Word: newsstands
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Last week Moscow's Literary Gazette scrutinized Pocket Books, Inc.'s 25? U.S. edition of Tolstoy's Anna Karenina, declared it "a monstrous crime against world culture." To catch the newsstand trade, the American edition wore on the cover a colored photograph of Cinemactress Vivien Leigh (Anna)* and moony, mustached Cinemactor Kieron Moore (Vronsky), separated by a nose tip from a Hollywood embrace. To Communist eyes this appeared "as bright and shiny as a toilet soap advertisement." In cutting the bulky novel by approximately two-thirds, gritted the Literary Gazette, the "American barbarians" had reduced Tolstoy...
Unlike the daily newspapers, which do a first-rate job of sports coverage, TIME is not immediately concerned with who won. Anyone who cares can find that out before the weekly issue of TIME reaches the newsstand. The editors of TIME believe that all of their news columns should be of interest to all readers, and Sport, therefore, has to give the news, satisfy the experts among TIME'S readers, and be clearly understandable to the uninitiated, as well. That is not an easy assignment, and Smith spends considerable time out of the office (e.g., the 1948 Olympic Games...
...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...
...fact was that every big magazine had fewer newsstand buyers-but more subscribers-than a 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...