Wendt, Lloyd, The Chicago Tribune - The Rise of a Great American Newspaper, Rand McNally and Co., 1979

pp. 455- 456 "Excerpt"

pp. 457-458 "Excerpt"

transcription of a book excerpt

THE RISE OF A GREAT AMERICAN NEWSPAPER

Excerpt From Pages 457-458

By 1920, the scientific approach to selling was well established in the Tribune advertising department and was widely copied. The Book of Facts enjoyed wide acceptance and what it had to say about postwar Chicago was impressive... No place on earth according to the Book of Facts could match Chicago as a consumer market. It cited the consumption statistics of the 500,000 prospering families in the immediate trade area and demonstrated that it could identify them as to the ethnic background, education, income, and store and brand preferences. The entire range of consumer goods was covered, from breakfast cereal to motor cars. Questionnaires distributed to Tribune subscribers in Iowa, Michigan, Indiana, and Illinois showed that millions of residents of those states visited Chicago from once to a dozen times a year, buying everything from baby rattles to farm tractors. ...."