I really enjoy Mark Aldrich’s work. I believe he should write a book.
Vermont Book Works
Lies, damn lies, and ad sales: If one fact yields 20 facts and you know them all, you are just plain full of smart.
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Our newspaper’s weekly circulation was a closely guarded exaggeration. The circulation manager knew the number, the editorial department knew it, and the advertising manager knew it. The newspaper’s circulation was about 2000 copies per week. And now you know it, too.
The pliability of the words “circulation,” “copies,” “newspaper,” and “week” was tested with each and every ad sales phone call. This is because if we told an advertiser the (correct) 2000-per-week number, that advertiser might have asked us to pay them for the honor of placing their ads in our publication; thus, our ad sales manager gave them a number ten times larger. More often than not, they were told that over 20,000 pairs of eyes “saw” any given issue of…
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