New Britain herald., 1924-10-18
National Organiza { i o n Safeguards Advertisers From Publishers of Peri odicals Who Deliberately Falsify in Attempting to Sell Advertising.
By STANLEY CLAGuE Managing Director Audit Bureau
 of CirCulationsl.

of CirCulations).
 A tremendous force primarily or sanized to advance the welfare of advertisers advertising agents, and publishers ot newspapers, magazines, trade and technical periodicals Is slowly but surely accommodating re- suits that will benefit the ultimate consumer of advertised products in lowered prices, for as advertising becomes less peculative and more profitable selling costs on merchant disc will fall and 1t is reasonable to expect that selling prices will fall in harmony.
 This organization that coordinates the activities of the manufacturer of advertised merchandise, the adver- tising agent and the publisher of the media in which the merchandise is advertised is called the Audit Bu- reau of Circulations familiarity known to many thousands of pub fishers and advertisers as The A. B. C."
 Born in Chicago in 1914, the A. R. C.'s efforts to bring order out of chaos and to reconcile supposedly conflicting interests were the object of much skeptical comment They were likened 10 that paradise where the lion would lie down with the lamb and the tiger would be on intimate terms with the docile doe.
 In those days a publishers circu- ation figures were as elastic as a rubber band and were only limited to the extent the publishers circu- agination would roam in flights of fancy. Conservatism was personi- field by adding twenty per cent to the competitors circulation figures and claiming them as ones own. It was so easy to add a cypher to &C., tual press runs of 10000 and make them 100000. Those were the hal- cyon days when premium was placed on prevarication in the sub fishing field.
 Realizing the tremendous loss of money to adytrtisers through mythi- cal circulation, the impossible task of selecting legitimate media on the part of advertising agents, and the loss of business to those publish CTS who still insisted in being hon. est, a group of men representing the three phases got together and as result the A. B. C. was launched.
 Just what the bureau has accom- istence is best told in figures that need no garhi3h. Today the organi- ration represents 90 per cent Of the daily newspaper circulation 0: the United States and Canada flor it's activities are international in scope necessary in a national advertising campaign. The total magazine cir cu ation, one issue each, is more than 39,0OO,0dG Agricultural jour rals. members Of the A. B. q. have q total circulaticn of more than 13.- 100000. Calculating the circulation os its memoe"s in single cop'es the bureau audits annually more than II billion coples in which the ad- vertisers messages appear.
 Coordinating with the A. B. c. is the American Association of Adver- Using Agencies whose members rep resent 5,490 rational advertisers and $500 trade names, The total ap- rropriatiols of these national ad- vertisers for 1924 is approximately $500, ,00O,0O0 the bulk of which will be spent in publications of A. B. C. members.
 In the to1 years that have ela psed since its organization the A. B. c. has established new relationship between the buyer and seller of ai- vertising space. Doubt and chican- cry have been substantially reduced. With rare exceptions the advertiser can accept the circulation statement of a publisher where it bears the significant stamp "A. B. C." This condition makes every dollar spent by the advertiser productive dol lar.
 The publisher benefits from inc efforts of the A. B. C. by the driv- ing from the field the deliberate liar and falsifer which secures to him the moneys that formerly were spent with these parasites of the publish ing field.
 The work of the bureau is not confined to figures and figuring. It aims to establish a fundamental business relationship which does away with chaos of terminology and establishes a standardization of circulation which inspires confidence. The determination of a total net figure of sales is desirable of course, but it is just as important to deter mine and show the nature of that circulation. Wide spread cov"rdge. through great circulations, daInon- strates the popular appeal of wei! known publications. In all eases the bureau shows how circulation, large or small. is obtained, where it goes and in the case of business puthCa-