EVENING LEDGER PHILADELPHIA, TUESDAY, JUNE 27, 1010.
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There used to bo a lot of theory and cruessworic
about advertising.
Yoa can recal the time and still bo a young
man at that when, advertising was only another
name for Pretty pictures.
And there was a period before that when it
was commonly described as X The Great Un
known Quantity.
Advertising has made some progress since the
time when old Uncle John bought space in The
Buzz Saw because the genial solicitor had a
.Winning "Way with him.
t That we are living to-day, in an age of Adver-,
tising Facts and Piguros iB duo mainly to the
sound constructive work of the Associated Ad
vertising Olubs of the World.
' The advertising business is getting on a Defi
nite Basis, and the Foot Rule and the Microscope
are a part of every modern advertiser's equip-1,
ment.
There's where we thrive, for the New York
American's value to advertisers is something that
can be Weighed, Measured, Analyzed and Ap
praised. O0O00OO0
Iiisteiir
' The citizen with an income ranging from $3000
to $10,000 is the advertiser's ideal prospect.
He has a well-furnished home dresses in
good taste belongs to clubs keeps a car is
wide awake and open to now impressions.
In tho United States there are 276,727 people
with incomes of $3000 to $10,000, according to
the official figures. ,
And of this 276,727 not less than 61,132 or 22
per cent live in metropolitan New York.
Think of that! One-fifth of all the real Live
Wire Incomes in this big country are to be found
in an area that measures up about the Bize of a
carpet tack on the map.
There is on deposit in the savings banks of ,the
United States about five billions of dollars. More
than one-quarter of all this gigantic sum or
$1,356,000,000 -is on deposit in savings oanks in
New York Oity.
The combined pay-roll in New York Oity's
manufacturing establishments exceeds ten mill
ions of dollars a week to say nothing of salaries
to office people, executives and so on.
Last year new Homes for 263,530 people a
bigger population than there is in Louisville or
Denver were built in Greater New York. And
the cost of building not including the ground
, was .$.122,794,800, ' -;
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Within fifty miles of the New York Oity FU
there are approximately 125,000 automobiles.
This is-three times as many cars as there are in
any 'other area of the same size on the face of
the earth.
We don't Jiavo to tell advertising men what
these Facts mean what a world-beating oppor
tunity for Big Results, Increased Sales and
Larger Profits is tied to them.
There are seven morning newspapers printed
in English in New York Oity.
The New York American daily has twenty
five per cent of the combined circulation of the
seven newspapers.
Twenty-five people out of every hundred in
New York City read the American every morning.
The remaining seventy-five divido their prefer
ence among the six other morning newspapers.
If you could sell your goods to one-fourth of
the people in the richest community on earth you
would no longer have any cause for worry.
All you would have to do then would bo to
Speed Up the Plant and start efficiency and
bonus systems to develop larger output.
It isn't just pure luck that gives the New York
American twenty-five per cent of all the morning
newspaper circulation in New York Oity.
It is a Complete Newspaper and a complete
newspaper is an uncommon production.
The lest foreign news service the livest local
news the best financial pages an up-to-date real
estate department a live-wire automobile sec
tion an editorial page with a punch the most
interesting cartoons and pictures these are some
of the features that keep The American on the
crest of the metropolitan wave.
The Now York American numbers among its
contributors hundreds of tho world's most cele
brated men and women leaders in politics, litera
ture, art, finance and affairs.
The Biggest Thing a newspaper can have is
Personality. It's the most intangible quality,
too the hardest to put your finger on.
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The advertiser who knows the ins and outs of
selling would rather have a thousand circulation
with Personality behind it than five thousand
without it.
Some newspapers have no more personality
than an iron fence.
The New York American does not belong to
that class. It is a fighting newspaper.
No fighter ever lacked personality, and the New
York American has what Elbert Hubbard would
have called Personality Plus.
Its readers believe in it. They are all back of
it to a man. They endorse its crusades its stand
for public morality its battles for the people's
rights its honesty and its ideals.
This quality' of Personality works out in many
interesting ways. The Confidence of Readers, for
instance.
Here's an incident that shows what we mean?
About a year ago the New York American
started a department of Information for In
vestors. The purpose of this department is to
advise the readers of the American as to the in
vestment value of stocks, bonds and securities. ItB
seirvice is free, and it gives Real Information -not
clippings from prospectuses. Every proposi
tion about which an Inquiry is made is investi
gated right down to the ground, and the results
whatever they may be are printed.
Readers of the American were advised that re
plies to their inquiries would be printed in Sun
day's and Monday's American.
If we had kept that up we would have had to
increase the size of the paper. Inquiries average
about one hundred a day and the replies to nine
tenths of them are sent by mail. The remaining
tenth of general public interest appear in the
American.
It is a revelation how much money people
have awaiting investment.
Most inquiries have reference to sums ranging
from $500 to $12,000, and letters from people
who have from $2,000 to $5,000 lying idle aro
an everyday occurrence.
The point is: A newspaper that did not pos
sess the full Confidence of its Readers would
never be deluged for requests for advice like this.
There's' a moral for advertisers in this. It is
obvious.
Yours truly,.
NEW .YORK AMERICAN,,
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j ? New York American:
Daily and Sunday: Member Audit Bureau of Circulations
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