The Waxahachie daily light. [volume] (Waxahachie, Tex.) 1894-current, 1916-11-29
WAYAHAcHIE PICKED
As MARKETING CENTER
BUSINESS CONDITIONS oF THIS
CRY ARE To 49, IN
yEssTIGATED.
Local Merchants ~ Cooperate With
Advertising Clubs ia Third
Annual Investigation at
Business.

Waxahachfe has been selected by
tho Associated Advertising Clubs Of
che World as one % the leading mar
ketlnr centers Of the United states
and Canada, IN which they make
their third annual investigation OF
business conditions,
c. +. schuster, secretary OF the
Chamber. OF Commerce. has Just re-
ceived word OF his appointment on
the National Research committee.
This In the third continent-wida
investigation which has been made
by the Associated Advertising clubs.
Two years ago, when the European
war unsettled trade conditions. the
advertising clubs were appealed to
to report the actual change in pur-
chases for an index month OF 1914
over the same month of the year
previous. A number of cities we're
selected as representative, aud mon
we're sent to obtain answers. to five
simple questions from the leading
retail dealers In the lines with which
every consumer naturally comes In
contact. The investigation Of 1914
showed that despite many alarming
reports. the typical consumer OF
North America had only decreased
his purchases 2.s per cent. The av-
GRACE increase or decrease was shown
for each city in such line of retail
business.
The high commentator Of this In
vostigation by President Wilson,
Premier Borden OF Canada, and the
many thousands of financiers, mer-
chants and business men all over the
country who read it, led to second
investigation in the month of No
vember, 1915. The second inyesti-
cation showed an average increase
in American consumption of 1898
per cent. On these figures the report
indicated that the United States was
entering on period OF unprecedent-
ed prosperity, and that 1916 would
be the greatest year American bust
ness had ever eeen.
In the face of the fulfillment of
this prophecy another Investigation
is to be made. AS in the two pre-
yious years, the investigation for
1916 will cover the six principal re-
tail lines. namely: Department 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 diseloses business secrets.
No names are asked All answers
are In percentages and an average
for the city is all that is reported.
The five questions are:
l. Sales What is the per cent of
increase or decrease in your to-
tai volume of sales for Novem-
Der. 1916, as compared with
November, 1882"
2. The same question relating to
advertising expenditure.
g. The same question relating to
volume of stock handled.
A. The same question relating to
net profit.
5. What per cent OF all money in
accounts on your books October
81, 1916, was collected during
November?
The investigation is not conducted
for profit None of the members of
The committee receive and 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 a more general circulation. and
the report of the second investiga-
tion was published in the January
number of Associated Advertising.
the official organ OF the Associated
clubs, as the present report viii be.
Some sixty maps and charts are
contained in the final report. Proofs
OF these are sent TO the leading news
papers of the country. that business
men in every section may compare
their own sales records with the av-
erases for their cities aud the aver
ages fer the country.
When Interviewed by the Daily
Light reporter today Mr. Schuster
said:
The purpose OF these investiga-
tons is to take the guess out OF
business aud give definite facts up
on which 20 baae sales and adgertis-
iAg efforts for the coming year. The