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A
nother thrust
against a"POPULAR FALLACY in Advertising circles
with apologies
to Merle Thorpe and "Nation's Business'
Perhaps "advertising circles" is too sweeping in scope, since it embraces alike those who do, and those who do not recognize the great possibilities of Southern markets in general and the Charlotte market in particular. Those
alert advertisers who are active here are, of course, not included.
It takes but little study of current merchandising campaigns the country over to realize that this section is given scant attention in the formulation of sales and ad
CITY
STATE
Population
*Sales
Per Capita
CHARLOTTE
NO. CAROLINA 82,675
$47,420,000
$573.50
Waterbury
Connecticut
99,902
$51,570,000
$516.20
Niagara Falls
New York
75,460
$38,430,000
$509.26
Gary
Indiana
100,426
$48,260,000
$480.55
Altoona
Pennsylvania
82,054
$39,350,000
$479.56
Camden
New Jersey
118,700
$54,140,000
$456.10
Lowell
Massachusetts
100,234
$44,660,000
$445.55
Fall River
Massachusetts
115,274
$45,000,000
$390.37
Akron
Ohio
255,040
$39,540,000
$155.03
*1930 Census
of Distribution
vertising campaigns. And thus, a valuable and responsive market is allowed to buy impartially in many lines of products which could, with small effort be concentrated to particular brand names.
That low purchasing power in Southern markets is a "popular fallacy," and that Charlotte's buying power is comparable to those sections where every aggressive advertising effort is fought with equally aggressive counter-attack, is indicated in this tabulation.
f
air warning:
That Charlotte's per capita purchases are not obtained largely at the expense of other cities in a 50-mile area, is evidenced by the average-$500 per capita sales in Concord, Gastonia, Monroe, Salisbury, Statesville and other cities in the immediate service area of WBT's 5,000 watts and clear channel.
Construction goes forward on WBT's 25,000 watt transmitter, as approved by the Federal Radio Commission. Pending the issue of a new rate card, contracts are acceptable on rate card No. 4 provided programs start within thirty days of contract date.
station
• Southern Key Station of the Dixie Network of the Columbia Broadcasting System
WBT
incorporated
WILDER BUILDING
CHARLOTTE NORTH CAROLINA
urch 15, 1932 • BROADCASTING