Page 16 Advertisements Column 4

New Zealand Herald, Volume LXIX, Issue 21110, 18 February 1932, Page 16

What Is Circulation? " EGITIMATE circulation must consist of copies sold singly at a P r i ce - f° r sake of the general contents, to IfSilpl people whose buying power is sufficient to purchase the • goods that are advertised in it. There are at least five factors that make quality in circulation from the standpoint of advertisers : 1. The number of actual readers. 2. The buying power of these readers. 3. The length of time that the publication is in use by readers. 4. The confidence of the readers in the reliability of the publication. 5. The right class of readers for the purposes of the advertisers. If circulation does not mean possible buyers, it means nothing. The advertiser is wasting his money." From " The Efficiency Maaazine. n 46 The New Zealand Herald" has by far the largest daily circulation in the Dominion, its average for last year, in excess of 60,000 per day, being very much greater than the next highest daily circulation in New Zealand, and it continues to grow rapidly. The " Heraldcirculates among readers with the highest average purchasing power, and is the only daily newspaper received into large numbers of suburban homes. The morning daily newspaper has the longest life. It is delivered into the home in the early morning hours and is available for reference all day. It is read thoroughly by womenfolk, who influence practically all of the buying done by or on behalf of the family.