LIFE SATURDAY EVENING READERS’ DIGEST POST considerably reflects results indeed difficult of advertising monies in that direction, sacrifice where the results are far more especially evident. any almost When RIFLEMAN. measurable means of testing effectiveness from a $1,575 AMERICAN RIFLEMAN ad, it is far inferior to those to justify an allocation a considerable mean it would when add one explanation which is, in part, our own theory but not without some We feel there needs to be a certain climate or environment substantiate it. one most receptive to an advertisement of a product such as ours. We believe I might fact to to make this twice SPORTS AFTELD and FIELD & STREAM, equivalent ads in SPORTS ILLUSTRATED; in AMERICAN ads one-page nine nearly of cost the to than SCIENCE page, one for $14,000 about ads in OUTDOOR LIFE, cost of two one-page the cost of two one-page almost twice the ARGOSY; more PLAYBOY POPULAR ESQUIRE FORTUNE costs now JOURNAL FARM publication: U. S. NEWS & WORLD REPORT NATIONAL GEOGRAPHIC TIME LOOK NEWSWEEK The farm other any or JOURNAL FARM the than owners gun Browning by readership 1962 3, January -2- Browning A. Val climate is more likely to exist when one is relaxing with a magazine about sports, hunting or fishing. The FARM JOURNAL is as much a business publication to the as a business journal is to us, and there is considerable evidence to indicate when reading such a journal the farmer is interested in tractors or other farm equipment pertaining associated with We certain can FARM be JOURNAL. his to his vocation but much less more than 400 However, its style type they of 63,000 is so gun far purchasers removed this for issue which are take from the of one are results test. The to appraise best our type of product be to they perhaps read the that when we disassociate it so even type of publication to make sure there Last year we used THE PROGRESSIVE FARMER LIFE or the READERS’ DIGEST in many marketing yet and hunting of magazine they read regularly even overlook mentioning it. Be that as it may, we do continually test this is no change in the merits of this type media. which has broader circulation even than either states to recreation. ask them directly the with guns and hunting southern receptive farmer that used but it will completed, hunting special a We areas. a good be measurement. We continue will and also important It is is staggering by to bear allocation. an where can we Regards. see the ours. that FARMER, results the publications, but thus far the FUTURE FARMERS gained. OF AMERICA and budget of these as much on advertising Winchester spent twice two just many companies one month as our entire year's magazine advertising allotment Were we in a position to afford just half of one of these I would then agree that more of the fringe magazines should product last year in one for everything we sell. companies' expenditures, receive in mind to comparison these reappraise FARM JOURNAL, CAPPERS FARMER, PROGRESSIVE others have all proved too costly for the Until best then, results. however, it would seem best to put our money