Sales clipper, Vol. 15, No. 12, December 1957

              §a/eá
Yol. 15, No. 12
PUBLISHED FOR PAA'S TRAFFIC, SALES & SERVICE PERSONNEL
New York, N. Y.
December, 1957
LIGHTER MOMENT — Willis G. Lipscomb, Vice President, Traffic & Sales, Henry Strauss, training consultant, Frank Howe, Director-Training, and John W. G. Ogilvie, U.S. Sales Mgr., enjoying each other's conversation during a time-out at the U.S. Sales Meeting at Rye, N. Y.
Penny-ivise, Pound-foolish
U.S. TRAVEL MARKET HARDLY TOUCHED
Last month in Washington the IUOTO (International Union of Official Travel Organizations) held its annual meeting. Organizations from 56 countries were represented. They discussed big business — over one and a half billion dollars spent by U.S. travelers abroad, almost three quarters of a billion spent in the U. S. by overseas visitors. And they discussed a bigger potential. How to reach it? Willis G. Lipscomb, Vice President Traffic & Sales, analyzed the U. S. foreign travel market, suggested what if took to reach that market and make an indelible impression on it. Here, in shortened form, is what he said:
America’s 172 million people break
down into a travel market of 15 million families with $500 to spend after taxes, food, clothing- and shelter bills have been paid.
That’s your market, Mr. Lipscomb told the travel industry representatives of 56 countries. It’s less than the population of Italy or of West Germany, comparable to the population of Mexico or half that of Japan.
Geographically, these families are spread all over the U. S. — “but three areas are by far the most valuable”: the northeastern Atlantic seaboard, the Pacific seaboard and the Middle West.
Five states—New York, Pennsylvania, New Jersey, Massachusetts, Connecticut
—plus Illinois, Ohio, Michigan, California, Florida and Texas — account for three out of four of the passports issued to U. S. residents for overseas travel in 1956.
How can the nations reach this, their most important dollar market? Direct mail? TV? National magazines plus newspapers? No single medium will do the job.
Direct mail, to be effective, would have to be in color. The bill for one mailing would be five and a half million dollars.
TV’s mass communication is better— but they will lose color and selectivity.
Continued on Page 4
U.S. SALESMEN MEET IN N.Y., CHICAGO
Preparation for increased jet age sales and the growing importance of cargo— these were the dominant themes of highly significant U. S. Sales meetings held last month.
All U. S. Area and District Sales Managers convened for a training meeting held at the Westchester Country Club, Rye, New York, from November 4 through November 8. The following week, all U. S. Cargo Sales Reps and Sales Reps having a cargo responsibility converged on Chicago for the biggest Cargo Sales meeting since 1947.
Willis G. Lipscomb, Vice President Traffic and Sales, unveiled a new management development program which was prepared to help the Managers meet the sales task posed by the coming introduction of jets to Pan Am routes and the consequent 100 per cent increase in available seats.
At the Managers’ meeting, two and a half days were devoted to the new management training program. John W. G. Ogilvie, U. S. Sales Manager, conducted the sessions. The program, prepared under the joint supervision of Mr. Ogilvie and Frank Howe, Director-Training, is designed to permit each Manager to develop his total effort on a planned basis and encompasses practically every facet of his operations.
The remainder of the meeting was devoted to a discussion of actual cargo problems encountered by DSO’s with the objective of improving cargo sales ef-
Continued on Page 6
Need Extra
System Traf/Sales is sponsoring a contest offering $300 in cash prizes. See page 8 for details and official entry blank. You may wind up $ 1 00 richer!