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EVElTCNjGr jPUBLlO LEPaEB-PHILADELPHIA, WEDNESDAY, APREE 27, 1921'
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Use The
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o
TMbune
to build
your
business
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EACH metropolitan newspaper is a veritable Niagara
of force flowing into vast numbers of homes and
business establishments. . Attempt to visualize, for in
stance, the power exerted by The Chicago Tribune in
distributing more than one hundred and eighty million
(180,000,000) copies in Illinois, Indiana, Iowa, Michigan
and Wisconsin during 1921. Every page of The Tribune
contains new facts, new ideas germs productive of ac
tion in the home, in politics, in trade, in the making and
spending, of money.
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THISgreat force, which bijrsfs from
, its source each mornfti as fresh
and unwearied as the tides or winds, is
at your service. But all the voltage that
Niagara yields would be worthless to a
man who was not equipped to use it.
He must depend upon electrical engi
neers who have worked out incandes
cent bulbs, motors, switchboards, etc.
In the same way the novice needs ex
pert assistance in utilizing the high ad
vertising voltage of The Chicago
Tribune a power more intangible
and magical than even electricity.
The Chicago Tribune has built up the
largest advertising force of any news
paper in America so that it may render
more efficient service to advertisers.
Vast sums have been spent for research
work that results from Chicago Tribune
advertising may be larger and more
certain. Chicago Tribune salesmen are
also merchandising experts, qualified
by training and practical experience to
assist the manufacturer or merchant in
the solution of his sales problems. Each
of these men has handled the details of
sales work as well as advertising for
campaigns in many lines successful
campaigns that placed products on a
paying basis in The Chicago Market
CHICAGO TRIBUNE advertising
has tremendous power and often
involves the expenditure of large sums
of money. The present enormous vol
ume of Tribune advertising is due
largely to an unremitting struggle to
direct this power properly, and to
make profits for advertisers.
We suggest that the manufacturer
interested in turning inventories into
cash, or in increasing the distribution
and consumption of his products in the
Chicago territory (Illinois, Indiana,
Iowa, Michigan, and Wisconsin) ask
for a Chicago Tribune merchandising
expert to call and discuss his problems.
We are particularly anxious to assist
him if he believes 1921 will reward
FIGHTERS.
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SEND a stamped,
self-addressed,
9Xx4 inch size
cnYelope to the
Business Snrvey
of The Chicago
Tribune for a
booklet of inspir
ing examples of
the 1921 brand of
fighting salesmanship.
Ig2J is rewarding these fighting advertisers
Calumet Baking Powder
sales in Chicago Tribune Terri
tory during the first 12 weeks of
1921 totaled $1,909,896, com
pared with $1,693,218 in the
corresponding weeks of 1920.
This was the result of intensive
sales work and a big 1921 cam
paign of advertising in The
Tribune, following the use of
58,000 lines during 1919 and
1920;
Lyon & Healy
was founded in 1864 and began
the liberal use of Chicago Trib
une advertising in the same year.
Each year since, The Tribune has
been the backbone of their ad
vertising. Since January 1,
1921, they have averaged two
full pages a week and as a result
have achieved the largest retail
piano business of any similar
period of their history.
Sherwin-Williams Co.
found business slowing up
as t,he old year died. Chicago
Tribune advertising was used to
take up the slack. Notwith
standing a 20 reduction in
prices, sales in the City of Chi
cago for January, February and
March totaled $136,108, as com
pared with $101,782 in the cor
responding period of 1920. And
merchandising The Tribune ad
vertising secured 15 new "full
line" dealers.
Mosinee Kraft
wrapping paper had built a
splendid reputation by Chicago
Tribune advertising, but it was
not immune from the cancella
tion epidemic. At the end of 1920
the mill was running at a quarter
of capacity. After a vigorous
Chicago Tribune campaign in
January and February the mill
was running at full capacity
with orders ahead until June.
Frank H. Sanders
Chicago distributor of the
Franklin automobile, plunged on
Chicago Tribune advertising last
year used 53,969 lines. Sanders'
sales increased $20,108.80 in De
cember, 1920, over December,
1919; $33,079.55 in January,
1921, over January 1920, and
$110,490.13 (or more than 90)
in February, 1921, over Febru
ary, 1920.
Maurice L Rothschild
is the largest advertiser of men's
clothing in The Chicago Tribune.
He has had copy in every issue
of The Daily Tribune since he
opened his store 16 years ago.
He has used more than 100,000
lines in The Tribune since Janu
ary 1, 1921. His sales have
increased 21 in money over
1920. and far more than that in
merchandise.
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VISION that sees the tremendous purchasing power of the Chicago
Territory COURAGE to spend money to get money these
the man must have who would use The Chicago Tribune to build
his business. KNOWLEDGE of how to apply the vast force of
advertising to his particular problems and to the making of profits
ASSISTANCE in carrying through the plan these will be fur
nished by Chicago Tribune merchandising experts. Ask one to call
ffi THE WORLDS GREATEST NEWSPAPEPfifi
Circulation Exceeds 450,000 daily, 800,000 Sunday
EASTERN ADVERTISING OFFICE, 512 FIFTH AVSNlflft. NEW YORK
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