The evening herald. [volume] (Albuquerque, New Mexico) 1914-1922, 1920-01-13
A New Era In
Newspaper
Advertising
The Amazing Growth in 1919
The Outlook for lo2O
tDuiielin American Newspaper.
r~ibllsherf Assccinuon,)

The year Just passed was ihe
eteatest yeaF advertising has ever
Comparative figures Of the Image
for tie scar have not an been com.
piled and compared. but ~tabulations
are sufficiently near complete - war
rant the assertion that eVert class o.
good publication not only heat pre-
Vi9us records ia agate liuca. but IN
cellars and c~ents-and TINT national
ADVERTISING IN newspapers shows the
Ereatesi Increase In any branch OF
Il viii o be far from the mark to
assert that the total ~ national or
foreign business in the newspapers
81 the United States and Canada dur-
ina the year 1919 reached the amnr-
ing volume Of tisu, 0oo, 600 and prob
ably exceeded that amount.
Some figures hat show the truly
amhzlng growth OF advertising in 1918
we're obtained nom JaOcs o shaugh-
messy, executive secretary of the
American Association OF Advertising
agencies. This organization represents
fis OF the leading agencies IN the
country and its figures van be taken
az q fair index 10 TIE situation an a
whole.
According 10 AIR. o'shaughnessy.
the accoonia OF the members Of the
A. A. OF a. A. show an Increase o.
business OF IS per cent over TIE year
1918. The fore part OF the year Of
1913 was a course marked by ccnsld-
cradle uncertainty. but the big boom
IN advertising had begun before the
year drew TO a close.
imposing as these figures are. in
dica o point to the fact that they
will be beaten in 1890 and that adver-
tisers are already planning to 90
ahead on a siiii larger scale In 1884,
ON this point Afr. Oshaughncssy
said;
"Our members can already predict
an Indicated Increase OF something
like 81 per cent Tor 1920 over tac
high water figures OF 1918 and h
bulk % this Increase comes from old
advertisers wha have proved out for
themselves the %soundness Of adver-
Using values.
There h. no doubt whatever about
1929 Tor the plans have already been
made. There IL only one thinG that
can 1urt advertising and that h the
men who are going around spying,
We'll this Is "a good year, but next
year Will be rotten can see no
reason why the upward curve should
drop for many years to come. for
there ~ no man IN The United States
to-day who Is going 10 live long enough
to see the %saturation point In this
country
Their will undoubtedly he changes
and adjustments OF schedules In 1890.
Increases Of rates made necessary IN
every class % medium will cause a
more careful scrutiny % values. The
trend Of advertising towards the daily
newspapers should incrense rather
than decrease FOR the more carefully
values are studied the stronger the
relative position OF the daily newspa-
per becomes.
one Of the interesting developments
OF the year In which the bureau had
a large part was the beginning or
raid Newspaper advertising by the
various departments ~ the United
States g~overn.htnt.
The campaigns OF the railroad adj
minlafTtilon the war department and
the navy department are now matters
OF history and with the beginning OF
the new year comes an additional
campaign from the war department
and u promise OF suu further adver-
/ Using from the navy department.
Taking INTO consideration he new
cainpaigds the government VIII have
paid or contracted for between
1880, coo and f2.000.010 worth OF
newspaper advertising.
The bureau Of advertising has had
lis most constructive year aud closes
1918 by accomplishing the plan Ions
In mind. OF opening an office In
! Chicago,