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Post, as the more tried and true magazine. Apparently, that didn't
work too well because--then the circulation was upped 6 million in
the following two years, and subscription prices--
No, not 6 million.
To 6 million? From 5.2 to 6--in the next six years?
Doesn't sound right to me.
Okay. The subscription rates were raised slightly, newsstand
price was raised 5 cents above the Post to 20 cents to strengthen the
financial position of the company. Now, because of the resistance, I
guess, to those increases, the CPM increases, rate increases, in
1949, because of resistance to that there was a decrease in ad rates
of 3% but by 1950 another increase, effective in 1951, of 4% was
announced. Does any of that--?
Yes, we were crazy.
Talk to me about all these things.
It's really very simple. We had to increase our cost per
thousand essentially because of inflation. Price levels genuinely
had gone up a lot. We were in a competitive situation with the Post,
because the Post was the accepted medium for advertisers and I guess
they didn't go up as much as we did. That drop of 3%, or whatever it
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