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y&VE&mor PUBLIC LEDGER-rHILlDELTHlA' THURSDAY, OCTOBER 0, 1019
TA total neu'sprwl
consu in ption of
Canada u ilk Hi
hundreds of news
papers is two hun
dred and fifty (250
tons per day, ac
cording to the Ca
nadian Export Pa
per Company.
x hundred (6Q0)
ti seien hundred
TOO) tons of paper
01 e i onsumed in
punting each issue
of The Chicago
"xiwrfnv Tribune-"
i World's Great'
f en spaf er.
The
in The
Tangible Weight
m im. " Wm '""""w"'"' ''wrw "www
i
Advertising "space" in' The Chicago Tribune is not
ethereal nor unsubstantial; it is not blue sky; it is not a '
mere by-product to be sold for what it will bring. It is
a definite manufactured commodity that can be weighed
and measured like steel ingots.
You may rent "space" in a building and secure nothing
but temporary use of property which continues there
after.in the possession of the owner. But when you buy
"space" in The Chicago Tribune a certain amount of
property is devoted in perpetuity to your exclusive use.
A single page ad in The Chicago Sunday Tribune
necessitates the use of more than ELEVEN THOU
SAND (11,000) POUNDS of paper, and one hun
dred and sixty (160) pounds of ink. The Chicago
Tribune takes these FIVE AND ONE-HALF TONS
of material and prints thereon for you SEVEN HUN
DRED THOUSAND (700,000) copies of your mes
sage. It binds your message closely with the news, local,
national, and foreign news events only a' few hours
old news for which every thinking man and woman,
every advertising prospect, within hundreds of miles of
Chicago is eagerly waiting.
Under tremendous pressure of time, with the assistance
of hundreds of high paid experts and expensive ma
chinery, The Chicago Tribune prints and distributes
your message between sunset and sunrise throughout
the most desirable market in the world.
The mere bulk raw material which The Tribune uses
in preparing your ad is worth hundreds of dollars as it
lies inert in the warehouse. Tribune advertising is a
manufactured commodity and Tribune advertising rates
are based on cost of manufacture, but the value of Trib
une advertising is quite beyond calculation.
Intangible Weight
The magic of the printing press and the prestige of The
World's Greatest Newspaper transmute your advertising
copy into an influence of incredible power. Through
Chicago Tribune advertising you have the privilege of
sending a message within twenty-four hours into
one-fifth of all the homes in the five great states of
Illinois, Indiana, Iowa, Michigan and Wisconsin.
Through The Chicago Tribune you can talk to hun
dreds of thousands of people any morning and every
morning through a medium, for which they gladly pay
more than they pay for anything else they' read.
Professor William F. Ogburn of Columbia University, tes
tifying recently before a federal judge, stated that the
average family of $2,50.0 or less annual income spends
$8.85 to $12.98 a year for newspapers and '43 cents to $1.62
a year for magazines. But the average Chicago Tribune
family spends at least $1 0.00 a year for The Tribune alone,
A certain manufacturer bought a double page ad in
The Chicago Tribune. The replies immediately
received threatened so far to overtax the utmost ca
pacity 'of his plant that he took them to the largest
bank in Chicago. This showing was a big factor in
inducing the bank to ADVANCE ENOUGH MONEY,
TO SECURE A BIG, NEW FACTORY.
In short, the actual tangible weight of Chicago Tribune
advertising space in pounds and tons is enormous, but
it is insignificant compared with the intangible weight,
the weight which a message through The Chicago
Tribune has in the minds of Chicago Tribune readers.
Tangible Circulation
Chicago Tribune circulation has been subjected to most
minute analysis so that every advertiser may know just
where each ounce of his five tons of paper stock goes.
A forty-four page book has been prepared to show
Chicago Tribune circulation from every angle. It con
tains practically no text, but is a solid mass of statistics
and maps. Probably no such comprehensive picture of
the circulation of a great newspaper has ever been pub
lished before.
Chicago Tribune circulation, Daily and Sunday,
in every one of SEVERAL THOUSAND towns is
listed. This circulation is then shown by counties,
by states and by zones. It is listed in detailed tabula
tions and pictured on maps.
If you spend money for advertising, you will not find
this booklet dry, even though it is a compilation of cold,
hard facts. If you spend money for advertising, you will
realize that it marks a big step toward giving adver
tisers complete and accurate information as to the com
modity they buy.
People call The Chicago Tribune "The World's Greatest
Newspaper." The advertising department of The Trib
une is striving to live up to this name by selling advertis
ing on the highest ethical basis of unlimited, accurate in
formation, and efficient, ungrudging service.
This booklet, "Tangible Circulation," proves that Chi
cago Tribune advertising is worth every cent The Trib
une asks for it.
Write on your business stationery to our eastern advertising office at 512 Fifth Avenue,
New York, for copy of TANGIBLE CIRCULATION
Uhe
THE WORLD'S GREATEST NEWSPAPER
i
Circulation Now in Excess of 400,000 Daily and 700,000 Sunday
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