i
‘ l Editor&Publisher The Fourth Estate for March 5, 1932 1  
l l
I  Herald T `la e h [icy
  r1 un t an any ot
T •
_ R€$lllZ of ll Survey made by
l’1'1OI'1”11I1g I1€WSPElP€I` . . . Wake Mm & Smit an inde-
· pendent research organization.
V `  I . .
l HE New York Herald Tribune tacts with members, and attained 75%
   4. r   rr _4-_ L  rrr? is the pre-eminent morning newspaper coverage of the Exchange. This survey
r '_g     in the financial field in the opinion of shows that among ·members of the New
l 4 _  A rr _ _  To men well qualified to judge—the mem- York Stock Exchange the New York
7 ‘l  ·- _    bers Of thc New xiork Stock Exchange, Herald Tribune is:
_   ’ ` " F? To secure conclusive proof of this
‘ l  bil  . 7 -.     , L d , - T
· l    ‘     rg. ,,  3.rn fact the Herald Tribune conducted a b Ria regularb, bY more mem
~%  ' ;   is  ’» _ r
» ’     - . ;_    ;F,:.,’n series of surveys of members of the cl-S t an any Othcr New Y°rk `
.  A _   .  s  ~ _;..t,____ _ · ’ _
'T I _= ‘  _;  {grill New York Stock Exchange. This group mornlng or Sunday nCW°PaP€r· ,
G- T  _   _ ,_· n _ {ay `£ar;“ ` , _ _ l
ll   _ r .  ,-r;j;:= was _chosen because It IS typical of 2 R d . l ’
.,  ‘~- rr    _ag~ the financial Held, and professional kdm {Or financm news on  
i i enough in its requirements for financial wee ays y more members than ,
1  F A C T S news, to constitute a real test. The any other New York morning ‘
’ ’  New York Herald Tribune conducted ncwspapch  
1 r  €lbOlL[ the Survey three surveys before making the facts 3 P d _ i
r I  public. All three pointed to the same _ refer-re for financial news
  The survey was conducted by Walter l`€$Ult€ m0T€ members of the New York OH weekdays   more members
·  Mmm & Staff, Graybar Building, New Stock Exchange read the New york than any· other New York morn-
·  York, an independent research organ- _ f .
{ rzariorr Herald Tribune than any other ]Vew l ork lng H€W$P3P€I'·
t ~`  ‘ ‘ `* morning or Sunday newspaper.
- rr The support by the New York Herald A booklet containing tabulated results
, l ` Tribune was unknown rn the inrcrvrcwcrn The first survey was a check on news- of the survey and complete explanation
i -  as well as to the persons interviewed. papers delivered to the homes of mem- of procedure will be sent upon request
,   _ _` _` _` _ bers. The second was the usual type of written on business letterhead.
'l . • • ,
t   mall questlonnarre, sent•out by a dis- wr * * »
_ More than 75 %"‘ of the total membership · . . · .
l  ' ofthe New York Stock Exchange, located Interested Organization on Its Own _
  '  in 22 cities, was interviewed by direct l€tt€l`h€ad. Response to €ltl"|Cl' Sl1I`V€y Thus if yOU WOllld l°€3Ch IlOt Ollly
  ¤;r¤<>¤¤l¤¤}l·'¤;¤*=*···l"¤¤g_·**¤¤¤;)·¤·=··=l5;- would generally be considered inch, the men who own seats on the New »
li p OIIC, Ol', ll'] 8 CW CHSCB, IPCC!. y H13! . ,
l ~  ‘ ‘ but neither was deemed sufficient in York Stock Exchange, but also the
l l  >~ x x this case. Therefore the task was given thousands ofothers who have discovered l
2 gr  Ont or- the 1,355 rncrnncrn or- the New t0 Walter Mann & Staff, scientific re- thepre-eminenceoftheHeraldTrlbuIl€iS
:   York Stock Exchange. 1.020 were inter- search specialists. They used an en- financial columns—you should adver- ·
l  l · . . . . . =
*§ `· J'°w°°l and {mm wily 335 m°mb°l-B wm tlrely different method, personal con- use in the New York Herald Tribune. Q
rg;  mtervlews not obtained due to absences, ‘ 1
yl f l th as . _ l
  re usa S or 0 cr rc Om For a complete report of this survey, address Dept. l {
Q`. x x ·• New York Herald Tribune, on your business letterhead. `
sel l
  Detailed records of the calls made on i
  . each Stock Exchange member, and the   is "   `
n r original filled-out questionnaires are on Q, Hi WV   O
    ~ file in the 0mCC of W3l{CI' M8nn & Sian.,         r
 l l  °As of July I5, I93l. _ _  
< Block  Q ' NEW YORK: Main Office, 230 lVcsl 4Ist Sl. • CHICAGO: John B. Woodward. Inc., 360 N. llllchlgan Ave. j
ri  DETROIT: John B. Woodward, Inc., 6-255 Cencral_Motnrs Bldg. • BOSTON: Carroll Judson Swan,  
 r ` 926 Park Square Bldg. • SAN FRANCISCO: Verree & Conklin, 5 Third Street  
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