Evening star., 1935-04-24
'U.S.PAPERSREPORT
ADVERTISING GAIN
1853 Million Spent for News
paper Space by Ma
tional Concerns. II
BY the Associated Press.

BY the Associated Press
NEW YORK, April 24.-National
advertisers paid 5000. 900 for news
paper space and S349, ,055 600 for all
mediums in 1894. the Bureau of Ad-
vertising reported today to the Amer
ican Newspaper Publishers AssOcia-
ton.
The estimates indicate distinct gains
over 1888 advertising expenditures,
more than recovering the losses Of
that year 20 place 1894 slightly ahead
of 1882.
In 1898. the bureau reported. gen.
eral advertisers spent 3l46 ,0O0.0 900 for
newspaper space out OF q Total Of
s2s8, 900, 900
Saying the first quarter Of 1898
finds the newspapers facing unusual
competition for the national adver-
tisers dollar" the report presented
figures to show that the daily press
was superior to both the magazine
field and the radio as sn advertising
The survey contrasting newspapers
and magazines involved nearly q mil
lion homes in is cities
Held Best C0verase.
"The f1nal conclusion" said the re-
port, is that the advertiser who uses
newspapers alone is getting the best
available coverage at the lowest cost"
One newspaper in each city would
reach 607 300 homes At a cost of 500
line, the survey showed, whereas It
would cost $7l5 a line to reach 472.-
420 families through the II magazines
with the largest circulations and IS
per cent Of the advertising revenue.
The Bureau Of Advertising reported
that although 6l.5 per cent of the
Nations homes have radios. only AS
per cent are tuned in to a single pro-
gram and only 80 can identify the
advertiser or his product
One automobile compeny's program
was said to reach an average audi
ence of 545,600 listeners at q cost of
$ll.698. for which the bureau said
the advertiser could buy more than q
page and q half Of newspaper space
reaching 100000 readers.
Fears for Press Freedom.
A warning that attacks on the free
dom of the press in the United States
are being made from many sources
and in many ways" was given by the
A. N. p A.. president. Howard Davis
OF the New York Herald Tribune. in
his opening address to the organiza-
ton.
You are all acQusinted with the
attempt in Louisiana to curtail the
freedom of the press through taxa
tion.'' he said The newspapers OF
Louisiana took the case into the Fed
eral Court and obtained an order re-
straining the collection OF the tax"
There have been bills introduced
into Legislatures during the past year
which would restrict press freedom. 4"
he pointed out. adding that the bill
appearing in the New York Legislature
had been stopped before 1t reached
the floor of either House.
The bill now before the House OF
Representatives providing for q grad.
uated tax on pay rolls for the purpose
of creating an unemployment and So
cial insurance fund was opposed in
the report Of the Committee on Fed
eral Laws on the ground that 1t would
be unfair to publishers.
The report asserted that because
newspaper pay rolls must be main.
tanned even in times of depression the
burden on publishers would be "ex-
tremely great" unless the bill was so
amended that the various industries
locked after their own employees.
Denies Loss Of Money.
The Postal Committee asserted in it's
report that the Post once Department
was not losing money in its handling
OF newspa pers, and further reported
steadily decreasing use of the mails in
the last few years because, with the
general improvement in roads. papers
could be delivered TO readers more
quickly and cheaply by truck.
The Postal Committee also pointed
out that the plan for delivering un-
addressed matter in the mails BY
carriers had been ordered rescinded
by Postmaster General Farley after
protests that it was unfair had been
made by the A. N. P. A. and other
newspaper organizations.
The report of the Paper Commit
tee advocated the buying of news print
from American mills as q means Of
protection against the efforts of the
government of the Province of Quebec
to force Canadian manufacturers to
sell at higher prices than the 1894
rate