Recognition of the purchasing power of the Jewish market and the story of successful efforts on the part of manufacturers and distributors of nationally sold products to reach the Jewish market are told in an article by Hammond Edward Franklin in the current issue of the “Editor and Publisher.” The special methods required in merchandising in the Jewish market and the means used to popularize products among Jewish purchases are detailed by Mr. Edward.
He points out that while the Jewish market like many other foreign language groups in this country has been overlooked by otherwise well-informed advertising experts manufacturers have found it to be sound business to spend thousands of dollars a year advertising their products in the papers and magazines that reach the Jewish market. One 40-year old firm with a line of grocery goods spends more than $60,000 for advertising in the Jewish market alone.
Mr. Franklin tells of one sales manager for a nationally known cleanser who could not understand why his product was not selling in sections of large cities where the Jewish population predominated. After an investigation he found that the Jewish purchasers