Omaha daily bee. (Omaha [Neb.]) 187?-1922, 1916-11-29
ADVERTISERS WILL
PROBE PROSPERITY
Is Our Present Business Boom
a Mere FOOLS Paradise7
is Problem.
FNoLEN WORKS IN OMAHA

| Whether the United States is en-
Toying an era OF prosperity and
whether the business OF this year is
better than during years of the past
is to be ascertained by an investiga-
ton that the Associated Advertising
Clubs Of the World has inaugurated
The task of gathering the information
! to determine what the business con-
ditions have been during the last year
as compared with former years, is to
begin December 4 and is to be COM
pleted before midnight, December I
In determining the business condi-
tons of the country, the United
States and Canada will come in for
investigation along this line and data
will be gathered from the great cities
of the area. In this central section,
Omaha has been picked as one of the
leading marketing centers. The work
will be under the direction of the Ma
tional Research committee and on this
committee from this section of coun-
try, Charles D. Nolen of the Omaha
Ad club is named as a member.
Past Effects.
Two years ago when the European
war commenced to unsettle business
conditions, the Associated Advertis-
ing clubs instituted an investigation
to ascertain to just what extent war
had affected, or rather decreased, pur-
chases of consumers. This investiga-
ton shows a decrease of 2.3 per cent
as compared with the previous year,
In 1915 another investigation along
similar lines was made throughout
the United States and Canada and
then it was ascertained that in the
aggregate, the average increase in
American consumption had increased
1898 per cent over the previous year.
On this showing the conclusion was
reached that the United States was
enjoying period Of unprecedented
prosperity. This being true, the
theory was that the year 1916 would
be finished with record never be-
fore approached.
Along Like Lines.
To ascertain just what the year
1916 has brought about in the way
of business prosperity is why the in
vestigation is being made at this time.
And to secure the required data, the
investigation will be conducted along
lines similar to those of the two pre-
vious years.
The Investigation will cover the six
principal lines of retail business, as
follows Department stores, groceries,
clothing, hardware, jewelry and drug
stores.
Five Questions.
In conducting this investigation, no
names are asked of dealers and con-
sequently no business secrets arc
sought. 1t is just plain business
proposition and all answers are on
basis. Five questions are
asked in gathering the required data.
They are.
What is the per cent of increase, or
decrease, in your total volume of sales
for November. 1916, as compared with
1915?
The same question relating to adj
verusing expenditures.
The same question relating to vol !
time of stock on hand.
The same question relating to net
profit.
! What per cent Of all money in ac-
counts on your books October, 81,
1916, was collected during Novem-
Der?
Removing the Guess.
Mr.. Nolen asserts that when the
data from the cities of the United
States and Canada is collected it will
AXE all the guess out Of business and
give definite facts on which to base
sales and advertising efforts during
he coming year.
The compilation OF the data to be
undertaken goes into book form for
distribution among merchants and
business men OF the country and is
xrxv