w mmwW pppppmpippppppppp pjpwpmpjipipppjpppjpw n nw up whii i hii mi i mm 11 ii i i 11 i i i i nil Hi in i i i nn i "fTA"ff5S5waa!s3 ,!"-" '"vw y-Msmmsymimm bvSMflTW ASaJ.wffiaFfifet.PHA.' rfnfiiM7lJMfe 20 ' " ' '""T " "WBB i jujl j.x ji j, JJJUiJLV-' JJJLX VJI jljjl a, jl.j.i...---- -i : j - -w "x y .pp- Jtsr i ipi1! V ill vevKyillp Vi 4- JLicw zone emake an airplaue fly & is necessary te move it at a high speed. It will "tax? ever the field at 35 miles an hour ' until it falls apart from old age, yet never leave the ground. The propellers may revolve millions of times. Thousands of gallons of gasoline may be consumed. Construction may be perfect. The ailerons may be properly set for flight. The pilot may be an expert. The weather may be splendid. BUT unless ilie machine is driven at a speed in excess of 40 miles per hour it will never leave the ground, AND unless it is maintained at a speed m excess of 40 miles per hour it will fall. AAonimte AiJfleYtfeifttr " " a 5mar manner essential te advertising success. Copy must be JiQ(JuQlC fxQVlzTllSing adequate in size and in frequency and the circulation given it must be sufficient. The attitude of many advertisers is: "Hew LITTLE space can I purchase and get by? when it should be: "Hew MUCH space can I purcliase profitably? It is always difficult te estimate hew SMALL an amount of advertising can be considered adequate. Believing that a concrete, up-te-date example of what is adequate advertising may be of value, The Tribune presents herewith the story of an advertiser whose copy mnd medium were adequate te raise him out of the common Iierd and te keep him above their level. IN September, 1920, The Helland Furnace Company initiated a campaign for increased distribution and sales in The Chicago Territory Illinois, Indiana, Iowa, Michigan and Wisconsin. During the intervening twenty-two months twenty-two full pages have been used in The Chicago Tribune. One full page every month One page a month for twenty-two months in sum mer and in winter in boom times and in depression that is the record of The Helland Furnace Company in The Chicago Tribune. This concern fought for business with Dutch tenacity and American brains and naturally was rewarded even in 192L. What did this advertising de? When the first page ran the Helland Company listed ten representatives selling Helland Furnaces in The Chicago Territory. The advertising helped the sales force te increase this number te 272 and te develop elume, as indicated by the following letter: March 20, The Chicago Tribmm, 19 2 2, Advertising. Department. Chicago, Illinois. Gentlemen: Yeu will recall that ear 1921 business was 25 greater than or 1920 business. In view of that I think yen will be interested te knew that our increase in sales se for this year is 100 ever the sales made during the same period last year. This is the average increase for all our Branches. New, sales m our Chicago Branches, where The Tribune necessarily carries its greatest influence, bare increased 400 during the same period. And in Chicago, as you are undoubtedly aware, The Tribune is the only publication we are advertising in. It is net always necessary te give credit te whom it is due, mad this is one such time. Nevertheless, I am taking considerable satisfaction m writing te say that The Chicago Tribune becomes a mere potent factor in our business every day. If there is a newspaper in this country (and we use many great papers) that appeals te sensible, red-blooded Americans who have a high regard for home life, The Chicago Tribune is it Whole-heartedly yours, (Signed) C. D. Karr, ADVERTISING MANAGER. Of course, one advertisement a month would net be often enough for some products. Others would net need full pages. But, considering all the circum stances, here is a striking example of adequate ad vertising. Let us attempt te visualize the economy of big space in a medium of big circulation. Te measure advertis ing quantitatively we must multiply space by circula tion. An inch ad in a medium of 100,000 drculatkm is as much advertising as an inch in four mediums of 25,000 circulation each, or as 100 inches in a medium of 1,000 circulation. Multiplying lineage by circu lation and striking off six points, we get a measure of advertising volume called the Milline, which is the equivalent of one agate line with one million circula tion. It may be used as a measure of volume for advertising as the gallon is used for gasoline or the, ten for coal. The Helland campaign ran in The Sunday Tribune with a circulation of 800,000 and a rate of $1.00 per line 2,440 lines te the page. We multiply the num ber of lines in a page, 2,440, by the circulation, 800,000, and find that for each $2,440 expended for a Tribune page, the Helland Company received 1,952 Millincs of advertising. Therefore, the 22 pages cost $53,680 and yielded 42,944 Millincs. 2 years in Chicago Sunday Tribune versus 213 years in National Magazine Te make plain the economy of this and te show hew "big space bridges years of time" let us suppose that the Helland Company had attempted te de the same job with a certain typical national magazine. This magazine has a circulation of 75,000 and a rate of $300 per page for pages measuring 224 lines te the page. Multiplying 224 by 75,000 we find that each page in this magazine yields 16.8 Millincs of adver tising. Te secure the 42,944 Millincs, which il-c Helland Company used se profitably in its campa.gn, it would be necessary te run 2,55b pages in this maga zine, or one a month ter 213 years. And the cost would be $754,200, compared with $53,6S0 for the same volume of advertising in The Chicago Sunday Tribune. --pN MPrt i mpmmm --. ppimpm i mmpm -- -. I The smalt black rectangle m the chart above pictures graphically the 16.8 Millincs of advertising in a page in a certain national magazine. The width of this rectangle represents the size of the page 224 lines and the height represents the circulation 75,000. The larger rectangle is formed by carrying out en the same scale The Chicago Sunday Tribune's circula tion of 800,000 and, page size of 2,440 lines yielding 1,952 Millincs of advertising. The cost of The Sunday Tribune page is 8 times that of the magazine page, but it yields 1 16 times as much advertising. Chicago Tribune Man Power 'Hie Tribune has thirty men trained net only in ad vertising but also in merchandising, l.very one of theni has directed sales campaigns in Thc'Chicage Territory and knows by repeated contacts with job bers and retailers what can be done and hew te de it. Seme of these men arc stationed in the Eastern Advertising offices of The Chicago Tribune at 512 Fifth Avenue, New Yerk. A letter or phone call will bring a Tribune man te your office te discuss what can be done te increase your sales in The Chicago Territory. Yeu will, in any case, be interested in The Trib une's new BOOK of FACTS en markets and mer chandising. A copy will be mailed te any selling organization requesting it en business stationery. Xthft ($i$mg-0 Utxhmit M THE WOBLP'g GREATEST MEWSPAPEgfiffl Eastern Advertising Offices: :12 Kilth Ae., New Yerk WWPJBrvnwOTniwwWTw- i w'.wwcw.tijnninnfw vrrvnwfKUd ''FSE " "'" w'!syfr "ivrfiggwprv "rt i . (K rrz iwtuvi jM A J4J - ,i v' 'j 4- iliiNH , te) Mica J HHf ill. titaV THE CHICAGO TBRRTTOET 4 wi ;1 jgm tot Ptp tf-fi ? t -V 'htUf J h
Significant historical Pennsylvania newspapers