Evening journal., 1916-06-14
ANNUAL MEETING OF AUDIT
BUREAU OF CALCULATIONS

The Annual Convention OF the
Audit Bureau OF Circulatlons OF
which THE EVENING JOURNAL
Is a member. was held In Chicago
and the reports received by i from
its directors and officers showed
that the association which Is com
posed OF publishers. advertisers ana
advertising agents. Is In a flourish
ing condition and It's growth during
the last year has been highly satis-
factory to the membership.
The Audit Bureau OF Circulations
is an organization to which news
papers magazines. farm papers and
class. trade and technical journals
cannot belong unless they are Will
ing to tell what their circulation is,
and not only 10 tell what IL Is but
to swear to IL, and swear not only
as 10 the quantity OF circulation but
as to how il is distributed. how IL
Is obtained. how much is paid and
how much rs free. and what proper
ton of II rs in arrears. But all this
rs not enough TO prove that publica-
tions have the circulations they
claim. After the publishers have
stated and sworn 10 what circula-
tion they have and to all the other
facts advertisers want To know, the
Audit Bureau. through train
cd expert examiners. makes a
searching examination TO find out
II what the publisher states and
swears to is correct in all paru-
culars.
The public Is familiar with the
national bank examinations made
by the Federal Government and is
alive TO the protection 1t is assured
through Federal examination OF the
banks
The principle involved IN the
Audit Bureau Of Calculations Is the
same. The advertiser and adver-
tising agent derive the same Sc
curity in investing their money in
advertising In publications eX-
amined and certified by the Audit
Bureau OF Circulation that the
public Is assured by the Federal
Banks examination law.
This is for the protection OF ad-
vertisers and advertising agents
: against publications that conceal
the character or mlsreprcsont the
quantity Of their circulation. II Is
also for the protection of the honest
publisher who might be put at a
disadvantage in competing with one
{ less scrupulous.
Tho Chicago Convention just helt
{ was the third since the Audit Blu
s rcau was organized In 1914. The
; meeting was attended by nearly
} three hundred OF the publishers. ad
; vertsers and agents of the United
States and Canada who are mem
hers and the membership represent
ed on a call Of the roll either II
person or by proxy WAS 6Qi out q
total membership of LIS. Al
most so per cent Of the member
ship was thus represented AZ IN
meeting
The president of the A. r. G..
Is Louis Buch. Of the America
Is Radiator Company. Chicago. In h
IS address TO the Convention NJ
Is Rruch said the Audit Bupreau
Is Calculations represented the q
ganized viii OF the largest sing
Il body I'm this country devoted TO n
! betterment Of advertising cond
IS tions. This rapid growth was du
he said. 10 the fact that the practicl
/ ; work the Audit Bureau accon
Is plishes was truly cooperative
Is interests - publication. advertise
and advertising agent, being eQui
| s ably served and the Audit Bureau
findings on It's examination Of cii
culations being accepted every
whore as accurate and final
"The old-time method OF lssuin
5 circulation claims. or partial cii
Culation claims. or partial state
monts, compared with the Audit r,
ports OF the A. B. c. is like
candle light 10 the Mazda Electr
lamp" Mr.. Bruch said
at has been found after
months of trial" Mr.. Bruch ais
said that circulation audits az
b beneficial for the advertisers an
! ; the advertising agents, because az
b vertising or circulation no
! being bought and sold as a con
modify. both quality and Quanti
! { being established by the Aud
/ s Bureau OF Calculations
I'm the report made TO the Col
lS vention by the Board Of Directo
5 the latter said among other thing
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