Show ADVISES RAISE IN ADVERTISING RATES NEW YORK Jan By 7 7 By The Th Associated Asserting Pres Asserting that nl existing advertising rates ratas are too low Adolph S Ochs Ochi publisher ot of the New York Wednesday told lold a men at a luncheon of the Advertising club that every issue of the Time Times cost the owners or approximately It U cents centi centia a cop copy lie He said that the present adver adver- advertising advertising rates tend to cheapen news newe newspapers papers and expressed the belief that higher rates would Improve their advertising He lIe suggested that advertisers should spend SO SOper COper o oper per cent of ot their appropriations In keeping existing customers while 10 per cent should be used in get get- getting set getting ting new customers u |