The Birmingham age-herald., 1918-01-13
THE OUTLOOK FOR 1918
By WILLIAM H RANKIN

A review of the work done in 1917 brings forth the fact that advertising, and especially newspaper advertising has done more than it's share to help win the war.
 When the government has not found if nossible to use an advertising cam paign to reach the people of this coun- try. the business men, bankers ana clergymen have all placed their un- oua;ified indorsement on the economic as well as the educational value of full page newspaper advertising.
 Results have proven that their judg- ment was good These men showed not only their faith in newspaper adver- Using to bring the desired results, put they backed their faith with their own dollars in payment for this advertistng as patriotic contribution to our gov ernment.
 While this plan of advertising orig mated in Chicago last April and May during the original Red Cross mem bership campaign, nearly every city ana town of any size in the United states have been furnished this plan and nave used in successfully.
 Tn Chicago business men, bankers and advertising men have bought ana paid for half a million lines Of adVer- tising in the Chicago daily newspapers from May to date-first for the Red Cross campaigns. then the Liberty Loan campaigns, the Knights or co 1umhus the war saving stamps
 Tn New York, Boston, Philadelphia Cleveland, Minneapolis, Des Molnes Portland, Seattle, San Francesca ahe r.os Angeles and other cities business mon have done just as well # not pet ter. r is estimated that nearly five mil Hon dollars of advertising space mas hoar bought and paid for by business men or contributed by the newspapers n,a gazines. farm papers. bill boards ,,,ai i,tad and electric signs, street ears and trade papers of the United states ar to help win the war and prlhg lh'
 naonle of this country to the reallza ] t,on of their own responsibilities dur l ing the war vash The treasury department at Wasn 1 inpton. the officers Of the hed oross and the President himself all nave eN
 nressed their approval ana nav l thanked the bankers, business men newspaper men and advertising men
 for their patriotic work in plannlns and securing this advertising Tor tn government. o 1 The business outlook for l9lS. on tn whole. is very encouraging. Mlliion of people will have more money | | spend by far than during any preVlou 1 year: the great masses of people, tn l workingmen and the farmers the vas majority. will have much more t | snend. the minority-those who nav heen accustomed to buying nearl everything they want, will haveless | ! snend because of the many ways I l which these men will have to sacrlhc ! to help pay for the war. They ar 1 making these sacrifices cheeriuily- and this means much for the success of our war efforts abroad.
 There is no question in my mind tha business conditions during the neN two or three years, whether we con tinue to have war or not will De yer
 nrosperous. Money will be spent fo desirable necessary things. It will b
 spent more carefully. more advisedll
 more wisely than ever. Every dolla
 we have will be spent where the do'l' l counts most Our per capita Of wealt
 is now s2136: that of Great Britai ] s1751; that of France $1750; of Ger
 many s1S3S.
 Our present national debt is $la pc
 capita; that of Great Britain $370; (
 France $260: of Germany $29o. w
 could pay our debt 142 times over witf