Show CON I 1 IL OIL SP SPACE IN ADS ponca city okia okla jan 16 news paper advertising will again be the backbone of 0 continental oil corn com pany s 1939 advertising program the largest in the company a history it was announced here today by A J rabe advertising manager J while we feel that we have ax a well rounded program tor for the year said ilabe rabe assigning a fair ampro privation pria atlon tion to every important adver medium by tar far the largest share of our 1939 budget will be spent tor for newspaper space continental s current newspaper advertising presents the new form of zig zag reading in this propos ed reform for relieving eye strain the type of each second line ot of copy Is arranged with the words in re verse order so that the eye can read from left to right on the first line and from right to left on the second line avoiding the strain of long eye sweeps between lines this zig zag advertising la Is not intend ed as a reform but Is presented menly merely as an interesting game or contest for readers |