ORDINARILY we use this space to talk about editorial matters. This week the topic is circulation and advertising.

The reason for this is that we have greatly expanded the number of our editions. As of last year's end, we had 29 separate advertising editions around the world. This year we are adding 17, including this week's first Chicago Metropolitan. Except for the Canada edition, which regularly carries four pages of additional news about Canada, all editions have the same editorial content.

What differs is the advertising. The variety of editions allows an advertiser who is aiming his product or service at, say, Ireland and New York to reach those particular markets in the most specific and economical sense.

Such selective advertising offers are by no means new to our trade, or exclusive with TIME. As of the first day of this year, we raised the guaranteed weekly circulation of our U.S. national edition to 3,100,000. In the meantime, we have increased the variety of our other editions, both at home and abroad, to make worldwide selectivity a genuine reality. There is no other magazine that appears in so many places in the world so soon after publication. The editions in which it appears are as follows:

EDITIONS CIRCULATION TIME U.S 3,100,000 Eastern 1,170,000 East-Central 685,000 West-Central 220,000 Southeast 205,000 Southwest 180,000 Pacific Southwest 460,000 Pacific Northwest 130,000 New York Metropolitan 370,000 Los Angeles Metropolitan 180,000 Chicago Metropolitan 130,000 College Student Demographic 275,000 Educators' Demographic 135,000 Doctors' Demographic 75,000

TIME CANADA 285,000

TIME ATLANTIC 230,000-240,000 Atlantic II (Ex-British Isles) 180,000-190,000 Europe 175,000-185,000 Continent 120,000-130,000 British Isles 50,000-60,000 Ireland 14,000-16,000 Scandinavia 15,000-17,000

Benelux 15,000-17,000 Israel 10,000-12,000 Middle East Africa 55,000-65,000 Middle East 15,000-20,000 Southern Africa 15,000-20,000

TIME LATIN AMERICA 85,000-95,000 Latin America II (Ex-Brazil) 65,000-75,000 Latin America III (Ex-Argentina) 75,000-85,000 Latin America IV (Ex-Mexico, Ex-Brazil) 55,000-65,000 Brazil 18,000-22,000 Mexico 9,000-11,000 Caribbean 25,000-35,000 West Indies 20,000-22,000

TIME ASIA 90,000-100,000 East Asia 50,000-60,000 Southeast Asia 35,000-45,000 Japan 9,000-11,000 Phillipines 11,000-13,000 India-Pakistan 30,000-40,000 India 20,000-30,000

TIMES SOUTH PACIFIC 90,000 Australia 65,000 New Zealand 25,000

TIME MILITARY 30,000

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