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 Cleveland Plain Dealer

Fig. 88. The Use of Curves in an Advertisement to Show the Growth in Circulation of a Newspaper

It is unfortunate that this illustration was not made so as to show the zero line of the vertical scale. In advertising work it usually pays to avoid anything which might seem like exaggeration. Omitting the zero line makes the growth seem more rapid than it would if the zero line were included in a chart drawn to scale. Though the drafting on this chart might have been better, the application of curves to advertising deserves commendation

with the object of convincing advertising managers that this particular newspaper is a desirable one in which to place advertisements because of the rapidly and steadily increasing circulation. It is surprising that circulation managers of newspapers have not more often used charts to show circulation, instead of the wordy typed statements so frequently seen claiming great growths in circulation over a period of months or years. Though Fig. 88 shows a commendable progressiveness on the part of this particular newspaper in adapting curves to circulation statements, it seems necessary to point out the fact that the chart may cause distrust in the minds of some readers. There is a chance that the man who has advertising to place may feel