Word: newsstands
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Both magazines had agreed to print no more copies than usual, and accept no bulk orders-to discourage greedy grocers and housewifely hoarders. Thus many longtime newsstand buyers had to go without their copies...
This week the February Ladies' Home Journal hits the newsstands with Swift's ad. Admen estimated that Swift, whose coupons will have reached a total of 15,075,137 subscribers and newsstand buyers, would not have to redeem more than 5%, the standard figure for such promotions. But last week's sales indicated that the company might have to pay considerably more than the million dollars it would normally allot for the event...
...which has been consistently critical of U.S. foreign policy. It should have read OUR GENTLE DIPLOMACY, said shocked Editor-Publisher Max Ascoli, who, with his wife, one of the Chicago Rosenwalds, makes up the magazine's deficit. The Reporter cropped the printer's error from all newsstand copies, but all but 15,000 subscribers' copies had already been mailed...
...left-wing New Republic, which is written and edited for a discerning few (circ. 29,453), had bad news last week for the minority-within-a-minority who buy the magazine on newsstands. In a full-page advertisement, the magazine informed readers that American News Co., its longtime newsstand distributor, had decided to drop the New Republic because it is "not edited for a mass circulation." Retorted American News Vice President Herbert Frilen: "The New Republic was only selling 2,000 copies on newsstands nationally. Not only that: there was the cost of handling returns, more than...
...boost production to a twice-normal total of 149,000 copies an hour. Its traffic men plotted split-second schedules of distribution by truck, rail, all available regular airline service, and ten chartered planes. Across the U.S. our own circulation men, including TIME Circulation Director Bernhard M. Auer and Newsstand Managers Mark Slater and W. Stuart Powers, and 100 Select Magazines, Inc. distributors stood by to speed deliveries...