Evening star., 1923-01-23
1923TOBE BIGGEST
ADVERTISING YEAR
Banner Records Predicted by
Merchants Now on Buying
Trips to New York.
PAPER MILLS SPEED UP
Narrow Profits Cause Business
Leader to Seek Greater Vol
ume of Trade.
BY j C. RoYLE.

Special Dispatch to The Star
NEW YORK, January 23.-Unless
some unexpected calamity befaUs
business in the next eleven months.
1923 will see the greatest volume OF
advertising ever presented to the
public. That conclusion is based on
statements today from big merchants
now on buying trips to this city on
announcements of advertising pro-
grams by merchants in San Francisco.
Pittsburgh, st. Louis, Chicago and
other merchandising centers, on re-
ports from individual newspapers, to
the American Newspaper Publishers
Association and on statements by
agencies handling national advertis
ing.
Preliminary figures on the totai
amount of newspaper advertising
utilized in 1922 indicate that il fell
the record year of 1920 Figures rep
resentative of the general trend fpr
1928 to date show that if the present
gains are maintained the total this
year will be approximately rs much
above 1920 as 1922 was below that
year.
Records for New York.
Figures for the New York papers
are representative of the genera,
trend throughout the country. Ap-
proximately $4,000 pages of adver-
tising were used in New York news
papers in the last twelve months. a
total of 160,62S,SS4 lines and an IN
crease over the preceding year of nearly
1000, 900 lines. In 1920 16l.759.359 lines
were used. The present advance. how
ever represents a far more healthy
business condition. for there was wide
spread suspicion in 1920 that consider
able advertising was used simply as d
means of escaping federal surtaXes.
The impetus behind the increase IL
advertising appropria tions the present
year is volume" Merchants, manu-
facturers and dealers indicated todaN
they have come to the conclusion thai
prices will show a narrow margin Of
profit. that competition will be clean.
and that they must depend on volume
of sales TO insure a successful year.
II is to attain This volume of business
that they are turning TO newspaper ad
yertising.
Representatives of some Of the
agencies handling national advertisinc
indicated today that their patrons were
turning TO the daily newspapers for re-
suits TO greater extent than ever be
fore.
Results of these facts already are
seen in the increased demand for print
paper. Both Canadian and America'i
mills have been speeded up, but wealth
ct cOluitlonS nave delayed QlStrlDUtlDI
of raw materials as well as finished
products and reserve stocks are not be
ing built up at a pace entirely salts
factory to large consumers. Some bet
terment has been shown in the situa-
ton as regards water power and fueI
supplies, however. and no increase in
present prices seems imminent.
Unions i'm Financial Field.
Financiers today indicated a belize
that the acquisition of substantial
interest in the Empire Trust Com
pany of this city by the Brotherhood
of Locomotive Engineers was only
one step in the program of some OF
the large and more influential union
organizations TO make their resource
factor in the financial world as
we'll as in the industrial field. In this
connection it will be remembered
that the United Mine Workers en-
tered into large negotiations with d
prominent New York bank during the.
progress of the coal strike last wear
Progress i'll the wage scale negotia-
tions between miners and operators
of the central competitive bitulni-
nous field led coal men today to be
lieve that final settlement might be
arrived at within the next few days
Dispatches from the northwest to
day indicated prospects for a slightly
reduced spring wheat acreage this
season. Alternate thawS and freezes
in Minnesota. the Dakotas and Wis
conSin have been somewhat unfaVor-
able for winter grains.