tV '( M t-' " i t (' y --o f .Yi s "N ' VBiAy 'LJSDGJfliS i'HlLADJflCPHIA, THURSDAY, FEURUAK Y G, 1919 Under Oath V '. "-' U J. I C li i rf, .A L u "V 1$ -' V fr. & F' "" H 't H. i. v v & -, ibA i. f v- - ft ;w a. ty Q. ' A. ft Henry Ford's Expert Witnesses Prove l Ofo m (&&fimg Urxhnm THE WORLDS GREATEST NEWSPAPER y m A. ? A. v Charles A. Br&wnell called as a witness in a hearing at Detroit, Mich igan, on behalf of -Henry Ford, being first duly sworn, testified in part as follows on direct ex amination by Mr. Lucking, attorney for Mr. Ford: Q. What is your business, please? A. Advertising manager for the Ford Motor Com pany. Q. How long have yoa occupied that position? A. Three years and a half. Q. Previous to that time had you been in the ad vertising business? . A.- Thirty years. Q. Without going any further into details, we may say that you have had perhaps as long an experience as an advertising man as anybody in these parts now? A. I think I have the longest experience. They call me the dean of the advertising fraternity here for that reason,. ' Well, it has becwyour province, has it, to place such adverl0mg as the Ford Company de sired in newspapers and periodicals daring these last few years? Yes, to make up the selection of the media. That is, with the particular papers? ' Yes, the selection of whether we should use newspapers, billboards, street cars, or do it direct by letter. Has the Ford Motor Company, aarmg your connection as advertising manager, used the Chicago Tribune as an advertising medium of its product? We never put out a campaign of newspaper ad 1 vertising that did not include The Chicago Tribune. , , In the placing of that, however, I understand that you yourself selected or approved The Tribune, among others, as the advertising medium? We made the selection absolutely without con sulting anybody outside of our own experi ence. . Andby that you mean primarily yourself? Myself. In selecting The Tjribune as one of the news papers in which advertising of the Ford Com - pany should be placed, what did you have in , mind? ' The leading newspaper in the city of Chicago, with a large .circulation and an influential circulation; as well as a large circulation in the territory in which we have a number of live, progressive agents: states of Illinois, Iowa, Minnesota, Wisconsin, Indiana, and Michigan, especially the northern section of Michigan, -which is not reached by the De troit metropolitan papers, or in a large vol ume by the Grand Rapids papers. ', What do you mean by the northern section? I mean west and northwest of Grand Rapids, the Traverse Bay territory, and the Northern Peninsula, territory.' You mean resort territory, so to speak? Well, resort territory, and then the 'Northern Peninsula. You see, the Chicago papers come into Marquette, and in through that ter ritory, what we call" the Northern Peninsula territory, and coverit, and our Michigan pa pers, very few get in there. That territory is literally covered with the Chicago papers, particularly The Chicago Tribune that is, the element we wish to reach. Are you able to slate t the relative position of The Chicago Tribune as an advertising me dium of automobiles in the territory you pre-' viously named, as compared with other Chi cago newspapers? Q. Q. A. I considered it by far the best. In his million-dollar libel suit against The Chicago Tribune, Henry Ford called a9 witnesses in his behalf two advertising experts of national fame: Charles A. Brownell and E. Le Roy Pellctier. What these men said about The Chicago Tribune is quoted on this page. One is Advertising Manager of the Ford Motor Co., the other is a close personal friend of Ford. Shrewd advertising men these, men of vast practical experience, men who weighing their words in the solemnity of court procedure only said the least their experience and conscience permitted them to say concerning The Chicago Tribune. Bearing in mind that favorable admissions from an adverse witness are' trie most weighty form of evidence, note what these Ford witnesses testified to concerning The Chicago Tribune. Dominating Influence in Many States They testified under oath that The Chicago Tribune has altogether ex traordinary merit as an advertising medium that it is a dominating influence in many states that it is read and respected by the best classes of people that actual sales produced for their clients had demonstrated to each of them1 its pre-eminence. Note that E. LeRoy Pelletier said that The Chicago Tribune was regarded as a "NATIONAL MEDIUM." This, iirthe technical language of adver tising men, meant that he considered it on a par with the big national magazir&s swaying public opinion through ' a wide territory and not alone in the city of publication. Note that Charles A. Brownell never placed a newspaper campaign of advertising for the Ford Motor Co. that did not include The Chicago Tribune, which he considered "by far the best" medium in its territory. Note that he considered it more influential in large sections of Michigan than the biggest papers published in Michigan. Note that Mr. Pelletier cited as typical of The Chicago Tribune circulation 'the big business man in the capital of the state of Michigan who read The Chicago Tribune and The Chicago Tribune only. Unique Combination Cities Within 100 Miles of Chicago ILLINOIS . City Families 'Chicago 509.440 Aurora 6,959 Chicago Heights'... 4,572 Elgin '. 5.712 Evanston 7,860 Freeport 3,968 ' Joliet ..., 7,709 Kankakee 2,854 k LaSalle 2,466 Oak Pack 5,563 Ottawa 1,907 inRockford 11,347 Streator 2,862 Waukegan 4,183 Tribunei 278,914 3,401 1,011 2,502 4,935 1,863 3,528 1,719 1,024 5,164 1,117 4,904 1,354 1,765 J . A4 f f ', 'J'. ' ':'; '.MILWAUKEE K'-Wwoir. jnT . -yg.ait v&M ujuixht 'U trt i , TOS&ss 4 " ff - - : .'K' 1,737 MiKiiij',,'; - to-Tr?' L sj 15,444 N. 1 ,' ',' hbHiwjt , 1,307 j, --14KJi-' 1.307 . i ) - Mass Plus Class 4 . - ';v v i ft.ti'k-i V 'yitwco - xve.Vi ni 575,407 INDIANA , East Chicago 6,057 "Elkhart 4,054 Gary 11,000 Hammond 5,403 LaPorte f. 2,714 Logansport 4,247 Michigan City 4,382 Mishawaka 3,416 South Bend 14,193 313,201 MICHIGAN Benton Harbor.... 55,849 2,213 2,213 WISCONSIN Beloit 3,709 Janesville 2,882 Kenosha ,... 6,566 Milwaukee 89,001 Racine r 9,493 Cities in the Zone Between 100 and 200 Miles of Chicago ILLINOIS (Continued) City Families Tribunes Moline t 5,595 3,544 Pekin 2,194 521 Peoria 14,437 6,148 Rock Island .... 5,890 3,334 Springfield 12,525 3,713 82,462 33,336 INDIANA Anderson pr, ;m Brazil 2,094 276 Elwood .. 2,20b 282 Fort Wayne .. 15,603 2,472 Huntington 2,196 575 Indianapolis . . 56,724 2,579 Kokomo 4,386 1,200 Lafayette .... 4,296 2,13,! Marion ... 3,986 1,215 Muncie 5,131 530 New Castle 2,829 140 Peru . .. 2,498 . 640 Shelbyville 2,240 v 150 Terre Haute .. 13,472 1,952 127,128 IOWA Burlington 5,029 Clinton 5,536 Davenport 9,923 Dubuque 8,019 Muscatine 3,543 111,653 745,169 1,700 1,338 2,402 10,850 1,197 17,487 347,439 100 Cities in, the Zone Between and 200 Miles of hicago ILLINOIS City Families Tribunes Bloomuigton 5,492 Canjpn ., 2,729 Champaign 3,010 Danville 6,594 Decatur 8,297 Galesburg 4,926 'Jacksonville 3,101 Kewanee . . , 2,721 Lincoln 2,398 . Mattoon 2,553 3,170 901 2,405 3,803 3,259 3,401 1,032 1,056 1,044 1,055 Circulation statistics in the office of The Chicago Trib une prove that it reaches-such a large proportion of the . population (in excess of 400J300 daily and 700,000 Sun day) that it OUGHT TO BE an ideal Advertising medium. The experiences of advertisers as related by Mr. Brownell and Mr. Pelletier prove that IT IS the ideal advertising medium. Their testimony proves that it not only reaches vast NUMBERS, but it reaches the RIGHT KIND of people, and those desirable folks read -and RESPOND TO ITSsADVERTISING. On the map above are noted j? cities of more than 70, 000 population .within two hundred miles of Chicago. In the, cities in the gray cone more than one hundred and less than tzi'o hundred miles from Chicago The Chicago Tribune reaches one fajnily in four. In the city of Chicago The Tribune reaches three families in five." 32,050 MICHIGAN Adrian 2,314 Battle Creek 6,032 Grand Rapids . . 26,572 Holland 2 4o- Jackson 7,199 Kalamazoo . lO.utJJ Lansing .899 Manistee 2,476 Muskegon '5,487 Owosso 2,065 73,618 WISCONSIN Appleton 3,601 Fond du Lac 4,297 Green Bay 6,003 Madison i 6,263 Manitowoc 2,786 Oshkosh 7,310 Sheboygan ....... 5,781 35,041 Total 351,299 15,287 2,195 2,047 4,675 3,273 1,006 13,196 148 1,050 3,063 '996 1,94 J 1,950 208 1,912 20 11,675 1,017 1,141 1,681 3,603 641 1,947 1,220 11.750 89,794 ws ? " j -VI JA t, i"i ..fVH E. LeRoy Pelletier called as a witness on behalf of Henry Ford, 6e ing first July sworn, testified in part as follow on direct examination by Mr. Lucking, attorney for Mr. Ford: , Does The Tribune circulate in the surrounding m' territory? h A. ' O, yes, for some distance, probably covers states. 14 Q. A. Q. A. What territory, principally, does it cover around , Chicago, that yoa, as an advertising man, are aware of, in placing your advertising? 1 Well, it covers Illinois and southern Wisconsin,',, northern Indiana, heavily, I should say. - Cover any of IoWa? J And Iowa, Eastern Iowa. Cover any of Michigan? It covers several states more thinly; it covers the western part of Michigan pretty heavy, t yes, well, in fact, it covers Michigan, I haven not the exact figures here, but it has a basic " circulation, relatively. r Has it any value in the resort country, so to speak, north and west of Grand Rapids? A. O, yes. v A 't5 n Q. And up in there, inp in the Traverse Bay dis- trict? - "- r i . rifl A. u, yes. kj. wny ao you say tiat, is it from observation" . A. Observation and experience of several years, probably 12 years or so. Q. Is that circulation in through that district of The Tribune of value to advertisers of auto N mobiles? A. O, yes, yes. Q. 'Is it recognized by them as such? n. j, yes, su mum so mat tne iaciory always paysj-i half of it, because of its broad distribution,'. where Chicago papers can only cash in on half or, less than half the Chicago territory t which would cover probably ten counties. We consider it in a sense the National media, that is to say, it is one of a few that we consider sufficient to cover nationally. Q. You mean a different proportion of expense of w advertising in the Tribune is borne 'by the '. factory? A. Yes, bedause of the sales we can make outside t of the territory of the Chicago district. Q. For instance, your Reo people then recognize, v as I understand, its value as well as one more experienced, like yourself, does? in J vi !; "-i; f M il yi -n ?i 33 M '4 m A. Yes. A. Q. A'. Has Mr. Benham ever matters with you? Yes. discussed circulation m L1 &1 M fc. rfsa if-i '! '-t2 '.; 4k .Vf1 Q. A. f Q. A. Michigan circulation of the Tribune? O, yes, several states. We figure it covers twelve to fifteen states, to some extent. Of course, vou tet further awav from Chicago, the in fluence is less. I should say, taking Grzpf$P. Kapias as a sample, n is prouaDiy more mir-i i ; nilM than !, Dplrnit nanrri .-s'lj. ' ' IKKj Why do you say that? Because of the class of DeoDle who take it. A very exceuem ciass ui pcupie uuy u, nau ",t rnnsirlerahle ncrcentaie of a class of solid t business men, to whom we sell automobiles ITl. in all those places. For example, take theA",. sales manager of the Reo Company at Lan-jjif; sine, the only paper he reads is The Chicago &' Tribune, the only one he really reads, and he savs he never missed a dav. he has told me' :. ': ... ., r. . ' ......, mat several limes, now, ue wouia dc xypicart of a class in Lansing that would read it, Would you say the class of people the Tribune.1. . I reaches is appropriate to the trade of au.to mobile advertising? x A very large percentage of it. a large percentage of it, a larger percentage, probably, of its t4- tal circulation than of the Hearst papers During This "Year of Ojpportunity' 1919, Vse This Dominating 5l tat-rr-Advertise in The Chicago 1 rwit in ' ''ll ' 1 J i-i .v iV i V iHi M" ( .JiJt
Significant historical Pennsylvania newspapers