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EVEXDfd PUBLIC LEDGER PHILADELPHIA, TUESDAY, OCTOBER 24, 1022
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Why concentrated effort in
The Chicago Territory
enriches electrical
manufacturers
eOME electrical manufacturers are
still spending their advertising appro
priations in mediums which "cover the
country," but the wise ones have
quit trying te
sell electric
appliances, in
mediums that
are read by
kerosene lamps.
Analysis of the
electrical market leads inevitably te
the conclusion that for the develop
ment of immediate sales as well as for
permanent, profitable business, no
ether zone can equal The Chicago
Territory.
Chicago leads all ether cities of the
world in the number of wired homes.
Illinois has mere resident lighting
customers than any ether state in the
country. Nearly one-fifth of the resi
dent lighting customers of the country
live in the five states of The Chicago
Territory Illinois, Indiana, Iowa,
Michigan and Wisconsin.
And one newspaper t The Chicago
Tribune, reaches one family out of
every five in this territory. The Trib
une has, also, the largest city and
suburban circulation of any Chicago
newspaper. It reaches dealer and
consumer alike, for 76 per cent of the
electrical jobbers in The Chicago Ter
ritory (outside Chicago) and 70 per
cent of the electrical retailers (outside
Chicago) read The Tribune. The
circulation exceeds 500,000 daily and
800,000 Sunday.
Here's an illustration of the value of
that circulatien:
"A short time age the Eden Washer was adver
tised in The Sunday Tribune for $109.75, and
within three hours after the paper was here a
woman called up and said she wanted te buy
one, and if I was able te furnish them at the same
price she would buy it. I ordered ten at the spe
cial price and sold them along with five mere
ordered later. The Tribune advertisement was
what started it and the advertising in it helped
us here. Getting in quick, caused us te make at
least six of the sales."
Ten nan t Mergridge Electrical Ce.,
Sterling, III.
America offers no ether market with se
great possibilities in the electrical
appliance field, and the market has
one great newspaper, The Chicago
Tribune, which sways jobber, dealer,
and consumer in the five states of The
Chicago Territory.
Tlxe "WenrldLVs Greatest eyjpaper
The Tribune's BOOK of FACTS en Markets and Merchandising will be sent te any selling organization
requesting it en business stationery. Address our Eastern Advertising Offices, 512 Fifth Ave., New Yerk
Assistance
available for the manufacturer
who advertises in The Tribune
A DECADE age The Chicago Tribune
announced the following policy to
ward national advertising:
"It is a watie of money te advertise n
product distributed through the retail
and jobbing trade until that trade has
been supplied u-ith merchandise te take
care of the consumer it hen created."
In order te live up te tins, The Tribune
lias done everything possible te simplify the
securing of distribution among Chicago
retailers in advance of advertising.
The metropolis has been analyzed into 48
districts. The dealers in each of ten line
have been listed in each district making
ASO lists. Lach list is en addressegrapli
plates arranged in route order.
Te keep these retailers appreciative of the
importance of turnover, r.nd te prove the
value te them of national advertising. The
Tribune has published and distributed free
of charge each month for eight years a
trade paper known as The Ce-Operator.
Edited entirely in the interests of the re
tailer without puffs for The Tribune or for
Tribune advertisers, this publication has
laid a splendid foundation for advertised
merchandise.
The Tribune maintains a staff of service
men who guide the manufacturer and hi
salesmen in covering the Chicago market.
The .service man assists in organizing the
specialty sales crew and drills them en hew
te use the advertising campaign in order te
sell the retailer. Fer instance, he warns
them against talking about The Tribune's
8OQ.C0O total circulation, but rather about
the exact circulation of 2.G00 te 6,000 in the
immediate neighborhood of the retailer
bcin,j solicited. Elaborate circulation
anah es have been made in order that the
salesman may thus show each dealer just
what his store will get out of the campaign.
Further. The Tribune service man install
a system of record keeping by which the
cost and results of the sales campaign are
always known right up te the minute.
Many old established firms have had
talesmen in Chicago for years without
thoroughly covering the city. Qteck-up en
a particular product by The Business Survey
of The Tribune has repeatedlj shown amaz
ingly spotty and inadequate distribution.
Yet by analysis, system and equipment. The
Tribune has made it possible f"r a manu
facturer, absolutely new te Chicago, te
secure thorough distribution for a new
product in a few weeks.
This is, of course, only
a fractii'M of the benefits
that flew from Tribune
advertising, but it is cited
is an illustration of The
Tribune's a'titude toward
the manufacturer's prom
Jems The Tixbuncs de
termination te take t'le
"blue sky" out of ad:cr-
tuitig and make it pay.
The Chicago Tribune has mere than
thirty trained men net only in advertising
but also in merchandising in the actual
direction of sales campaigns in The Chicago
Territory men who knew from repeated
contact with jobbers and dealers in many
lines what can be done, and hew te de it.
Several of these men are stationed in The
Tribune's New Yerk offices at 512 Fifth
Avenue. .Vx- Yerk. One of them will call
en request te discuss the possibilities for
t!eel ping the sale of your products in
.The Chicago Tcrnteiy in 19JJ.
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