'fv.- ,-" '" N,, IV I w 4.1- v ISVESsTLNG TUBLIO LEDGER l'HlLADELMXA, MOXDAY, MDBRtOTRY 24, 191D r" O Focus Your Sales Campaign ri InThe Chicago Territory Newspaper Advertising Chicago Tribune Advertising Practical experience is more and more forcing advertisers to the conclusion that the mos efficient form of advertising t3 that which utilizes newspaper. Newspaper advertitlng towerm above all other forms of advertiiing, not only In volume but lso in service to 'those who buy it and to those who read it constituting the greatest public market in etch community for the exchange of services or commodities. Newspaper advertising is the only truly national form of advertising, in that It appeals to all tho people of the nation rather than to ill the geographical abstractions. vIlL - "nL Advertising in The Chicago Tribune Is th highest type of advertising in the world today clean, honest, efficient, actually being three hundred and sixty-five daya in the year what advertising should be actually serving many hundreds of thousands of people every day as advertising should serve them. Chicago Tribune advertising Is more Impor tant than Its volume would Indicate and It has surpassing volume. It is more important than Tribune circulation would Indicate and that circulation Is overwhelming. The Chicago Tribune, the world's greatest newspaper, is most emphatically the world's greatest advertising medium for the reasons briefly summarized below. Chicago Tribune Advertising Sways Millions in Five Big Rich States Wonderful Richness &l 01 tne inicaso 1 erruory t Advertising in The Chicago Tribune influences the purchases made by an uncqualed aggregation of pur chasing powers dominates a market of five great states, compact yet imperial a market in which one seventh of the population of the United States furnish ed onefifth of the subscribers to Liberty Bonds a market which raises one-fifth of the crops of the nation, produces one-fifth of the manufactures and possesses one-fifth of the wealth. Wide Circulation of The Chicago Tribune in the Chicago Territory pf In this magnificent market comprising these blue-rib bon commonwealths Illinois, Indiana, Iowa, Michigan and Wisconsin The Chicago Tribune is read by one family in five. The map on this page pictures in graphic form the remarkable distribution of The Chicago Trib une throughout the ever-prosperous corn belt. Only a professional advertising or circulation man can appre ciate the record of The Chicago Tribune in selling (? mnre than 400.000 conies each of six week davs. and more than 700,000 copies each Sunday, at retail prices ranging from 2c and 5c for the Daily to 7c and 10c for the Sunday paper 25,000 more circulation than the $ jiext Chicago paper Daily and 100,000 more than the , next Chicago paper Sunday. t" ' Of ihf. fiv ttatv rf Th Chpdn TVrrtfnrv.. Tnura i th most distant from Chicago, yet The Chicago Tribune has more readers in Iowa than the largest national magazine. Furthermore, its prestige is out of propor tion to the number of its readers. Wha people pay for P-v' anything is some measure of their regard for it. The t' people of Iowa pay approximately $206,382 per annum , V or. the largest national weekly and the largest woman's ' ' monthly and the largest farm journal, all three com iZbined. On the other hand, they pay more than twice '-this amount, approximately $444,709 per annum for rfiJTh,e Chicago Tribune, of which $254,335 is for the jp unday issue and $190,364 is for the Daily. That is to ' say, they pay more to read one of the seven issues o'f 'v' The Chicago Tribune each week than to read three J leading magazines. m 3'v .M I I Each Dot Represents Fifty Subscribers to The Chicago Sunday Tribune ;& - w '.': A vvft? r; : I . 1 J . . t . . ) J! -V.v . si : ' 'A w I ( ;.'. ;.:, .;.-. -yM cm " " " .-.. '': .y-'i.'f I . ? x ." ... 1 . i -;:. :'. - ""' :v...;-. . . .f .: . . .:" I 1 .v V .".V. . . . . . v.. . , . .; .-v.:. .. . r . ;, . 'r y'.' . '- This map represents a distance k':'"'yj from east to west of 800 miles. W " Chicago Tribune rulation blanheti corn btlf richctt agrici ton in th i Desirable Character of Chicago Tribune Readers These statistics give some clue to the character of the people who buy The Chicago Tribune. The char acter of the news, editorials, and features in The Chicago Tribune indicates a clientele of the best people in every community it reaches. The tremen dous volume of clean, high-grade advertising proves conclusively that Tribune readers constitute the world's greatest market. Just as a magnet passing over a sand pile draws out the particles of iron, so The Chicago Tribune has es tablished communications with more than 700,000 families which are the most desirable in its vast terri tory most in accord with all the sturdy, progressive Americanism for which The Chicago Tribune stands. They are not all rich. Their numbers are so great 'that they nccessdrily represent mass circulation, but they are the best of each stratum the best mechanics the best manufacturers the best clerks the best merchants the best housewives. Responsiveness of Chicago Tribune Readers It is common for readers of a publication to blecoma accustomed to particular features. They "get th' habit" of reading the Linc-o'-Type or following Briggs' cartoons, watching the Financial Page or the Fashion Notes. By many years of intelligent, intensive work, The Chicago Tribune has educated its readers in its advertising until by thousands, by tens of thousands, by scores of thousands, and now by hundreds of thousands, they have " the habit " of reading and responding to Tribune advertising. They have been taught that Tribune advertising is clean, convinced that it is worth money to them, sold on its value, until many of them buy the paper because of its large volume of exclusive advertising. They consciously use Tribune advertising as a guide in their daily purchases. During 1918 2,994,805 replies to want ads with box number addresses were mailed or brought to Tha Chicago Tribune. It is estimated that in addition thrcs times this number were telephoned or mailed to the advertiser or answered in person. Therefore, he total response which Chicago Tribune readers made to Tribune want ads alone must have approximated twelve million replies. Chicago Tribune Merchandising Theories and Practice Some years ago The. Chicago Tribune formulated this, theory: The Tribune considers it a waste of money to advertise a product dis tributed through the' retail and job bing trade until that trade has been supplied with merchandise to take care of the consumer demand when created. How radically this differed from the old method of using advertising to force distribution only one familiar with jobbing and retailing can appreciate. The story of how The Chicago Tribune spent fortunes in order to live up to -its theory the story of Chicago Tribune. Mer chandising service is too big to tell even on another page like this. It is a' story which has new chapters every day. If you arc interested in the sale qf any product to the general public, ask The Chicago Tribune to send a merchandising expert to give you -the benefit of our wide experience. ;1 Take Advantage of Advertising of Newspaper Advertising qf Chicago Tribune Advertising During this "Year of Opportunity9 1919 t 4 V V 1 EASTERN BRANCH .OFFICE 251 FIFTH AVENUE, NEWYORK r,v 'i 3 f. l Waal A r ill I S 1 ,& .v2 r ,,i,,3i,. -ii ;. '$ IT." -- W vi rtf m '. i iH.
Significant historical Pennsylvania newspapers