Evening star. [volume] (Washington, D.C.) 1854-1972, 1927-01-27
NEWSPAPER ADS
WILL GAIN IN 1927
Manufacturers Are Learning
More of Importance of U.s.
ing the Daily Mediums.
BY J. c. ROYLE.

Special Dispatch tn Tha star,
NEW YORK. January 27.--A heavy
increase in a4VerI ing volume Is indi-
Gated throughout 1927 This trend is
especially marked among national
advertisers, although local users OF
newspaper space in thc principal cities
OF the country promise to use more
space than al amy time in years.
Newspaper advertising has gained
by leaps and bounds, and promises to
account for "a larger percentage OF the
total sums expended by national advef-
Users than ever before. Conservative
estimates for 1871 newspapers in 30
major cities promise to exceed 1876 ,000,-
600 agate lines this year.
Advertising Taen agree that the men
who know most about what national
advertisers are going 10 DO in ~
are the manufacturers who carry this
advertising. 4 canvass Just completed
of the more important national adver-
Users disclosed that j3.5 per cent
planned To increase their advertising
appropriations above the figures eH-
pended IN 1895. Answers showed that
1875 per cent expected tu maintain the
same rate places in 1925, VIII lie only
p per cent figured ON decreasing
their advertising activities and 5
Per cent We're stiu undecided.
Won't Estimate for Future.
officials of the American Newspaper
Publishers. Association agree that adj
vertisefs who are talking down i'm
stead of talking up are out of step
with the procession. The association
makes it an unvarying policy to con-
fine its official figures to the amount
of advertising done and the amount
OF money appropriated for same to the
past year, instead Of estimating future
campaigns.
Officials Of the association, however,
asserted confidently today that evil
dence was not lacking to show that
the advertising volume placed with
newspapers during the present year
would equal or exceed that Of the past
12 months National advertisers in
many Instances. the officials added,
had determined to increase materially
their appropriations for neWspap per adj
VertisIng.
The rend is equally apparent in
Canada. a canvas Of 300 national
advertisers in the Dominion indicated
&c per cent would spend more on adj
vertising than in 1926, according to
Trade Commissioner L. w. Meekins
Of Ottawa This compared with a
statement that 81 per cent would in
crease appropriations made at this
time in 1926. Twenty-f0ur per cent
of these firms will spend as much as
in 1926 and none will spend less. One
Canadian publisher predicts an i'll
crease Of IS per cent in lineage Of
newspaper advertisements formerly.
The recognition Of the value Of the
daily newspaper as an advertising
medium among national advertisers
has been remarkable in the last year.
Firms which formerly allotted go tC
, 20 per cent to magazines and period
icals now are giving rs per cent Of
their business TO daily papers, accord
ing to some of the advertising
agencies here.
Flexibility of Newspapers.
The advertising men explain this as
due to the feasibility Of the daily
medium. Advertisers do not have t.
wait so days before an ad is printed,
but can commence to feel it's sales |
effects in two or three days. More
oyer. they are able 10 concentrate |
efforts in most needed territories
Distribution has come to be major
factor in manufacture and industry
and producers are strongly attracted
by the opportunity national adyer
Users have of squirting distribution II
some districts which are not respond
ing.
fear from the development Of any
other kind Of advertising" said John
Lee Nahin, vice president Of the
Street Railway Advertising Co, today
1.-THE more advertising is studied
the more. care business men take Il
plan their advertising campaigns, the
more carefully advertising copy Is
written and illustrated, the more valu
able newspaper space becomes. Pro
gTessiye newspaper publishers are al
ready beginning to refuse advertising
that does not serve the best interests
of the reader. :
1.-THE more business that is refused
the more essential the newspaper be
comes as an advertising medium, be
10 use, who make their advertisements
10 use who make their advertisement
real news announcements.