family relationship

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During the 19th century it was possible only to approximate the effectiveness of various advertising techniques. Prospective advertisers were guided almost solely by estimates of magazine and newspaper readership. In the early days of broadcasting and outdoor advertising the industry lacked a reliable measure of the audience of these media. In 1914 the Audit Bureau of Circulations, an independent organization subscribed to principally by newspaper and magazine publishers, was established to meet the need for authentic circulation statistics and for a standardized way of presenting them. Eventually, greater scientific efforts to determine relevant facts about audience and readership developed as a result of competition among the media and the demand among advertisers for an accurate means of judging the relative effectiveness of the media. Newspapers and magazines, go to great lengths to analyze their circulations.

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