Word: journals
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Dates: during 1940-1949
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...herald its record-breaking October issue, the Ladies' Home Journal ran a huge picture of an elephant in full-page newspaper ads. The headline trumpeted: AN ELEPHANT NEEDS NO CERTIFICATE FOR ITS SIZE. Last week the elephant's ears were drooping...
...move that set the magazine industry buzzing, the Journal-impelled by a dip in circulation-cut its ad rates 5%. It offered advertisers rebates on several 1948 issues that had not delivered all the circulation expected. It was the first cut by a major magazine since the depression. Though Curtis magazines base their rates on the estimated circulation for six months ahead but do not guarantee the estimate, the Journal felt a "moral obligation" to cancel most of the 7½% rate increase that had helped make its October issue so rich (TIME...
...Journal was not alone in feeling a sinking sensation. The Audit Bureau of Circulation, the admen's statistical bible, showed that the Saturday Evening Post and McCall's had also fallen below their circulation bases for brief periods during last spring's newsstand slump...
Lowered Sights. All this made the usually astute Wall Street Journal jump to the conclusions that the Journal's decision "is expected to foreshadow a reversal of the upward trend in magazine advertising fees"; and that subscription sales, as well as newsstand sales, were "sliding." But A.B.C. figures showed this was not true-not yet, anyway...
...year ago. (Some were converting newsstand buyers into subscribers, to stabilize their circulation.) Most circulations were up a shade, and none had lost more than 90,000 in the first half of 1948. It was the ups & downs of newsstand sales that had hit the Ladies' Home Journal: its average sale for the six-month period was above its base of 4,500,000, but the April, May and June issues had fallen below it. So now the base was being lowered to a more conservative...