The Telegraph-courier. [volume] (Kenosha, Wis.) 1888-1946, 1916-11-30
TRELEEN TO CONDUCT TEST
Local Merchants Will Cooperate With
Advertising Clubs In the Third An
nual Investigation of Business
Much Benefit from Plan.

henosha has been selected by the
Associated Advertising Clubs Of the
World as one Of the leading marketing
centers of the United States and Can
ada, in which they will make their Third
Annual Investigation Of Business Condi-
tions. Mr.. Gus. d. Theleen, of the Re-
tailers Association, has just received
word of his appointment on the Ma
tional Research Committee.
This is the third CONFERENCE.-THE inves-
tigation which has been made by the
Associated Advertising Clubs. Two
years ago, when the European War UNI
settled trade conditions, the advertising
clubs were appealed to to report the
actual change in purchases for an index
month Of 1914 over the same month of
the year previous. A number of cities
were selected as representative, and
men were sent to obtain answers to
five simple questions from the leading
retail dealers in the lines with which
every consumer naturally comes in con-
tact The investigation Of 1914 showed
that despite many alarming reports, the
typical consumer Of North America had
only decreased his purchases 1870. The
average increase or decrease was shown
for each city in each line Of retail bust
ness.
The high commentator Of this in
vestigation by President Wilson, Pre-
mier Borden Of Canada, and the many
thousands of financiers, merchants and
business men all over the country who
read it, led to a second investigation in
the month of November, 1915. The sec
ond investigation showed an average in
crease in American consumption of
1890. On these figures the report in
Dictated that the United States was en-
tering on a period of unprecedented
prosperity, and that 1916 would be the
greatest year American business has ever
seen.
Tn the fact Of the fulfillment Of this
prophecy another investigation is to be
made. AS in the two previous years, the
investigation for 1915 will cover the six
principal retail lines, namely: Depart
ment stores, grocery stores, hardware
stores, clothing stores, jewelry stores,
and drug stores The five questions
which will be asked of each dealer in no
way disclose business secrets. No names
are asked. All answers are in percent
ages and an average for the city is all
that is reported. The five questions
are:
1. Sales. "What is the percent Of in
crease or decrease in your total
volume of sales for November,
1916, as compared with Novem-
Der, 19157"
2. The same question relating to adj
vertising expenditure.
8. The same question relating to vol
ume of stock on hand
4. The same question relating to net
profit.
5. What percent of all money in ac-
counts on your books October
31st, 1916, was collected during
Novemberg
The investigation is not conducted
for profit. None of the members of
the committee receive my money for
their services.
While the first report was sold at
$500 a copy to defray expenses, the
Associated Advertising Clubs felt that
such valuable information should have
more general circulation, and the re-
port of the second investigation was
published in the January Number of
Associated Advertising, the official or
gan of the Associated Clubs, as the
present report will be.
Some sixty maps and charts are con-
4ained in the final report. Proofs of
these are sent to the leading newspapers
of the country, that business men in
every section may compare their own
sales records with the averages for their
cities and the averages for the coun-
try.
When interviewed by News re
porter TODAY Mr.. Theleen said:
"The purpose of these investigations
IS to take the guess out of business
and give definite facts upon which to
base sales and advertising efforts for
the coming year. The investigation
last year revealed the trend Of business
in this country as a whole and also
gave figures showing sectional pros