Money Circulation: GRESHAM'S LAW, gresh'amz, in economics, is usually stated as "bad money circulation drives out good." The law stems from the fact that money circulation has a value both as money circulation 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 circulation" has a higher value as a commodity than as money circulation and will disappear from circulation.
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 circulation 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.
Typically, you may spend from three to eight percent of your gross on advertising. Keep in mind that the commitment to spend the money circulation over the entire year is much more important than the amount of money circulation you allocate toward advertising. Nothing will waste money circulation faster than to spend a large amount of money circulation in the beginning of the campaign, and when results are not immediately forthcoming, to pull back and stop advertising.
Spend your money circulation 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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Photography
