The Washington times., 1930-08-08
INCREASED ADS
BOOST FIRMS
BUSINESS
BY LESLIE GOULD
iyertise. Work hard.

Advertise. Work hard. I'm
prove your product. r
These are the three things that
are putting more than $50 lead
ing American corporations ahead
Of last year in profits and vol
ume of business.
In times Of general business
slump, instead Of cutting adver-
tising and sales expenses most
OF these companies increase them.
AS William Wrigley, jr. head
OF the chewing gum company
that bears his name, yesterday
put it--"ThiS Is an advertising
buyers market"
Wrigley's company, which Is on
the honor roll of companies re-
porting higher earnings, increases
advertising space in bad times.
Wrigley reasons 1t out Soundly.
IN the first place, that Is when
his company needs to sell It's
product.
Second, there Is less other ad.
vertiSing: consequently his copy
makes q more imposing showing.
American Chicle Gains
What is true Of Wrigley is true
Of his important rival-American
Chicle ompany. American
Chicle's profits broke all previous
records in the first half Of the
year. The reason--the company
is spending more money on ad-
vertising this year. In fact, this
years appropriation is the largest
in the company's history.
To take another line Of busi-
ness. The safety razor manufac-
turer. Auto-Strop's profits are
running 95 per cent ahead OF
last year.
The reaSan-again-rec ad
vertising expenditures. This year
the company has brought out
new blade and razor and has been
carrying on a heav5 newspaper
campaign.
Auto-Strop's president, Henry
T. Gaisman, is not getting cold
feet from reports of a general
business recession. The COM
pans payroll is the largest in its
history and profits are piling up.
In fact Auto-Strop is doing so
well it's big rival-Gillette-is
negotiating to take it over.
Melville Shoe
Why is American Tobacco Com
pany prospering so under George
Washington Hills aggressive man
agement? Advertising. Hill strives
to have his ads compete in pub
lie interest with the news carried
in the papers. American Tobacco
this year increased advertising ap-
preparations $2,SO0,OOO.
Melville Shoe Corporation, one
of the largest newspaper adver-
tisers of shoes, is on the honor
roll. Profits in the first six months
Of this year reached the record
total of $955,705 In the first six
months of 1929 the total was $727,-
069.
Eastman Spends More
Although Eastman Kodak's
earnings are slightly less than a
year ago, what George Eastman.
the head and founder of the busi-
ness, has to say on the subject is
pertinent.
During the so years that the
Eastman Kodak Co. has been
I'm business there hav. been sew
eral times when at the outset
Of one Of these we have faced
what seemed to be an abnOr.
1nalIy bad condition in general
business. On these occasions
the question of retrenchment
I'm our advertising has natur.
ally come up for discussion.
Our decision in each case has
been 'Spened a little more
money and do = lot more hard
work,
To be on the safe side this
year, Eastman Kodak is taking
this attitude, the same as it did
in 1908 and 1914.
"And just as advertising has
played such vital part in the
expansion of the business of
Eastman Kodak Co.," Mr.. East
man adds, $50 we believe it to
be q most powerful force in the
building Of our many great
American industries in the
wide diffusion and maintenance
OfaOur national prosperity"
Honor Roll Expands
The honor roll of companies
making better showing this year
than last os rapidly expanding
Last week the list comprised
slightly more than 100 companies.
Now there are about $50. Some
OF the new ones, in addition to
American Tobacco, are listed in
the following table, which COM
pareS profits for the first six
months of tn Siyear with the tot
tails for the corresponding 1929 six
months:
Addressograph Int. $7S1.471 $75I2S7
A. 1t & T. (aI.. III, 5Ss,ss4 1O,SSs'sst
An1.-Maize Pr. (b), 411,S5S s4s,5S4
Am Wat Wks CaO 769OH12 69Sh S9A