Show CREDITS NEWSPAPER ADS Giving due credit for lor the best year in its history to the heavy use of 01 newspaper advertising the I I Continental Oil Company today an that IU 1938 advertising I appropriations appropriation for lor newspaper space apace will wil be Increased by 17 percent over over the 1937 1931 expenditures I Continental during the coming year will allot to the dally daily and weekly press about CO 60 percent of all that Is II to be spent on consumer er media and will WUl place advertising in 10 approximately 1250 1260 newspapers I IThe The new advertising will continue to deal with Bronze Gaso Gasoline line and Germ Processed d Motor Oil I The new campaign which has hai been carefully checked for tor reader ri response In tn selected test areas areu at tit Colorado Springs Colo and in Richmond Va will wUl also stress the I position of local dealers as i mileage merchants who are independent Independent in In- i dependent of the company and i must deal with the customer on I Ithe the buts basil of 01 their own ability and I standing in 10 the community they I serve I II I |