Evening star. [volume] (Washington, D.C.) 1854-1972, 1929-12-02
ADVERTISING PLANS
TO Be MAINTAINED
Reports Indicate Original
Programs for 1890 May
Be Increased.
BY J. C. ROYLE.
Special Dispatch to The Star.


NEW YORK, December 1.-THE busi-
ness is here and we are going to get 1t"
That represents the general attitude Of
producers, manufacturers, distributors,
wholesale and retail merchants through
the country as shown by a careful sur
vey in various sections This survey
points out with unmistakable plainness
that the business factors involved de-
pend on advertising to accomplish their
purpose and to prevent any Slackening
of buying.
The big national advertisers in scores
of instances intend to increase their
newspaper advertising appropriations for
1880. The>department stores and local
advertisers in various sections are fol-
lowing suit.
No Cancellations Reported.
Two large advertising agencies here
report that they have had no cancella-
tions of 1880 schedules so far as ma
tional advertising 10 concerned. and that
there has been no lessening of volume.
On the other hand they say there has
been temporary Tightening up of some
of the department store accounts.
One of the most eminent judges Of
distribution policy in the United States
1.-The only critical factor in the adj
vertiSing situation is consumer support.
The promotional effort must be redou-
bled, and II this is done I cannot find
that there is any likelihood or reason
for letdown in business. In most cases
advertising schedules are made out on
the year in advance, based on the bust
ness done during the preceding year. I
find that on this basis large advertisers
have not modified their schedules. I
should say that advertising is standing
up well, and there is no sign of bad
letdown as result of recent condi-
tions.'
Other advertising agencies with de-
partment store accounts reported that
there had been no curtailment among
their customers here.
Sectional Reports.
Dispatches from New Orleans report
that newspapers and advertising agen-
c1es find that local, sectional and ma
tional advertising is running at about
the same volume as last year, with no
indication of any reduction in advertis-
ing appropriations. but some hesitancy
still existing among retailers. On the
other hand, some of the large oil COM
panies who cover the South expect to
increase their appropriat tons.
San Francisco reports that the ad-
VertlSlng managers of the four leading
department. stores are unanimous in
saying that December advertising bud
gets would be adhered to, and there is
no reason to expect a let-doWn Lead
ing Pacific Coast advertising agency ex-
ecutives say indications are that ma
tional advertising appropriations will
continue as they are or be increased
slightly on the coast. The advertising
managers of leading papers in the
district say that November and Deem
Der advertising shows increases for
nearly all papers and that the outlook
is for a further steady increase.
In the Philadelphia district advertis-
ing authorities assert that any uneasi-
ness agents may have had is disappear
ing and that the trend of appropriations
in that section is upward Local de-
partment stores have tested buying
power in Sunday issues and were well
repaid.
One radio manufacturer in the dis
tFict doubled his appropriation for 1929
and expects to maintain this increase
next year.
Hesitancy Disappearing.
Advertising has shown some slowness
in the last few weeks in the Chicago
section, but the tendency toward hest
fancy is disappearing and a pickup Is
in prospect. Only one national schedule
has been Cancelled in the Atlanta sec
ton, according to reports received here,
and this was only for the purpose of re-
vision. The leading Atlanta papers ex-
pect 1929 to establish an all-time high
record for advertising volume.
From the Cleveland district come
statements that national automobile
and financial advertising has been
somewhat reduced, but that local finan-
cial advertising Is holding up we'll. Adj
vertising mediums there expect that the
national financial advertising will come
in its usual volume as soon as stock
market conditions become further sta
biliZed.
Advertising specialists in New York
have issued warnings to their custom
ers declaring that a curtailment of
their advertising programs might not
only render the advertising campaigns
ineffective, but might bring upon the
advertisers the very slump they aye de-
sirous of avoiding.