The Birmingham age-herald., 1911-02-24

secondcass mail and loses over $62Oooooo year whole second-class mail.
 Let us nail down certain specific examples of ad- vertsements inserted in magazines and follow the record right through they did the Postofce the they the Postoffice and the profit they These specific instances tell the story Read espec ay first complete bookkeeping trans action of magazine advertisement in account with the United States Postoffice
 A MAGAZINE ADVERTISEMENT ~S
 In Account With Y
 THE UNITED STATES PosToFFICE
 In popular magazine published on November 26, 1910, printed 224line advertisement of highgrade book publishing house.
 replies received 1776 of them ncosing each The paper in which this advertisement was printed weighed S2s15 The half of it printed with the ad vertisement weighed 06640625
 1,070,000 copies of the medium sent through United States mails that the postoce transported 44409 pounds of this advertisement At 9.23 cents per pound-the pound cost of trans porting and handling second class matter given by the Postoffce Department-the total cost of giv- ing the Posoffice services to this advertisement Postage paid at cent pound ................ 441 Loss to Postoffice e.........s s654s THE PosTOFFICEs GROSS AND NET GAIN FROM
 FIRSTCLASS POSTAGE CREATED 37oo nquiries were received by the advertiser 37oO 2-cent stamps for inquiries l4oo o.oo no,rIadgr,ents under 2cent stamp ..... Six foow-ps to inquiries under 2cent stamps 444oo 1776 inquiries sent 10 cents in stamps l'Co TAO sales made each involving IF bills and lz re- mittances, under 2cent stamp ooo.oo The 370O names of inquirers will be circulated at times year for i've years under z-ceht stamps Ca practical certainty of twice as many c;rcuIarzations) 10000 vertisemeut. ........................2 223460 Profit of 40 per cent according to profit percent age of Postmaster General rstcass postage S93S4 Direct loss in transporting and handling advertise ment. cost figured at 923 cents pound income at 1 cent 365.49 Ultimate minimum net gain to Postofice in having carried this advertisement ................. 52S35 THE BUSINESS PRODUCED FOR THE POSTOFFICE BY
 ONE MAGAZINE ADVERTISER.
 New York, January 2S, 1911 Mr. E. w Hazen, Advertising Director,
 The Curtis Publishing Company,
 Madison Avenue New York City. Dear MT Hagen
 During the year 1910 paid the Postoffice Depart men for carrying first third and fourth class the of $496749S8 We shipped during the 1910 1,717,514 packages Of these sent mail 907733 express All of these been by Parcels Post the postal rates regulations per mitted We paid the companies for ranspora tion of the packages referred to above $347,39230
 The above statement only mail matter of this The figures given accurate. Any ment the number of mail matter which received would approximate but safely state that 4500 900 pieces of first class mail This is entirely conservative Yours, very truly
 - COMPANY fThe entire business of through maga zine advertising)
 The publishers many hundreds sof pieces testi mony of which would require all the in this newspaper print in full Numbers of exact profit Posofce like example above in the hands the publishers, showing absolutely certain profit the Posoffce of from 50 per cent to 352 per cent.