Word: admen
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...took it over from its printer and paper company in 1934, in a deal which presumably permitted him to ignore its back debts unless it made money. In 1937 he got Butterick Co.'s 68-year-old Delineator the same way, rolled the two magazines into one. But admen last year bought only slightly more than two-thirds as much Pictorial lineage...
Fifteen years ago the firm Blackett & Sample was organized by Chicago Admen Hill Blackett and John Glen Sample. In 1927 E. (for Edward) Frank Hummert, longtime newspaperman, Liberty Loan slogan writer ("Bonds or Bondage") and pressagent, joined the firm as copy writing chief. In 1930 pretty, brown-haired Anne Ashenhurst, newspaperwoman, was hired to help him. With his young new aide, Frank Hummert discovered that the jackpot in the radio business was the serial "script show...
Last week, one magazine, LIFE, made public not only for itself but for three other big-selling weeklies, the first results of a survey, conducted by independent experts,* showing that if admen preferred to buy audiences, magazines could make an impressive showing under that system of scoring...
These findings, published in eight newspapers, aroused Crowell Publishing Co. (Collier's) to deny publicly any connection with the study, deny its attributed audience of 15,900,000, declare such figures "unsound and confusing." Advertising Age, admen's newspaper, reported a long background of discussions toward a cooperative study by advertising agencies and leading magazine publishers to measure "the limits of magazine audiences, thus giving advertisers a readership potential comparable with the number of radio sets," hazarded a guess that publication of LIFE's first findings might accelerate this cooperative project...
...claims of every kind of branded product from mouthwash to maple syrup. Most of these are counted in such big, general groups as the Federal Council of Churches (24,000,000), General Federation of Women's Clubs (2,000,000), Parent- Teacher Association (2,000,000), but many admen would also add the U. S. Government and the nation's schools to their list of potential debunkers.- Last week the American Druggist, Hearst-owned monthly that goes to 43,000 of the 58,000 retail druggists in the U. S., sought public support for the most ambitious counterattack...