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WE’RE INFLUENTIAL PEOPLE...
MORE THAN 2,850 FAMILIES READ OUR PAPER!!!
The following story is reprinted from the January 24, 1971
I issue of the Asheville Citizen-Times.
| NEW YORK, N. Y.—Newspapers, radio and television in
I Atlanta, Ga., met head-on in a test of their relative ad
| vertising effectiveness, and newspapers influenced more
ft sales at less cost than both broadcast media combined, ac-
I cording to the Bureau of Advertising. The test showed:
I newspapers deliver more than three times the efficiency per
advertising dollar.
Participants in the test were Atlanta Newspapers, Inc.,
publishers of The Atlanta Journal and The Atlanta Con
stitution, and Cox Broadcasting Corp., owners of WSB-TV
and WSB-Radio. The test involved a measurement of ad
vertising response for ten items advertised by Rich s,
Atlanta's largest department store.
Atlanta Newspapers, Inc., and Cox Broadcasting Corp.,
each participated with Rich's in the design of the project.
Rich's employed the interviewing service and tabulated the
findings from the study.
Based on the findings from 2,176 interviews with Rich's
customers in the departments which sold the advertised
items, The Atlanta Journal and Constitution claims:
The $16,910 spent by Rich's to advertise the test items in
The Atlanta Journal, The Atlanta Constitution and The
Sunday Journal and Constitution produced 71 per cent of the
advertising influences reported by shoppers who attributed
their purchase decisions to advertising. Ihe $27,158 spent by
Rich's in broadcast media produced 33 per cent of these
influences. Another 9 per cent of the advertising influences
were attributed to Rich's mail circulars.
When overlapping answers were eliminated, the score
stood: 61 per cent newspapers versus 23 per cent broadcast.
A comparison between newspapers and television which
together accounted for 90 per cent of all advertising in
fluences, showed 62 per cent attributed exclusively to
newspapers; 19 per cent exclusively to TV, and nine per cent
to both. .. „
Items included in the test were mattresses, carpeting,
draperies, vacuum sweeper, color television, handbags,
girdles, women's shoes, men's shirts and pant suits.
....if you would like to influence someone, cull
THE YANCEY RECORD
682-2120
THE YANCEY RECORD
FEBRUARY 25. 1971
PAGE 3B