The Press: Hercules

The Saturday Evening Post, gigantic veteran of magazines, last week celebrated its heartiness and health by increasing its advertising rates. The reason given was increased circulation, evidenced by the following figures representing net paid circulation as certified by the Audit Bureau of Circulations:

1920-21 2,055,081

1921-22 2,150,430

1922-23 2,255,463

1923-24 2,264,982

1924-25 2,363,865

The Post has become such a landmark with the public, that uninformed persons mention with awe the possible price of a page advertisement and sometimes mention fabulous sums. For the past five years recorded above, the cost of a full-page...

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