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EV&NINGr PUBLIC
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j TAm Volume, Just Off the Press, Is
the Advertiser's Open Sesame
te the Country's Richest
Buying Centre
jk STUDY OF Ihlb compact and interesting book is essential te a
A A clear understanding, net alone of the endless opportunities that await
the adrtiser in New " erk, but of the complex problems that the
effective merchandising of thib market presents. "Merchandising Amer
ica's Greatest Retail Market" is a painstaking anah sis, street by street,
block by block, of the Metropolitan Retail Area of Greater New Yerk.
Its vast hind of information, collated by trained observers under the
direction of expert merchandisers, is se presented that the advertiser
contemplating an invasion et the New Yerk market has at his command a
faithful composite picture of the entire field.
"Merchandising America's Greatest Retail Market" is divided into
four parts, as follews:
Part I
Wonder City of the Twentieth Century
By ' lajer Jeseph Caccavajo
Expert en Population and Statistics et The City of Setv Yerk
.An exhaustive statistical description of New Yerk and its manifold activi
ties, written by a consulting engineer who has long been recognized as an au
thority en industrial ana social statistics. He has, in this article, giver the
advertiser a picture of New Yerk that net only emphasizes the city's predomi
nance commercially, but pievide an intelligent vtimate of the countless require
ments indicated by the steady growth of the Metropolitan area of influence. His
picture of New Yerk as an ever extending market for every classification of
manufactured goods is at once a oieiiction and a premise te the advertise! who
sets about new te cultivate this boundless field along carefully thought out lines.
Part II
"The World's" Part in Merchandising This
Vast Market
A section devoted te the powerful influence exerted by The World Greup
in the effective merchandising of Greater New Yerk. Five distinct units are
comprised in the complete advertising service provided by this Greup:
The Morning World The Sunday World
The Evening World
The World Gravitre The World Magazine
Each of these mediums, whether used independently or as a unit, plays its
well denned part in achieving adequate coverage in the New Yerk market. Net
only are their functions fully dis"us.sed, but due emphasis is gi"en the institu
tional character of The World a quality which no advertiser can afford te dis
regard where the planning of an efficient New Yerk campaign is under con
sideration. Part III
A Key te the Buying Centres of Greater
New Yerk
In this section, the seventy-tin ee buying centres of the Greater City are
carefully analyzed for the adverti-t-r. Each district is routed as a time-saving
aid in covering the cit, and reproductions of these route-cards, en a larger
scale, are available for the advertiser who makes use of The World's Merchandis
ing Service. The research evidence in the preparation of the data contained
in this section of the book has beei carried out en a scale that no advertiser
could hope te undertake single-handed. The entire mechanism of the retail
structuu of the city is plainly described and illustrated, 'this picture of a great
city's merchandising system is one of the most helpful documents ever placed at
the advertiser's disposal
Part IV
"The World's" Boek of Graphs
An interesting comparison, in graph form, of the advertising values pre
vailing in New Yerk. The ever impeitant question of rates is here set forth
in huch form as te pievide immediate and easily understood comparisons
between the fourteen newspapers of the city. That these charts indicate the
economy of using The World Grrup in merchandising New Yerk will be readi
ly realized by any advertiser making a careful .study of them.
Te Advertisers:
A copy of "Merchandising America's Greatest Retail Market" will be mailed
te advertisers and advertising agencies without charge, upon written request
en your business stationery. Address the Advertising Department
ZK
sstetia
January
February
March
April May June July August September October
II iMta. II 11 . fiim' bbXHK? Mil HI unl hfe. tlmi HH
Ten Months of Steady Gains Qxdminate in a Total Increase of 2,269,464 Lines Over the
Corresponding Period Last Year, Placing THE WORLD First in Gains Among the
"Newspapers of New Yerk With a Lead of 116,883 Lines Over Its Rarest Competitor
First in Gains
The World's Recerd During the First Ten Months of the Year
THE ABOVE "GRAPH" pictures the most consistent advertising performance in the news
paper field of Greater New Yerk ever a period covering the first ten months of the current
year, and accords THE WORLD first place in gains, with a total increase of 2,269,464
lines ever the corresponding period last year, an excess gain of 116,883 lines ever its nearest
competitor. THE WORLD'S total lineage during this period was 14,251,672, an increase of 19,
about 50 of which increase was in Display Advertising.
Certain aspects of this increased lineage are worthy of the most careful consideration en the
part of the advertiser, as being indicative of the trend of business in America's greatest area of retail
distribution. In the first place, THE WORLD'S gain represented 44.5 of the combined gains of
the city's seven morning and Sunday newspapers. It was 30.9 of the combined gains of all the
fourteen morning, evening and Sunday newspapers of the city. And it was made in the face of the
stiffest competition New Yerk has known in years, at a time when intelligent merchandising played
a mere important part in the placing of copy than ever before.
In Dry Goods Advertising, always a measured judgment of the combined experience of the
local merchants, and therefore expressive of the best information obtainable en the ground, THE
WORLD and THE EVENING WORLD carried during this period a grand total of 5.788,710
lines, which was 20,938 lines in excess of the nearest two-paper morning, evening and Sunday com
bination in the city under single ownership.
In National Advertisings class of publicity demanding the strongest sort of influence in the
local distribution of merchandise, THE WORLD gained 32.7, THE EVENING WORLD
15, and THE SUNDAY WORLD alone 35, by far the greatest ratio of gain in its field.
THE WORLD GRAVURE, one of the fastest growing sections of its kind in the country,
increased 40.1 during the past ten months, and 107 during three months of that period, leader
of its field in gains by a wide margin.
Judged by every standard which enters into the economical purchase of advertising space,
THE WORLD GROUP Morning, Evening, Sunday, Gravure and Magazine offer, in their
respective fields, a character of service which, dollar for dollar expended, exerts a greater influence
ever a given unit of population than can be purchased elsewhere in this vast market.
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