Day 025 - 16 Sep 94 - Page 43
1 Q. If we look at the first one, Woman's Day, Sodium (first
2 page only). On sale date is the date when it hits the
3 book stores but its cover date (as often happens) is quite
4 a good deal later than that, is it not?
5 A. Yes.
6
7 Q. We can usually buy magazines dated June some time in May,
8 can we not?
9 A. Yes.
10
11 Q. In this country anyway and I dare say also in the United
12 States?
13 A. You are correct.
14
15 MR. JUSTICE BELL: Are the first the first three magazines
16 weeklys and next ones monthlys. In other words, where
17 there is a date as well as a month, are they weeklys?
18 A. In so far as I know, your Lordship, they are. TV
19 Guide and Newsweek are absolutely weeklys.
20
21 Q. I can imagine TV Guide is weekly and I know Newsweek is
22 weekly. I am not an habitual reader of Woman's Day
23 but that looks as if that is a weekly?
24 A. It looks to me, I had thought it to be monthly. When
25 I saw this the other day I remarked to myself to the
26 effect that Woman's Day must be a weekly magazine; that
27 would be what I would infer from the cover date.
28
29 MR. RAMPTON: You will notice -----
30
31 MR. MORRIS: Can I just say something? If it was actually on
32 sale three weeks before it was due to come out, it means
33 it probably is a monthly, although I do not think it
34 really matters.
35
36 MR. JUSTICE BELL: I am not sure, because some of the magazines
37 one does buy -- if I give you an example, I know two
38 classic car magazines are available quite early in the
39 month before the date which is on them. For instance, you
40 can buy them early in April and then it has May, whatever,
41 on it.
42
43 MS. STEEL: I understand that in terms of monthly, but would
44 it not be a bit strange if a weekly magazine was available
45 three weeks before its cover date?
46
47 MR. JUSTICE BELL: Yes, may be. It may not matter at the end
48 of the day. Yes, that may be a good point.
49
50 MR. RAMPTON: I do not know. (To the witness): What I ask you
51 to notice about this, Mr. Gardner, is that under the
52 column headed: "Advertisement", in each case I think in
53 parenthesis, one sees the words "first page only"; is that
54 right?
55 A. Yes.
56
57 Q. Leaving aside for the moment your objection to the
58 campaign overall, that expression of intention first page
59 only, would remove your concerns about the particular
60 advertisements to which you had drawn attention in your
