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

CURVE PLOTTING

that the chart has been drawn in too optimistic a manner because it does not show zero at the bottom of the scale. It would have given a much more conservative impression if the excellent record of circulation growth had been plotted in curves having the zero line shown at the bottom of the chart, so that the relative growth could be accurately judged visually.