Evening Star Newspaper, September 29, 1936, Page 15

THE EVENING STAR, WASHINGTON. D. €, TUESDAY, SEPTEMBER 29, 1936. Coun hem, ~ but wei For the first six months of 1936 the average net paid circulation of THE SATURDAY EVENING POST is 2,972,026 per issue—the largest ever secured by any magazine in America. That’s important—but to the advertiser fed up with loose conversation about the size. and responsiveness of markets, not more important than to know who these readers are, and why. As to who: you need only look at the editorial quality of the magazine itself—aimed at people on the way up, it is obviously only to the sane, solid, solvent and aspiring that its forthright A mericanism will appeal. The crackpot and the parlor pink, the infla- tionist and the live-without-work boys, the sex-’ hungry and the dimwits who would trade what we have for what the Europeans have not, . f course- em too! would starve for lack of encouragement or sustenance in these columns. As to why: the millions who buy The POST buy it because they want to read it—they pay full price —cash in advance. ’ The POST never resorts to installment subscrip- tions, cut price combinations, free premiums or any other extraneous inducements as sub- stitutes for the reader’s interest. If a publication needs these hypodermics it can doubtless conjure up an illusion of vitality for a time and in the process excite considerable “circulation.” But the sober realist at the check-book who invests his advertising money with care for results, will not only count a publication’s readers but weigh them also. THE SATURDAY EVENING POST “AN AMERICAN INSTITUTION" o ,T\HE CURTIS PUBLISHING COMPANY INDEPENDENCE SQUARE, PHILADELPHIA