Word: readership
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...departure of the Mirror will carry 500,000 New York newspaper buyers into oblivion. If so, it would be a part of a vanishing act that began in 1957. That year, after raising their price to a dime, the three afternoon dailies collectively lost a 333,000 paid readership -only 46,000 of which has come back. After the city's 114-day newspaper strike last winter, another 500,000 buyers disappeared for good. If prophecies about the Mirror prove true, the total loss will soar past...
...publication of such exclusive editorial devotion, Sunset has attracted a considerable if parochial flock. Each month it reaches a paid readership of 733,304, all but a handful in the eight Far Western states-California, Oregon, Washington, Arizona, Idaho, Nevada, Utah and Hawaii-that Sunset regards as its parish. It is not interested in the rest of the U.S.; it even discourages outside circulation by charging a premium subscription rate of $1 more a year. The ideal subscriber is perhaps typified by the man who moved his family West from Minnesota and informed the magazine that "Sunset...
...Fickle Readership. What probably spared the Mirror so long was that Berlin could not get the proper price. Several years ago the paper was offered to Publisher Samuel Newhouse, whose appetite for new "properties," as he calls them, is inexhaustible. Newhouse would not even bid on a paper that was losing $2,000,000 a year. The Mirror simply had nothing to sell that others were not selling better. TV had usurped its entertainment function. And even sex, that once dependable tabloid ware, was not so marketable any more. Contemporary fiction and the new girlie magazines did the job more...
...circulation was a dangerous overlap of the News's. A 1961 survey, conducted by an independent Manhattan research company for the Daily News, showed that seven out of ten Mirror readers also read the News on weekdays-and nearly nine out of ten on Sunday. Such duplicate readership is fickle, as New York's 114-day newspaper strike proved when it ended last April. Almost at once, Mirror circulation dropped by 85,000-the suspicion was that the defectors were readers who had found they could do without the other morning tabloid.* Advertisers seemed to feel the same...
...insincerity of the gesture is clear from the fact that cigarette advertisements still appear in magazines, on billboards and on television where young people will see them. Some advertising is placed in magazines with nearly an exclusively youthful readership. Presumably these advertisements are intended to influence only committed smokers; but are they less inviting to newcomers than advertisements in college publications...