Evening star. [volume] (Washington, D.C.) 1854-1972, 1923-07-02
BIC ADVERTISING
CONTRACT PLACED
General Motors Will Spend
$40O, 900 Per Month for
Rest of Year.
BY j. C. ROYLE.
Snecisl Dispatch to The Star.

Special Dispatch TO The Star.
NEW YORK, July 2.-The largest
advertising contract of the year has
Just been placed by the General
Motors Corporation. 1t calls for
100000 worth of advertising a month
in newspapers alone for the remain
der of this year. Nothing more sig
nificant of the general trend of BUSH
ness and the probability of continued
prosperity for the remainder of the
year has made its appearance than
this contract
1t not only indicates the condition
in the automobile industry now come
TO be regarded as the second greatest
line OF industrial endeavor IN the
United States, but involves supposi-
ton on the part OF keen Investigators
that the people of this country In
general will not only have money,
but have it to spend tor At least SIX
months to come.
The campaign of the American
Tobacco Company, which is one OF
the largest now being carried on,
shows no sign OF sIackenlng and
other heavy national advertisers are
spending onIy d slightly lesser
amount than in the peak year OF
1920, wnen advertising ran riot.
Then, however, conditions IN the
business word were not truly repre-
scented, because it has always been
openly charged that some campaigns
were undertaken because business
executives preferred TO spend the
money in this way rather tnan In
payment of excess profit taxes.
Advertising on Increase.
For the first ave months Of this
year newspaper advertising, accord
- nf
Newspaper Publishers Association,
Increased IL per cent over the cor
responding period or 1922, IL per
cent above the first fve months or
cent less than for the similar period
OF 1920
The most significant phase of the
campaigns of the national advertisers
today, however, IS the tendency to
pay for position rather than space,
more frequently, on pages two. three
an ..... AN larger space
less often on less prominent pages.
~ IL. I.-tLc
chanSGu.
Some heavy advertisers openly de-
clare that the resentment or the pup
lie against bulky papers, where the
volume of news is dwarfed by the
volume of space devoted TO adVertis.
ing, will result in smaller papers ana
higher rates.
Higher IFtulCtCO.
Gordon H. Cilley, advertising
member for the Wanamaker stores
speaking in this connection, declares
that IL was the firm belief Of the late
John Wanamaker that newspapers
must double their advertising rates.
Thus they will be able to reduce
faithful advertising to its proper
proportions and cut out the waste
and false advertising altogether.
The double-truck advertisement.
MI. Cilley states, will become thing
of the past, while the full-page ad-
vertisement will continue only Where
there Is somet..i..- important
and very genuine behind.
Big naill!S ty.e. .'0s.er layouts'
extravagant pictures III newspapers
and false advertising generally VIII
have TO CO." he added. The news
papers will make enough out OF their
inCrea sod rates 50 they can refuse
all advertising that is not good and
Svl<I.r,.uIe ana True
Newspaper owners fully recognize
the necessity for conserving space in
view of the increase in the consump-
tion of news print paper, which mas
increased Is per cent year Tor the
last two years. Mills are working
at capacity and have concluded a
most prosperous half year.
The drop in the prices of farm
products, according to ]. II. Tregoe.
executive manager of the National
less than the drop in other COM
modify prices and this has lessened
the spread between what the farmer
gets for his crops and what he has
to pay for what he buys. Agricul-
tural houses report better collections
and larger sales than at this time
last year.