THE PEE: OMAHA. MONDAY. MAY 29. 1922.
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Associated Retailers' Survey
There is released for publication and comment today a report of
interest and importance to every Omaha business man. It is a report of a spe
cial committee of Omaha Associated Retailers, covering their findings as to the
circulations of Omaha newspapers. The report is the result of the Associated Retailers' careful
and painstaking survey, conducted thru The Haynes Advertising Agency of Omaha. Of out
standing importance among the facts ascertained are the following:
1. No Omaha paper delivers a paper to more than
one-half the homes of Omaha and Council Bluffs,
all claims to the contrary notwithstanding.
2. Every claim 0 The Omaha Bee as to the circu
lation of The Daily Evening or Morning or Sun
day Bee is verifiedThe Bee being the only paper showing
more circulation by the final calculations of the survey than it
claimed.
3. Only one paper equals and no paper surpasses
The Bee, daily, as an advertising "buy", on 'the in
telligent "rate per 1000 circulation" basis adopted by the sur
vey. (Rate per 1000 circulation means advertising charge in
proportion to circulation.)
4. The Omaha Sunday Bee is by far the best "buy"
in Omaha for it shows a urate per 1000" circulation of only
$0.0179 against a rate 20 per cent higher of The Omaha News
and 10 per cent higher of The World-Herald.
Other Interesting Facts of the Survey
( Almost 75 of the home-delivered subscribers of The Bee in Omaha own
their own homes a larger percentage than any other Omaha paper signifying
character, dependability buying power of The Bee circulation.
The average value of the homes lived in by The Bee home subscribers in
Omaha is, according to the real estate expert of the survey committee, $6,273,
which is approximately 10 greater than the World-Herald and 15 greater
than the News.
The duplication of The Bee with the World-Herald and the duplication of
The Bee with the News was found to be less than the duplication of the World
. Herald with the News in other words, The Bee subscribers to a larger extent,
take only The Bee.
' The Survey gave The Omaha Bee a daily average paid circulation of
71,481 and a Sunday circulation of 79,549, the former figure being 214 and the
latter figure being 238 greater circulation than The Bee has claimed. This is
one of the most unusual verifications of circulation claims in the history of the
American newspaper.
The Bee was found to have the largest home delivery morning city circula
tion of the two morning papers by approximately 20.
Only 3,698 homes, by calculation, out of 50,232 in. Omaha and Council
Bluffs, take no Omaha daily paper by carrier. This means that only 7.4 take
no Omaha paper by carrier.
How the Survey Was Conducted
Almost 12,000 homes canvassed in Omaha, including every class, the fol
lowing information, was taken:
The number of the house, the papers or paper taken, the value of the home,
and whether the occupant owned the home.
Personnel of the committee of the Associated Retailers in charge of the
investigation:
H. E. Moss (Burgess-Nash Co.)
Harold A. Thompson (Thompson, Bel den & Co.)
R. L. Metcalf (Brandeis Store.)
. Patrick Johnson (Hayden Bros.)
H. A. Abbott (Browning King & Co.)
W. S. Stryker (Douglas Shoe Co.)
J. W. Haynes of the Haynes Advertising Company superintended the active
conduct of the Survey.
The solicitors were for the most part students in the University of Nebraska
College of Medicine and their names, together with the names and .addresses of
all residents of Omaha canvassed, are part of the complete report of the in
vestigation. After 12,000 homes were canvassed, these were used for a basis of calcu
lation for entire city and Council Bluffs, these representing approximately one
fourth of the homes.
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A New Day for the Advertiser
Recent attempts of a high-sounding nature on the part of one newspaper to
induce advertisers to place more advertising by telling the advertiser how much
space he is already giving the paper, will now fall short of the mark, since the ad
vertiser now has the full facts as to the value of the mediums secured by his own
associates, to govern his selection of media.
Omaha advertisers now know that it is not how much space they give the
paper, but how much that paper gives them in results, that form the proper basis
for placing advertising.
Vhat The Bee Claimed What the Associated Retailers Found
Daily Paid Circulation
The Bee said - - - - 71,267
Retailers said - - - - 71,481
Retailers Excess - - 214
Sunday Paid Circulation
The Bee said - - - - 79,311
Retailers said - - - - 79,549
Retailers Excess - - 238
Fhe Omaha Bee
MORNING-EVENING-SUNDAY