Evening star., 1923-12-21
1923 ADVERTISING
2SMASHES RECORDS
Both Newspaper and Maga-
zine Figures Reach New
High Marks in Volume.
BY j. G. ROYLE.

Special Dispatch to The Star.
NEW YORK, December 21.-Pro-
vided the rate indicated by latest
available figures is maintained, the
United States will break all previous
records for advertising in 1923. This
is true of both the newspaper and
the magazine fields. Advertising
placed since January l last has been
far above normal and has forced the en-
largement of editions in hundreds of
publications.
The figures on which these conclu-
sions are based are not confined to
one source alone, but represent the
statistics compiled by the government
and most reliable of the newspaper and
magazine advertising authorities. the
volume of advertising placed in l26
daily newspapers in twenty mine rep
resentative cities during the year is
expected to be represented by the in
dex number III as compared with the
volume placed in 1919. which is taken
as representing 100 per cent There
were s3,S59,000 lines placed in 1919
and the index number for 1928 Will
exceed that for the banner year of
1920 by about per cent
Increase of IL Per Cent.
The advertising placed so far this
year in these papers shows an in
with the corresponding period for
1922. For the month of October a
greater volume of advertising was
last four years with the exception OF
one thirty-day period in 1920. The
October increase followed immedi-
etely after the pressmen's strike IN
New York and the improvement in
other sections came largely as a re-
suit of the lessons learned by mer-
chants during the strike, as 1t was in
dicated In these columns would De the
case.
The figures compiled by the Editor
and Published. who takes into consld-
Grafton 1000 daily newspapers in the
United States, indicate an adyertis-
-sng revenue for the year of $50, 22o,-
123. as compared with s509.3Os.S65 in
1922. Government figures covering l06
papers in twenty-five cities show that
Anal totals of advertising revenue TO
5Hhese papers for this year should be
! u per cent higher than in 1921 and
D169, 9,05O,112 larger than in 1919.
:, Magazine Figures Jump.
Even more startling has been the
Apercentage Of increase in magazine
advertising so far this year. AZ
vertising revenue in thirty-siX or the
more prominent magazine publlca-
tions, according to latest figures. is
running approximately 80 per cent
higher than in 1922, when the total
for this list was sST,452 .SS6. or ap-
nrOX XimatelY S1U2,uOU,UUU TOT lulS Ntdi.
According to government figures
the number of lines of advertising IN
1926 magazines has been running at
the rate of 27 per cent higher than
IN 1922.
Advertising agencies state that
there is no indication that the volume
Of advertising will diminish In the
first part of 1924. Many OF the larger
space buyers have already declded on
their advertising appropriations. and
the majority OF these show an IN
crease rather than a curtailment as
compared with this year.
While the consumption OF print paper
has increased there apparently Is an
ample spuuly in prospectfi and contracts
for 1924 requirements, according TO some
publishers, ase being placed AT Hsures no
higher than now OBTAIN ana III spl'e
cases at shade below nominal quo
tations.
Mexican shipments Checked
Gulf ports. including New Orleans and
Galveston nave felt the enect OF the
Mexican revolution TO no smail aesIes.
Advices from Vera Cruz state that gooos
valued at more than S1,0OO.O0o are lying
on the wharves there undelivered and
exposed to the weather. Additional
shipments have been held up SO tha'
the New Orleans trade with Mexico,
which in November totaled nearly
So 900 900, has practically ceased. Ship
rnents through the ports OF entry along
the Rio Grande have not suffered so
severely, but have been materially d.
minished.
Heavy Insurance Against Rain
Department stores in a number of
cities throughout the country have taken
out policies against rainy weather on
Saturday as a protection to their holi-
day trade, which is expected to be
phenomenally heavy on that day. 1t
is estimated that rain tomorrow in this
city would yield a return from insur-
ance companies in excess of 100000.
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