The Press: Lineage

When newspapers fought each other in the good old, bad old days, it was with edged verb and bludgeoning adjective in their editorial columns. But newspapers fight each other no longer. They now compete. Their battlegrounds are their advertising departments, their weapons statistics.

Rival publications, and different statisticians for the same publication, flatly contradict one another's figures in a way that puzzles the man who buys space. And so, since 1923, Editor & Publisher, journalism's trade weekly, has annually sought to furnish the most nearly accurate advertising lineage figures for a host of...

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