Hank Bookman purchased a quantity of books on sex education for children at a close-out price. He chose the above-mentioned class magazine, a family-type magazine and a detective group. Only the class men’s magazine was profitable. The readers of the other media apparently were not sophisticated enough to buy a sex education book for their children. This, despite the fact that they might have and indeed did buy a sex book for their own use, advertised in the same publications! These are some of the points to consider in appraising the character of a publication. Position Every advertiser wants his ad displayed in the most prominent place. The more people who see it, the better chance for it to pay out. The front cover or page (in the case of a newspaper) would be an ideal position, but with the exception of a few trade magazines, publishers in this country do not sell this space. (In England such practice is the rule rather than the exception.) The next best position is the back cover or page (if a newspaper). As a matter of fact, some advertisers claim that the back page is seen more often than the front; they point to the growing habit of many readers to begin from the end. There have been several studies made on the question but nothing to unseat the front page prominence has come from these surveys. The back cover, being the preferred position, is naturally the most expensive.
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02-09-2007
