Page:1954 Juvenile Delinquency Testimony.pdf/185

Rh The. Do all publishers today know what the effect will be on each individual?

Mr. . No, Mr. Senator. I don't believe there has been any conclusive evidence to date. In here you will see if there is any evidence at all, however small, and it is agreed upon by a reputable substantial group of persons so that there is ne divergence of opinion by the experts, we would be the first company to give them wp because at best it is a minute part of our total business. J think if thosy magazines were carefully read for the weirdness, you will find that in every case the cover may be much more attention getting—not maybe but it is definitely more attention getting—than the editorial content contained therein.

The. I am sorry I interrupted you. I mean there is an area here that requires thorough exploration.

Mr. . I certainly agree.

I can't overemplusize the pointwell, from the point of our billing to the wiolesalers in the United States those comics represent pos- sibly 5 to 6 percent of our business. Certainly we are not going to hang on to something because of the profit motive involved which represents only 5 to 6 percent.

Incidentally the weird comics do not sell as well as the national -average of all of our other books,

I believe I left off at the point which is that we are parents and fathers Just as many of us here in this room. We watch sales trends, just as manufacturers do in many industries. Merchants and manufac- turers of all types watch trends, and frequently change their products to meet the demands. Generally speaking, the stronger companies are those that are most alert and the most sensitive to sales patterns and in many cases those patterns are set by the consumer first and the manufacturer, the merchandiser involved, produces to conform to those patterns.

Mr. . Is tt possible, then, that assuming that these are ect- ting into the hands of kids in large numbers that they want them; therefore they are ercating demand?

Mr. . Yes; I really feel that way as to most of the folks with whom we have talked. One of the best proofs possibly of the point as to the readership is that I believeI am not certain of this, but I think you will find that almost all the advertising in those books advertises adult items. Now the greatest majority of the advertisers are so-called mail order advertisers, They are interested in just one thing, results,

The. You are referring to the books on the board there?

Mr. . Yes, which would indicate there is a substantial percentage of adult reacership in our total sales figure.

Mr. . Also a large number of ads for kid stuff?

Mr. . That is correct; but if you go through those books L think you will find most of the inside ads are aimed primarily at the adult market. The mere fact that those advertisers come back month after month would indicate that they are reaching for their customers the adult market.

Mr. . "Wash away ugly pimples"; do you think that goes to adults?

Mr. . Yes, because I think the book itself is bought to a substantial degree by adults. Incidentally, as we all know, pimples