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EVESTINft kEPftEB-FHILAPEEPHlA, MONDAY, MAY 24, 1915;
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REAL NATIONAL MEDIUM
The fourth of four advertisements descriptive of The Saturday Evening Post
Some one once asked Queen Victoria how long
it would take her to send a message to all her
subjects, to the furthermost confines of her empire.
She replied, "Eighteen months."
In one week you can send a message to the
furthest confines of the United States into every
city, every tank town, every R. F. D. route through
The Saturday Evening Post. Through the Post, you
can, almost instantaneously, not only talk to the
buying public of the whole country, but also flood
every channel of distribution, wholesale and retail,
with the knowledge of what you have to offer.
The rapidity with which the Post carries to
every essential point is due to the fact that it is a
real national publication.
To be truly national in the United States, a
medium of communication must reach not only all
parts of the country geographically, but it must
reach all sizes and types of community, all intelli
gent classes of people, all interests, both sexes, all
ages. It must be wholly without limitation.
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The Post is free from limitations of age and of
sex. Its appeal is to the youthful as well as to
the mature. While it probably has more women
readers than any except the purely women's pub
lications, it also is read by more men than any
other publication.
It is clear of limitations of scope, covering not
one subject or group of subjects, but all subjects
reviews, literature, fashion, fiction, religion, social
progress, commerce, politics, science.
It holds no brief for any one class it is not
capitalistic or muckraking or militant.
It is independent in politics and presents all
sides of controversial subjects. In the last presi
dential campaign, Mr. Wilson, Mr. Taft and Mr.
Roosevelt, all told their stories through the Post.
At the outbreak of the European war, eminent
spokesmen for each combatant laid their cases
before the American people through the Post.
The Post reaches all sections of the country, its
circulation having been developed in proportion to
the dissemination of population and the degree of
business activity.
It penetrates to communities of every type and
size 37 per cent, of its readers are in large cities,
41 per cent, in smaller cities and towns and 22 per
cent, in rural districts.
Above all, it is free from the limitations of thin
distribution, its circulation being large enough to
give it in each community a clientele which makes
it a powerful local factor there.
There is but one limitation on the Post, and
that is the same limitation that all manufacturers
face the limitation imposed by the varying intelli
gences and purchasing powers of the public. It does
not go below the line of people who can afford and
appreciate a $1.50 periodical.
In brief, the explanation of the power of the
Post as an advertising medium is four-fold :
1. An editorial policy which builds upon
the dominant motive of American life
the impulse to survive.
2. A method of sales and distribution which
automatically takes it to those places
where trade in most commodities is
most brisk.
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3. An established place as a barometer of
advertising activity, continually im
pressed anew upon active business men,
4. An utter freedom from limitations which
makes it a truly national medium.
The Saturday Evening Post goes to fully two out
of every five families accessible to national markets
who enjoy incomes which make them probable
purchasers of most nationally advertised goods.
It reaches them, and the channels of trade
which supply them, with a promptness and inci
siveness which achieve in a few months results
which the merchandising methods of the past
would have taken decades' to accomplish.
THE CURTIS PUBLISHING COMPANY, INDEPENDENCE SQUARE, PHILADELPHIA
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The Ladies' Home Journal
The Saturday Evening Post
The Country Gentleman
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