v- . ,J, .. ( w. f v. ft f.- ,t ' u Vd 1. 1 "- EVENING PUBLIC LEDGER-tHlLADELfrHlA, THUESDAY, MAY 8, 1919 "SOUTH i AM ERJCAJ V'i V'll i' J,!'" i f ' t ' i i M' '-! ' ' i r j ! " ' "' -' ''' in ..'.ir f M I'jij.'i'iiy Real facts for export advertisers Accurate knowledge of markets in Latin America now available TO sell in South America, Central America, the West Indies and all foreign markets, the need has been felt by North American manufacturers and exporters for accurate knowledge of market conditions, present consumption of goods, possible consumption, trade channels and methods of distribution and merchandising. How can it be secured ? Many companies have been deterred from going after this real market because of the lack of this knowledge. Others went at it blindly. Their mistakes and failures have been used repeatedly as warnings of the dif ficulties of selling Latin America. In these countries, as at home, after you have secured distribution, the ultimate con sumer oi your product must be educated to want it, fpr on his demand will depend the steadiness and growth of your sales. To get this vital data about selling Latin America, over a year ago a number of leading advertising agencies organized the Caldwell Burnet Corporation: GEO. BATTEN CO. BLACKMAN-ROSS CO. CALKINS & HOLDEN CRITCHFIELD'& CO. THE ERICKSON CO. FRANK PRESBREY CO. FRANK SEAMAN, Inc. SHERMAN& BRYAN J. WALTER THOMPSON CO. AMERICAN PRESS ASS'N. Gets First-Hand Information Realizing how urgent was the need for first-hand information, the Caldwell-Burnet Corporation sent trained men to these A real market Number of , . CilietOvar Ceumlrr Populitioa IB.Wl Argentina 8,288,779 32 Bolivia 2,520,538 6 Brazil 26,000,000 277 Chile 5,000,000 13 Colombia 5,472,604 14 - Costa Rica 427,604 1 Cuba 2,650,665 7 Dominican Republic 657,275 1 Ecuador 1,500,000 3 Guatemala 2,092,824 5 Hayti 2,030,000 1 Honduras 592,675 1 Mexico 15,160,369 21 Nicaragua 689,891 3 Panama 386,891 2 Paraguay 800,000 2 Peru 4,500,000 7 Porto Rico 1,200,000 2 Salvador 1,254,151 3 Uruguay 1,225,914 4 - Venezuela 2,811,046 4 Totals 85,261,226 409 countries to get it on the ground. They stud ied trade conditions and they know and under stand these markets and these people. They have accurate current knowledge of the vari ous customs, styles, sizes, weights, credits, discounts, trade channels and methods which differ in the different countries. The sort of valuable, detailed information they secured is shown by the typical question naire printed on this page. It can be filled out for any trade or product. With these facts in hand, the next problem is, how to reach these customers. How can these markets be sold? How can these con sumers be educated to want your product? The Caldwell-Burnet Corporation has made the way to success not easy but sure. It has made it possible for North American manufacturers and exporters to advertise in South America with a full understanding of conditions a'nd media by giving them the same knowledge of foreign markets as they have of domestic markets. It has arranged to represent over 200 leading publications, and other media, in these countries, and is in a position to give facts about all classes of media on which advertising agencies can base their operations. Works with Advertising Agencies f The data collected on these markets by men actually in the field is at the command .of all American manufacturers and their ad vertising agencies. The Caldwell-Burnet Corporation has appointed permanent local representatives who are stationed in import ant Latin American trade centers and who can furnish careful trade investigations and market reports for their locality on any product. This service is at the disposal of all accredited ad vertising agencies, as well as manufacturers. The Caldwell -Burnet Corporation works with the regular advertising agency, whose services are, of course, vital. It corresponds to the special publishers' representatives who represent out-of-town publications in advertis ing centers in the U. S. It uses for Latin America the same methods for transacting business between advertiser and publisher that have proved efficient and economical in the United States. It gives investigated facts about all media, including daily and weekly newspapers, maga zines, trade papers, street car advertising, posting, railroad station advertising and mov ing pictures. It forwards, checks and bills advertising campaigns. A Caldwell-Burnet questionnaire for the study of sales possibilities. It can be filled by our trained investigators in any country in Latin America for any product Name of Product? City? Country? Prepared for? Date? ADAPTABILITY 1. Is the product adapted to the country? 2. Are products of a similar nature now sold? PROTECTION 3. Is trade mark registered? 4. Is patent issued and for what period? IMPORTATION 8 What is rate of duty? Are there any legal regulations imposed? What were importations of sim ilar products during preceding year? What amount or percentage were imported from the United States? 9. What amount or percentage were imported from other countries? COMPETITION 10. Is there a similar product man ufactured there? 1 1 . Who are the most prominent competitors? How do they handle the sales? 12. Approximately how long have they been in the market? 13. What is the retail and wholesale price of similar products? WHOLESALERS 14. How many of these? 15. Give names of principal ones with their street addresses. 16. What is their rating? 17. How do they conduct their busi ness5 18. Do they grant credit? 1 9. What co-operation do they offer the manufacturer? RETAILERS 20. How many of these? 21. Names of the principal onei with street addresses. 22. What is their rating? 23. How do they place their pur chases? 24. How do they co-operate to push sales? CONSUMER 25. Is the product likely to appeal? 26. Do they consider it a necessity or a luxury? 27. What sex is the product most likely to affect? 28. Are they partial in their choices? 29. What is the percentage of lit erate and illiterate? 30. How are classes divided? 31. Are they considered of a buying potentiality? 32. Name certain characteristics or customs peculiar to them. ADVERTISING 33. Does the press co-operate other than through the advertising pages' 34. What is the character of the advertisements? 35. Is the copvjtypically American or with local color? 36. What competitors advertising? 37. How long have they been-doing so? 38. What is the volume of it? 39. What media are used? GENERAL 40. Mention any other information. Details pertinent to the. particular problem and any spe cial questions of the manufacturer will also be answered Caldwell-Burnet Corporation Representatives in the United States of Foreign Media ci 4 t' i ? Jfl 41 .41 V; v "All m i N a fA 1 IV m. MJt 1 IM .r S&U 1 r S"M .ft . 7i .i 1 MI W ". " . &$ rxi . k 101 PARK AVENUE, NEW YORK I 1 mil J 1 .v il I A J I til': j- - 3V' wt r, ' . '-SWEfa , fJi&jL?. ji& " Afrff - . " w sa '& XJK' "Wrtl :;4v .$ . J. 2i 5.TV '4 JK WvttZXi SSilMl -' A -.ir , ?i ' ,Y,' f 7 if) rZr'-' l. " Jv M . . l" . .r-q-w .1. .' . efr. i V V-l . HI . p.'t .w,'.n I: ' ' a n. v.' 'n ' JHiPlil.l.:i.faJl i
Significant historical Pennsylvania newspapers