Indianapolis Times, Indianapolis, Marion County, 2 July 1938 — Page 11

. THE INDIANAPOLIS TIMES

‘Dour Business lurned Sweet!

... when this candy compan) shoved ils expansion program into reverse /

Or J. B. came out of retirement with a rush with a headache! We’ve stocked our candy in . « . the rush of the fastest transcontinental every crossroads store in the country. But that plane he could get back East. kind of sale is eating up our profits and not our

. . ’ 1 The candy company he owned was losing its candy. From now on, we’re going to concentrate

shirt—and losing it fast! our sales and our advertising where our sales

costs are lowest and our profits are highest—in | 99

. B. didn’ | j ] didn’t even wait to buckle on his safety the big markets where people live and buy!

belt before unstrapping his brief case. He dug His 100 C8 a n : ivf ea : : . the Same... from the gir. eo smiled at his sales manager’s pencilled comment, ATISE ii : | “Note the 100% distribution. Not bad, eh?” tribution’’ but it gained what many an executive would have given his right arm to get—a healthy

eal . into his papers and studied sales and costs. He J. B. withdrew from 98 of the company’s 112

or 2 3 pS > ae poo owe ge 3 . : . 66 bb] : : 5 distribution didn’t Took - hauled out a map of the company’s distribution sales’” territories. He concentrated on 14 selected t markets. The company lost its boasted *“100% dis-

J. B. thumbed the map. Fifty dealers in the section he was flying over now. He looked out at the country, through the plane window. There

wasn’t a town as far away as the horizon. A few

9 hawks soaring far below was the only activity. J.B.'s Sonneny Dds perl PRroLing the pole . ¢ . ICY of selling selected markets. It 1S this same policy, Fifty dealers! That wasn’t 100% distribution— followed by many leading organizations, which ac» it was nonsense! counts for a large share of the advertising in ScrippsHoward Newspapers. These papers are published By the time J. B. got to the home office, he'd in 23 great markets. But, more than that, their circulation is concentrated 92% in the low-cost areas of those markets... their rich, city-suburban trade

an insight into what was wrong with his com- ing zones.

pany. He told his associates: Let a Scripps-Howard representative bring you current facts on the sales possibilities in these 23

“Sure, we’ve got 100% distribution — along plus markets.

SCRIPPS - HOWARD

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profit during every year of the recent depression.

really gotten a bird’s eye view of America—and

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