Evening star. [volume] (Washington, D.C.) 1854-1972, 1928-07-09
ADVERTISING THIRD
LARGEST BUSINESS
Utilization of Vast Growth OF
Newspaper Circulation One
of Big Problems.

special DSpatcn 10 Inc Stdr.
NEW YORK, July 9.-The American
reports of the third largest business IN
the United States-advertising-
will have the spending of more than
two billion dollars before the end OF
1928. This became apparent today as
5000 delegates gathered In Detroit at the
meeting OF the international Advertls-
ing Association. The United states
membership in this association com.
prises $50 organizations with 22,0oo
members.
The problem which the American
representatives hope TO solve before the
end of this week will be how to utilize
the vast growth In circulation OF the
daily newspapers. with the consequent
increase In prestige and influence, 10
the best advantage OF the productS tne
advertising men will represent. lnere
is no question that a large portion Oh
this two billion dollars will find It's way
into the Golfers of the daily newspapers.
Dignity and Restraint.
There is every reason to believe that
the advertisements for the coming year.
now being formulated In Detroit VIII ne
vastly more interesting, more artistic
and easier to read than ever be1ore
They will be characterized by both dig
nity and restraint: and will tell the pro-
spective buyer what he wants TO know
in the fewest possible words IN the
most readable type. with illustrations
that really picture the product oftereo.
Plans are being formulated by the
advertising forces OF the great distrinu-
tors of the country to make their IN
fluence more keenly felt within their own
organizations. These advertising forces
will have a good deal to say In the COM
ing year about what shall be bought
and offered for sale, and In determin-
ing sales methods and sales personnei,
Truth in advertising is now so widely
recognized that 1t Is universal policy.
The part which women will play In the
advertising campaigns Of the next II
months will be large one. 1t is ad-
mitted by delegates in Detroit that
women are particularly adapted to the
advertising profession since they repre-
sent the buying sex. Advertising man
ayers. therefore. are prepared to lean
heavily on their knowledge as to how
advertisements should be worded to in
duce other women to purchase
merchandise.
Oficials OF the association estimate
that 1000 women are now engaged In
the profession In America and this
hummer Is increasing CUiIStdHdss
Strides in Germany.
This development is not confined to
America alone, since woman delegates
have come from many foreign coun-
tries, each recognized as mistress of
her particular selling line. One OF the
leading foreign woman experts Is
Fraulein Crete Gross of Hamburg. who
told the delegates of the rapid strides
In advertising in postwar Germany.
where selling competition is extraor-
dinarily keen.
1t seems hitting that the meeting this
year should be held In the center of
the automobile world. Detroit citizens
freely admit that the fourth city of
America was built UP from an over
grown village In 20 years time, by the
impetus given the automobile industries
through advertising.
Nearly billion dollars has been spent
by automobile manufacturers In the last
two decades. This Is about 2 per cent
of the value Of the total output OF auto
mobiles from Detroit and has resulted In
tremendous returns. Today the Detroit
advertising budget for 1929 advertising
has risen to the staggering total OF
500, 100000.