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EVENING LEDGEK-PHXLABELPHIA, TUESDAY, SElJTEMlfEK 19, 1916
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The Dominant Medium
The dynamic force of 2,000,000
circulation is not the sole reason for
the dominance of The Saturday
Evening Post.
The structure of its distribution is
an important factor.
The circulation system of the Post
is such that where trade is brisk,
there the Post is strong.
This is because the Post is sold,
not by magazine methods, but by
the methods of commercial mer
chandising. It has not clung to the
traditional publishing method, which
is, in effect, turning the output over
to a selling agent.
It has developed an exclusive sales
organization.
The entire country is divided into
six sales districts, each in charge of
sales managers responsible for its
development. These managers deal
with more than 100,000 retail
outlets.
Half of these are subscription rep
resentatives. Subscriptions for the
Curtis publications are never bought
in bulk or obtained by premiums or
club offers. Each order, unless sent
in direct, is individually solicited by
a Curtis canvasser. Thus the entire
subscription effort is directly con
trolled and stimulated from the
home office.
The singlQ-copy sales are even
more significant. These are made
through a force of 50,000 local rep
resentatives, who work under the
direction of a wholesale force of
2,000 district agents. Each district
agent is in charge of a small territory.
He reports direct to Philadelphia.
Fifty roadmen are constantly trav
eling, studying local conditions, re
cruiting new representatives, "gin
gering up" sales.
This sales system is parallel to that
by which any other nationally sold
product is marketed: i
1. District sales manager
2. Salesman ;
3. Wholesaler
4. Retailer
It searches out the potentialities of
each section, each city, each district,
even each street corner. It follows
the movements of trade. It taps the
points where active buyers congre
gate. It can be rapidly expanded.
Thus Post sales parallel the com
mercial opportunity for other
products.
The Post reaches 2,000,000 fami
lies, not only of the kind of people
worth reaching, but also located
where they are of most value to
the advertiser.
b
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THE SATURDAY
EVENING POST
t
The medium of dominance
j'fSA.
What 2,000,000 circulation means
will be the subject of our next adver- v ?
tisement, to appear September 22.
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