Evening star., 1924-07-25
BIG ADVERTISERS
/. TOPUSH CAMPAIGN
Will Take Much More Space
in Next Six Months to
Increase Sales.
BY J. G. ROYLE.

Special Dispatch to The Star
NEW YORK, July 25.-The large
advertisers of the United States and
many of the smaller ones as Well are
now laying out their advertising for
the ensuing year. Reports from
reliable advertising agencies indicate
that the volume of advertising will
be materially increased during the
next six months, especially in the
newspaper columns, and that appro-
priations for that period have been
increased in many cases.
These reports are supported by the
figures showing the amount of ad-
vertising placed in the last six
months. The magazine advertising
has shown a slight gain and the
space devoted to sales appeals in the
newspapers was well above the record
for the first half of 1928.
Half Years Record.
Newspapers in 30 of the principal
cities printed 693,443,746 lines of paid
advertising from January to June 80,
as compared to G91. .729.921 in the cor
responding period last year. gain
of l.7lS,s25 lines. All of this inn
early in the year. January and
February showed gains OF 1886, $50
and 6,132.544 lines, respectively.
Then the space used began to fall
Off, the heaviest recession occurring
lines lower than for the correspond
ing month last year.
In June, however, betterment was
apparent and this loss was reduced to
53,791 lines.
Dry Goods Ads Largest.
Analysis of the kinds of advertis-
ing in the New York papers for the
last six months throws an interest
ing light on the trends of business
n NJ A fnf of l.
276 lines were carried in this period
against 105,SS6,124 in 1928. The
largest single item and the one which
showed the largest gain for the pc
riod was dry goods advertising. This
totaled 27,42S,946 lines, gain of
nearly 10,000,000 lines.
Morning, afternoon and Sunday
editions carried 2,206.650 lines of
radio advertising compared with
II5.346 lines last year. National ad-
vertising appearing in the New York
papers totaled 23,S11,56S lines, as
compared with 21,742.650 lines in the
corresponding period of 1928, the
major part of the gain appearing in
the Sunday and morning paper fields
Auto Displays Heavy.
Mems furnishings showed a loss
falling from 2,755,25S to 2,712.552
lines, but amusements improved
nearly 100000 lines. and automobile
display gained nearly a million lines
Included among the commodities
which showed larger use of space
were building materials, candy and
gum. furniture. Notwithstanding
beverages and druggists preparations
Musical instruments, proprietory
medicines. magazines. books, shoes
jewelry and tobacco were given less
space than last year. Financial ad-
vertiSing showed a heavy falling off
and there were losses in space de-
voted to steamships and travel, want
ads. schools and colleges, church no
tices, deaths and dancing places.
Specially shops Cut Space.
Newspapers themselves used more
space than last year to tell the public
how good they were. and the volume
of advertising devoted TO railroads.
real estate annd resorts and legal no.
tices showed some Improvement. The
amount paid for space by women'S
speciality shops declined sharply.
Hotel advertising was about the same
as last year.
Plans for a nation-wid campaign
of advertising similar to those now
being conducted by the raisin, prune
and other fruit growers is now being
worked out by the California Peach
Growers Association. The majority
of the growers have already indorsed
the plan and the association heads
are seeking the cooperation of can
ners. The peach men. it is asserted,
will follow the recent policy of the
other growers organizations and
place approximately 80 per cent of
their yearly advertising with news
papers.
Bean Growers Plan Drive,
The Michigan Bean Growers Asso-
citation plans the expenditure of con-
siderable sums this season for in
tensive advertising to be financed
jointly by growers and elevator OPP
orators. 1t is proposed that op-
orators and growers shall contribute
/ cent a hundredwe eight, letting the
crop thus determine the amount of
the money spent to give publicity to
Michigan peas and beans.