Hope Star from Hope, Arkansas on February 16, 1954 · Page 6
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Hope Star from Hope, Arkansas · Page 6

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Location:
Hope, Arkansas
Issue Date:
Tuesday, February 16, 1954
Page:
Page 6
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HOPE STAR, HOPE, ARKANSAS Tuesday, February 16, 19§4 /j* S-Lv''.' *K.< 5? "'• .¥ ' „ £•" Ir _Vti V, Mr. Merchant, Why Not In The Hope Trade Your Advertising Selling Job With HOPE STAR'S 1953 ABC CIRCULATION AUDIT The following are excerpts from Hope Star's 1953 circulation audit as released from Chicago today by the Audit Bureau of Circulations: Paragraph 8: Daily average net paid circulation by zones: City Zone .Evening Dealers and carriers 2,005 Publisher's counter sales .:...•,............ 12 l^^ Total City Zone ..;,............:.. 2,017 Retail Trading Zone Dealers and carriers 199 'Mail Subscriptions ' 923 ;/Total Retail Trading Zone 1,122 Total City & Retail Trading Zones 3,139 All Other — Mail subscriptions r 126 TOTAL NET PAID 3,265 Paragraph 25; Distribution in towns receiving 25'or more copies in detail by counties, as^elUas the total only for towns ^receiving less than 25 copies .daily, - Evening, December 10, 1953 ' The listing below gives gross distribution for one day only and is greater or less than the net paid average for the period covered by this report by the following percentages: City Zone : 2.89% greater ^Retail Trading Zone 4.28% greater All Other . . ..:........... 23.81 % greater GRAND TOTAL.. ' 3,80% greater t The "adjusted figures" of county totals appearing below have been arrived at by decreasing (or increasing) the listed county total figures by the appertaining percentages as above set forth. These adjusted county totals will, therefore, approximate the net paid average for the period covered by this report. ""Balance in County" is comprised of the distribution in towns receiving less than 25 copies which is not identified with the towns, townships or minor civil divisions listed. HEMPSTEAD COUNTY Dealers Hope 2,063 (Adjusted figure Mail Blevins 68 Fulton ............ 30 35 Hope Rural Routes ........ 374. McCaskill . 52 AAcNab' 28 Ozan ... 42 Pofmos 80 Washington '.' 29 60 *Balance in County 21 Total 2,063 2,017) 68 65 374 52 28 42 80 89 21 Daily Average Net Paid LAFAYETTE COUNTY Dealers Mail TotaS Lewisville 26 26 * .Balance in County 7 7 Total Lafayette County 33 "-'• . • ... , (Adjusted figure NEVADACOUNTY Emmet Prescott Rosston : Balance in County .'... 48 84 95 46 71 7 33 27) 143 130 71 7 Total Nevada County.... 132 219 351 (Adjusted figure 337) MISCELLANEOUS COUNTIES Under 25 copies 26 26 (Adjusted figure • 21) TOTAL IN ARKANSAS 2,254 1,085 3,339 Adjusted figure 3.225) ALL OTHER STATES .MISCELLANEOUS COUNTIES UNDER 25 CQPIES ,... i . (Adjusted figure MILITARY SERVICE — DESTINATION UNKNOWN (Adjusted figure 48 48 39) 2 1) SUMMARY TOTAL ARKANSAS 2,254 1,085 '3,339 TOTAL ALL OTHER STATES 48 48 TOTAL MILITARY SERVICE — DESTINATION UNKNOWN 2 2 GRAND TOTAL 2,254 1,135 3,389 (Total Adjusted figure 3,265) The average net paid circulation as reported by publisher in statements to the Bureau has been substantiated by this audit.- For comparative purposes, the average net paid circulation by quarters in previous audits and for the per.iod covered by this report is shown below: Total Hempstead County 59 (Exclusive of Hope) (Adjusted figure 760 819 785) 1st Quarter 2d Quarter 3d Quarter 4th Quarter 1st Quarter 2d Quarter 3d Quarter 4th Quarter 1st Quarter 2d Quarter 3d Quarter 4th Quarter 1st Quarter 2d Quarter 3d Quarter 4th Quarter 1950 1950 1950 1950 1951 1951 1951 1951 1952 1952 1952 1952 1953 1953 1953 1953 |i HOWARD COUNTY f: |>$$ ( tence in County County.... ' (Adjusted 3,654 3,485 3,562 3,499 3,518 3,424 3,873 3,813 3,665 3,297 3,152 3,214 3,274 3,273 3,217 3,296 CITY — Hope, Ark.; Hope Star DATE — January, 1954. AUDIT BUREAU OF CIRCULATIONS End of Audit Report. The Audit Bureau of Circulations, Chicago, by its own definition is: "A co-operative association of advertisers, advertising agencies and publishers for the verification of circulation of newspaper and periodical members in the United States and Can- 111 I .« llv^ ada. '•: 1 5*iwJ! It is controlled by those who buy advertising (manufacturing, merchandising and service companies, and their agencies) rather than those who sell advertising (newspapers and magazines). Pick up an invoice for newspaper advertising and you will find that you are billed for so many column-inches at so much per inch. That's how it is billed — but that isn't hovr it is sold. The price of an inch of advertising, is meaningless unless you know what the paper's circulation is. When you know that you know the cost. The cost of advertising is the cost per inch, per thousand circulation. That's the great yardstick by which advertising is bought and sold from coast to coast. The national advertisers call it "the milline" — the cost per line (1/14th of an inch) per million circulation. Now you know why ABC audits are important. They verify circulation -— the factor which is combined with the publisher's charge per inch to establish the advertising cost yardstick. Hope Star's local advertising costs about the same today as in 1929. The rate-per-inch is higher, it is true — but circulation also has increased. Here is the comparison: 1929 1954 Local "open" rate per inch per thousand 20c 21.lc And that's a performance we feel deserves a page advertisement all its own. 55ih Year An AP Newspaper Member of the Audit Bureau of Circulations *' k I V i i « *• ."'Jta, !'4\£.,.?^'*kJi.^

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