Evening star., 1933-12-07
ADS TO SPEED UP
DOLLAR IN 1884
Big Factor in Velocity of
Money Predicted by
Expert.
Special Dispatch to The Star.

Special Dispatch to The Star.
NEW YORK. December (N.ANA.).
Increased advertising and selling ef-
forts in 1884 will bring about change
in the American dollar which monetary
experts have overlooked. according to
James NJ Mathes. advertising expert.
1.-The real hope Of business In the
months ahead is not so much concerned
with the academic side of the monetary
problem" says Mathes. IT am satisfied
to leave matters of devaluation, stabil-
1Zation and commodity price ratios in
the capable hands of the President aNd
his advisers. But ! see coming
change in the dollar which everybody
can understand. The new year, pre-
dict, will bring us a livelier dollar,
dollar which will circulate with In
creasing velocity.
Business is made by lively dollars
dollars that pass swiftly from hand to
hand. 1t is the lively dollar that buys
the goods sold by the merchant who
buys from the factory that pays the
worker who lives and spends in the
house that Jack built.
Homes to Spend.
"The Twentieth Century Fund has
Just reported that the homes of Amer
lea represent over a hundred billion
dollar investment and that the house.
holds of the United States compose the
enterprise in the Nation As I read
the signs, 1884 will see an important
increase in newspaper advertising and
sales of house furnishings and every
thing that goes into the home. Already
some divisions of companies manufac-
turing household equipment have been
running full blast for several months.
Increased advertising is in the cards
for 1884 because it is needed to re-
energize the consumers dollar. The
makers of a certain product are in
creasing their expenditures by 100 per
cert because they feel that they have
been coasting on their momentum long
enough. For four years their business
has been decreasing, but their advertis-
ing has decreased even more. They
have held their percentage of total sales
in the field, but they know it's time to
shovel coal if they want to keep up
steam. Coasting on decreased effort
has been particularly noticeable in the
drug field. where a great many are now
planning to spend more money in 1884
Farmers Begin Buying.
Farmers are again buying automo-
biles and radios" continued Mathes
Higher prices for farm products and
the help of the A. A. A. have put them
in buying mood. In the Southeast
the farm demand for used automobiles
has been so great that cars have had
to be imported from other sections.
And know one alert manufacturer who
Is going after the reviving farm market
with $50 per cent increase in adver-
tising on one product-almost all of this
newspaper advertising.
THE greatest increase in dollars and
cents will be in motor car advertising.
Campaigns already planned show in
creases ranging from Is to IS up to 100
per cent. The industry looks for gain
of Is per cent in sales in the first quar-
ter Of 1884, but am confident that will
be surpassed.
Right now the biggest gains are
in chemicals, where the whole industry
is booming. One reason Is that almost
every producer, whatever his product
uses chemicals at some stage Of proc
essing. Repeal has created a lively
demand for glassware, rayon plants are
far behind on orders, paper mills are
picking up, tire makers are running
on heavy schedules, the steel mill op-
Grating rate is improving-and all these
call for chemicals.
Time Ripe for Effort.
$50 far the chemical industry has
not done much advertising to consum-
ers, but the stage has been reached
where there Is story to tell to the
general public, Some of the heavy