An Old Marketing Idea Applicable Today – Know Your Bottom Line!

There is a vast distinction between distribution for the sake of increasing the circulation figures and distribution for the sake of increasing the number of advertising responses.

There is a difference between a circulation which strikes the same reader several times in the same day and the circulation which does not repeat the individual. There is a difference between circulation which is concentrated into an area from which every reader can be expected to come to your establishment, if you can interest him, and a circulation that spreads over half a dozen states and shows its greatest volume in territory so far from your establishment that you can’t get a buyer out of ten thousand readers.

You’ve got to weigh and measure all these things when you weigh and measure circulation figures. It isn’t the number of copies printed, but the number of copies sold—not the number of papers distributed, but the number of papers distributed in responsive territory—not the number of readers reached, but the number of readers who have the price to buy what you want to sell—that determine the value of circulation to you.

You can take a single egg and whip it into an omelette soufflé which seems to be a whole plateful, but the extra bulk is just hot air and sugar—the change in form has not increased the amount of egg substance and it’s the substance in circulation, just as it is the nutrition in the egg, that counts.

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