Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1916-01-07
CHAPTER XLVI.
WHERE DO THE BEST PROSPECTS LIVE?

must not only find out who are able and likely to buy
but must also find out where they You will have
decide whether to try to sell product to the city trade
the rural trade both OF course articles would be
sale only the country and others would have their market
only in the city But there many things which be used
by both and the question then which market you should
develop first.
For instance suppose You running insurance
pany In every city there hundreds and hundreds of in
solicitors Probably every city resident knows
three people who want to sell them insurance In the country
the other hand there comparatively fewer insurance
agents. .~::~~ ut
Taking that analysis you might think that you had better
make your insurance company advertising seek sell policies
by mail in the country. But actually facts show that
there greater percentage of getatabe prospects in the
towns and cities One company tried out the agricultural
press find this out They gave each of the rural publ
cations chance with half page ad saying that of them
brought inquiries at low rate their advertising among
city people, then those agricultural magazines would be in
cuded the publications which they would take space
continually. .=.="
Yet there only agricultural publication that
brought in the inquiries low the average the
publications which reached the city The advertiser about
in the right way They analysed where their market by
actual experiment They found that it would get
their business from the city From then they knew where
their best field lay
This question of who is my best prospect often decided
the of the project For instance the automobile field
company starts to make to sell at low price
they know that their prospects those of medium who
cannot afford big but who might be able to 800 for
machine Consequently their appeal has be much different
from that of the makers of $4,000 The formers methods
and the whole system would have to be extensive and
less particular to class But right the beginning of those
companies the fact of what kind of would decide the
question as to who the best prospects
In your consideration to what people comprise the
e the about the best aid have They have
helped develop the advertising business by the gathering Of
statistics which show who and where people If it weren
for the few would know that the majority of people n
the United States lives outside of the towns and cesha
the rural population of the United States is sixty million
Not only do figures questions OF who
Tin the numberS) Also they tell
who afford buy what have SELL These govern
anaye them For instance take the matter of ability to
chasen and cities the average income per family
less than 5000 per year In the professional class lawyers
doctors etc. the average income is much $1,000 per
year But the farms there million farmers in the
United States who worth $4,000 apiece and there
million farmers who average $1,000 year net
income from their farms
So in the question of 'Who comprise my MARKET" and
Where is the best field deveop statistics of this kind
essential to to Quite often advertiser may
think he is selling when really he is selling to
Mems socks bought by than they by
the of Wisconsin their department figures out
that the of that state spend nine hundred million dollars
year. In fact investigations to point to the belief that
$50 of all the haberdaShery that is sold the counter
bought by women.
Good statistics will show where the best markets when
Judged the standpoint of business conditions You would
advertise in the wheat belt for instance the wheat crop
had failure. Nor would you advertise in Aroostock
county, Maine if potato crops had been Improbable
Analysed knowledge of this kind will often prevent advertis
ing waste
this afternoon in the underakng
r. h.