September, 1931
18
A u t o m a t ic A g e
“ The first question I then asked, was,
what is the paid circulation of the medium
in question? What do the other manufac
turers in the trade think of it? What is
the cost of this advertising per head of
paid circulation? Do the operators like
it? How long has it been engaged in the
field? Has it successfully put over other
advertised products? From there I went
to the more human questions. Do I like
to read the magazine? Is it interesting?
Does it give me the news? Will it help
me to get information?
“ I questioned many of the men active
in the trade for their opinoin. The answers
were unanimous, advertise in tfie A u t o
m a t i c A ge , it is the operator’s own me
dium. I also followed this with a session
of statistical reports. Let me tell you why
I was so careful.
“ SKE-BAL-ETE is a great financial in
vestment. It carries with it the hard work
of every one in the plant, our hopes, our
very ambitions. In fact our whole plant
was interested in making the SKE-BAL-
E T E known to every operator, and then
allow the operator himself to judge that
this was the game of a million pennies, the
amusement achievement of the age. I feel
that this will therefore help you to realize
just what was placed on my shoulders, as
President of this organization, to decide.
Dick Wolff
that the cost per head of paid circulation,
WHICH IS THE KIND OF CIRCULA
TION I FEEL THAT ANY A D VER
TISER SHOULD BE INTERESTED IN,
was so much lower than any other medium
in the field that it at first seemed un
believable. From my figures I found that
it cost less than one-half cent to reach
each reader. Its great and long-life in the
field naturally were also considered as vital
factors. The hundreds of machines and
products which it successfully helped to
put across was possibly one of the greatest
points in favor o f this fine medium.
“ As I said before, we chose the A u t o
A ge to help us introduce the greatest
amusement game of the century to every
operator in the world. We have placed
everything in us to bring about the SKE-
BAL-ETE. We know from the wonderful
praise it has received by the many who
have already seen it that it is without a
doubt, the amusement achievement o f the
age. We have everything tied up in this
great game, but we feel certain that our
decision as to the magazine first and always
to represent us was absolutely right, for
figures do not tell lies.”
m a t ic
“ I spent many an hour figuring this ad
vertising question. After going through
everything that is known to this industry,
after laying out a complete set of statistics,
after getting the opinions of many manu
facturers and operators in the industry,
I CHOOSE THE AUTOMATIC AGE TO
CARRY OUR FIRST MESSAGE, AND
TO BE OUR PERMANENT A D VERTIS
ING REPRESENTATIVE. I felt sure
that this was the medium of main interest
to every operator in the world. In short
here is the manner in which I summed UP
the situation.
“ The A u t o m a t i c A ge presented me with
the exact figures of its paid circulation,
even classified in states, making it simple
for me to see towards just which states
I cared to place my greatest energies. I
found that the men in the trade, manu
facturers, jobbers and operators alike, con
sidered it their business bible. I found
© International Arcade Museum
There isn’t much to be said in conclusion.
Such statements speak for themselves. Mr.
Lieberman, like many other men, was
forced to a keen business decision because
the field had become glutted with maga
zines. As he tells us of his calculations
there is an admirable lesson of business
efficiency. He first procured a sworn,
classified statement of circulation. Paid
(Continued on page 15)
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