The author applies for a loan for a jazz music club in Monroe where has no such jazz club before. Cited along with both the facts that people there like attending jazz festival and listening to program on jazz, and that some famous jazz musician live there, the author insures that the plan will surely make money, based on a study on the amount of money jazz fans spend yearly. Close scrutiny of each of these facts, however, reveals that none of them lend credible support to the application.
First, the fact is cited to indicate the existence of a large local market that there has been no jazz club in Monroe and a distant of 65 miles from the nearest jazz club. However, isn't it possible the exactly evidence that jazz is not popular in Monroe for there has been none of such club for a long time? So, whether or not there is proper local market for the planned club is unclear.
Secondly, people attending jazz festival and choosing to the jazz program do not necessarily indicate that people in Monroe loving jazz. There are possible other explanation. Such as people attending jazz festival probably just because there were other activities people are interested other than jazz music. Or, most people attending the festival were not from Monroe but from vicinity who really love jazz. On that matter, people listening to the jazz program maybe not for habit, but for its good format. More over, perhaps other programs are so bad that the jazz program is relatively good and people have no choice but listening to the 'Jazz Nightly'. Given that people in Monroe are real fans of jazz, there is also no sufficient evidence to substantiate that people will join the planned club. Maybe they just like to listen to the CD and radio program, however, have no interests in participating other activities besides.
Thirdly, it is no sense to conclude that jazz is popular in Monroe from the fact that several jazz musicians live there. The article fails to account for the alternative explanations. Maybe these musicians just like the natural environment. Even just in opposition, jazz is not popular in Monroe so that they choose to live there for the peaceful environment.
Finally, the study showing that typical jazz fan spends close to $1,000 per year on jazz entertainment does not necessarily indicate that people in Monroe will spend so much on jazz. Probably people in Monroe have lower income than other places so spending on entertainment will decline too. Also, there is a possibility that people in Monroe are generally abstemious and they would rather save money even if they like jazz music so that the planned club will make little money in Monroe.
In sum, the argument is logically flawed and therefore unconvincing as it stands. Overall, the plan for a jazz club in Monroe may make money. But not until the author rules out all other possible alternatives and causes for the facts mentioned above and provides more logical facts can the planed jazz club be supported.:)