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Show Conoco Credits Newspaper Ads Giving due credit for the best year in its history to the heavy use of V.tpwspaper advertising, the Continental Oil company today announced that its 1938 advertising advertis-ing appropriations for newspaper space will be increased by 17 per cent over the 1937 expenditures. : Continental during the coming year will allot to the daily and weekly press about 66 per cent of all that is to be spent on consumer con-sumer media and will place advertising adver-tising in approximately 1250 newspapers. news-papers. The new advertising will continue to deal with Conoco Bronze Gasoline and Conoco Germ Processed Motor Oil and the action of this lubricant, due to the presence pres-ence of a product of the research laboratories, i'n forming an abnormally abnor-mally tough film that stays on metal surfaces even- while the motor is idle, instead of draining off. The new campaign, which has been carefully checked for reader response in selected test areas at Colorado Springs, Colo., and in Richmond, Va, will also stress the position of local Conoco dealers as "mileage merchants" who are independent in-dependent of the company and must deal with the customer on the basis of their own ability and standing in the community they serve. |