3 JULY 1936, Page 7

6 ‘ The Spectator's " Net Sale Elsewhere in this issue

(on p. ii.) will be found a statement regarding the current net sale of The Spectator. The figures—an average weekly sale of 21,060 copies over a period of 52 weeks—are the latest milestone in a steady record of increase, which is still continuing. . Newspaper " circulation " figures can be extremely deceptive unless their basis is definite and explicit. They may, for example, apply only to a brief selected period of the best months in the year ; or include copies sold to a wholesale newsagent who distributes them free as an advertisement and charges for his services a fee in excess of what he has paid for the copies so dealt with. It is well, therefore, to make it clear that The Spectator figures, which have been prepared, and are vouched for, by a well-known firm of Chartered Accountants, cover a full year, and refer only to copies actually sold to indi- vidual purchasers either through newsagents or by direct subscription. We take this opportunity of express- ing our grateful appreciation to readers who have increased our sales by recommending to their friends a journal which they have found meets their own needs.