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About Medford mail tribune. (Medford, Or.) 1909-1989 | View Entire Issue (Oct. 5, 1941)
MEDFORD MAIL TRIBUNE, MEDFORD. OREGON, SUNDAY. OCTOBER 5, 1941. PAGE SEVEN DEFINITE CHECK ON ADVERTISING Audit Bureau of Circulation Rules Out Guesswork In Money Spent Advertising On October 18, 17 the mem ber! of the Audit Bureau of Circulations, of which this news paper Is a member, will meet in Chicago for their twenty eighth annual convention. The bureau is a cooperative and nonprofit association of two thousand publishers, advertisers and advertising agencies in the United States and Canada and is an important factor in the progress of the advertising and publishing industry. At the Chicago meeting the members will elect officers and discuss circulation methods and problems of mutual interest. The objects and accomplish ments of this association are of direct concern to all advertisers. Definite Check Whether a business makes an annual investment of $500 or $9,000,000 for advertising pur poses, it is of course desirable that the maximum value be obtained in exchange for the money expended. In determin ing the media and methods to be used, a careful study of values In the light of existing, ap proved standards is essential to the most profitable results. The definite standards which advertisers use in evaluating newspaper advertising are the result of the work of the Audit Bureau of Circulations. The Bu reau, or A BC, as it is better known to advertising men and publishers, was established in 1914. Previous to that time the publishers of newspapers had no generally accepted ways and means of telling advertisers about their circulation. In other words, there were no established standards for circulation values or accepted methods of verifica tion of the circulation that pub lishers claimed. The publisher who actually had a circulation of, say 50,000 was at a distinct disadvantage In meeting the claims of a competitor who might claim 50.000 but really have only 25,000. In addition to wanting audit ed figures the advertisers of that day began to ask for other Information. Who reads the pub lication? Where does it go? How Whether yon want home wired or Just i nev extra OLSON ELECTRIC S N. Central Smart Streamline Design Feature Pontiac Line 194 Ponhee Torpedo De Luxe Sedan Coup ... a new I ... 1 19-inch wheelbue, with either six- or eight-cylinder model in the De Luxe line . . . tame as the famous Sedan engine . , . restyled in appearance ... SO pa cent longer Coupe of the Streamliner which broke all records in 1941 1 front fenders . . . aw wider radiator grille. Buick Convertible Coupe Style Leader FULLY STREAMLINED and with longer wheel ban, the 1942 Serlea 70 Roadmaster convertible coupe typltlea the smart styling of the new Buick models. Wide, low radiator grills, heavy bumper curved to protect fenders both front and rear, are among design features. Outstanding fender treat ment carries fender lln through the doors In sweep ing contour. License plates are Incorporated In the bumpers between heavy bumper guards. The ena piece, side opening hood covers a 166 horsepower valve-ln-head straight eight engine featured by Im proved compound carburetion. The top Is electri cally operated and covera a larga elx-paaaanger riding compartment of normal sedan dimensions. much do people pay for It? The answers to these and other ques tions, of course, have an import ant bearing on a publication's value to advertisers. Formed in 1914 Recognizing the mutual need for dependable facts and figures on circulation, in 1914 a group of publishers and advertising men organized the Audit Bureau of Circulations for the purpose of establishing uniform stand ards of circulation values and verifying the circulation figures and methods of the publisher members. The bureau operates under direction of a board of twenty seven directors elected by the membership. Serving on the board are 12 advertisers, three advertising agency executives and 12 publishers. Thus through majority representation on the board the guidance of the bur eau's policies Is in the hands of the buyers of advertisisg. The bureau has a staff of es pecially trained auditors who make an annual audit of the circulation records of each pub lisher member. The reports based on these audits are then made available to advertisers so they can buy space In news papers and periodicals on the basis of definite standards and known values. National advertisers and their agencies have long made exten sive use of the information in A.B.C. reports. In the case of merchants and other local ad vertisers with limited appropri ations it is of course just as important that they too use a definite measure of values when they buy advertising. They buy land sell merchandise by well- known measures of weight, quality, color, etc., and now A.B.C. has made it possible for them to make their investments in newspaper advertising by means of equally accurate and verified information. The extent to which news paper advertisers are protected by A.B.C. verified circulation is evident from the fact that 90 per cent of the daily newspaper circulation of the United States and Canada Is audited by the bureau. Only publications with paid circulation are eligible for A.B.C. membership. This quali fication is important to the ad vertisers as paid circulation is dciinite evidence of interest on the part of the readers. The Mail Tribune is an A.B.C. newspaper. Our advertisers and prospective advertisers are in vited to ask for our latest A.B.C. report. NAZI 'PIRACY' ON HIGH SEAS MUST STOP SAYS HULL Washington. Oct. 4. 6rV Secretary Hull today described the sinking of the American- owned tanker, the I. C. White, as an act of "frightfulness", and called upon the United States to invoke the right of self-de fense against Nazi "piracy". The fact that the ship had been transferred to Panamanian registry, placed at the disposal of the British and was sailing under British orders was secon dary. In his opinion. He made It clear that to his mind the real significance was that: The I. C. White was torpe doed as part of the Nazi program of world conquest. That that movement necessitated the com mand of the seas, which Ameri ca must resist in its own self de fense. Observers immediately tied his remarks In with the current agitation for revision of the neu trality law. The administration wants that act amended to re move restrictions which now forbid American ships to carry guns for their protection and keep them from sailing into bel ligerent ports with supplies. President Roosevelt plans a conference with senate leaders of both parties next Tuesday, af ter which he will decide the ex tent to which congress will be asked to revise the law. FAT FRED'S HURT IS II 1) 1 1 ik n b ml h 1 Ail tl ; Obituary Baby Virginia Ann Snyder Virginia Ann Snyder, Infant daughter of Mr. and Mrs. Ira M. Snyder of route 1, Medford, passed away late Friday eve ing. at a local hospital. Funeral services will be held at the graveside at the Phoenix ceme tery Monday afternoon at 2:00 o'clock. Elder Drayson of the Adventist church will officiate. Dm Mall TrlDune want ads. COLLECTORS' ITE MGrbsge collectors asking more pay carried garbage cans, In picketing Rochester, N. Y city halt LANDMARK BURNS Tillamook, Oct. 4. OP) Smoking ruins were all that re mained today of the three-story frame Netherlands hotel, one of the Tillamook landmarks. Cloalng time lur Claaatfled Ads a. m. Too Late to Claaalfj 13:30 p NOW ON DISPLAY! Sao the new and finer FORD and MERCURY models for 1942 . . . . NOW ready for YOUR Inspection! To the people of Medford and the Rogue Riyer Valley we extend our sincere thanks for your nthuilattie reception of the new and finer FORD and MERCURY for '42 Without doubt these cart art the greatest achievements In Ford history brilliantly styled, outstanding la mechanical perfection, exceptional In perform ance, comfort and all 'round economy! We are indeed grateful to the people of this community for their outspoken praise and recognition of the true excellence of these FINER FORD and Mercury models! GRATER LAKE MOTORS SIXTH STREET and PACIFIC HIGHWAY TELEPHONE 2929 Brooklyn, Oct. 4. (Exam ination of the Injury Freddy ritzsimmons received in the Yanks Dodgers world scries game today disclosed only a painful bruise and a broken blood vessel and Dr. Frank Glenn released him from New York hospital tonight. Fitz was struck just above the left knee by a sharp liner in the seventh inning and was retired from the gmae. He was taken to the hospital for X-ray examination, which disclosed no fracture. As soon as the examination was completed, the 40-year-old knuckle-bnller left the hospital for his Brooklyn hotel and a steak. AT CANYON EDGE Needles, Calif., Oct. 4. UT A report that a B-18 army bomber, missing since Thursday night, had been sighted near the southwest rim of Arizona's Grand canyon sent army bomb ers soaring over the area this afternoon. The reports reached here from Santa Fe railroad and private sources In Kingman, Ariz. The sheriff's office there said it had heard rumors but had received no definite report and had sent out no searching party. The location was reported as 35 miles north of Peace Springs, Ariz., a Santa Fe station on the canyon rim. It is approximately 125 miles east of this California Arizona border town. Calls Unanswered Seattle, Oct. 4. (JP) Radio calls to the wooden freighter Donna Lane, reported in trouble in the Bering sea, went unan swered tonight as the United States coast guard cutter Her mes steamed toward her report ed position 120 miles from St. Paul island. Bring Your Gar Up To Date Let us Install AIRFOAM Cushion Pads Only genuine FIRST GRADE Airfoam usedl We do not stock seconds or second grade. We have sise to fit both new and older model cars. Hohlweg'sTop & Glass Shop Bth b BartletL Phone 3075 Dae Mall TrlBune rant ads. ARMSTRONG HEADS BAR Indianapolis, Oct. 4. (P) With election of Walter P. Arm strong, 57, of Memphis, as presi dent, the American Bar associa tion neared the close today of its 64th annual convention. 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