Evening star., 1923-12-03
ADVERTISING GETS
SIGNIFICANT BOOST
Big Firm Turns, to Display
Methods From Publicity.
More Work for TaiIors.
BY j. e. RONLE.
Special Dispatch to The Star

Special dispatch to The Star
NEW YORK, December 3.-The old
question of the relative value, for
promotion of sales, of publicity and
advertising has been actively debated
In business circles here this week.
"A company manufacturing cosmetics
mas just completed the expenditure
OF large sum. estimated at fully
s3oo.0O0, on a beauty contest. Direc-
tors OF this concern stated after this
campaign was over that as result
of the lesson learned they contem-
plated the appropriation of $l,000,000
in d straight advertising campaign
in daily newspapers throughout the
country.
The company is alleged to have
paid Rodolph Valentino. screen star,
$4,000 "a week for seventeen weeks
in a tour of the country in which
he selected beauties from each state.
Ihis expense. whatever ii actually
may have been in movie money-for
IN" public is rapidly becoming skep-
teal as to the real salaries of
Sle.oOo-a-w week film favorites-was
car Tor the star and his manager and
party
1t cost 100000 to take the beauties
selected on a tour OF the country end
ing in New York and very much
larger sum for their maintenance and
dresses The extent of the publicity
obtained may be judged when il is
realized that 800 people crowded to
Madison Squar" Garden to gee the
hnai awards mad and paid from 81
TO - apiece for the privilege.
80 fdr as actual sales of the manu-
fdCtured product are torC"rnca. TIL
results cannot yet be accurately eSti-
mated. but the fact that the direc-
tors OF the concern express them
SelNes as determined to Confine their
expenditures IN future to the printed
WORD at regular display rates is sig
mite ant.
tirinE exposition yielded similar food
for thought. The advertising expo
sition. according to business men,
was the best press agented and wor Il
advertised show in New York. and
the lesson has not gone unheeded.
More Work for TaiIor>.
Thousands of prospective hushel-
men and tailors have been added to
the clothing trade by the latest
cdi,t Of the War Department.
Henreforth each soldier will he
tailor made man" and the rsSpon-
sibility for the proper fl OF his uni
form is placed directly on his officers.
The order says in part: The cor
rect fitting of uniforms is SO nece--
sary to the military appearance of a
command that II is made the duty
of commanding officers of every rank
10 personally see that each member
of their commands is properly fitted
with smart uniform. The company
or detachment commander will be
present and supervise in person the
trying on of all uniforms of all
members of his organization
Alterations of ready-to-wear cloth
ing have always been the bugbear of
the retail merchant. and costs for
same have mounted TO a height which
has resulted in an effort to standard
ize the measurements of different
sections of the country separately.
Now that this problem has been
transferred to the Army retailers ex-
press the hope that the results may
furnish statistics which will enable
them TO stabilize clothing prices and
cut costs as well a coats.
Special Rule. for Uniforms.
The Army specifications offer about
the most conclusive recruiting argu-
ment ever presented to those who
have had repeated difficulty in get
ting fitted with the ordinary three
button sack of commerce.
They provide that the trousers
shall be cut snug at the waist top
to be about two inches above the hip
hone, full in the seat and loose in
the thigh with sufficient length to
permit wearer to assume a squattinS
position without binding" The
trousers also are to be fastened by
laCings con the inside of the shin
bone of appropriate color"
The coat, however. really fur
nsheS the fashion tillip. II is to be
n single breasted sack of olive dra5,
easy over the chest or shoulders,
4, but slightly fitted at the waist to
conform to the figure without extra
tighluesS. the breast to have extra
fullness Of 312 inches above normal
size.
The last provision is fortunate.
Any soldier provided with uni
form of the above specifications, the
fitting Of which has been inspected
and confirmed by his superiors from
shave tail to general. certainly should
have room to expand his chest at
pride.