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Show WHAT ADVERTISING IS DOING. Efficient newspaper advertising is still doing the work of bringing profits pro-fits to advertisers and perhaps a little bit better in the depression years than at other times. The American Newspaper Publishers' association, in a recent survey, found out these interesting in-teresting facts among others: Four tobacco manufacturers increased in-creased their advertising space in 1931 and three showed gains, the fourth showing a slight loss over the previous year. An automobile company com-pany which increased its newspaper advertising outlay 33 per cent increased in-creased its earnings 40 per cent. . An outstanding showing was that made by a manufacturer of electric refrigerators who spent $200,000 in the newspapers and increased the number of dollars taken in by 460 per cent. Going back to the tobacco companies, compan-ies, their total expenditures were increased in-creased from $20,000,000 in 1930 to $26,000,000 in 1931 and their aggregate aggre-gate earnings increased from $105,-200,000 $105,-200,000 to $111,300,000. Four other tobacco companies decreased their newspaper advertising space in 1931 and these showed a falling-off of 45 per cent in net earnings. If you have a real message to offer in the advertising pages it will "get over." The indications of the last two weeks have shown that the public is beginning to "loosen up" with its money. Those who realize this in time will make money out of that knowledge. |