The Press: Audiences v. Circulations

Lusty competitors for the national advertisers' dollars are radio and mass circulation magazines. Oddest aspect of their rivalry is the dissimilarity of their respective yardsticks for sales effectiveness. Radio's known quantity, the number of sets within listening range of transmitting stations, are scaled down in order to ascertain the actual audience at a given moment. But magazines' known quantity, net paid circulation, is rarely scaled upward to ascertain the corresponding potential audience of a given issue.

Last week, one magazine, LIFE, made public not only for itself but for three other big-selling weeklies,...

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