Evening star., 1923-02-28
brisk ADVERTISING
TO BOOM SALES
Merchants Planning Specia
Campaigns at Once While
"SeIIing Is Good"
BY J. G. ROYLE.
Special Dispatch to The Star.

Special Dispatch to The Star
NEW YORK, February 2S.--Pro.
ducers. manufacturers. distributors
and merchants are determined to
speed up sales while the selling i.
good" They are going to use the
spur Of newspaper advertising to IT,
it,
The current year. in my opinion,
Will see the greatest volume of news
paper advertising on record today
said Louis c. Pedlar Of Barton. Dur.
stine & Osborne. large advertising
agents. in voicing the opinion ex-
pressed by many other big nationa,
advertisers and experts.
These agreed production is about
10 per cent above normal, buying is
equally above normal and employ
ment is above normal Customers have
the money to buy. Trend of produc-
ton, employment. buying power ana
impulse is in evidence on every hand
For example the American Woolen
Company formally withdrew al! its
fall lines today. Orders have been SC
heavy for some of these that they
VIII be prorated among customers
cotton is above 80 cents, as was cor
rectly predicted in thes columns
months ago; Steel prices are advanc-
is approaching IL cents pound.
Merchants Quick Sales.
Merchandisers. therefore, are de
ternfned to run their sales totals as
high as possible in the next few
months before there is a possibility
OF a revolt against prices by cor
sumers or untoward influence through
crop conditions. Conditions probably
VIII continue good throughout the
year. but merchants feel certain they
will be good four months and are
going after immediate business inten-
slTely through newspaper advertising
Newspaper advertising is becon-
ing more Of a factor every day
torial distribution when quick sales
are desired. National magazine ad-
vertising does not usually bring such
quick sales results. but follows advan-
tageously a territorial newspaper
newspaper display extensively in the
next three months as means &c
quick sales. l know of one maker
Of a widely used product who ha,
paign in newspapers which will call
for quick expenditure of at least
500. O0o."
Fruit Growers Campaign.
1t became known today from rel!-
able sources that the 100000 appro-
priation for newspaper advertising
of the Sun Maid Raisen growers for
their crop year, which began last
fall. will not be cut down: In az
probability it will be increased,
although appropriations designed for
national magazine and poster adver-
tising will be materially curtatled
according to present plans.
The Sun Maid growers, accordine
to reports from California. have con-
siderable stocks on hand and large
crop in prospect. They are placing re-
lance on newspaper advertising for
quick results. 1t is indicated that =
large portion of this advertising will
go to newspapers in towns of moder-
ate population as we'll as to the large
centers.
Tin and Tfnplate Are Up.
Tin plate prices have been raised b.
the subsidiary Of the United States
Steel Corporation to s4.95 hundred
pounds.
Independents have put them still
higher and tin metal has reached the
high level of As cents pound. Can
ners. in consequence, are scurryins
around to fill requirements for
season which they confidently expect
will show tremendous packs of food
products.
/ Metal mining conditions are rapidly
improving in the west. The Utah cop
per properties have succeeded in Sc
curing an additional force of skilled
miners and the output from the Mon
tana properties as reflected in Car
| loadings is increasing steadily, but
not so fast in proportion as the prise
of the red metal is rising.