The Washington herald., 1916-06-18
AUDIT BUREAU
SHOWS GROWTH
Advertisers Benefit From
Service of Which Washing
d, ton Herald Is Member.

washington Herald Is MEMBER, Was
held in Chicago and the reports received
by IL from its directors and officers
showed that the association which is
composed of publishers. advertisers, and
advertising agents, Is in a flourishing
condition and its growth during the last
year has been highly satisfactory to the
membership.
The Adult Bureau Of Circulations is
an organization to which newspapers,
magazines, farm papers and class. trade
and technical journals cannot belong un-
less they are willing to tell what their
circulation is, and not only to tell what
II Is but to swear to II. and swear not
only as to the quantity Of circulation
but as to how II is distributed, how It is
obtained. how much is paid and how
much Is free, and what proportion Of
II Is In arrears.
But all this Is not enough to prove that
publications have the circulations they
claim. After the publishers have stated
and sworn to what circulation they have
and to all the other facts advertisers
want to know. the Audit Bureau through
trained expert exarpiners makes search
ing examination to hnd out II what
the publisher states and swears to is
correct In all particulars.
The public Is familiar with the national
bank examinations made by the Federal
government and is alive to the protection
It is assured through Federal examina-
ton Of the banks
The principle involved in the Audit
Bureau OF Circulations is the same. The
advertiser and advertising agent derive
the same security in investing their
money in advertising in publications ex-
amined and certified by the Audit Bureau
OF Calculations that the public is as
sured by the Federal banks examina-
ton law.
r-Lf. l. T.. 49, ,.-z....4.- - . a-..-..-
and advertising agents against publica.
tions that conceal the character or mis-
represent the quantity Of their circula-
ton. II Is also for the protection of the
honest publisher who might be put at
disadvantage in competing with one less
scrupulous.
The Chicago convention Just held was
the third since the Audit Bureau was or
ganized in 1914 The meeting was at
tended by nearly 800 OF the publishers. ad-
vertisers and agents Of the United states
and Canada who are members and the
membership represented on a call OF the
. roll either in person or by proxey was S91
/ out OF total membership Of 1175. AL
most 50 per cent OF the membership was
thus represented at the meeting.
The president Of the A. B. c. is Louis
Bruch. Of the American Radiator Com
pany. Chicago. In his address to the
convention Mr.. Bruch said the Audit
Bureau Of Circulations represented the
! organized will Of the largest single
body in this country devoted to the bet
terment Of advertising conditions. This
rapid growth was due, he said. to the fact
that the practical work the Audit Bureau
sccomplishes was truly co-operative-aII
tnterests-pubEcadon, advertiser and ad-
vertising agent. being eQuitably served
and the Audit Bureaus findings on its
, examination OF circulations being accept
! ed everywhere as accurate and hnal
The old-tine method Of issuing circu-
{ lation claims, or partial circulation
claims, or partial statements, compared
with the audit report OF the A B. C. is
, like a candle light to the Mazda electric
lamp" Mr.. Bruch said.
1T has been found after twenty months
OF trial. Mr.. Bruch also said. that cir
culation audits are beneficial for the ad-
vertisers and the Advertising agents, be-
cause advertising-or circulation-is now
being bought and sold a a commodity
both quality and quantity being estab-
lished by the Audit Bureau OF Circula-
tions."
In the report made to the convention
by the board Of directors the latter said
among other things:
II the Audit Bureau had done no
more than give the National Advertiser
confidence and feeling OF security in
the matter Of tudiciously placing his
copy, the bureau would have accom-
plished that part Of its mission which
has relation to the advertiser and agent
More money has been spent on advertis-
ing during the past twelve months than
ever before in a like period. and there
I can be no doubt that there has been
less waste IN this expenditure than ever
before This increase in expenditure Is
! IN great measure due to the confidence
! tnstilIed in the mind Of the advertiser
/ by the A. B. c. The National Advertiser
! today, in making his appropriations,
scientifically studies his field with a con-
/ fidence to which he was a stranger here
( tofors- Advertisers are more and more
relying on A B. c. service IN placing
their business-it has become
necessity"
The directors repopted that during the
! year the total audits Of publications COM
I pleted and under way was over 800; and
! that the bureau has thirty-two examiners
: making audits OF publication all over
the United States and Canada
These men are specially trained in a
/ system which analyzes down to a fine
point. paper mills. postofice receipts,
galley lists OF subscribers, cash re-
ceipts for subscriptions and every
other detail needed by advertisers to
guide them in judging and weighing cir
cuiation-
Live, Np-to-date advertisers are thus
able TO ascertain from statements and
audits of publications that are members
Of the A B. c. the facts they want and
depend on A B. c. service Just as the
credit men In commercial houses rely on
companies making credit reports.
It Is estimated that there are nearly a
Hundred million dollars spent yearly in
papers that are members Of the Audit
Bureau for advertising and the publica-
tons, members OF the organization, rep
resent upwards Of 100000 above board"
circulation
Tho board Of directors also called the
conventions notice to the growth of the
A 3. c. IN Canada 1t stated that, all
the large dailies in Toronto, Montreal.
Ottawa and Winnipeg were now men,
oers and that the Canadian members OF
the Audit Bureau number nearly 100.
The convention reelected the follow
ing officers OF the A. B. c.: President.
Louis Bruch, American Radiator Com
pany, Chicago; vice presidents, Curtis P.
Brady, Woman's World, Chicago, and
A W. Erickson, The Erickson Company,
Inc, advertising agents, New York;
treasurer, Hopewell L, Rogers, the Chi
caxo Daily News, and secretary, NJ. F.
Harris, Armour & Co., Chicago.
The board of directors OF the Audit
R,lrpau as now constituted consists oS