New-York tribune. [volume], May 23, 1919, Page 7, Image 7

About New-York tribune. [volume] (New York [N.Y.]) 1866-1924

Image provided by: Library of Congress, Washington, DC

                
Third of All the Tractors
Are in Illinois, Indiana, lowa, Michigan
in the U. S. A.
and Wisconsin
This ftfap Pictures the Proportion
of Farm Tractors Owned in Each
See tion of the United States,
according to statistics compiled by
Farm Implement News.
CTgaareai-wnaragaiiiaMi.jwititii m ? 1111 nanoimrfpn^jftnma
The Chicago Territory occupies less
than one-eleventh of the area of the
United States, but has approxirnately
one-sixth of the population of the na?
tion and one-fifth of the total wealth.
These five states produce one-fifth of
all the farm crops of the United
States.
Chicago is the food metropolis of the
world because it is in the heart of the
corn belt. Because cf corn, the farms
of the Chicago Territory were valued
at the time of the last census at $11,
962,294,021, while the farms of the
other forty-three . states combined
were valued at $29,029,155,096. The
value of the average annual corn crop
from 1911 to 1915 was $1,644.511,000,
while that of 1918 from practically the
same acreage was $3,538,313,000, an
increase of $1,883,802,000. This sur?
plus of corn over the previous acre?
age is greater than this year's cntire
wheat crop.
Never have the farmers of the Chi?
cago Territory had so much ready
cash. Mortgages have been paid off
and Liberty Bonds purchased. The
Seventh Federal Reserve District,
which comprises only a part of the
Chicago Territory and which contains
only 14% of the population of the
United States, furnished 19% of the
purchasers of Liberty Bonds.
This territory is made up largely of
level plains or gently roiling prairies
on which a tractor may work to
greatest advantage. The soil is deep
and so fertile that it will produce
an economic return on large invest
ments of capital. A tractor can be
used profitably only on a large tract
of land or a fertile tract of land.
Central West Farms Grow Larger
Illinois, Indiana, and lowa are nota
ble among all the states in the Union
as having the largest percentage of
land devoted to farms?the greatest
percentage of farm land in crops?
the highest value of farm land per
acre?the largest number of farms of
from 100 to 174 acres each. These
factors combined have produced the
cxtraordinary leadership in tractor use
shown in the map opposite. Contrar^r
to popular conception there has been
a gradual increase in the size of Illi?
nois farms and they are now larger
than in any period since the census of
1860. Illinois and lowa farms repre
sent the largest "per farm invest
ment" of any agriculture section in
the world and are therefore best able
economically to utilize farm tractors.
Make and Use Most Gas Engines
Nowhere in the world is the gas en?
gine more generally understood or
better appreciated than in the Chicago
Territory. This region produces one
third of the gas engines of the United
States. In the great agricultural state
of lowa there is one automobile to
every eight people. The average for
the country is one to seventeen.
During the past two years farmers
have suffered acutely from labor
shortage. They know that the end of
the war will not remedy this situation.
Farm laborers have been taken into
munition plants and educated to ex
pect and demand high wages. Emi
gration has been shut off for four
years and probably will be curtailed
for many years to come. The return
of all the soldiers and sailors to civil
life will not re-establish a market of
cheap labor such as the farmer for?
merly depended upon.
Labor Shortage Perils Investment
The farmer in the Illinois corn belt
with a farm valued at $300 or more
per acre must therefore make himself
(as much as possible) independent of
man power. Seasons wait for no man.
When the weather, the condition of
the soil, and the time of the year are
right, the farmer must act and act
quickly. He must get his plowing
done, his seed in the ground, imme?
diately?or his big investment, his
whole year's prospects, may be
ruined. The fact that many farmers
have had to forego the production of
maximum crops during the past two
years, when maximum prices pre
vailed, will make them receptive to
tractor arguments in the future.
To appreciate such a tremendous fact as Chicago
Tribune circulation, one must integrate it into the
smallest possible units. Then, by imagining the
combination of a multitude of these units, one
may gain some conception of the whole.
Take for instance the town of Chrisman, Illinois,
population 1,200. Chrisman is located 150 miles
south of Chicago, in Edgar County, one of the
richest in the world agriculturally. Chrisman
receives 119 Chicago Tribunes Daily and 83 Sun?
day. The 119 Daily Tribunes are distributed to
the following people:
Farmers 73 Clerks 2
Professional 9 Garages 2
Dealers 8 Barber
Retired 6 Shops 2
Contractor 1
Publisher 1
Cattle
Dealer 1
Mechanics
Bankers
Grain
73
9
8
6
4
3
Telegraph
Supt.
Boarding
House
Hotel
Insurance
Man
Elevators
(Of tne non-farmers twelve were owners of farmland?-some of
<nem pos3essing thousands of acres in many states.)
All the above people buy The Chicago Tribune
on their own initiative; solely because they want
to read it. Chicago Daily Tribune circulation is
volunteer. paid in advance, absolutely unsolicited.
It is obvious that the type of farmer who reads
a daily metropolitan newspaper of the character of
The Chicago Tribune must be the most desirable
type imaginable?most receptive to tractor adver
tising and best able to purchase.
Note also that The Chicago Tribune reaches prac
tically all the dealers and bankers of this town. In
**Ct, the list of Tribune subscribers was stated by
* local authority to be practically a directory of the
iamilies of wealth or influence in that community.
ine economy of Chicago Tribune advertising is indicated
by the fact that these 119 leading families in this prosperous,
desirable community can be reached through The Chicago
Daily Tribune with a 20,000 line campaign (more than eight
full pages) at a proportionate cost of $2.35.
Chrisman is one community of thousands. Chrisman
receives 119 copies of The Daily Tribune and 83
copies of The Sunday Tribune. The total Tribune
circulation amounts to more than 400,000 Daily and
700,000 Sunday?reaching one-fifth of the families of
five great states.
Chrisman is 150 miles south of Chicago. The nearest parts
of lowa are almost that far west of Chicago. The people
of lowa pay less than $207,000 per annum for the largest
national weekly, and the largest women's monthly, and the
largest farm journal, all three combined. On the other
hand, they pay more than twice this amount, approxi?
rnately $444,000 per annum, for The Chicago Tribune. In
fact, they pay mcre to read The Chicago Sunday Tribune
alone than they pay to read these three leading national
magazines. This indicates what many advertisers have
proven many times?that the prestige, power and influ?
ence of The Chicago Tribune is out of proportion to the
number of its rcaders?and it has overwhelming numbers.
A paper that is ivorth more to readers is worth more to
advertisers.
A questionnaire was recently sent to Chicago Tribune sub?
scribers in Manchester, Ia.; Vinton, Ia.: Mason City, Ia.;
Grand Rapids, Mich.; White Pigeon, Mich.; lron Moun
tain, Mich.; Escanaba, Mich.; Dodgeville. Wis.; Appleton,
Wis.; La Porte, Ind.; Bourbon, Ind.; Moline, 111., and Rob
erts, 111. Out of 506 replies, 177 stated that they were
interested in farm advertising.
The Chicago Territory, being the most desirable field for
tractor sales, must be worked intensively by the manu
facturer who expects the best results. He must concentrate
in these five great states and hammer home his message
through the most efficient, povveful forms of advertising.
Scattered effort cannot possibly produce the permanent profit'
that will ensue from a mastery of this market. Much is
necessary to win and hold this prize, but The Chicago
Tribune is the one powerful, efficient, dominant advertis?
ing medium which cannot be overlooked.
If you are interested, we ask that you write for our
analysis of the merchandising of tractors in The
Chicago Territory which is now being prepared.
?iiiiiii?i
&
Each Dot
Represents
Fifty
Subscribers
to
The
Chicago
Sunday
Tribune
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n ?&? ? ? ' ??? ? ?:?&
i?t ? ? ? ? ? ? ?? *?*?*tj?i>.
?*?? THE CHICAGO~TER
RITORY contiets of the
,?;,' 6ve etates of lllinoia,
?..*? . Indiana, lowa, Michi
1 - ? . jan and Wisconsin, in
which one-sixth of the
population of the na?
tion possess one ? fifth
of the wealth of the
nation. THE CHICAGO
TRIBUNE reaches one
family in five in this
great, rich markal.
Strike Now! Strike Hard! Let
Advertising Build Record Sales
Eastern Advertising Ofrices, 251 Fifth Avenue, New York City.
icago Tribune
for You in 191