Behold the burning glass, my son:
It gathers up the sickly rays , ,
Of light and binds them into one
That's strong enough to make a blaze
You fix on some objective spot
(In terms pedantic: 'locus'),
And there'll be smoke when you have got
The focus."
George Horton.
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Your "burning glass" The Chicago Tribune.
Your "locus" The Chicago Territory.
The district within 300 miles of Chicago radiates enduring
prosperity not the prosperity of war orders but of big crops,
productive mines, valuable forests and a busy people pro
ducing necessities for the whole world.
Domination of these five rich states is an end more to be de
sired than "national distribution," and domination of these
states can be achieved with advertising that is the acme of
efficiency and economy. Waste circulation is a thing of the
past for the advertiser who uses The Chicago Tribune.
In Chicago and suburbs 3 out of every S families read The Chicago Tribune,
Within 100 miles of Chicago out of every 2 families read The Chicago Tribune.
JYithin 200 miles of Chicago-1 out of every 4 families read The Chicago Tribune.
2ffe-300 miles o Chicago 1 out of every S families read The Chicago Tribune.
An Irresistible Selling Force
Alfhoagfi The Chicago Tribune has overwhelming circulation and powerful influence over its highly
jfostrwle class of readers, it does not rely upon these things alone to produce results for advertisers. A con
nderable force of men has been employed by The Chicago Tribune for years in the study of the Chicago
tnaritet At enormous expense The Chicago Tribune has analyzed this market and done everything possible to
standardize the sale of advertised products here.
The Tribune considers it a wanton waste of money for a manufacturer to advertise a product distributed
through the retail and jobbing trade until that trade has been supplied with merchandise to take care of con
sumer demand when it is created. Therefore, The Chicago Tribune has provided system for securing compre
hensive distribution among jobbers and retailers before a single line of advertising is run. The following incident
illustrates how Tribune Merchandising Service actually works ;
i
. A certain manufacturer, with national distribution and for many years a user of na-
tinnnl mA. had thirtv.Mven JmWi in CJiJcjurn dointr an annual kti.in.. nt nnMTiinill
$3,000.00. The Chicago Sales Manager had labored in vain to materially build up the busi
ness in this territory. On July 21st this manufacturer began a sales campaign under the aus
pices of The Chicago Tribune. His advertising was to start on September 3rd.' Before that
date 188 new dealers had been secured and had purchased $5,000.00 worth of merchandise.
During the first four months of the campaign, 75 additional new accounts were opened and
the business amounted to $15,000.00, an increase in four months of 400 over the entire pre
vious year. Since then the number of new dealer accounts Has been increased to more
than 400.
The Merchandising Service of The Chicago Tribune is prepared to advise, to guide, to direct or to super
vise every detail of an advertising campaign in Chicago territory, basing its judgment on a vast accumulation of
intensive, practical information. The result is a selling force practically irresistible.
Tntre are hundreds of embargoes on eastbound shipments. Even with national dealer distribution it is hard
to" make national advertising pay because of the impossibility of delivery. Now is the opportune time to concen
trate in the Chicago territory, where you can deliver what you sell and where you can sell at a minimum of
expense.
Let The Chicago Tribune Prove Its Case to You
M
annfacturers
rT
The Chicago Territory
Cold statistics prove that Chicago has had the most marvelous growth of any city in the
history of the world. Statistics provcalso that Chicago is by far the greatest railroad center on
earth.
Have you ever stopped to wonder WHY the fourth largest city in the world rose dur
ing the lifetime of one man from the swamps of a western prairie? Have you ever ana
lyzed what this means to you as a manufacturer, merchandiser, advertiser?
Chicago has had its astounding growth because Chicago it trategically the heart and center
of the United States, and because Chicago dominates a surrounding territory of surpassing wealth
in natural resources.
Congregating one hundred millionaires in a state doesn't necessarily make that state rich.
But the existence in a state of one hundred counties, each with the fundamental advantages
necessary to produce annually millions of dollars' worth of necessities which the world demands,
does make that state rich. Chicago is surrounded by .hundreds of counties possessing this inherent
everlasting power to create wealth.
That is why The Chicago Territory, as shown above, has a population greater than
that of Canada and New England combined a white population greater than the white popu
lation of the entire South a population greater than that of these sixteen Western common
wealths: California, Oregon, Washington, Idaho, Montana, Wyoming, Colorado, Utah, Nevada,
Arizona, New Mexico, North Dakota, South Dakota, Nebraska, Kansas and Oklahoma.
The following figures, recently reported by an exclusive Tribune advertiser, indicate how widely and thorV
oughly The Chicago Tribune covers its teritory:
The Berry Window Ventilator Company sold through The Tribune, direct-by-mail, ven
tilators in 187 cities in Illinois, 81 cities in Wisconsin, 71 cities in Iowa, 69 cities in Indiana
and 43 cities in Michigan.
But more important than the numbers of this population is its prosperity not the prosperity of boom
times or days of war orders, but the prosperity that continues decade after decade. The Chicago territory grows
one-fifth of the country's crops ; mines one-fifth of the country's coal, produces one-fifth of the nation's manu
factures. It is the most desirable market in the world knit closely together by a marvelous transportation sys
tem, consisting not only of railroads but of boat lines, interurbans and improved highways.
The Chicago Tribune Can Tell You How to Dominate This Market
end for Circular Entitled "Beating the Embargo"
Automobile Men Will Be Interested in Folder "The Men Who Sat on the Packs."
xjwroe
The World's Greatest Newspaper
(Trade Mark Registered)