Document bBmyEkgQER7Zgy02qQ3jyqDag

The Reader His Mark -Ill . ' `v^S? HE ABC that appears in the aymbol at go behind the records to seek verification from T .the lop of thii page itanda for Audit Bureau of Circulations. The symbol it* subscribers themselves as to the terms of their subscriptions, self is an emblem of cooperation, in which everny pciho m job ABC has created many subscriber to this magazine has an interest. The Audit Bureau of Circulations fa a volun* Ivalues for both publishers and readers m well as for advertisers. That fa became the pub tary, non-profit, cooperative association. It was lication that becomes a member of ABC thereby founded in 1914 and now consists of 3450 ad often the strongest possible guarantee ot iu vertisers, advertising agencies and publishers in primary devotion to the interests of its reader*. the United States and Canada. This magasine is The function of a- business magazine is to be proud in be a member. useful to its readers. When this service is rend* ADC originally was set up to help take the ered by an ARC publication, It is constantly sub racket out of publishing, to eliminate the waste ject to the practical test of reader acceptance and guesswork then so prevalent in publishing and approval. As each subscriber has the right and advertising, to establish order and confi* to purchase or refrain from purchasing an ABC ' dence in place of the misunderstanding and publication, dial collective right confers upon misrepresentation that arose from unverified the readers the power to say whether or not the circulation claims and dubious circulation prac publication will survive. Thus the report on its tices. Its mission was to protect the interests of ABC audit provides the most direct assurance both readers and advertisers. that a publication stays in business only because his rr did by first defining the term "paid of a voluntary demand by readers who find its Tcirculation.'' Then it emhliihed standards editorial service responsive to their needs. and rules to govern subscription sales practices Naturally, the editor of each business publica and records. Finally it set up an auditing organi zation to verify the claims and report the facta concerning the circulation of each member pub lication. It now maintains on that job a working staff of sixty-five full-time auditors. So the ABC tion follows closely the score thus recked up by his paper in its ABC reports. In the scope and tone of his editorial coverage and treatment, in the selection and presentation of his editorial content, he must constantly labor to maintain, symbol has become the hallmark of. circulation standards and advertising values. Each member and' enhance the readers' acceptance of his efforts. That fa why the editorial standards estab publication must maintain those standards if it wishes to retain its membership and display the lished by ABC publications set the editorial standards for all publishing. That U how the ABC symbol. ABC constantly stimulates iu memlser publi This ABC audit fa no perfunctory affair. When a business publication, such as this one, cations to become even more useful to thefr readers.. becomes a member of the Bureau, it agrees that the auditors shall have "the right of access to all books and records." Their inspection, therefore, may cover any pan of its operations. Original subscription orders, payments from subscribers, paper purchases, postal receipts, arrears of pay Ano that is why the ABC symbol lias be* .come the Mark of the Reader, a constant reminder that his willingness to pay for an ABC publication fa the acid lest of its value both to him and to its advertisers. ments, and many more items are painstakingly checked by the auditors, la many instances they McGraiv-Hill Publishing Company II Running up Hit record ring life with If. jffd jln 1947, operators of a midwest municipal power ffiptant put a new 1060-hp diesel unit into service, ffiujng Standard HD QU foe lubrication. VAiter 19,000 hours1 operation, the unit was shut down for Inspection. The engine was entirely free |froth deposits and showed minimum wear. Piston IjhfrhjKgjss wweerree IInn eexxcceelllleenntt ccoonnddiittiioonn eunndu were r--e--p-l-a--c--e--dglji'Hbe engine for further osenrvicoe. This unit iIs still strong with a total of 23,000 hours of trouble- jW&e operation on Us original piston rings. |,4$ln3laUed in 1950, a 1755-hp, supercharged diesel in this plant is running up another record for ma*ntenancc 'w^*1 Standard HD. After more III ' than 9,000 hours* operation, this unit was inspected and found unusually clean. Rings were free, and it was not necessary to remove them for cleaning purposes. The outstanding performance of Standard HD Oil in all types of dlcsel-generaling installations provides the evidence of the benefits it can bring in your diesel units. The Standard Oil lubrlcation speciaHst ' servtng your immediate area of the Midwest will be glad to giveyou this evidence, using plants with which you may be familiar. Phone your local Standard Oil office. Or write: Standard Oil Co., 910 S. Michigan Avenue, a. Chicago SO, Illinois. STANDARD OIL COMPANY IIndianaI rowftt * ociotfi fa