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Ad sense Volume 15 ; devoted to the interests of buyers of advertising

Ad sense Volume 15 ; devoted to the interests of buyers of advertising

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This historic book may have numerous typos and missing text. Purchasers can download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1903 Excerpt: ...the magazine has been relegated to the past. One of the most remarkable instances occurring which conclusively demonstrates the foregoing is here given word for word: Business Department American Boy. Detroit, Mich., June 18, 1903. The Frank A. Munsey Co., in Fifth Ave.. N. Y. Gentlemen: Enclosed find a request for catalogue received by the Sprague Correspondence School of Law to-day, which, you will note, says it was caused by an advertisement that ap-peared in Munsey"s Magazine seven years ago. As this is tangible evidence of the long life of Munsey's advertising, I thought you might like to have it. Yours very truly, G. O. Ellis. Value of Space Space is valuable to the advertiser according to its percentage of returns; not according to its cost price. Many cases are in evidence 276 where the advertiser lias received replies out of all proportion to money expended in space per contra. There are also many instances in which the advertiser has fallen down utterly when returns from money invested in space have been considered. In nine cases out of ten failure upon the part of the publisher to "make good' in the shape of results is due to vital weakness in the construction of the advertisement. Publishers' rates are to-day based on circulation and upon known results accruing from this circulation. The publisher, however, can not guarantee to produce, from a weak advertisement, returns commensurate with the value of the space he has sold to the advertiser. Nevertheless, the advertiser invariably places the blame upon the publishers. He questions the quantity and quality of circulation and withdraws his patronage from the publication. It may not be denied that there is occasionally a publication that maintains a rate out of all proportion to its actua...