Indianapolis Times, Volume 36, Number 130, Indianapolis, Marion County, 8 October 1924 — Page 7

.WEDNESDAY, OCT. 8, 1924

The New Buying Alignment

Buying-Power. Where does it now lodge? The merchant wants to know. Ten years ago acquired or inherited wealth, social status and buying “class” meant one and the same thing. But no longer. Progressive Americans declined to stay put in this or that class and “our set” is as dead as the dodo. It takes MONEY to buy high-priced merchandise. The merchant now selling the most “quality” merchandise is the one who is successfully LOCATING this money—where it is now, not where it used to be. In such a job he gets no 1924 buying-“kick” from a Social Register, so he has made anew buying alignment. Uncle Sam helped a lot. U. S. cannot locate “class” but he can locate MONEY! —and here is how the 1922 Income Tax Collector located this newly aligned BUYING-POWER in what is known as “The Indianapolis Market.” There are 770,819 people living in Marion and the 17 contiguous counties known as “The Indianapolis Market,” who do all or part of their buying from Indianapolis merchants. Some idea of the total buyingpower of “The Indianapolis Market” will be gained by an appraisal of the known annual income of the 44,935 persons therein who paid U.S. Income Taxes, which was $121,872,641 during 1922 [date of last report].

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THE INDIANAPOLIS TIMES

Who pays this Income Tax? Six per cent, is paid by youngsters whose taxable income is less than SI,OOO a year—not quite under way yet. EIGHTY-SIX per cent, by those whose taxable incomes are between SI,OOO and $5,000 a year, which means actual incomes of $3,000 to SB,OOO. The other 8% —well they should worry! So there’s your real buying-POWER —the eight-in-every-ten of us who have the MONEY to buy whatever we like, for whom the best is none too good. In driving home this newly-aligned buying-power, the picture talks faster than words. For the modish young lady you’re admiring keeps a cafeteria, from which she made $15,000 last year! But why the banker and the lawyer? Wrong again—they’re cafeteria proprietors, too, getting points from the young lady, for this happens to be a true picture taken at the Restaurant Association’s last Convention. THE TIMES now has twenty-two per cent, of all the daily newspaper circulation in “The Indianapolis Market.” Any Indianapolis Merchant who wishes more business from the real MONEY-BAGS hereabouts, from the 86% with annual incomes between $3,000 and SB,OOO a year can secure it by advertising in THE TIMES.

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