Richmond times-dispatch. [volume] (Richmond, Va.) 1914-current, 1917-08-17
PLAN FOR ADVERTISING
EWL|BERTYL LOAN ISSUE
National Advertising Club Recon-
mends Expenditure Of From
100000 to 100000.
DETAILS LAID BEFORE N1cADoo
Delegation Strongly Urges That Gov
ernmont Pay Bills for Space In
Disposing Of Next Bonds-Niini.
mum Rates by Newspapers.
IBy Associated Press. ]

tBy Associated Press
WASHINGTON. August 16.-A de-
tailed plan for advertising the noxt is
sue of the Liberty Loan bond in ncws-
papers and other mediums. of publicity.
to be paid for by the government was
presented to-day to Secretary McAdoo
by the National Advertising Advisers
Board OF tho Associated Ad Clubs OF
the World. with the recommendation
that 1t be adopted.
On the basis OF an expenditure OF
100000 the following distribution of
the fund was suggested:
Daily. monthly and weekly papers
including those printed in foreign Ian
guages. 100000; farm papers. 100000;
small town dailies and weeklies. $780,
900; printing posters. circulars, etc,
$1,000
Tho mediums which the board pro-
poses to use are detailed as follows:
Newspapers. magazines. farm papers.
business press. religious press. foreign
language press. painted bulletins. bill
boards. street cars. circularizations,
house organs and factory bulletins.
delegation headed by Herbert 8.
Houston. of New York. chairman, pre-
seBted the program to Secretary Nc
Adoo and strongly urged that the gov
eminent pay the bills for advertising
space in disposing OF the next issue.
The space devoted to advertising the
first issue cost tho government moth
Ing.
MONEY FOR PAYMENT
OF ADVERTISING SPACE
The board and the agencies which II
represents gave their services free of
charge to the government in advertis-
inG the first issue, and the same SER
vices. Mr.. Houston stated, would be
given tho government again without
cost in advertising tho second Issue.
Tho expenditure sought would be de-
voted purely to payment for advertise
Ing space.
while the great bulk OF the daily
press Will expect to charge for space"
the boards recommendations say. ut
Ill gladly give tho minimum rate. al
though the amount Of space to be used
would not entitle the government to
that rate and will give preferred po-
sitIon to the advertising. Some full
pages would BIO used under this plan,
but IL Is also proposed to institute an
entire innovation by running small ad-
vertisements, such as seventy-five lines
deeI by two columns wide. on tho front
pages.
This Is something that no other ad-
~ertiser could buy at any price because
of the fact that almost without ex-
ception newspapers refuse to carry ad-
vcrtising on the front pages. num-
her Of leading dailies have agreed that
they Will break the rule for tho sake
of furthering the sale OF these bonds"
The only cost for posters or bill
boards. the board reported. to be
placed in 5000 cities and towns would
be the printing OF the posters and the
distribution. Space in thousands OF
street cars have been offered without
charge. and the only cost will be the
printing and shipping OF the cards.
The amount available for floating
the second issue of the Liberty Loan
has not been disclosed, nor has the sum
spent on the first issue been made
public.
A total of 100000 was authorized
by Congress.
Secretary McAdoo took tho program
under consideration, after pointing out
the difficulties which he thought the
tempting to advertise in a large way
in the newspapers of the country Nc
decision was reached.