMATION
IN A. B.C. BUSINESS PAPER REPORTS
How much paid circulation.
How much unpaid circulation.
Prices paid by subscribers.
How the circulation was obtained.
Whether or not premiums were used as
circulation inducements.
Where the circulation goes.
A breakdown of subscribers by occupation
or business.
How many subscribers renewed.
How many are in arrears.
A. B.C. REPORTS — FACTS AS THE BASIC MEASURE OF ADVERTISING VALUE
The MODERN THEATRE SECTION