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EVENINQ PUBLIC LEDGER- PHILADELPHIA, MONDAY, JUNE 9, 1919
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"Kh THE WORLD'S GREATEST
THE WORLD'S GREATEST NEWSPAPER
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Utxhnm
Qffers FACTS to Sales Managers
and Men Who Pay for Advertising
IUa
A BOOKLET recently published by the Bureau
of Education at Washington is devoted to a
scientific analysis of " concentration of popu
lation, industries .and Institutions." It explains the
reasons' for the growth of great cities politics,
accidents, agriculture, fuel, transportation, war and
other factors which constitute the fundamental
causes of urban growth. Then the booklet contains
this highly significant statement:
"A Location May Combine All -Advantages"
I
'Sometimes a location may -combine all the qualities
KHiIed to draw population. Chicago hat tuch a situation.
Faint, cattle ranges, and material for manufacture are t
ell in reach. The world's greatest inland waterway and
railroad system furnish opportunity to transport the goods
made there. At the same time Chicago is a distribution
center for the food products of the West and the manu
facturea goods of the East."
William Joseph Sbowalter of the National Geographic
Society draws a vivid picture of the development pt Lni
cago' in the following paragraph :
-Chicago is a little empire in itself. Thirteen American
' states have fewer churches; thirty-seven have smaller
populations; many states have fetter miles of roads than
the Windy City has of streets. It has more telephones
than Montana -has people. There are nations whose
postal business is not nearly as great as that handled
by the Chicago postoffice; countries by the dozen that
spend less money for governmental purposes; even con
tinenls that move less freight than is carried into, out
of, and through this one city." '
This astounding growth of a frontier outpost to a world
metropolis is due, of course, to the rich productive terri
tory which surrounds it. The following is a summary
of position occupied by The Chicago Territory, com
prising Illinois, Indiana, Iowa, Michigan and Wisconsin .
Tho Chicago Territory occupies less than one
eleventh of the area of the United States, but has
approximately one-sixth of the population of the na
tion and one fifth of the total wealth; raises
mpre than one-fifth of the farm crops; mines ap
proximately one-seventh of the coal and ore and
produces one-fifth of tho manufactures of the forty
eight states.
Other districts are more densely populated; others pro
duce more coal, others more ore, and so on. But no
other district has such a well-rounded development of
ir fundamental sources of wealth, in such a compact,
homogeneous community as that tributary to Chicago.
It was natural that this splendid market should produce
a great newspaper. For two generations THE CHILAOU
TRIBUNE has been a national influenceloved, hated,
admired, feared, quoted, denounced, revered, hissed, de-,
fended, attacked but never ignored. From the days
when Joseph Medill led the fight for Abraham, Lincoln
to the establishment of The Army Edition in Paris
during the World War. THE CHICAGO TRIBUNE has
been a dynamic force in every important movement.
Tribune Ideals of Service
Of all the features which distinguish THE CHICAGO
TRIBUNE from other papers, none is more important
Sian its policy of serving both readers and advertisers,
epartntents of service bring scores of thouands of
letters fiem TRIBUNE readers every year. They are
aiiiiUd in every problem of life by TRIBUNE experts.
Similarly, though In an entirely different manner, the ad
vSirtuW department of THE CHICAGO TRIBUNE has
iuflt tip many departments of service to advertiser.!.
Consider, for instance, the following policy which guides
HE TRIBUNE' in accepting what advertising men call
" general ".r "foreign" advertising.
THE TRIBUNE considers it a waste of money to advertise
a product distributed through the retail and fobbing trade
until that trade, has been supplied with merchandise to
take core of the consumer demand when created.
The old theory of advertising was that It 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 manufacturer.
There were two weak links in this chain. In the first
place the advertiser was frequently "broke" before the
circle was complete and money began flowing back to
him to compensate for his great advertising outlay. In
the second place, by the time the product reached the
retailer the consumer had forgotten his original request
for it, or had been well satisfied with a substitute.
CHICAGO TRIBUNE Merchandising Service has. re
i placed these weak links with strong ones, making
CHICAGO TRIBUNE advertising an investment, not a,
peculation.
THE CHICAGO TRIBUNE Merchandising Service does
net sell goods for any manufacturer, but it does furnish
the manufacturer with advice and knowledge, with defin
ite systematic plans for covering The Chicago Territory.
Typical Tribune Success
Following is the experience of a food product manu
facturer who, came to THE CHICAGO TRIBUNE for
advice concerning the marketing of his product in The
Chicago Territory. An investigation was first made to
determine the market for his product, also to develop
in advance all probable sales obstacles and devise means
for meeting them. The advertiser's agency prepared a
campaign of proper sise and quality to create a big con
turner demand. Merchandising experts of THETRIB
UNE then supervised the selection and training of a force
specialty salesmen to cover the Chicago market. These
talesmen were instructed by TRIBUNE experts in how
to stll Chicago dealers on the strength of CHICAGO
This is one of the 56 pages in The Chicago Tribune
1919 BOOK OF FACTS
It gives you some idea of Chicago Tribune thoroughness
in securing and presenting facts. The text on this page
summarizes some of the topics treated in this book.
' ' CONTENTS
Chicago and The Chicago Territory . . ,. vV
Rates and Circulation, All Chicago Papers ,
Zone System of Merchandising ......
Rotogravure Advertising .
Newspaper' Advertising .......,,.;,
Country Circulation of The Tribune.,. '., I .
Advertising Lineage Records
Analysis of iqis Display Advertising Lineage
Analysis of 1918 Want-Ad Lineage . ... . .
Merchandising Service
FACES
4 to 15
16 to 18
19 to 22
...... 22
23to 25
26 to 34
35, 36
37 to 52
53 to 56
44 to 46
(V
INDEX
Plan
ADfEsnsiHO Agencies Advertising .- SI. Bt
Advertising Lineage 1918 35. 5
-Advertising Lineage (12 years) 80
Amusement Advertising 40
Architects, Contractors and Engineers Advertising 43
Army Edition of The Tribune 2
Arts and Artists' Materials Advertising SI
Automobiles and Accessories 13, 27, 28, 20, 31, 87, 38, 88
'Basement" and "Upstairs" Advertising 41, 42
Baths and Gymnasiums Advertising 81
, "Blind" or "Box Number" Ads 84
Brownell, Cbas. A 24,33
Building Material Advertising 81, 32
Business Chances ..... 88
Cekborship -...48, 87
Chicago, The Great Central Market. . .4. 8, 6. 0, 10. 31, 44, 43, 40
Chicago Territory 4. 7, 8, 11. 12, IS, 14, 13, 20. 28. 31
Circulation (See Country Circulation). 12, 17, 18, 20, 22, 38, 34, 83
Cleanen-and Polishers Advertising 51
Clothing Advertising 27,28,29.31,89
Coal Advertising . 81
Confectionery Advertising.... ,................... 81
Copy Problems .....,-.. II
Corset Advertising ., , 89
Country Circulation of
The Tribune 18. 20, 27. 28, 29,-30, 31, 82. 33. 84. 88
DcAtxs Influence 22. 23, 24, 27, 28,' 29, 31, 32, 48. 40
Department Store Advertising 41, 42
DeWeese, Truman A .23, 49
Dot Maps of Tribune Circulation . .,... ..... , w 33
EnocATioKAL Advertising........ ...n',,..'.-.. 8, SO, 87
Factories in The Chicago Territory...... v... ...7," 8, 11, 12
Farm Land Advertising 27,28,29,31,32,43
Farm Tractor , ,.14,37,31
Federal Reserve Districts 1
Financial Advertising .., 27.28,29,31,32,43,80
Fixtures, Gas and Electric Advertising. 31
Florists and Seed Stores Advertising. 81,32
Ford Libel Suit Testimony 37,38
Furniture Advertising. .' . , ..,...',... 27, 28, 29, 81. 47, 88
Gbocebt AdvertitSig .'...,,.... ,,.27, 28,29,31, 48, 48
Haboware and Tools Advertising. ........,..,...',.,... S 1, 02
Heating and Ventilating Advertising... ........81, 82
Help Wanted Ads . , 80
Hotel Advertising.. CO, CO
PiQl
60
Household Goods Ads.
Industrial Advertising. ,,,. 43
Installment Stores Advertising ,47
Jewelers Advertising..... , .. 0
Laundries Advertising 31
Liberty Bond Sales by Districts 13
Maoazines 19, 20, 21, 22, 30, 49
Medical Advertising 48
Men's Clothing Advertising 27. 28. 29. 31. 39
Merchandising Service 44, 45, 48
Mineral Waters Advertising 81
Miscellaneous Advertising .....31, 82
Morning vs. Afternoon Papers 25
Motor Trucks 27,28,29.31,37
Musical Instrument Advertising 27, 28, 29, 31
Newspaper Advertising (See Zone System) 23, 24, 23
National Advertising (See Zone System) 37, 88, 45, 40
OmcB Equipment Advertising 51, 32
Opticians Advertising. 50
Packaoi Car From Chicago ..x.......... 10
Paints, Wall Paper and Glass Advertising -. .... ...;..... 81
cuctier. JG iwoy.. ..................................... ws
Ixns AflwUsl&g.. .............. ........'. ......... . .01, fl.
Photographers and Photo Supplies 81
Population Statistic 7 4,3.11.12
Prestige of The Chicago Tribune. .2, 28, 27. 23, 19, 81. 82. 85, 48, S
Printing and Stationery Advertising 81
Public Utilities Advertising., .' 51
Publisher Advertising 27, 80, 49
QoBsnomcAimx to Tribune Subscribers. .28, 27, 23, 29, 30, 31, 32
Railroad Advertising 80
Railroads 0,9, 10
Railway Supplies, Foundries and Heavy Hardware
Advertising 81,58
Rates for Advertising 18,20,21
Real Estate Advertising. ...m. .................. ......... 43
nent Aos ,............................................. on
Restaurant Advertising ; 80
Rotogravure Advertising ,...22,37
Rubber Heels Advertising 81
Rug and Carpet Advertising... ............... .28, 29, 31, 47, 80
Rural Free DJIrery Map 8
Sbob Advertising 87, 28,'29, 81, 39
Situation Wanted Ads...'. t 88
Song Publishers Advertising 51
Sporting Goods Advertising... 81
Summer Resort Advertising,... ,' 80,57
Tobacco Advertising 80
Toilet Goods Advertising. 27,28,29,31,48
Unsxbwxab Advertising.... '. 39'
WAMTAM..... .........,....,,,,, ,.,... .83, 54, Oo, 50
Winter Resort Advertising 80,57
Women's Clothing Advertising. 87, 28. 29, 81, 89
Zoni System of Marketing (sec Newspaper Advertising) 19, 20, 2 I, 28
aV slsW
I
TRIBUNE advertising. They icere furnished with port
folios containing proofs of the campaign to be run and
e letter from THE TRIBUNE stating that it had received
a non-cancellable contract from this advertiser for a
specific amount of space to be run within a definite
period.
These salesmen uere sent out into the districts into
which THE TRIBUNE has divided Chicago, provided
with route lists of dealers in each district. Their reports
were checked each night by TRIBUNE merchandising
men competent to say uhcther each salesman uvu getting
out of his district the proper volume of sales. TRIBUNE
guidance enabled the poorer salesmen to be weeded out,
the better ones encouraged, and every district in this great
metropolis to be intensively and properly covered.
This sales campaign was carried on for six weeks before
a line of advertising ran. Eight salesmen were used,
many technical obstacles in the marketing of the product
were encountered. Delayed shipments added to the
difficulties.
Nevertheless, at the end of mix weeks, 2 66 retail dealers
were secured in the city of Chicago proper, and about
1,000 more outside Chicago. The average order was one
and one-quarter cases, the cost of securing each dealer's
was $0.68. In addition, 112 Jobbers were secured. The
total sales amounted to almost six times the advertising
appropriation. Three months after the advertising cam
paign began, this article had a distribution of 5,000 dealer
in Chicago alone, and from forty to fifty per cent of all
available dealer outside the city in The Chicago Territory.
Then, when the advertising was presented to THE
TRIBUNE'S reader, -400,000 Daily and 700,000 Sunday,
the flow of goods from maker to user started instantly and
profitably.
More Circulation for Less Money
Every advertiser in national publications is now spending
from one-sixth to one-fifth of his appropriation in Illi
nois. Indiana, Iowa, Michigan and Wisconsin, because from
one-sixth to one-fifth of the circulation of the magazines
which he uses it in these five atatei. If his appropriation
it $100,000, approximately $20,000 ihould be charged to
The Chicago Territory.
. It is, therefore, pertinent that he ask himself whether
he is using the most efficient economical means of cover
ing this great market from an advertising standpoint.
Advertising in various publications must be reduced to
some common denominator before comparisons can be
made. The usual basis is ihe cost per agate line of spare
per thousand of circulation. The following figures (Show
ing cost of space per agate line per thousand) speak for
themselves:
21 Standard Magazines 0062
11 Women's Magazines 0054'
7 Leading Weeklies ....' 005
Saturday Evening Post.. 004
503 Sunday Xe'.vjapers (minimum) 0017
.396 Morning Newspapers (minimum) .0010
1647 Ecning Newspapers (minimum) .002J '
59 Metropolitan Morning Newspapers
(gross) .. 0015
38 Metropolitan Evtning Newspapers
(gross) .0014
78 Metropolitan Sunday Newspapers
(gross) 0015
Chicago Daily Tribune (minimum) 001
Chicago Sunday Tribune (minimum) 0003
Advertisers sometimes labor under the delusion that they
are not "national" adertisers unless their advertising
is concentrated in national magazines. Speaking of this
mistake, John Sullivan, Secretary-Treasurer of the Asso
ciation of National Advertisers, says:
"IF ONLY ADVERTISING MEN WOULD THINK. OF
ADVERTISING IN TERMS OF DISTRIBUTION,
SUCH A MISTAKE WOULD NEVER BE MADE. A
national advertiser is a firm which has obtained more or
less thorough distribution of its products throughout the
United States and which advertises to support or extend
that distribution."
"Advertising per se does not pay. Finding the market
end knouing the market, and then co-ordinating sales
and advertising does."
It is indeed true that many advertising failures would
have been avoided if distribution had been given proper
consideration.
Co-ordinate Sales and Advertising
This nation of 100,000,000 people cannot be handled
efficiently from a sales standpoint until it is broken up
into sections. Every large organization purporting to
cover the entire United States iHids branch houses, dis
trict managers, sales territories, etc., absolutely imper
ative. No jobber can sell the Chicago grocer but the Chicago
jobber. No jobber can sell the San Francisco grocer but
a San Francisco jobber. The grocers of Vinton, Iowa,
are sold by jobbers from Chicago and from Iowa cities,
but seldom by New York jobbers. The grocers of White
'Pigeon, Michigan, are sold by jobbers from Michigan
and from Chicago, but never by jobbers from Philadelphia.
These are obvious merchandising axioms. One would
think that his everyday knowledge of their truth would
inspire every advertiser to adopt the corollary of local
ized advertising effort. Nevertheless, as Mr. Sullivan
points out, some people think Jhat "national advertising"
precludes localized advertising and necessitates the use
of national periodicals.
Some advertisers fear that in order to use newspapers they
must use every one of the more than 2,000 dailies in the
United States, but a tabulation made by THE CHICAGO
TRIBUNE and contained in the BOOK OF FACTS,
shows that 78 Sunday newspapers located in 48 metropoli
tan centers, not only reach practically all the English
speaking inhabitants of those cities, but rech two families
in seven outside those cities.
The World's Greatest Newspaper stands ready to aid any
worthy advertiser in building sales in the world's most
desirable market. A merchandising expert will be glad to
call and discuss your problems with you.
The Chicago Tribune's 1919 Book of Facts sent free to any agency, bank,
rnanuf kctureror selling organization if requested on business stationery
-.
EASTERN ADVERTISING OFFICE. 251 FIFTH AVENUE, NEW YORK
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