Looks a Fertile Field
A recent survey of the alumni of the so-called "Ivy League" colleges, which concerned itself with the readers of the alumni magazines published by each, afforded what should be valuable evidence to advertisers of the character of the field covered, of its extent, and of the completeness with which coverage is effected by the several magazines involved.
The questionnaire sent out in quest of information dealt with a variety of details, ranging from the size of families, size and make of automobiles, to magnitude of income tax paid, along with other and perhaps even more significant facts. The net result is that one appreciates even better than before the size and substantial character of this section of the population, and most certainly should realize the thoroughness with which the average alumni magazine reaches into this group and commands its attention. Incidentally the figures clearly show the extent to which the DARTMOUTH ALUMNI MAGAZINE circulates among the graduates of Dartmouth—an extent far surpassing that scored by any other similar magazine with respect to its own alumni body. What does not so clearly appear is the thoroughness with which such publications are read—something which it would be difficult to indicate by arithmetical symbols. Casual acquaintance with readers of this MAGAZINE goes to show that most of them read from cover to cover, from masthead to colophon, with an avidity that is approached in the case of no other periodical publication.
It seems a fertile field for cultivation, equipped as almost no other such field is with the machinery for effective tilling. One desiring to reach the widely scattered alumni of Dartmouth can do it with a minimum of effort and a maximum of concentrated efficiency through the columns of the publication which you are now reading, as the survey referred to plainly reveals. In the case of the average reader it isn't a matter of selecting a few passages of direct personal interest and neglecting the rest. One sits down with the latest copy of the magazine and goes through it from start to finish.
