Word: readership
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Though dull and dowdy by U.S. slick-paper standards, the prospering weeklies reflect Britain's war-born hunger for higher living standards. For the middle-and working-class women who form the bulk of their readership, the magazines are handbag-crammed with counsel on beauty care, clothes, cooking, etiquette, interior decoration and romance...
...Passed-On Mules." If the church-owned Monitor does not always attain its ideal balance, it is because it agrees with the Christian Scientists who comprise 85% of its readership (and 90% of its staff) that disease, death and violence are mortal "errors." Thus the Monitor gives only token coverage to top medical stories such as the Salk vaccine; it sternly downplays disaster and crime. It shuns error-prone society and show-business chitchat and runs the world's tersest obituaries (omitting the cause of death and names of survivors...
...Capitol Hill to the White House (where 34-year Subscriber Eisenhower's copy* comes every Friday through the mail), from far-flung foreign bases to Washington's wire-service bureaus, which cull frequent stories from the Journal and label them "authoritative." Because the Journal has high-echelon readership (56% of its subscribers rank above Army captain) and high standards of accuracy, the Pentagon snaps smartly to attention when it barks. Examples...
...tabloid that has the biggest circulation (3,000,000) of any newspaper on the Continent, pays little attention to politics and only skimpily covered Germany's election campaign. He launched it only five years ago after a London trip exposed him to the British popular press. To build readership, he borrowed a bag of tricks from U.S. and British newspapering, e.g., traffic-safety contests, horse-drawn coach rides for every couple married in Hamburg...
...congregation at $1 a year (v. $2 for individual mail subscribers), thus can sell advertising space (1956 ad revenue: $402,000) on the basis of audited circulation. The magazine is put out by a ten-man lay staff under onetime Holiday Staffer Robert J. Cadigan, aims at general family readership with sharp picture layouts and easy-to-take text pieces...