Evening star., 1925-02-28
HUGE ADVERTISING
DRIVES PLANNED
More Newspaper Space and
Outdoor Displays to Be
Used to Lift Sales.
BY j. C. ROYLE.

BY j. C. RoYLE.
Special Dispatch to The Star.
NEW YORK, February 2S.-Manu-
facturers, distributors and retailers
are going to talk to more prospective
customers this Spring than they have
in the last five years. Since they
cannot talk personally or through
statesmen to all their prospects, they
will do 1t through advertising. They
chance to say, as Henry Ford did
when approached for not buying a
certain product from friend, You
never asked me-"
Huge Campaigns Planned
The greater part of this sales con-
versation viii be done through the
daily newspapers. Comparatively
few concerns have facilities for ma
tional distribution and those that
have such facilities have found in
tensive newspaper advertising par
ttcularly effective. Outdoor advertis-
ing is expected by those engaged in
1t to total approximately $4,000, 900
during the year. A consolidation OF
some Of the large outdoor advertis-
Ing companies has already been ac-
complished as a means of reducing
expense and increasing efficiency
The trend is unmistakable from the
reports arriving by telegraph today
from so of the larger cities of the
country. In the last month newspa-
per advertising in those cities to-
tailed 109,635,000 agate lines, a gain
over 1924 of 537.3S9 lines. The larg-
est gains were made by New Orleans
and the largest loss was registered
by Los Angeles.
Booms Merchant Marine.
One Of the largest advertising cam
paigns OF the year started today with
the sailing of the Leviathan after
her Spring cleaning" The Levia-
than is the large standing advertise
ment of the American merchant ma
rine. What that advertisement costs
is not known to outsiders. Officials
of the United States Shipping Board
decline to make public the losses en-
tailed in operating the worlds larg-
est and supposedly fastest ship in the
Transatlantic passenger service.
Admiral Cone says, however, that
whatever those losses may be, they
are more than justified from the ad-
vertising viewpoint in putting the
American merchant marine before
the world. Oficials of the Shipping
Board do not regard the losses as rel
atively large.
Canada After Ship Trade.
The government of Australia an
nounced, just prior to the sailing of
the Leviathan, that 1t invited pur-
chase Of the 81 ships comprising the
Commonwealth line, under govern
ment control. This decision was made
on a report by the Australian premier
that the ships could not be operated
by the government without loss.
English ship masters agree that no
government-owned line can compete
with private shipping company. But
both the Australian authorities and
the English shipping companies ap-
parently overlooked the potential
value of advertising and publicity.
Canada has not done so. That Do
minion is contemplating seriously an
advent into the shipping business of
the world.
Initiate Press Agents.
Big advertising agencies are alter
ing their methods in some directions.
After years Of fighting against the
press agent some placers of adver-
tising have adopted for their own use
this method of contact with the buy
ing public. They have at last begun
TO realize that there is both news and
human interest in business, trade and
industry, and their new contracts in
volve the production OF publicity as
" II tfeTfyN