Evening Star Newspaper, October 6, 1936, Page 13

THE EVENING STAR, WASHINGTON, ‘D. O, TUESDAY, OCTOBER 6, 1836.: My b 104,000,000 nickels One of the pet guessing games in the publish- ing business is how many people read a single copy of this or that magazine. Some use the old five-to-a-family rule; some go scientific on the 4.2 basis; some flourish surveys showing a ten-to-one multiple—go ahead, write your own formula,, : We honestly don’t know how vast is the match- less marketplace offered the advertiser in THE SATURDAY EVENING POST, but we do know some facts about our readers which we’re glad to give you and let you do your own figuring. We know that for the first six months of 1936 the average net paid circulation of The POST is 2,972,026 per issue—160,616 more copies per issue than in 1935—the largest average net paid num- ber of copies ever sold by any magazine in America! Now, of this unparalleled number, we know that there are per issue about one million sub- scriptions and about two million single copy sales. This means that in a year 104,000,000 individ- ual nickels are voluntarily paid over for single copy sales alone. : We know that all the 2,972,026 copies go to people who want The POST— people who pay full price for it—cash in advance—people on the way up—the kind of people to whom The POST ap- ‘peals and the only kind who make advertising pay. We know The POST never resorts to installment subscriptions, cut price combinations, free premiums or any other like-bargain lures as substitute for Simon-pure reader interest. We know, finally, that in the buying-power of POST readers alone, irrespective of any so-many- readers-to-a-copy ballooning, there is more busi- ness every year than almost any single manufacturer of any commodity can begin to supply! - THE SATURDAY EVENING POST, “AN AMERICAN INSTITUTION" +THE CURTIS PUBLISHING COMPANY {INDEPENDENCE SQUARE, PHILADELPHIA