San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1923-10-07
Newspapers Forced to Turn
Down Certain Per Cent
of Business.
NOT BACK TO NORMAL
Results From Advertise
ments Apparent in Sales
Made by Stores.
BY j. C. ROYLE.

New York, Oct. 6.-Ihe stream OF
| advertising, damned back, for a time
by the pressmen's strike, has been
running bankful in the newspaper
channels and brought back with it a
large part volume of the accustomed
trade to retail stores.
Merchants, however, are still clam
oring for more space than the pub
fishers can allow them and are using
all the pressure possible to obtain adj
vantageOus position.
New York newspapers are printing
issues as large as mechanical facilities
will permit.
They are devoting all the space TO
advertising that established ratios OF
news to advertising will permit aud
still are obliged to refuse certain
amount of the business offered them.
One evening paper issued Friday,
tie largest edition in its history, 20
pages. Ns./ -
The largest edition of "A morning
paper since the strike started has been
A pages with over 20 pages devoted
to advertisements.
While. the strike nominally is over,
some of the papers have not vet been
able to bring their press room forces
up to normal. -"
AS pressmen apply for reinstate-
ment, they are examined and if found
competent. are sent to national union
headquarters for their cards.
There they are, given opportunity
to signify on what paper they prefer
to work.
Some publications are better man
ned than others. sfg
One newspaper executive estimated
today that it would be three weeks or
a month before the situation is nor
NAL. ~ ~
Feel the Effects.
Increase in the size of. the papers
through addition of extra sections to
their editions has been found imprac-
ticable in most cases because it inter-
fered too seriously with making deliv-
cries on time. The mechanical diff
fishers setting u time limit for the
receipt of advertising of each issue
two hours. ,s
The effect of the curtailment of adj
vertising on MERCHANTS is only now
beginning to be fully realized.
A survey of the larger advertisers
by one publisher today, indicated
plainly that they had experienced a
severe loss in cush sales.
j. NJ. Giddings, in a statement re-
garding the placing of J. NJ. Giddings
and company in the hands of REL
ceiver. declared that one of the chief
contributing causes, was the press
mems strike. which prevented the store
from, advertising properly
At least four large stores in thia
city had planned anniversary salen
which they were forced to abandon
since they could not advertise them.
These sales, however, have been
merely postponed.
They will not be anniversary but
the stores will be forced to hold ana
advertisAspecial sales to get rid of the
stock bought in anticipation of these
features.
Results from advertising, apparent
ly, are as satisfactory as ever if the
experience Thursday of the Ohrbach
store is criterion.
The store advertised that the first
$500 persons who entered on that day
would have a chance to buy cloth
dress for 81.
The police reserves required three
hours before the crowd was brought
under control.
Many customers. finding it impossi-
hle to get into the Ohrbach store,
swarmed into the establishment of s.
Klein, a neighboring merchant. where
Police also were required to control
the jam.
The Ohrbach store extends for a
full block and has three selling floors
hut the crowd was so great even UNI
der police supervision that sales peo-
pie were swept TO the top of counters
where they vainly tried to0lirect Gus
toners. The shoppers virtually waited
on themselves and then stood in line |
to have their purchases wrapped.
The advertising director of one Of
the New York papers. said today that
he expected the present volume of adj
vertising to continue undiminished
throughout the fall and winter.
The bulk of some classified advertis- |
ing probably will settle back to nor
NAL when the business which piled up
during the period of restricted publica-
ton is disposed of but merchants are
realizing as never before the value of
display advertising and are prepar-
ing their programs on broader basis
in consequence. IS F