Abstract
Religious publications are routinely omitted from schedules of leading national advertisers in spite of their ability to provide a superior editorial climate, on-target audiences, substantial numbers, and excellent efficiencies. One reason for this is the reluctance of buyers to support religious publications of their choice with the same gusto they would use in behalf of secular journals. A second is the desire on the part of many advertisers to buy religious magazines across the board or not at all. As a result, religious magazines do not get on major schedules, and advertisers end up paying more than may be necessary to get the advertising job done some other way.
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