SELLING NEWSPAPER SPACE TO NATIONAL ADVERTISERS.

The article refers to "Use of Newspapers by National Advertisers," which is in the Spring 1946 REVIEW, and to a study on newspaper advertising in the United States. Newspapers' market position for national advertising is being challenged by network radio and periodicals that sell to advertisers' marketing and promotional needs. The typical advertiser, who turns to network radio for basic advertising coverage, is a large organization with a low-priced product that is mass distributed. Topics include marketing elements in the sale of newspaper advertising, statistics for newspaper circulation and advertising revenue, and the distinction between the intra-industry selling approach of newspapers and the primary selling approach of radio and magazines.