Evening star., 1924-06-10
LIVELY BUYING SEEN
IN CONVENTION CITIES
Newspaper Advertising Increased
to Stimulate Demand for
Retail Goods
FINE WINDOW DISPLAYS, TOO
Cleveland Papers Make New Rec
ords for Size.
BY J. c. ROYLE.

Special Dispatch to The Star
NEW YORK, June 10.-While dele
gates to the Republican and Demo-
cratic conventions are preparing to
pick candidates, the merchants of
Cleveland and. New York are hand
picking words for tremendous vol
ume of advertising. They believe, In
company with good many shrewd
political leaders. that as a means of
persuasion. no substitute for words
has yet been invented. While key
noters put that theory into practice
in the convention halls, the mer-
chants will put it into effect in news
paper advertising.
Expect Heavy Trade.
New York merchants expect a surge
of business to result and are rear
ranging sales forces in consequence.
In Clevela nd the sale of Root and
Mcbride, dry goods wholesalers, in
celebration of the seyenty-ffth an
niversary of the firm and the conven-
ton, has attracted hundreds of re-
tailers and necessitated additions to
the working force. Other wholesalers
have been equally successful and the
retailers have fair start on what
thy hope will be a record breaking
week
The results of this increased vol
ume of advertising will be keenly
watched by distributors all over the
country. For the recent recession in
business activity has been accom-
panied by decided falling off in ad-
vertising volume. Some experts de-
clare that the drop in advertising
preSaged the fall in business activity
"a n htI n 8 - .
brought about the decrease in space
used. But the fact remains that
twelve large retail centers showed a
falling off in advertising space in
their local mediums in April, as com
pared with 1928, and about twenty
in May. The May figures are not en-
tirely complete. but careful surveys
show that the trend downward has
continued
Calls Buying Emotional.
The reason for the increased space
taken here for the purpose of per
suading convention visitors to buy
Is explained by one keen advertising
man. as follows: People do not buy
because cold reason decides they shall
buy,-but because they want to buy
because their instincts and emotions
prompt them to buy. Ninety per cent
or human actions, the psychologists
say. are based on instincts and emo
tions Buyers can and do support
their actions by summoning up this
or that reason, max ing the reasoning
fit the act"
Advertising appeals to the instincts
and emotions of the delegates and
visitors 10 New York. therefore. will
not be lacking, and the increased
space employed will be in proportion
to the increased number of possible
customers on whom the merchants
VIII have opportunity to work.
Booming New York Goods.
Wholesalers and manufacturers are
encouraging the advertising efforts
of the retailers, feeling that the sue
cess of the latter will aid in advanc-
ing the prestige of New York goods
in other localities. Window display
are being specially prepared here to
link the stores with the political sit
uation and to supplement the printed
appeal in the papers. and special eff
forts are being made to supply any
possible need or fancy. If a delegate
from Texas loses his four gallon hat
he will find it easy to buy another of
like design and equal size. and equal
eHorts nave been made to care for the
style propensities of other sections.
Record Papers in Cleveland.
Papers of record breaking size are
expected in Cleveland before this
week is over. The local advertising
business has been such. it is report ed
here. that the national advertisers
have been crowded out to some ex-
tent. One Cleveland publisher noti-
fled his eastern representatives that
he could not care for this out -of-town
business. 1t is probable that national
advertisers who have not already
made their arrangements will find
similar difficulty here. although some
Of the tobacco manufacturers prob
ably will launch considerable cam
paigns.