WTOlFPil W W 9jfU 'i.! v.-V V f ? f'Ti 1 . ! " r' at t EVKNltfU PUBLIC JLEDUliJK L'HJLLAJDEliPHiA, MONDAY, AjRiL 7, 1919 P KMr ML- p R 185 l9 ., P' 'A mL syi ft V l, r - BLUE PFROM I 0:1 f r Ml SKY REMOVED ADVERTISING BY QHjimaa THE WORLD'S GREATEST NEWSPAPER Brass Tacks on Circulation What does the advertiser buy? White space plus circulation! Publishers have always been precise as to the exact amount of white space exchanged for any given amount of money. But publishers have often been haZy as to the amount of circulation sold, although the advertiser has been insistent that he was buy ing readers rather than agate lines As a result of federal action, forcing sworn statements from owners of daily newspapers, it is now almost universally possible to secure definite information from newspapers as to total circulation. The Audit Bureau of Circulations has carried this a step farther by separating city, suburban and country circulation for its 630 member newspapers. With this most publishers are content to stop but not The Chicago Tribune. Location of Readers The Chicago Tribune has gone far beyond any other publication in! the United States in fur nishing its advertisers with definite, accurate information as to its headers their number their location their purchasing power their buying habiis. For purposes of city circulation analysis or for merchandising in Chicago the best subdivi sions in the city 6f Chicago are those formed by the United States Government for postal purposes. They are more logical units than the wards, which are encumbered with shifting politically devised boundaries. i The Chicago Tribune has thrown its circulation into these 48 postal districts, together with cen sus statistics and much other data gathered by the Merchandising Service Department of The Tribune. This enables The .Tribune to tell an advertiser precisely how much circulation he is buying in any section of this tremendous metropolis, the total number of families in that section, their nationality, their buying habits, the number and character of retailers which cater to them, etc. Out-of-town circulation of The tJlribune has been similarly analyzed so that the advertiser may know how many Tribunes are sold within 40 miles of Chicago, within 100 miles, within 200 miles, within 300 miles. Other tabulations show the number of Trib unes sold by cities, by counties and by states. The tabulation of circulation by counties has been reduced to graphic form in the map print ed on this page, which enables one to deter mine at a glance the density of Tribune circu lation at any point in the Chicago Territory. What Kind of Readers? The advertiser has a right to know not only how many readers but what character of readers. The Tribune Has undertaken to answer this question not only for Chicago but for its entire territory. Men have been sent to various towns and cities with lists1 of Chicago Tribune subscribers. They have gone to various, sources of informa tion to learn the identity of these Tribune readers,, The ensuing tabulations have shown conclu sively that from Oshkosh, Wis., to Montezuma, Ind.f and Red Oak, la., The Chicago Tribune is read by the bankers, merchants, manufactur ers, wholesalers, executives, and the more pro gressive farmers, clerks and mechanics. In each community the list of Tribune subscrib ers has been found a veritable directory of the people of wealth, influence and education. Buying Habits of Readers Personal investigation by a large staff of trained men threw much light upon the buying habits of Tribune readers in Chicago. Questionnaires ' have been sent to Tribune readers in other towns to ascertain their attitude toward Tribune advertising and allied facts. A questionnaire to subscribers in Illinois, Indi ana, Iowa, Michigan and Wisconsin, for exam ple, indicated that 63 of the readers of The Chicago Tribune visit Chicago once a year or oftener. Of those who had visited Chicago, 76 noted having purchased women's clothing during their visits, 68 men's clothing, 39 rugs and carpets, 38 furniture, 39 books, 13 office equipment, 11 trucks and autos. Fortyrfive per cent of those who answered this questionnaire stated that they were accustomed to read clothing advertisements in The Chicago Tribune, 40 listed themselves as habitual readers of Tribune financial advertising, 24 of book advertising, 33 of automobile adver tising, 32 grocery advertising. . , Truth for Advertisers The Chicago Tribune prints annually a tabula tion known as The Book of Facts, containing the exact lineage carried by each Chicago news paper in each classification of advertising. The Tribune is prepared at any time to furnish ad vertisers with the most complete information of this nature. t. All the foregoing indicates to what lengths The Chicago Tribune has gone to play fair with its advertiser's to show them with an infinity of detail exactly what they are getting for their money, to establish the sale of advertising on as sound and business-like a basis as the sale of any other commodity. But the most striking departure of The Chicago Tribune from ad vertising custom is that noted in the next col umn under the heading, "Merchandising Minus Bunk." Through Chicago Tribune Merchandising Service advertisers are enabled to secure maximum results from Chicago Tribune cir culation, which now exceeds 400,000 Daily and 700,000. Sunday. Merchandising Minus Bunk The Chicago Tribune has won fame among advertisers, agencies and publications as a leader in the movement generally labled "MERCHANDISING SERVICE." The keynote of Tribune policy in this regard is found in the following statement: The Chicago Tribune considers it a waste of money to advertise a product distributed through the re tail and jobbing trade until that trade has been sup plied with merchandise to take care of the con sumer demand when that demand is created. The old theory of advertising was that the ad vertising forced people to demand a certain product of the retailer until he was forced to ( demand it of his jobber -in such numbers that the jobber eventually secured it from the man ufacturer. There were two weak links in this chain. In the- first place, the advertiser was frequently "broke " before the circle was com plete and money began flowing back to him to compensate for his great advertising' outlay. In the second place, by the time the product1 reached the retailer the consumer had forgotten his original request for it, or had been well sat isfied with a substitute. ' To remedy this condition and make advertising truly efficient, The Chicago Tribune formu lated the. above policy. As a result, a Mer chandising Service,' which has no peer in the world, has been built up at enormous expense. .The Chicago Tribune Merchandising Service does not sell go'ods for any manufacturer, but it does furnish the manufacturer with advice and knowledge with definite systematic plans for. covering the Chicago territory. Intensely prac-i tical assistance enables The Chicago Tribune and its advertisers to live up to the policy noted above. This makes Chicago Tribune advertis ing a gilt-edge investment not a speculation. Time after time manufacturers, we'rking under Chicago Tribune direction, have sold to Chicago merchants more" than enough goods to pay for their entire advertising campaign sold and de livered the merchandise before a line of ad vertising ran. Time af teV time Chicago Tribune advertising campaigns have been instantaneous successes because the merchandise was in the stores ready for consumer demand the instant it was created. And the finest feature of this whole matter is that it is quite as much a service to TribNine readers and to retail merchants as it is to Tribune advertisers. It enables the reader to make practical use of The Chicago Tribune as a buying guide, giving the paper a value far greater than it could otherwise have. It in creases the profits of the retailer by promoting quick turn-over of stock and eliminating shelf "dingers." Basing every bit of advice and every exercise of judgment upon a vast accumulation of in tensive and practical information, The Chi cago Tribune is prepared to direct, to super vise, every detail of an advertising and sales campaign in the Chicago territory. A Each Dot ... y , j' fa s '"TJTN "A d m. ' "vC-"' y v vi --- v Represents , -c . " K -v j -sTaT Fifty j. , &.;&:Jry&C. ' " Subscribers S 4 .'.'J Cl I The ( J ( slllr I M "c I . CI r III' l i Chicago . .. ''.' ".: 'I J I Sunday V'r ..". A" X . Tribune ' S ; .X,.,.-; .- :M )'V- ,v . . J p 7 ri : "I . ":. . . . V.V.i . jS )' :'' :-::M -m ::. : Y V:.. THE CHICAGO TER... Vt'Kt'H:M .' ' 2X ''-.'A .'. '.- " . &: . Indiana, Iowa, Michi. NiV . '. '&;:.'. ':&&&'. ij-. . 'A'.' . . .& tan and WUcaniin, in ' . ' " ..:.. . I ;;.: . ; . '.';. which ont-ixth of th: " 'v.,. '. 1 I ' .' ' f' ' . ' '." HTX : j population of the no- I ' ' . '''.'.' -". S' I tion poittM one -fifth ,vS Vv. ' S '"v. H J of the wealth of fhe " ..; - .. V-"' -" C Y . I nation. THE CHICAGO ' '' . .''''. ' ' J . J TRIBUNE reachet one ''(:'-' ' '.' ' if family in five in thit . A . . .'.' t &' 7.2. I great, rich market. . . ,'.U . ?..::;". mf-J." . . J v. , ; r This map represents a distance ' 1 V'Voj from east to west of 800 miles. all a Chicago Tribune Merchandising Expert to Advisee With on Sales Building in the; Chicago I erntary Uupn; ik -1 "i- ' ) i ' .- th.. v -i .lTV.i g iiy r T tt - i &,: -1 ytr- 1 A 4J '1 t ', V U', v, fl-J'. & . f S" 'i J . r, . i .' -A '" f ' " s'STSSfflSHP' it'' - , x-v . . i ' if ! . tU...7,J ..CVj tJU r H i-1 .
Significant historical Pennsylvania newspapers