Word: digestibility
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Dates: during 1950-1959
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Although Reader's Digest (circ. 15 million) is the world's biggest monthly, Owner-Editor De Witt Wallace still answers his own phone, edits most of the magazine's stories, and writes most of his own letters longhand. Last November, Editor Wallace sent off a letter to "Jerclaydon, Inc.," a company so obscure that he could not even learn the names of its officers. Wallace simply addressed the letter: "President...
...Digest, which periodically runs "Consumer Reports" telling its readers about promising new products, had run across Jerclaydon's Glamorene, a new kind of rug cleaner. Before it recommended the product, the Digest, as it does with all new products, had it tested by Stamford's (Conn.) York Research Corp. Wallace gave Jerclaydon the results: ". . . after more than a thousand tests on over 100 rug-cleaning products the laboratory reported: 'Best rug-cleaning compound for home use we have found. Best on-location cleaner for institutional use.'" Adding that the Digest was preparing a three-page article...
Editor Wallace got them to sign a pledge not to make advertising hay of the Digest's approval, but he let them use his letter to recruit dealers because "we . . . want any recommended product to be available in the stores...
Soon after the Digest story came out in February, President Clayton Hulsh found that "we couldn't keep up with the orders." March and April sales skyrocketed to $1,000,000 a month...
TIME'S [article] indicates the need for quasi-official agencies to compile, digest and evaluate those statistics so important in constructive planning of these vital areas...