Show 17 year record gives proof that non advertisers will perish gilbert T hodges of schenectady N Y has facts and figures to prove that it pays to advertise even in times of economic distress hodges is president of the advertising federation of america which has completed a study of the 17 acar records of corporations sixty of these corporation annually increased their advertising expenditures in spite of depressions at an average of 16 per cent over the previous year hodges first took up the cases of the 00 concerns which enlarged their advertising seventeen years ago many of these 60 companies were small he said today everyone of them is numbered among the foremost business houses of america they have multiplied their net assets to four times what they were 17 years ago last year their combined net profits were three times greater than in the comparatively good year of 1915 this dramatic testimony to the value of an unbroken advertising policy should bring confidence and inspiration to executives who want tangible proof that a courageous program even in these difficult times will pay now let us look at the other side of the picture the dark side let us see what happened to the other 60 companies the ones that pursued an erratic and uncharted course when times were good they plunged heavily when the going became difficult they tightened their purse strings t but this policy work seventeen years ago every one of the 60 firms in this erratic group was an important national business today more than half of them have lost that position of importance many have perished |