Great Money Makers: IPC included 3 major newspapers (1 daily and 2 Sunday newspapers), several other dailies, 90 weekly periodicals, and 123 other magazines appearing at various intervals, from fortnightly to quarterly. Its great money makers were the Daily Mirror, and the Sunday Mirror and the People (both national Sunday papers). The Daily Mirror had a circulation of a little over 5 million, and the People more than 5.5 million. Between them, they accounted for nearly 50^ of the total circulation of the 7 Sunday national papers.
GRESHAM'S LAW, gresh'amz, in economics, is usually stated as "bad money drives out good." The law stems from the fact that money has a value both as money and as a commodity in the open market. The former value is set arbitrarily by law and is relatively fixed; the latter is determined by supply and demand and varies from time to time, "Good money" has a higher value as a commodity than as money and will disappear from circulation.
Typically, you may spend from three to eight percent of your gross on advertising. Keep in mind that the commitment to spend the money over the entire year is much more important than the amount of money you allocate toward advertising. Nothing will waste money faster than to spend a large amount of money in the beginning of the campaign, and when results are not immediately forthcoming, to pull back and stop advertising.
Spend your money according to your plan. Make some adjustments during the year to fine tune your efforts, but keep at it for the rest of the year. You will be surprised how this commitment to results will pay off despite some temporary misgivings.
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