Evening star., 1924-04-12
RETAILERS FORESEE
BIG PRE-EASTER WEEK
Shopping Centers Planning for
Trade Equal to Christmas
Period.
GOODS OF QUALITY ON SALE
Wholesalers Engage in Liberal Ad-
vertising Campaign.
ny J. G. RoYLE.

Special Dispatch to The Star.
E NEW YORK, April 12.-There is
every evidence that the retail trade in
the shopping centers Of the country the
week before Easter win be fully equal
to the week before last Christmas,
which was one of the most active trade
periods in a decade. At least, It is
known that no advertising effort will be
spared to raise sales to the utmost.
In the larger cities preparations have
already been made, and appropriations
made, for the largest volume of news
paper advertising since last December
Papers in most cities will be of the
largest proportions. in history. This de-
velopment has been aided by the fact
that Easter this year. comes far, later
in the spring than usual, by the fact
that department stores are prepared to
place before their customers the lighter
weight goods usually reserved for post
Easter sales efforts, and because the
finally becoming fully known to the
merchants.
Refuse to Stock Heavily.
Retailers have shown producers.
manufacturers and wholesalers that
they are confirmed in their policy Of
refusing to stock heavily on prospects
OF what the consuming public may
want In order TO sell larger orders OF
goods to wholesalers, jobbers ard re-
tailers. producers and manufacturers
have had to stimulate demand from the
consuming public. More and more they
are turning toward newspaper adver-
tising for this purpose. The California
peach and hg growers associations,
which have experimental widely with
various forms of advertising, are pre-
pairing, July l. to confine virtually all
their selling appeals to consumers to
the pages of newspapers.
Recently tanning and leather inter-
ests, whose advertising campaign, de-
signed to move surplus stocks of leather
long hanging over the market, had not
proved satisfactory, came to one of the
outstanding advertising experts OF the
country for suggestions.
I'm what ways, principally, are your
products used?' they were asked
They replied in shoes and betting.
The surest way, then, to sell more
leather" the expert advised them. sis
TO sell more shoes. and your advertising
rected principally to that end through
local newspapers"
Same Policy In Other Lines
Whether that advice is to be fol-
lowed in leather has not yet become
known, but the same policy advised
| is being adopted in some more COM
moditieS. Armour & Co has just
started on a campaign of advertising
which promises to be of extensive
| character. Swift & Co. is a heavy
space purchaser. Executives of
! chose concerns state frankly that but
1 for the increase in the individu ual
consumption of meats in the last year
| throughout the country the packers
could not have handled the tremen-
! dous number of hogs and other live
| stock sent to market without disas-
. trouS effects to themselves, the grow
| ers and the public.
| Advertising in magazines and class
| publications, however. does not seem
J to be falling off to any appreciable
l degree. Some of the steamship com
panies are carrying space in many
OF the college daily publications in
! the hope of attracting college men to
! take vacation trips to Europe under
the prospect of specially named rates
Instances Cited.
The east local papers are being ex-
tensively utilized by the Standard Oil
Company of New Jersey in an effort
| to induce AUTOMOBILES to give a trial
to ethyl gas, manufactured under ar
rangement with General Motors,
/! which owns the ethyl patents. Com
munity advertising through the news
papers of other sections has taken a
! film hold, and campaigns now under
headway by cities and states from
New England to California, setting
forth the attractions of each from the
viewpoint of tourist or a home
seeker, involve the expenditure of
millions of dollars before December
Al