58 TH E M I N D O F T H E B UY E R
E conomi c. Fa ct s sh o ul d b e gath e red
sh owin g th e p rop erty h oldi ngs, ea rnings, e tc.
S om e p e riodical s h ave gath ere d such fa ct s fo r
dist rib uti on to in tereste d spac e -buyers.
3. S ociol ogi cal. Wh a t i s th e so cial level
o f th e publ ic? Wh a t a re th e l ea ding occ upa
tion s re p resen ted ; th e sports a nd relaxations?
Th ese da ta are diffic ul t t o gath e r a n d often
ca n b e a sc e rta in ed only i ndire c tly. Th e chief
diffic ul ty come s in expressing th em i n n umeri
c al te rm s. O ne p e ri odical overca me thi s in
genio usl y by coll ec tin g t el eph on e direct o ri e‘s
of th e c o unt ry an d a sc ert aining wh a t. pe r
c enta ge o f i t s sub sc ribe rs’ n ame s app ea re d
t he rein. This di d n o t f urnish a c omplet e de
scrip tion of th e social sta t us of i ts public, but
i t gave an indic a ti on.
Th ese exampl es i ndica t e th a t sell e rs a re
aware of th e diffe renc es existing be tw een p ub
lies an d a re seekin g to m ea sure th em seien
tifical l y. S ucc e ssful a s th ey a re , h owever,
th ey h ave omit te d one imp ortan t form of in
vestigatio n, which we sh all cal l
(^4). P sych ol ogic al. S om e o f th e grea tes t
differenc e s b etwee n p ublics are m enta l
idea s, feelings, m otive s, a n d th e like. P eopl e
va guely recogniz e th ese differenc es ; th ey say
th a t th e! M on thl y i s rea d by “ high -brow s”