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and Member Audit Bureau Circulation and Class A Newspapers Serving and the rural district of North York Heart Throbs Humor A Gambles by Andrew Limited Subscription for two years or copies are each Member Class A Weeklies of Canada Association and Ibe Audit of Circulations ne year In advance Single nadian Weekly Newspapers Ian Baxter Publisher Philip Jones Editor Ge SporU THE EDITORIAL PAGE FOURTH DAY OF MAY NINETEEN HUNDRED SEND ME A MAN WHO READS Modern advertising may not be an art but it has become a creative profes sion The Era and Express recognizing the importance of keeping its readers posted on modern advertising has for some months past published a series of advertisements on advertising itself pre pared by leading agencies It was in the proven capacity of advertising that American business invested the record sum of 119 billion last year The Weekly Newspaper and we are a member has recently printed and distributed its second com prehensive readership study of a Cana dian weekly newspaper Introducing the study the association says The objec tive of every advertiser is to have his message noted and absorbed by the right audience The association then proceeds with the most conclusive sis of the pages of the Alber ta Weekly Globe circulation 2795 Like the Era and Express circulation the Globe is a member of the Class A Newspapers The survey was conducted by an independent body super vised by the University of Alberta The results summarized below are not new to advertisers in the Era and Ex press Increased confidence in the ability of this newspaper to deliver the message and to get it read are evidenced by the Increased advertising carried each week The Globe in was up against 12 radio stations three TV stations four daily newspapers farm publi support for his dealer his sales potential lies Weekly papers saturate their market art more than any other competing or local media Weekly not write headlines to boost Factual news coverage builds reader confidence and The weekly also gives the advertiser the advantage of seven days exposure to all members of the household outer space is lo sprier week disposing of the hat an article Get out You see I WCndfirs v lib leftovers e and the w Anyway to get back to this who risked his reason we visit him Unfortunately for him Advertisements paper also gel mon An open makeup rr breathing space ana higher reader- the plaudits of his ity lif hour out of my getting into because said the dailies the survey shows that weekly newspaper readers spend more time read ing fewer pages The personal journal ism of the weekly newspaper imparts a local or to til advertising local or national Product and dealer are brought together in the atmosphere of the com munity market place Send me a man who reads was the caption of an advertisement that cap tured top honors in a nationwide US competition The ad was dedicated to the that the habit of reading is one of the mot valu able thai foi On the survey be if rid Is about the at Her summarized that followed a convincing page by page breakdown of the study Weekly newspapers enjoy unequalled nil im id anil re id front to back by every member of the family Pass on readership is a bonus feature of the weeklies Selectivity of markets assures the advertiser of direct can acquire for professional success cultural enrichment and for personal pleasure Our columns filled with news and advertising are used creatively in the public interest WAKE UP FIDOI As far as the cancellation of parking tickets is concerned Itieve Sidney may content to let sleeping dogs lie judging from his remarks in a council meeting this week Hut we intend to prod the dog awake if we get half a chance Although the reeve may feel that a big fuss is being made about noth ing we would remind him that a question of principle is invoked that far out- hs the menace of one particular Our Readers Write Secondly my car Thirdly turning kill I I- hull arc pop- 1961 Census Of Population Readers Picture Of The Week only Among 111 II sl liiHi dene t Inst naked in lull i Ago 1 In will cat back at final Una judging fulim- and n ay leave Halifax wage ii inn family imi 111 I the ItJI il by locality BIHn of intlivitlitnU will M the census name- electronic of the