Word: newsstande
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...Digest for December will print the biggest magazine run on record-5,440,000 copies for its, U.S. edition alone (plus 200,000 more for its British edition and 400,000 more in Spanish for Latin America). The U.S. copies will go for: subscriptions, 3,400,000; newsstand, 1,400,000; schools, 640,000. Newsstand sales are running 73% above a year...
From onetime richest Macfadden magazine, Physical Culture had come gradually to smell of must and stale sweat. Its newsstand circulation fell to a senile 36,156, the smallest in the Macfadden tribe. But Oldster Macfadden, stubborn and misty-eyed, always remembered that Physical Culture 42 years ago started him on his climb to fortune, publicized him as a muscle messiah. As long as he had the say he flatly refused to turn it into a beauty magazine...
...movie-magazine editor (Modern Screen, et al.), who went to Macfadden's Photoplay in 1937, last year merged it with Movie Mirror to make it top movie magazine (circ. : 800,000). It stresses health as the foundation of female beauty. With a print order of 275,000, alleged newsstand returns of the new Physical Culture indicated sales double those of the old muscle magazine...
...refunds will be cannot be known until the, A.B.C. (Audit Bureau of Circulation) has reaudited True Story's circulation. Preparations for the reaudit were made a month ago when Circulation Manager Samuel Oliver Shapiro (rehired three months ago; he was circulation manager from 1934 to 1938) sent newsstand distributors a letter asking them "to come clean"-to tell just how many copies of True Story they had sold. He added that the new management was not to blame, wanted to clean up the mess...
...mess, as the newsstand distributors did not need to be told, was produced by false reports of True Story sales. Since newsstand wholesalers ordinarily pay only for copies sold, and return the rest, the difference between the number of copies distributed and the number returned is usually good evidence of sale...