MEGATRENDS AND MEDIA

MEGATRENDS AND MEDIA
1. Examination of the goods
2. Examination of their buyers
3. Examination of competition
4. Examination of sales systems
5. Examination of selling methods and sales organization 4
Considering the fact the book was published 88 years ago, it is surprisingly
up-to-date and in essence only little should be changed to apply these
principles to practice. It must be symptomatic that it is exactly Jan Brabec,
and exactly in this very publication which was strongly inluenced by his
prior stay in USA, deines another important question that in the coming
years becomes one of the activities of the Reklub: the issue of audits
of the circulation of then the most mass-scale carrier of advertising –
newspapers and periodicals.
Jan Brabec in the chapter titled „About advertising means in general“ in
detail analyses the topic called Circulation of advertising means (by
circulation he means the number of copies and their distribution) – note
by D.P.: “The question of circulation is, how much it will cost to reach a
certain number of people. The more people see and read my advertisement,
the more likely a bigger number of those on whom the advertisement has the
desired effect. …… Still in some countries the question of circulation in the use
of magazines is a problem. In our country the advertiser is still completely
dependent on the data of the publishers.“ 5 Jan Brabec 6 subsequently deals
with the right of advertisers (buyers of advertisements – note by D.P.) to
know the circulation of the periodical:„ The advertiser has the full right
to know the truth for he buys not only one place in the magazine but he
buys it exactly as many times as that magazine is circulated. He buys it as
the goods and it is a real commercial, business matter to know what has an
impact on its value. It means the number of circulation and its quality. So, it
is not enough to know just the number of copies printed but also how many
copies sold and how they are selling, whether sold in subscription or at
4 BRABEC, J.: Zásady výnosné obchodní reklamy (Principles of proitable
commercial advertising) (based on American studies and experience), Praha :
Sinx, 1927, p. 384.
5 BRABEC, J.: Zásady výnosné obchodní reklamy (Principles of proitable
commercial advertising) (based on American studies and experience), Praha :
Sinx, 1927, p. 249.
6 BRABEC, J.: Zásady výnosné obchodní reklamy (Principles of proitable
commercial advertising) (based on American studies and experience), Praha :
Sinx, 1927, p. 250.
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