Word: newsstands
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When the returns were in, we found that we were only partly right about the newly returned veterans. Three in ten of our Louisville newsstand TIME buyers were veterans, all right, but seven in ten were Louisville civilians. In other words, three times as many home-fronters had taken to buying TIME on the newsstands as before...
...presence of so many veterans among these civilian newsstand buyers made...
...people). Most (68%) of the group of civilians and veterans were males in the salaried minor executive class, and a majority (69%) were married. Interestingly enough, more than a third were former TIME subscribers. They gave two main reasons for choosing to buy their copies of TIME at a newsstand: 1) it was more convenient and 2) they were not at present permanently located...
...returned servicemen here at TIME were not surprised at how many veterans were buying TIME on the newsstands. Having read TIME-and seen their friends queue up for copies -on all sorts of warfronts during the last four years, they had predicted that quite a percentage of our postwar newsstand buyers would prove to be servicemen who had got the habit of reading TIME abroad...
...were particularly interested in these newsstand buyers from the services because this was our first good chance to find out just what kind of men read TIME'S overseas editions. For many years this part of TIME'S circulation had not been measurable because the armed forces would not permit civilian questionnaires. Now, we have the following picture of these Louisville veteran readers...