rMW" awyfc"- " & -.ua " rt' """""'. nSOWnMF! WjP M 4 r BrtNENfG PTJBktO IiEDQBKPHlliADELlHlA 3J.6NDAY, OOTUBELl 20, JOJLD N fk v. i rcwraini iu Kahn of New York: Wade . of St. Louis f'A few uleehe later I toae in St. Louie. I had the privi' lege of talking to the greateet banker in the Mieeietlppi Valley, Mr. Feetue Wade, tho preiident of a great truet company. I aeked himt 'What ie the moet eetential thing for thie great, rich valley?' 'Markete, markete,' he taid. 'That ie what our manufacturers have got to etady and know about, markete.' Jess of Los Angeles ii Markets" "Here wee a great banker on the Atlantic Ceail, in the Mieeietlppi Valley and on the Pacific Coaet. All aeked the eame queetion, gave the tame, anewer, and you can e to any merchant or manufacturer and the great queetion before him Ie market:" Herbert S. Houeton, Vice Preeldent, Doubleday, Page A Co., addressing m convention In New York, "Within a year I have been talking to three very un. neual men. To the moit amtuta banker in thie city, Mr. Otto Kahn, I laid one dayi 'What ie the moit enential thing for the great banker?' 'Why,' he replied, 'Mr. lloutton, it it a market or eccuritiee, it it market:' "A month or two later I aeked Stoddard Jete, preeliienl of the Firet National Bank of Loe Angelte, 'What it the great thing before the Pacific Coaet?' and he ealdi 'From Vancouver to San Diego there ie only on euei tion, ' market: We have got the rich ft eotl in tin, world out here. Wonderful citrue frulte. We do not know how to market them ' r- Advertisers Rank the V H'J3S" VVJ ' '" j& MMMHHtWUHIIUUMJIIWJWIIU sfMwfjwntfs ' ' J B ' jEt B ijm B 1 " B I S fl B 1 ' I Why .. ' !' i y ?K 1 Chica go -t JlJL JpLC L J? JLX & t r This map shows the United States divided into thirteen logical merchandising zones. sXhe dots represent 48 dominant trading centers and the radiating lines show spheres of influence of the metropolitan newspapers in each city. Each zone, therefore, is a natural unit from the standpoint of advertising and distribution. Each is a great market. The business man needs to understand the relative value of these various markets in order that he may properly apportion his sales and advertising efforts. The charts opposite show the solid basis for the claim of The Chicago Tribune that The Chicago Territory (made up of Illinois, Indiana, Iowa, Michigan and Wisconsin) is the most desirable , market in the world. This marvelous market, The Chjcago'Territory Zone 7 is made easily accessible to reputable manufacturers by Chicago Tribune Merchandising Service and by Chicago Tribune circulation. Tribune Merchandising Service is built on the f olio wng policy: (The Chicago Tribune considers it a waste of money to advertise a product distributed'tTirough the retail and jobbing trade until that x trade has been supplied with merdhandisc to take care of the con sumer demand, when created. The map below illustrates the marvelous scope of Chicago Tribune circulation reaching one family in five in The Chicago Territory. This circulation maye purchased at a rate per line per thousand one-fourth that of the leading national periodical. Each Dot Represents Fifty Subscribers to The Chicago Sunday Tribune L .'"''Wj9 AX' 'A ( :' :) .-a-. vyy fm f ,. . .. ".'J' I i MICHIGAN ' 'V .'.' ..T'SCONSIN;., ,:$;( ). ,. J"k v. -n Chicago Tribune cir- -Jl ,v h 'f y 1 'r "l eu'a''on blankete the )' - S,1 ' : "rn belt" the fe.W.V K 14 Chicago Tribune cir culation blankete the "corn belt" (.e richett agricultural tone in the world. Circulation now in excess of lUUflOODailu and 700,000 Sunday. The dominant position of The Chicago Market Zone 7 on the map opposite is not due merely to this year's crop nor last gear's crop, nor to central location, nor to war orders, but to an infinite number of factors. In the following charts fundamental statistics are reduced io pictures which tell an amazing story. Value of Manufactures " ?-.yr Zone 9 , x . Zone IS J x , I 8. 2 7 2orJ f . i KJ&L& i2.s7.l w1 ' i .1 il Although The Chicago Territory is sixth in area, it is first in population. In this favored region 16.4 of the population of the United States are to be found in 8.7 of the area of the United States. The population of Zone 7 exceeds that of any other zone shown by more than two and one-half million. Population r -V 1TV V IV- K If, . P 311 i1L y Vt4?F. fiBtoMi.ittX Vorw Zone fi iT- 7.6V l5. Mere numbers, of course, are of little conse quence, but observe that in The Chicago Territory 16.4 of the population of the United States have concentrated 20.6 of the national wealth, Wealth sZotit5ZmQ Zone 5 "Then arises the question: O iW;o rfoej ih wealth consist? Is ii accumulation, hoarded in banki, or is it fluid wealth distributed among the people? The characteristic of The Chicago Territory, which is most important in determining its value as a market, is the balance between its' industrial and agricultural life resulting in a remarkably even distribution vof wealth. This manifested itself in Liberty Bond sales records The Seventh Federal Reserve District is but part of The Chicago Territory but it exceeded every other Federal Reserve District in every one of the five loans in the number of subscribers. Study the message of the two charts folio vmg Farm Land Value vTr VWj Zone Z V tot 3 y iz.iyis.5 u in the Chicago zone prosperous industrial cities flourish immediately surrounded by the richest farm lands in the world. This statement is corroborated by the next two charts which show a unique leadership in the use of both farm ti actors and motor trucks. Farm Tractors LT"'E f m i-J -rcrv'VAn Zone Sr, v . 5&' Zone iO &eS l7'3' J" SZomHI Zn.o . 7.Gj is.rA y It is significant, however, that notwithstanding the great number of trucks and tractors now in use in Zone 7 the market is far from satmated. A farm land value of 30.7 is represented, as yet by only 26 6 of the farm tractors while 20.9 of the manufacturing productivity of the country uses only 15.3 of the motor trucks. Motor Trucks WpVJiis Zone 2 ( V xT 17 Qc f2on JsoMM iZ( ' ii J, " i a 12,eA iz'9'j' W-"L' pyyl -v.suH': . I ; t L 1 -l t " 3 " tI... R 2Tone 8 "Sr - 7.5V K5.G z.6?yio.i y From the standpoint of practically every other type of manufacturer The Chicago Territory is equally valuable. Take, for instance the man who has a food product to sell. He must sell the grocers before he can sell the consumer. Every grocer represents a certain sales problem and expense that must be met before the product can find its way to that grocei's customers. Therefore the following ch.irt is important Grocers nr 1 ''I'1 -- U.lly Zone 2 7 Zone 14 .io.iwsf J' Observe that tne zone which is second in farm land value is a poor sixth in value of manufac tures, and that the zone which is first in manu fuctures is eleventh in value of farm lands. Only the Chicago zone is a leader in both. It is obvious that by belling the giocers of The Chicago Territory 15 fc of the total access is had to 20.6 of the purchasing power of the country-. In contrast to this, note another zone where one must sell 10 of the grocers of the United States to reach approximately 3.5 of the total purchasing power A new book entitled "IOWA? yiviinj a vivid picture of one segment of The Chicago Territory, will be sent free to any manufac hirer, agency or selling organization if re quested on business stationery. A Merchandising Expert from The Chicago Tribune Will Call on, Request to Discuss Your Advertising Problems EASTERN ADVERTISING OFFICEr-512 FIFTH AVENUE, NEW YORK CITY m H li Ix t ;" fwji 1 I 1 ! ' fi w WVliWMHMK ffiitiiinimiiiiiiiiiiiniiniiioiiiiraHiiHnEEiJH! MiiiinM!nHmiginiiHiiiiiiiiiii!iiiiiiiiiiiiiiiiiiiwniiii.iMiniiiiiiiiinim T1?! 3 ir?. l$ i""- y'''1 ? t IL- & ( .1 0 Mitw " i'Hw In. V", i vV's it V " " ' .. J ! .. :.?u . r ' ?, r , -va$ J 'it 4 w IK tVi. e ; (i f 1iJT.. . h ti,,' H.tee Vl '-ft .. if ftf' " I. Jr ,.4''v- " iy.":.. . T " '
Significant historical Pennsylvania newspapers