flow like the waters of the mighty ocean people also represent a tremendous force the understanding of work to the greatest importance to the american way of life this forces known as consumer power in response to the potential demands of consumer power american initiated an industry have created in the united states the highest standard of living ever enjoyed by any people american production have become the most efficient in the world and as a result our factories and industrial plants are turning out an ever increasing amount of goods things that people want and need but as industry grows so also grows the problem of how our best to get the products of industry into the hands of the consumers how to maintain and increase the efficiency of distribution and to cut down the cost between the end of the production line and the ultimate purchaser outdoor advertising is a powerful force to this same day after day by keeping consumers informed concerning what products of industry are available and where they may be obtain outdoor advertising is making its contribution to the development of american prosperity to fully understand the function of outdoor advertising in modern living it is necessary to keep in mind the day by day activities of the people who are reached by this powerful form of advertising media in the mornings in any community men women and children leave their homes they walk their ride in automobiles in the street cars in boxes in railroad trains in rapid transit systems they are on the move and as they move they do numerous things they work they play they study and most important of all they buy daily this great human tide flows into offices into factories into stores into schools into churches into places of amusement no more than ever before people are increasingly spending their time out of doors leaving their homes going places seeing things in some channels this practicing tide moves in deep strong currents in other channels it is almost lifeless in volume and speed in either case it is a plough that can be measured charted and time people come before markets so over centuries merchandisers have instinctively attempted to follow the crowd they understand that a retail outlet sales are prosperous according to its relative accessibility to buyers originally a market was the actual place where commodities were bought and sold since that time a market in its broadest sense has come to mean primarily effective demand markets are people the market of today is considered to be any area provided with means by the movement of persons and commodities an area occupied by people who have common daily economic interests without people having demands and the capacity to satisfy those demands there could be no market no trade activities to consider markets purely in terms of revenue and toward static population is to fail to grasp one of the chief aspects of modern community life the market of today is highly fluid the people who make up these markets are going places daily they are on the move this daily habitual movement of the buying power of the market it's commonly referred to as traffic traffic is a necessary and fundamental function of a population th without such traffic movement there could be no market composite traffic flows or streams of various classes of traffic make definite and stable patterns in any community these patterns are a necessary element in the scientific planning of outdoor advertising locations outdoor advertising companies have the definite responsibility of guaranteeing potential consumer circulation of specific market location is the general outdoor advertising company the leader in its field has developed a completely scientific method of locating its advertising blitz by this method the traffic flow has been charted in all major markets so that advertisers can be given before hand an accurate estimate of circulation to be derived from their poster showings to do this scores or even hundreds of selected counting stations are set up throughout each city tabulating regular traffic in form or directions computing the results of these tabulations enables the general outdoor advertising company to determine every one of the major traffic arteries in each city in order to give a clearer picture of how all this works i to study one city as an example for this purpose let's take chicago which embodies all the elements of traffic patterns found in both small and large cities outdoor poster advertising it's all in the coverage basis of a given market or community in group the panels call showings in the city of chicago the one hundred percent showing comprises one hundred and sixty panels sixty of which are limited as the name implies the one hundred percent showing covers all major arteries to give a complete coverage and complete penetration there are many factors that help determine the placing of panels comprising a typical one hundred percent poster showing since much the traffic in modern american city is comprised of motor vehicles it becomes necessary to tabulate the hundreds of miles of major boulevards which in many instances carry hundreds of thousands of people every day this great daily movement of circulation leading directly into the average or better residential areas as well as the immediately adjoining residential suburban areas represents the class market of most cities to be effective a one hundred showing covers all the major and minor boulevards in accordance with their importance than from the busiest air fares will be found the greatest concentration of posters most of which are luminate it because here is the great bulk of the evening traffic every day millions of people ride the great street railway systems which honeycomb every district and neighborhood of most cities so it is only natural that the outdoor advertising panels be planned to cover all principal streetcar lines from every angle with the greatest concentration of posters along the bottleneck blind and ring the downtown district but often there are still other systems of major traffic arteries to be considered these include the elevated and bus that sometimes the elevated lines carry hundreds of thousands of people per day and bus systems transport people by the millions here again no opportunity is lost in reaching these important forms of mass transportation the one hundred percent poster showing is a range so that all lines are covered with concentration along the more important points the work of planning a one hundred percent close to showing does not end by merely covering all the primary traffic arteries the general outdoor advertising company also takes into consideration the principal manufacturing and industrial plants which in a city like chicago for instance employ more than six hundred thousand people it must be remembered that the necessity to work is the primary factor in bringing people out of doors in the morning at lunch time and in the evening it takes them to and from these plants daily this great surge of purchasing power moves back and forth gravitating naturally to the major arteries of traffic one of these people come from our part of a traveling going back and forth to work outdoor advertisers can check the facts for any poster plan a location by jotting down the license numbers of passing automobiles and tracing their home addresses through the automobile registration records surveys of this type like the one illustrated for a one hour period prove that outdoor poster panels draw a large circulation from all parts of the city as well as from their own immediate neighborhood another method of showing that traffic circulates all over the city and not just in specific areas it's to locate the home addresses of all the employees of any large industrial organization and make a pattern of the distance as they travel through all parts of the city in going back and forth to their jobs in chicago and all other cities large and small careful arranging of the one hundred percent poster showing provides a as they move these workers these earners are scientifically exposed again and again to the outdoor selling messages though grownups represent the greater part of any communities purchasing power children very definitely are influence in the purchasing of everyday commodities so the complete poster showing must take into consideration the location of public schools with their daily attendance which mount into hundreds of thousands since public schools are laid out primarily in accordance with population density is the pattern governing the school locations is a fairly accurate pattern of actual population distribution for this reason it is significant that the pattern of poster showings coincides with school concentration in the same areas chain store locations are another factor in determining the placement opposed to showings but everyone knows chain store organizations make it tailed and exhaustive studies of street traffic conditions before locating their stores hence the pattern made by the stores represent a fairly accurate picture of the high point of retail tra because the one hundred percent close to showing and chain store locations coincide the advertisers message assured to reach the parade of buyers at the most logical time and place when they are on their way to buy and where they can immediately react to the buying suggestions made by the posters drugstore locations also form a guide for the planning of one hundred percent poster showings here again we see the pattern of opposed to showings closely follows that of the store locations in modern retailing supermarkets are an important factors carefully placed in outlying districts they have an average buying radius of more than three miles which is unusual of course for a convenience good store scientifically plan one hundred percent poster showing us cover the same district since every third practice is an impulse purchase the showing off or the golden opportunity to advertise is to identify their products to thousands of consumers on their way to buy a supermarket it is interesting to note that cons rated general opinion only two hundred and seven of the two thousand drug stores in chicago are chain stores the fact that they are located at the most p circulation and have similar store fronts and uniform interiors as a general tendency to multiply the chain drugstore impression in the minds of people who see them the same thing is true with outdoor poster panels given the same design on each of the one hundred sixty panels and placed in the most pretty to coin to circulation outdoor posters also multiply in the minds of people moving from place to place no two cities are exactly alike in some large cities for instance because of their broad extent great shopping districts have been built up in the outlying areas many of these districts compare in size of the downtown or central business district of other smaller american cities since many of these major shopping centers can supply all human needs it is often unnecessary for a great number of the population to move outside of a particular district surrounding their trade centers for this reason in planning a one hundred percent poster showing panels are allocated within or leading up to the entrances of these major centers to be complete it is important that a typical one hundred percent showing be laid out so when it penetrates all sections and neighborhoods of the city and reaches everyone regardless of how limited his method of transportation combining the traffic movement tabulated at all the hundreds of counting stations throughout the city results in an accurate traffic flow chart of the entire city the winds of the li over the various arteries indicate the amount of actual circulation that passes over them in the eighteen important traffic hours of each twenty four hour day proving the heaviest concentration about door panels follows the greatest flow of human traffic a pinal check of a typical one hundred percent poster display shows that all arteries are covered according to traffic volume population percentages and trade patterns of a city or outdoor advertisers these figures offer definite proof of the amount of traffic daily circulating around one hundred percent poster showings but there is still another element to take into consideration the amount of actual circulation each individual poster in the showing receives some people have you believe the traffic passes posters like this was in the sense that traffic passes like this of course neither of these happens but what attention does each poster receive up until a few years ago there was no way of scientifically obtaining this vital information so in one thousand nine thirty three the outdoor advertising association of america working in conjunction with the association of national advertisers and the american association of advertising agencies combined to set up the t that bureau under the guidance of dr miller mcclintock the efforts of dr mcclintock and his associates opera most illuminating insight into the way in which modern scientific and business methods have been applied to the problems of a great advertising medium since nine hundred twenty one dr mcclintock i have studied the traffic problems of many american cities and is responsible for the plans which it resulted in the construction of many hundreds of millions of dollars of public traffic improvements he  recognized as an outstanding scientist in the field of traffic movement and its relation to trade as audit director of the traffic on the bureau dr mcclintock is the logical person to explain its functions in verifying and auditing advertising circulation this business of auditing the secularization of outdoor advertising is exceedingly interesting since it involves a phase of the end street long though it requires a great deal of hard work and bookkeeping the results certainly justify the effort and brings here is how we go about it hundreds of our checkers visit each of the more than two hundred seventy five thousand poster panels in the united states and canada first they make a gross count of all people passing each location in both directions from this they immediately discount one half of the  that they count to just the people who are walking from the direction that the board faces and for the same reason they discount one half of the automobile passenger come in the case of mass transportation carriers buses streetcars and elevated trains however they count only twenty five percent of the gross circulation as a specific illustration let's look at a typical poster panel such as the one shown here by applying our formula to the thirty six thousand three hundred gross count which dislocation develops and then discounting one half of the pedestrian count one half of the automobile count and three quarters of the mass transportation count our effective circulation is reduced to a count of fifty thousand one hundred persons per day but the traffic out of bureau doesn't stop there every single poster panel is given its own efficiency rating this is necessary because for example no panel should be placed so that a person has to be a contortionist to read it such a panel would have a zero  rating each poster panel must be so strategically located that passers by have an accurate and measured opportunity to see and read the advertisers message for this reason scientific efficiency ratings must be based upon the speed of traffic the angle of the splay the clear distance approaching traffic can see the face of the panel and the number of panels per facing these ratings are tabulated and what is known as a space position evaluation table this table covers a range from one hundred percent efficiency for top rating panels downward as the factors of  vary in the case of the panel being used as an example we find that its rating is one hundred percent this means that after the over riginal gross daily count of thirty six thousand three hundred has been reduced to its effective count of fifteen thousand one hundred this effective count is multiplied by the space position efficiency rating of one hundred percent resulting of course advertising circulation of fifteen thousand one hundred per day on the other hand the efficiency rating of this panel had been eighty percent then the net advertising circulation would have been eighty percent fifteen thousand one hundred or twelve thousand and eighty this is a very early audited net advertising circulation represents only those persons who have a reasonable physical opportunity to see and read the advertisers message and how well the same on the team procedure is applied by the traffic audit bureau to almost every one of the outdoor advertising plants in the united states and canada and to every one of the thousands of locations operated by the general outdoor advertising company throughout the country after they have been carefully audited certificates are delivered to each  member made available to advertises an agency's covering every plant audited by the bureau