KETAIL MARKETING OF MEATS 
33 
fused with the volume or cost of advertising. The percentage that 
the cost of advertising bears to' total sales may differ materially from 
the percentage of stores advertising. When considering cost, the 
volume of sales and the amount and class of advertising are determin- 
ing factors, whereas the prevalence of the practice as discussed in 
this section is based entirely on the number of stores. (In Table 28 
and Figure 5 are found data on the percentage relationship of cost of 
advertising to total sales in stores of various types and sizes.) 
Of the various media used by retailers in advertising fresh meats, 
by far the most important and extensively used are newspapers and 
handbills. In the urban districts canvassed, of the 29 per cent of the 
stores that advertised, 13 per cent advertised in newspapers and 5 
per cent used handbills. About 16 per cent of the retailers used other 
media of minor importance, such as placards, programs, and lantern 
slides, which are inextensively employed at irregular intervals, either 
as the sole means of advertising or in addition to the use of neAvs- 
papers and handbills. (See Table 18.) Newspapers afford the most 
effective method of advertising for transient and cash trade drawn 
from considerable distances, particularly for large concerns or chain 
systems; and handbills are most effective for reaching the neighbor- 
ing trade, particularly for concerns small in size in relation to the 
total population of the city. 
Newspapers were employed by 20 per cent of the cash-and-carry 
stores and by 10 per cent of the service stores, and handbills were 
used by 8 per cent of the former and 4 per cent of the latter. Miscel- 
laneous media were used by 17 per cent of the cash-and-carry stores 
and 15 per cent of the service stores. Newspaper advertising is more 
than twice as popular as handbills with cash-and-carry stores and 
almost three times as popular with dealers operating service stores. 
Chain stores and stalls in public markets make use of newspaper ad- 
vertising far more than any other medium. With straight meat 
markets and combination meat and grocery stores such miscella- 
neous media as lantern slides, placards, and programs are more 
popular. 
Table 18. — Practices of stores xoith reference to advertising 
Number 
of stores 
Percent- 
age of 
stores 
adver- 
tising 
Percentage of stores 
employing— 1 
Class of service and type of store 
News- 
papers 
Handbills 
Other 
methods 
714 
1,965 
39.07 
25.24 
20.31 
9.97 
8.26 
3.61 
16.67 
15.11 
Total 
2,679 
28.93 
J2.73 
4.85 
15.53 
1,632 
769 
111 
161 
6 
23.35 
28.87 
82.88 
47.83 
50.00 
7.72 
9.23 
66.67 
42.24 
33.33 
3.92 
6.24 
11.71 
2.48 
16.67 
16.24 
18.08 
6.31 
3.11 
Total 
2,679 
28.93 
12.73 
4. 85 
15.53 
1 In most groups the sum of the percentages of stores employing the various methods exceeds the per- 
centage of stores advertising, because some employ more than one method. 
15698°— 25 5 
