Coin Machine Journal
Issue: 1947 October - Page 51
October, 1947
, THE COIN MACHIN-E JOURNAL
51
Dirty
~ublishers' dirty linen should have no place in the edi-
torial content of a qualified coin machine magazine.
Therefore, lest we offend some of our more astute readers,
we apologize in advance for the necessity of mentioning
this subject. It is, however, incumbent on ·your editor,
in order to properly serve the best interests of many
worthy and unsuspecting new comers among the operators,
distributors and manufactureres to pin the lie where it
belongs-on the lapel of some wantonly reckless romancers
among the coin machine publishers.
As may be known to some in the trade, some publishers
caught in the lurch _because of their own malfeasances,
have sought to turn the scorching spotlight of exposure
from themselves;-and have resorted to the cowardly ex-
pedient of throwing mud. They have attacked COIN
MACHINE JOURNAL on these p'r emises.
(1) That .COIN MACHINE JOURNAL'S CCA {Con-
trolled Circulation Audit) is a pious fraud.
(2) That there are NOT 12,000 operators in the country.
(3) That our 12,000 plus CERTIFIED (CCA) circulation
is thrown out willy-nilly to every To,m, Dick and Harry.
(4) That COIN MACHINE JOURNAL has suspended
publication and only lately revived.
Gentlemen of this Industry! These indictments may
seem to be directed at a corporate body which being im-
personal is incapable of .defense thus rentlering the ac-
cusers free from libel or liability before the law and the
trade. It is nonetheless personal as thousands of you well
know.
Your editor and publisher accepts the challenge to his
~ntegrity and stands on his record which dates back to
1924 with a continuous activity of service to the industry
according to his ability and light.
When these publishers say we distort our circulation
picture they only insult the intelligence and personal
knowledge of thousands of fine thinking members of this
industry. Worse than this they mislead many fine pros-
pective newcomers as to the extent of this industry. When
they say CCA is a fraud they are blasting at the very
foundation of American bu!!iness integrity. Any business
man worth his salt today uses accredited auditing services.
A Certified Public Accountent, for instance, is recognizeq
as the bulwark of accepted accounting procedure. Your
Government's treasury department seldom questions the
certification of your accredited auditors but may, with im-
punity, qqestion any contention of yours.
COIN MACHINE JOURNAL has always conducted its
affairs in such a way as to reflect honor and integrity,
yet despite our ;pride in our standing, we do not ask you,
or anyone else to take our word for anything-hence our
membership in CCA. One who has never gone through a
CCA audit can not understand the discerning and vigorous
searching of which this experienced circulation auditing
group are capable. Y ?U have got to measure ,up or else.
As for that rash generality that there are not 12,000
operators in the country; can any one pretending to under-
stand the publishing business be so ignorant of this in-
dustry? Any publishers who would utter such a statement
with any degree of seriousness are either looney or so
ignorant of what is going on as to make them unfit for the
job they pretend to fill. If not looney or ignorant, then
such romancers are wilfully ~alicious, not to say deceitful.
The joker in these contentions lies in the remarks to
the effect that COIN MACHINE JOURNAL throws out
subscriptions willy-nilly to every Tom, Dick and Harry.
Not only are the 11,469 operators on our list properly ~c-
credited and certified but we have a waiting list of some
eight to ten thousands of duly accredited names who· will
be added as adjustments are made to permit their addition
to our roster. So, obviously there are not 12,000 operators,
as these publishers contend, but 20,000 of record,-and
qualified estimates· reckon this at about 70% of the total.
Whoever attempts to discredit these figures ·insults . the
integrity of many of their own advertisers for these names
were obtai;;_ed largely through leading distributors
throughout the country.
Only last month we put on 40 new names in one state;
some of this forty we:ire new comers, hence . new 'blood
and good buying prospects. Some were old operators we did
not have previously. And mark you, gentlemen! where
this 40 is three times the t~tal published circulation of •
certain publishers in that state. What must the actual
total be? It would be sad, don't you think, if it were
not so ridiculously funny.
• In fact COIN MACHINE JOURNAL has two and one-
half times the circulation among bona fide operators than
any other magazine pretending to serve this industry.
This is not to condemn any of the ethical publishers.
E·a ch stands on his own merits and scope of service.
COIN MACHINE JOURNAL serves the whole coin
machine industry. Not a .confidential secret group-:--not
a tell all, know nothipg. Not one state or locality. Not
just music, not just beverages, not just amusements, but
ALL the industry.
We have never suspended publication. We did, as a
service to the industry and as part of our own contribu-
tion to conservation of' labor and critical materials oper-
ate on a bi-monthly basis during the war period; but we
never suspended publication at any time for any reason.
Your editor, as legions of coin machine men know, has
given this industry its authoritative magazine since 1925
-22 years last July, to be exact. He helped setup the
First operating association, the First manufacturer's as-
sociation, the First coin machine show. Then in deference
to the best i11terests of these various constituencies with-
drew from the organization picture and devoted himself
to editing ·and publishing an independent _!llagazine. No
publisher should try to dictate to an industry in any -way,
or attempt to control any factions. The industry is for .
the industry members to run as they see fit.
So because of your editor • and his publications you
have all these great and helpful things to serve you ac-
cording to your needs and abilities-three national manu-
facturing and operating associatiQ_ns, two splended and
respected shows, scores of territorial associations and, of
course, your Big authoritative COIN MACHINE
JOURNAL. And as an apology for our critics it is World
Wide in its scope and influe:pce-and properly certified by
the ' one recognized agency among r~sponsible publishers
and buyers of advertising space, the CCA.
Now that our wash is hung out to dry we want to
remind our esteemed C!)ntemporaries that mere persiflage
will not wash out the stains in your shirt tails. Aren't .
you afraid of what your neighbors will think? Or have
you no shame?
Journal readers are the world's best operators.
https://elibrary.arcade-museum.com
, THE COIN MACHIN-E JOURNAL
51
Dirty
~ublishers' dirty linen should have no place in the edi-
torial content of a qualified coin machine magazine.
Therefore, lest we offend some of our more astute readers,
we apologize in advance for the necessity of mentioning
this subject. It is, however, incumbent on ·your editor,
in order to properly serve the best interests of many
worthy and unsuspecting new comers among the operators,
distributors and manufactureres to pin the lie where it
belongs-on the lapel of some wantonly reckless romancers
among the coin machine publishers.
As may be known to some in the trade, some publishers
caught in the lurch _because of their own malfeasances,
have sought to turn the scorching spotlight of exposure
from themselves;-and have resorted to the cowardly ex-
pedient of throwing mud. They have attacked COIN
MACHINE JOURNAL on these p'r emises.
(1) That .COIN MACHINE JOURNAL'S CCA {Con-
trolled Circulation Audit) is a pious fraud.
(2) That there are NOT 12,000 operators in the country.
(3) That our 12,000 plus CERTIFIED (CCA) circulation
is thrown out willy-nilly to every To,m, Dick and Harry.
(4) That COIN MACHINE JOURNAL has suspended
publication and only lately revived.
Gentlemen of this Industry! These indictments may
seem to be directed at a corporate body which being im-
personal is incapable of .defense thus rentlering the ac-
cusers free from libel or liability before the law and the
trade. It is nonetheless personal as thousands of you well
know.
Your editor and publisher accepts the challenge to his
~ntegrity and stands on his record which dates back to
1924 with a continuous activity of service to the industry
according to his ability and light.
When these publishers say we distort our circulation
picture they only insult the intelligence and personal
knowledge of thousands of fine thinking members of this
industry. Worse than this they mislead many fine pros-
pective newcomers as to the extent of this industry. When
they say CCA is a fraud they are blasting at the very
foundation of American bu!!iness integrity. Any business
man worth his salt today uses accredited auditing services.
A Certified Public Accountent, for instance, is recognizeq
as the bulwark of accepted accounting procedure. Your
Government's treasury department seldom questions the
certification of your accredited auditors but may, with im-
punity, qqestion any contention of yours.
COIN MACHINE JOURNAL has always conducted its
affairs in such a way as to reflect honor and integrity,
yet despite our ;pride in our standing, we do not ask you,
or anyone else to take our word for anything-hence our
membership in CCA. One who has never gone through a
CCA audit can not understand the discerning and vigorous
searching of which this experienced circulation auditing
group are capable. Y ?U have got to measure ,up or else.
As for that rash generality that there are not 12,000
operators in the country; can any one pretending to under-
stand the publishing business be so ignorant of this in-
dustry? Any publishers who would utter such a statement
with any degree of seriousness are either looney or so
ignorant of what is going on as to make them unfit for the
job they pretend to fill. If not looney or ignorant, then
such romancers are wilfully ~alicious, not to say deceitful.
The joker in these contentions lies in the remarks to
the effect that COIN MACHINE JOURNAL throws out
subscriptions willy-nilly to every Tom, Dick and Harry.
Not only are the 11,469 operators on our list properly ~c-
credited and certified but we have a waiting list of some
eight to ten thousands of duly accredited names who· will
be added as adjustments are made to permit their addition
to our roster. So, obviously there are not 12,000 operators,
as these publishers contend, but 20,000 of record,-and
qualified estimates· reckon this at about 70% of the total.
Whoever attempts to discredit these figures ·insults . the
integrity of many of their own advertisers for these names
were obtai;;_ed largely through leading distributors
throughout the country.
Only last month we put on 40 new names in one state;
some of this forty we:ire new comers, hence . new 'blood
and good buying prospects. Some were old operators we did
not have previously. And mark you, gentlemen! where
this 40 is three times the t~tal published circulation of •
certain publishers in that state. What must the actual
total be? It would be sad, don't you think, if it were
not so ridiculously funny.
• In fact COIN MACHINE JOURNAL has two and one-
half times the circulation among bona fide operators than
any other magazine pretending to serve this industry.
This is not to condemn any of the ethical publishers.
E·a ch stands on his own merits and scope of service.
COIN MACHINE JOURNAL serves the whole coin
machine industry. Not a .confidential secret group-:--not
a tell all, know nothipg. Not one state or locality. Not
just music, not just beverages, not just amusements, but
ALL the industry.
We have never suspended publication. We did, as a
service to the industry and as part of our own contribu-
tion to conservation of' labor and critical materials oper-
ate on a bi-monthly basis during the war period; but we
never suspended publication at any time for any reason.
Your editor, as legions of coin machine men know, has
given this industry its authoritative magazine since 1925
-22 years last July, to be exact. He helped setup the
First operating association, the First manufacturer's as-
sociation, the First coin machine show. Then in deference
to the best i11terests of these various constituencies with-
drew from the organization picture and devoted himself
to editing ·and publishing an independent _!llagazine. No
publisher should try to dictate to an industry in any -way,
or attempt to control any factions. The industry is for .
the industry members to run as they see fit.
So because of your editor • and his publications you
have all these great and helpful things to serve you ac-
cording to your needs and abilities-three national manu-
facturing and operating associatiQ_ns, two splended and
respected shows, scores of territorial associations and, of
course, your Big authoritative COIN MACHINE
JOURNAL. And as an apology for our critics it is World
Wide in its scope and influe:pce-and properly certified by
the ' one recognized agency among r~sponsible publishers
and buyers of advertising space, the CCA.
Now that our wash is hung out to dry we want to
remind our esteemed C!)ntemporaries that mere persiflage
will not wash out the stains in your shirt tails. Aren't .
you afraid of what your neighbors will think? Or have
you no shame?
Journal readers are the world's best operators.
https://elibrary.arcade-museum.com
Future scanning projects are planned by the International Arcade Museum Library (IAML).