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ISVESsTLNG TUBLIO LEDGER l'HlLADELMXA, MOXDAY, MDBRtOTRY 24, 191D
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Focus Your Sales Campaign
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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.
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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
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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.
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Each Dot
Represents
Fifty
Subscribers
to
The
Chicago
Sunday
Tribune
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k':'"'yj from east to west of 800 miles.
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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
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EASTERN BRANCH .OFFICE 251 FIFTH AVENUE, NEWYORK
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