有一件事可以显示他们的聪明才智，在1989年第四季，地毯部门在奥玛哈地区的市场占有率从前一年度的67.7%增加到75.3%，相当于第二名竞争者的六倍。
NFM and Borsheim"s follow precisely the same formula for success: (1) unparalleled depth and breadth of merchandise at one location; (2) the lowest operating costs in the business; (3) the shrewdest of buying, made possible in part by the huge volumes purchased; (4) gross margins, and therefore prices, far below competitors"; and (5) friendly personalized service with family members on hand at all times.
NFM与波仙遵循的是相同的成功模式(1)商品种类齐全、应有尽有(2)营运成本极低(3)大量采购进货成本低(4)毛利高但售价因销量压低(5)亲切的服务与家族式的管理。
Another plug for newspapers: NFM increased its linage in the local paper by over 20% in 1989 - off a record 1988 - and remains the paper"s largest ROP advertiser by far. (ROP advertising is the kind printed in the paper, as opposed to that in preprinted inserts.) To my knowledge, Omaha is the only city in which a home furnishings store is the advertising leader. Many retailers cut space purchases in 1989; our experience at See"s and NFM would indicate they made a major mistake.
另外提供一则新闻插播，NFM在1989年增加20%的报纸广告量，依旧是当地报纸的最大广告客户，(ROP是指印在报纸上的广告，与事先印好的夹报有别)，就我所知，奥玛哈是唯一一个以家具业者为最大报纸广告客户的地区，许多客户在1989年都大砍广告量，但是就我们在喜斯糖果与NFM的经验来说，这实在是个天大的错误。
The Buffalo News continued to star in 1989 in three important ways: First, among major metropolitan papers, both daily and Sunday, the News is number one in household penetration - the percentage of local households that purchase it each day. Second, in "news hole" - the portion of the paper devoted to news - the paper stood at 50.1% in 1989 vs. 49.5% in 1988, a level again making it more news-rich than any comparable American paper. Third, in a year that saw profits slip at many major papers, the News set its seventh consecutive profit record.
水牛城日报在1989年有三点特别值得一提，首先在所有主要的都会报纸中(不管是平时或是假日)，水牛城的家庭渗透率是最高的(即当地家庭每天订购报纸的户数)，第二是新闻比率(报纸所有版面中，新闻所占的比率)，相较于1988年的49.5%，1989年则是50.1%，这比率代表水牛城报纸的新闻内容要比其它同类型的报纸要来的丰富许多，第三在同业获利频频下滑之际，水牛城的获利连续第七年成长。
To some extent, these three factors are related, though obviously a high-percentage news hole, by itself, reduces profits significantly. A large and intelligently-utilized news hole, however, attracts a wide spectrum of readers and thereby boosts penetration. High penetration, in turn, makes a newspaper particularly valuable to retailers since it allows them to talk to the entire community through a single "megaphone." A low-penetration paper is a far less compelling purchase for many advertisers and will eventually suffer in both ad rates and profits.
某种程度而言，这三个因素是相关的，虽然很明显的高新闻比率会大幅减少获利，一个精彩丰富的新闻能够吸引广大的读者，从而增加渗透率，而高的渗透率回头来又会使得报纸成为广告商喜爱的对象，因为这等于让他们可以透过一个单一的管道，对整个社区进行宣传，相对的一家渗透率低的报纸对于广告商的吸引力就大大的降低，到最后一定会使得广告费收入与获利节节下滑。
It should be emphasized that our excellent penetration is neither an accident nor automatic. The population of Erie County, home territory of the News, has been falling - from 1,113,000 in 1970 to 1,015,000 in 1980 to an estimated 966,000 in 1988. Circulation figures tell a different story. In 1975, shortly before we started our Sunday edition, the Courier-Express, a long-established Buffalo paper, was selling 207,500 Sunday copies in Erie County. Last year - with population at least 5% lower - the News sold an average of 292,700 copies. I believe that in no other major Sunday market has there been anything close to that increase in penetration.
必须强调的是我们的渗透率并不是个意外抑或是自然而然的一件事，以水牛城报纸的大本营Erie市来说，当地的人口数从1970年的111万人一路减少到1980年的101万，乃至于1988年的96.6万人，但报纸发行量的变化却完全相反， 1975年在我们刚准备开始发行周日版之前，Courier-Express一家水牛城当地相当悠久的报纸每周的发行量约为20万份，去年在总人口比当初还少5%的情况下，水牛城的发行份数却将近有30万份，我相信在美国没有其它地区能够像我们这样成长的。