Show Business Atlas to Aid In Distribution Candy Industry Wants to Know Why Some Communities Com Com- Communities Communities Eat Only Chocolates while Others Eat Only Bonbons and Some Sections Prefer Hard Hard- Hardtack Hardtack Hardtack tack Utah Has 15 Per Cent of Its Houses Made of Wood Racial Characteristics Determine Type of Purchases I By fly y HARDEN IL COLFAX COLI Special of Ilic Tho S ta Copyright 1926 by The Consolidated Consolidated Consoli- Consoli dated Press July 24 24 WASHINGTON Business men aided b by the tho federal government are removing guess work from their commer commer- commercial commercial commercial cial transactions at an IncreasIng increasIng increasing ing pace with results which are addIng millions of ot dollars donars In say say- savIngs sayings sav savings ings to American consumers The tendency to organize re- re research research re research search bureaus to lower costs of production or of distribution or both Is approaching high tide Under various titles the organizations organizations are being put to work In Inthe Inthe the field of science or of statis statistics tics to get the facts When the domestic commerce dIvisIon of the department of commerce this week neck eek sent to the printer Its wholesale grocery atlas the result of months of study of othe the primary and secondary cen- cen centers centers cen centers from which this business sup sup- supplies sup supplies plies the requirements of a population population lation Jallon which not only must cat but demands to be fed forthwith what It desires there approached the completion of another gov- gov governmental governmental gov governmental contribution to satisfy this Increasing cry of Industry for facts The study will be ready for distribution within within a few tew weeks All AID TO Business men are putting pullIng up their own money money for various re- re research research re research search studies but they are de- de dependIng depending de depending pending also upon the assistance of the federal governments government's resources re- re resources re resources sources Secretary Hoovers Hoover's de- de department department de department Is bearing the brunt of these requests for that Is is Its job The wholesale g grocery atlas Is the first study along the par par- particular par particular line followed that has been undertaken It will be pos pos- possible possible pos possible sible for tor a good producer to look over this report and determine the outlets open to him In hi any character of local campaign campaign local sec sec- sec sectional or national intensive or that general that he may desire to undertake So man many demands have been made upon the department for specific studies of commodity marketing problems that it would be Impossible to fulfill them nil all with the present f facilities c In the next half halt dozen years even though no other work were to be under under- undertaken undertaken taken In that period HOUSE PERCENTAGE GE Studies Studies already made by the domestic commerce division of I the market possibilities for paints and varnishes and for tor electrical merchandising lines fines disclose facts whIch no single firm of average size could hope to work vork for tor itself Many times tho the facts desired by busIness men are arc simple but they are vitally important For In- In instance In Instance stance BIance If it a paint manufacturer were planning a a sales campaign It would be extremely Important to him to know the types of buildings In various arlous sections of the country not merely by a brief visual Impression but as a a mat mat- matter matter matter ter of cold statistics Such sta- sta sta statistics show that the number of wood dwellings in communities of over 2500 Inhabitants varies from 10 per cent In Arizona and 16 per cent In Utah to 98 38 per cent In Washington and 97 In Oregon In the study of sales of ele electrical household appliances it was dIs- dIs dIscovered discovered dis discovered covered that the highest percent percent- percentage percentage percentage age of distribution was among the native white population Un- Un Unless Un less the location of this population Is kno knon n rather definitely there be bo useless selling sellinA expenses reflected In to higher costs to the entire consuming public DIFFERENCE CI IN 11 CANT The candy andy Industry is is exceedIngly exceed exceedingly anxious to know the answer to some ot of the problems which perplex its members Why hy for Instance do the people of or one communIty use chocolate covered confections In preponderant quan quan- quantities quantities titles while those of another community com com- com community only miles distant eat ent few chocolates but devour bon bonbons bonbons bonbons bons with great relish and those of a third community spurn all allI excepting hard candy Theres There's an answer somewhere In somewhere In pre pre- predominant predominant pre predominant I dominant occupation In racial characteristics and the populations populations populations In altitude which affects temperature or some such factor Its It's decidedly expensive to at- at attempt attempt at attempt tempt to sell linen suits regard regard- regardless regardless less of ot temperature In a com com- com com- community community where the majority of the population comes ot of o recent fore fore- forebears forebears tore bears bears who believed that a u man unless was not decently clothed his suit was made of wool MARKETING I bun EYS Regional marketing surveys are arc beIng undertaken to lay before business men the essential char char- characteristics characteristics characteristics of racial populations populations occupational financial social re- re re religious to ls to determine their pur- pur purchasing purchasing pur purchasing chasing power and their tastes The department of commerce sur surey rey ey of the Philadelphia area has proved to be the most popular or of any of its pamphlets The marketing mar mar- marketing marketing su survey of the southeastern states will be Issued in another two months and about the same ame time work on a II Pacific coast sur- sur sur survey vey ey will start while one recently was started in the New England area 00 |