RETAIL MARKETING OF MEATS 
57 
volume of sales, being perhaps the largest in those cities and com- 
parable in their relation to the total business of the community with 
those of larger sales in the larger cities, advertise more freely than 
stores of similar volume of sales in the large cities. 
Chain-store systems have an average advertising expense of 0.40 
per cent, which is approximately the same as this item in the indi- 
vidual stores of largest size and approximately twice as high as in 
the individual stores with volume of sales approximately the same 
as the chain-store branches. Chain stores, just as the largest indi- 
vidual concerns, find advertising more profitable than the small 
individual concerns because a single advertisement draws attention 
to readers throughout the city to the entire group of stores in the 
chain. (See fig. 5.) 
In the group of stores with large restaurant trade, advertising ex- 
pense is higher even than in any of the groups of chain stores, be- 
Comparative Importance of Advertising 
PER CENT 
OF TOTAL 
INDIVIDUAL MARKETS SA j^ s 
FAMILY TRADE, CARRY 
COST OF ADVERTISING 
PER CENT OF TOTAL SALES 
0.2 0.3 0.4 
ANNUAL SALES 
Under S/00,000 0.22 
Over $100,000 0.4-9 
FAMILY TRADE, DELI VERY 
Under $100,000 0.1 I 
Over $100,000 0.30 
SEMI WHOLESALE, DELI VERY 
$34-1, $83 (Av. Annua/ Sales) 0.57 
CHAIN STORES 
CARRY 
ANNUAL SALES 
PER STORE PER SYSTEM 
$82,876 $i ',4-39,055 -0.44 
DELIVERY 
$69,4-33 $624-, 90/--0. 1 6 
Fig. 5. — Carry stores advertise more than delivery stores of equivalent size. Large stores 
advertise comparatively more than small stores. Chain-store systems advertise com- 
paratively more than individual markets of a size equivalent to the chain-store 
branches 
cause these concerns, particularly several of the largest included in 
the canvass, rely upon publicity for building up and holding their 
trade rather than upon convenience of location with reference to 
residences of consumers. 
WRAPPINGS 
The item of wrappings is 0.75 per cent of sales in the individual 
stores and 0.80 per cent in the chain stores. There is no reason for 
any considerable- difference in this item either because of size or 
because of class of service, since wrappings must be substantially 
the same in all instances. In stores with a large restaurant trade, 
however, this item is appreciably smaller, since the meat sold to 
hotels and restaurants is regularly in large quantities and often 
requires no wrapping whatever. 
