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LEDGERPfelEADELPHIA, TUESDAY; DECEMBER 20, J 022
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Tli 6em advertisement, selected for reproduction tram a tenet appear
ing ueekly in "Printer" ink," will repay a careful permal en the part of
the advertiser, at exemplifying the imetitmUenml ehermeier of fan World.
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KterfP
NSW YORK
Frs n Gains!
THE EXACT newspaper situation in New Yerk merits
the closest scrutiny en the part of every advertiser who
plans te enter this rich territory and hopes te invade
it successfully. Especially is this true of the morning
and Sunday field, which may be broadly summarized as
fellows :
First Eleven Months of 1922
The "field" includes the sercn morn
ing and Sunday papers of the city)
Morning and Sunday
Weekday Only
Sunday Only
The
Field
Gained
8.0
9.5
5.7
The
World
Gained
18
23
12.3
Reduced te its simplest terms, The World,
morning and Sunday, has ever a period of eleven
months maintained gains approximately 135
in excess of the prevailing ratio of gains in its
respective fields.
During this period The World gained a
grand total of 2,51 3,770 lines of advertising. This
figure alone is impressive, in that it is
a gain of 18.8 ever the corresponding; period
last yea.
an excess of 229,053 lines ever the eleven
months' gain of its nearest competitor.
46.2 of the combined gains of the seven morn
ing and Sunday newspapers of the city.
31.9 of the combined gains of the fourteen
morning, Sunday and evening papers of the city.
November was the seventh consecutive month
that The World led the entire newspaper field
of Greater New Yerk in the volume of its adver
tising gains.
The World's gain in National Advertising
aggregated 555,308 lines, an increase of 32.8
ever the corresponding period of 1921. Of this
gain, 231,414 lines are attributable te The
Sunday World, the 31 increase of which is by
far the largest ratio of gain in National Adver
tising in the Sunday field.
msSe.
.-d&SSSSK
QhcWMM
lif.r l if"! r 1 '
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Send for This Boek
TN THIS exhaustive survey of the
New Yerk market, the Merchandis
ing Department of THE WORLD has
accurately charted for the guidance el
the advertiser the greatest rea et
retail Bales in Amerk.
ret only is the entire mercantile
structure of the greater city described
in detail, but the vitv's system of retail
distribution i laid before the reader
with a degree of thoroughness never
heretofore attempted in work of
this nature.
Complete route uuru ie included
ter the seventy-three buying centres of
the city, together with .1 caicful census
of retail establishment.
Copies of "Merchandising America'
Greatest Retail Market" will be senr
iree te advertisers and agents upon
request, cither from any of THIS WORLD'S
Branch Offices, or direct from the
Advertising Department
Roem 20S
Pulitzer Building ew Yerk City
The World Gravure likewise led its field in ratio of
increase, with a gain of 40 ever last year and with a larger
volume of business than during any ether corresponding period
since its establishment.
The Evening World gained nearly 140,000 lines in
National Advertising alone, an increase of 11 ever 1921.
In Dry Goods Advertising, a true barometer
of a newspaper's real value as an advertising
medium, in se tar as it constitutes a composite
picture of the combined judgment of the city's
foremost merchants, The World and The
Evening World carried mere lineage, by
a comfortable margin, than any ether two
paper combination in the city under a single
ownership. This tendency en the part of the
department stores of New Yerk te accord The
World full credit as their most powerful
ally in the distribution of merchandise is best
expressed in a comparison of Dry Goods Ad
vertising between The Sunday World and the
Sunday "Times." The letter's lead of 14,870
lines ever The World during the first eleven
months of 1921 has been transformed into a
World lead of 98,434 lines this year, indicating
a swing of 113,304 lines in favor of The
World. That this is a tendency of the present
rather than of the past is evidenced by The
World's November gain of 8.654 lines of
Sunday Dry Goods Advertising against a
Times' less of 18,454 in the same classification.
There are limitless possibilities awaiting the
advertiser who undertakes te cultivate the New
Yerk field intensively. The New Year's building
program calls for the expenditure of $650,000 000.
This month 261,000 members of Christmas Clubs
drew out of sixty -seven banks of the city $13,486,
000 as their holiday pin-money. Large as it is,
tins sum represents but a small fraction of the
enormous expenditures that pour through the
city's 121,000 retailers at this season of the year.
t is significant that from a careful canvass of a
large group of them, it was found that about 65
et the city's retailers were World readers.
0i)
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MW YORK
MALLERS BUILDING
CHICAGO
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FORD BUILDING
DETROIT
MARKET and THIRD STS.
SAN FRANCISCO
TITLE INSURANCE BUILDINC1
LOS ANGELES
SECURITIES BUILDINO
SEATTLE
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