Regarding the attached Subject the FARM To Val A. From Harmon G. Williams January 3, 1962 memo on JOURNAL Browning Reference Date We have used the FARM JOURNAL along with other farm publications in past years, but by our measures of their effectiveness we have always been very disappointed, so much so that in the last two or three years we have practically dropped them entirely. This is a problem guns to people which living was in difficult rural to areas reconcile and had since believed, we as know we sell undoubtedly a lot of Remington and Winchester now do, that this type of publication was the logical method of reaching this customer. We know, for instance, that about 17% of the population in rural areas hunt as compared to 13% in towns, 6% in small cities and only 3% in metropolitan areas. So this matter has been one of considerable concern and one that has received a great deal of study. Some of the steps leading up to current conclusions follow: First, we city dweller, coding FARM know the so farmer we is inclined measured catalog to make catalog requests from requests rural more areas. often This than is each ad and when we have the same advertisement appearing in JOURNAL as appears in FIELD & STREAM for month, instance, the same for say done the by the we have a direct measurable comparison. We found that although people on farms made a goodly number of requests, a very nominal percentage were stimulated by the advertisement appearing in the farm publication. This is one authentic method of measuring advertising publication invariably of in magazines which results, and our prorated ran ten to thirty we from now concentrate cost times most of per more our inquiry from a than does from it advertising farm the type budget. Secondly, we actually followed up current purchasers from rural areas by direct letter asking them to list the magazines they read regularly. Almost identical ratios were received through this method as found through our first study. It was, in fact, As a a great continual surprise check, of to us that course, we so few maintain listed a farm running publications. record of magazines read by Browning purchasers. This record now consists of a sampling of over 63,000 purchasers. Of this number, only .63% list the FARM JOURNAL whereas, by comparison, 374% read FIELD & STREAM and 89% read: one or more of FIELD & STREAM, OUTDOOR LIFE and SPORTS AFIELD. In fact, other than the publications we now use, the following rate much higher in