Word: newsstands
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...bible of the business is the pocket-size, 15? weekly TV Guide. In a scant 2½ years, it has become a standard fixture in thousands of U.S. living rooms, and the last official check by the Audit Bureau of Circulation (in the first quarter of 1955) showed newsstand sales of 2,378,000, thus made it the biggest weekly newsstand seller in the nation...
...still growing: fortnight ago it launched its Oregon edition, i.e., local program listings and news inside a national news-and-feature jacket; editions are being readied for Oklahoma, Georgia, Louisiana. For its Oct. 1 issue, TV Guide will guarantee 39 separate editions, mail and newsstand circulation of 3,000,000 weekly...
Three years ago the U.S. Department of Justice took out after American News Co., biggest U.S. wholesale magazine distributor, and its subsidiary, Union News Co., biggest newsstand vendor. American, the Government charged in an antitrust suit, used its newsstand subsidiary as a weapon to grab exclusive national distribution rights for magazines, and Union (at American's direction) refused to sell any publication without American's consent. To end this restraint of trade and discrimination against publishers, the Justice Department went to court to force American to give up its control of Union News...
Last week the companies promised to behave in a consent decree and the Justice Department dropped its attempt to split them. Union News, though still controlled by American, must "buy, display and sell magazines on the basis of [its] own interests" as a newsstand vendor. The decree also prohibits American telling publishers that it can get preferential treatment on Union newsstands...
This week Confidential's latest issue was on its way to newsstands all over the U.S. ("Loaded with sizzling exclusives"), and the magazine trumpeted its success: "Over 4,000,000 and going up." Like everything about the magazine, the circulation claim was excessive. Confidential has applied for membership in the Audit Bureau of Circulations; if accepted, it will come in with a circulation of about 2,230,000, its average for the first six months of 1955. But its newsstand growth has been so fast (only 30,000 readers subscribe by mail) that Confidential expects to reach its circulation...