Document reDpambBnVBw80n70MLEQM2gJ

Publications Heating Journals, Inc. 232 Madison Ave. Chicago 228 No. LaSalle St. Randolph 6086 Lex. 2-4566 New York, N. Y. San Francisco Don Harway & Co. 155 Montgomery St. Exbrook 6029 Los Angeles Don Harway & Co. 318 W. Ninth St. Tucker 9706 Baltimore Chandler Bldg. Plaza 7065 Surveys in 31 typical cities reveal that on J une 1, 1937, the Air-Condi tioning--Oil Burner Dealer group was selling 64.4 per cent of the winter air conditioning jobs and in some Eastern cities their share was 90 per cent. These dealers, formerly strictly oil bur ner dealers, are readers of "Air Conditioning . . . OIL HEAT" and have been educated in air- conditioning by it. The number of dealer readers handling air con ditioning is steadily in creasing: winter air con ditioning from 48.8 per cent in 1936 to 57.1 per cent in 1937; complete conditioning, 33.1 per cent in 1936 to 39.2 per cent in 1937. Why do our dealer readers sell air-condi tioning? (1) They are progressive', else they would not have been in the oil burner business in the first place; (2) they are used to the educa tional type of selling re quired; (3) they under stand technical problems of installations and ser vice and are familiar with the mechanical equip ment used. Send for Your Free Copy of This Valuable Book During 1937, the number of advertisers using our pages increased to an all-time high of 184, and space used in creased 8.9 per cent to a new record of 563.8 pages. This is due to a growing appreciation of the value of our adver tising pages in building good will and sales. During 1937 this pub lication carried a total of 367 oil burner manufac turer advertisements. These manufacturers have men traveling through the field; they check on the dealer read ing habits; and they place their ads where they know the dealer wil 1 see and read them. In addition these manufac turers are also readers of the paper, and this selec tion of it as an advertis ing medium carries with it their endorsement as readers. Free lists of dealers "interested in air condi tioning", lists of manu facturers, a low-cost mailing plan, and selling helps are available to our advertisers. Advertising rates are low. Nov. 1937 CIRCULATION--Publisher's Figures Oil Burner and Other Air Conditioning Manufacturers............................................... Air Conditioning and Oil Burner Accessory Manufacturers.TM--.............................. Oil Burner and Air Conditioning Manufacturing Executives.......... ........................... 312 623 113 Prospective Dealers (Heating Contractors, Electrical and Refrigerator Dealers, Oil and Coal Dealers, etc.)................................................................... (Rotational) 6,000 Miscellaneous (Government Bureaus, Schools, Branch .Offices, etc.)....................... 67 Wholesalers of Air Conditioning and Heating Accessories and Supplies................. 834 Oil Burner and Air Conditioning Dealers........................................................-................ 13,119 94.7% handle oil burners 57.1% handle winter air cond. eqpt. 35.1% handle summer air cond. eqpt. (artificial cooling and dehumidifying) 21.1% handle single room coolers 21.5% handle coal or oil 62.1% handle furnaces 66.7% handle boilers 38% handle summer central units eqpt. that cools by circulation only. 1076 Publications OILHEAimG/fr / AIRONBITINING fueloil JOURNAL Published Monthly at 420 Madison Avenue New York MARKET: The oilheating market is a closely knit 4-way market--oilburners, heating, airconditioning, and fueloil. The modern and progressive oilheating dealer sells all four--a good oilburner, using good fueloil, firing a good heating or aircon ditioning system. From 1919 to 1930, the only oilheating product sold by burner dealers was the conversion burner. In 1930 the sale of conversion burners represented 77.3 per cent of the dealers' gross income. By the end of 1937, the average oil heating dealer got only 42.9 per cent of his income from conversion burners. But, beginning in 1932, he had added three other major oilheating lines--heating, fueloil and winter airconditioning. 1937 gross dollar volume of the average dealer was divided: Conversion burner units........42.7 per cent Boiler burner units........ 7.5 per cent ^Heating.........25.6 per cent Fueloil......... 17.3 per cent Winter airconditioning......... 5.3 per cent Other......... 2.1 per cent In 1937, 26.4 per cent or 51,968 conver sion oilburners were sold with new cast iron or steel boilers. In addition, dealers sold 14,884 boilerburner units. Oilheating dealers did a total dollar volume in 1937 of $28,529,366 in winter airconditioning. This represents an increase of 57.6 per cent over 1936, the greatest gain in any single branch. SERVICES FOR ADVERTISERS The 1936 Key Market Study. Merchandising News. Specific Products Reports. Unit Sale Brand Preference Studies. Booklets, reprints of special articles. OILHEATING & AIRCONDITION ING: Fueloil Journal covers this inte grated 4-way market. It is the oldest paper in the field-- established 1922. Editorially, it has con sistently fostered every progressive de velopment in the field and it has encouraged the trend to the complete oilheating dealer. Every issue is carefully balanced edi-, tonally to cover the dealers' need for usable information on all four sides of his business. Heating equipment manufacturers have long known Fueloil Journal as a power ful sales aid. Its reader interest is unique among trade papers. circulation: Like its editorial content, "the circulation of Fueloil Journal is carefully controlled to give complete cover age of this great 4-way market. A detailed breakdown from the latest circulation statement (December 31, 1937) shows: Power oilburner dealers and dis tributors............................................ 9,929 Key heating contractors, plumbing and heating contractors, and engineers.... 1.922 Fueloil distributors, selling fueloil and range oil, and their branches............... 2,558 Accessory and heating supply dis tributors 980 Total dealers and distributors... 15.389 Power oilburner manufacturers and their executives--................................... 496 Accessory manufacturers....................... 250 Total manufacturers............ -.................. Total dealers and manufacturers, Percent of total circulation________ _ Others miscellaneous and paid ...... 746 16.135 87.26 2,357 Grand total........................................ Fueloil Journal circulation covers the automatic heating field at the lowest rate per thousand copies. It will pay you well to get full details. Write, wire or telephone. 18,492 1077