Evening star., 1923-10-06
ADVERTISING PACKS
new YORK Stores
Police Called to Handle
Crowds as Pressmen Again
Run Off Big Editions.
ny J. g.. RoYLE.

Special Dispateh to The Star.
NEW YORK, October ,6.-The
stream Of advertising. damned back
for time by the pressmen's strike.
has been running back full this week
in the newspaper channels and has
brought back with 1t the large part
of accustomed volume of trade to the
retail stores Merchants. however;
are still clanoring for more space
than the New York publishers can
allow them and are using all the
pressure possible to obtain advan-
tageous positions. -
New York newspapers are, print
facilities viii permit. They are de-
voting all the space to advertising
that established ratios Of news to ad-
vertisng. will. permit, and still are
Of the business offered them. One
evening paper issued Friday the
largest edition. in it's history, sixty
pages The largest editiSn of :. q
cd has been fortyfour pages, with
over. twenty pages devoted to ad-
while the strike nominaily Is over.
able to bring their pressroom forces
up to normal. As pressmen apply
for reinstatement they are examined
and. If found competent, are sent to
cards There they are given oppor-
tunity to signify on which paper
they prefer to work. AS a conse-
quence, some publications are better
execntive estimated today that il
would be three weeks or month
before the situation was normal.
Increase In the size Of the papers
through addition Of extra sections to
their editions has been found inprac.
ticable tn most cases because 1t In
terfered too seriously with making
deliveries on time The. mechanical
difficulties have resulted In publish
ers advancing the time limit for the
two hours.
severe blew to Trade.
The effect Of the cuftailment Of ad.
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 g severe
a statement regarding the placing OF
J. M GiddinRs & Co. in the hands of
a receiver, declared that one of the
chief contributing causes was the
the store from advertising properly.
At least four large stores In this
city had planned anniversary sales
which they were forced to abandon
since they could not advertise them.
|, These sales, however, have been mere
niversary sales. but the. stores will
be forced to hold and advertise spe-
ciaI sales to get rid OF the stock
bought in anticipation OF these fea-
lures.
Police Hold Crowds Back.
Results from advertising. apparent
experience thursday OF the ohrbach
store Is a criterion The store adver-
tised that the first $500 persons who
entered on that day. would have Q
chance to buy cloth dress for 81.
hours before the crowd was brought
under control. Many customers, fild-
ing II impossible to get into the
Ohrbacff store. swarrned into the es-
sns msnehan ef rhere poce afss Sers
required to control the jam.
The Ohrbach store extends for
full block and has three selling floors,
but the crowd was 60 great. even
people were swept to the top Of
counters, where they vainly tried to
direct customers. The shoppers vir-
tualIy waited on themselves and then
stood i9 iine to have their purchases
Pian to n1rand Advertisfng.
The advertising director Of one Of
the New York papers said today that
he expected the present volume of
advertising TO continue, undiminished
throughout the fall ana winter. The
bulk Of some classified advertising
probably will settle back to normal
when the business. which piled up
during the period of restricted publi-
cation is disposed Of, but merchants
value OF display advertising and are
preparing their programs on q
broader basis In consequence.
Copyright. 1921 ,..