Word: readership
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...surveys have shown that 89% of Broadway theatergoers take their Playbills home -and some 5,000 of them, including two customers in India and one in New Zealand, buy leather binders ($2.50 to $5) with which to preserve their copies. Most throwaways are hurled at the largest possible readership. Playbill has been interested only in Broadway theatergoers, of which there...
...locale. "I just bought New Orleans," he told a friend after his Southern coup. Newhouse once had a chance to buy Israel's Jerusalem Post, but turned it down?thereby sparing his friends the observation, "I just bought Jerusalem." His properties are valued not by content but by readership. "It's a great paper," said Newhouse, after buying a minority interest in the Denver Post two years ago. "It has a circulation of 250,000." When he is moved to talk about the printed matter in his papers, Newhouse sounds like an atheist discussing the relative merits of Christianity...
...effect of the big wire services, whose international coverage appears?often verbatim?in nearly every U.S. daily, the glandular growth of syndicated features and columnists, and even the steadily rising per-copy cost of newspapers have all combined to help winnow the ranks. Newsmagazines have cut heavily into newspaper readership. So .has TV, which, from a-dead start around 1948, now absorbs some 14% of every advertising dollar?and five hours daily of the average televiewer's leisure time...
False Notions. Last week editorial snipers began zeroing in on Rogers from all sides. The World-Telegram ran an editorial, "We'd Like the Ads. But . . ." that pointed out the obvious: advertising comes to the paper with readership and readership comes to the paper that does its job. Even Senator Goldwater chastened Rogers for his peculiar notions. 'T know a little more about newspaper advertising than he does because I've been buying it for years." Goldwater said. "You buy where the market...
...TIME'S chesty readership figures are accurate, more than half the knowledgeable women in America were given a wrong idea about bras in the June 29 fashion article...