ERIC Number: ED096674
Record Type: Non-Journal
Publication Date: 1972-Nov
"A Limited Number of Advertising Pages." Journalism Monographs, No. 25.
Garberson, John W.
This report provides information on the background against which the "Readers Digest" began to carry advertising in the United States, the implementation of the decision to do so, the evolution from accepting ads to selling space aggressively, and the performance of the magazine's advertising sales forces as of early 1972. The information provided on the "Reader's Digest's" policy change on accepting advertising is not based as much on research as it is on the personal experiences of the author, who worked as the advertising promotion director of the "Digest" from 1961 to 1966. While the outlook for mass circulation periodicals is viewed pessimistically by editors and publishers, the future of the "Reader's Digest" is considered by its publisher to be more secure. (RB)
Publication Type: Books
Education Level: N/A
Authoring Institution: Association for Education in Journalism.