Advertising Age The National Newspaper of Advertising 1936-01-13: Vol 7 Iss 2

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CHICAGO

PUBLISHED
WEEKLY at 100
E. OHIO ST.
DEL. 1337

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To

“Tyee (,

Advertising

,

THE NATIONAL NEWSPAPER OF ADVERTISING

Entered as second-class matter Jan. 9, 1932 at the postoffice at Chicago, Ill., under the act of March 3, 1879.

Age

NEW YORK
330 WEST
FORTY-

SECOND ST.
BR. 9-6432

Vol. 7, No. 2

JANUARY 13, 1936

5 Cents a Copy, $1 a Year

Rough Proofs

Listeners are going round and
around with the music so often at
present that they are beginning to
get dizzy.
, 9 F

The sensational success of “The
Music Goes Round and Around”
must have been quite a shock to the
tunesmith whose chief problem is
to find a new way to rhyme “June”
and “moon.”

vgy¥$seiey?

Noting that Haile Selassie is
Time’s man of the year, the Repub-
licans are beginning to feel that this
may be a good spot for dark horses.

7; 7 F¥

Now that the annual issues of the
business papers are beginning to
make the strongest postmen turn
pale with apprehension, one may
safely assume that prosperity is
rapidly returning.

7, = F

Photo-engravers and electrotypers
are worrying because so many kinds
of printing are done without plates.
They are hoping that the industry
as a whole may soon get back on
relief.

vvy

After looking over the startling
contents of the Murk Retort put out
by Douglas Coutlee, the abashed cus-
tomers were left without a single
one.

ae ee

Stuart Peabody says that the milk
industry looks good for the long
pull. All the indications, however,
are that it will succeed only by a
tight squeeze.

7. + F

International Harvester is starting
a motor safety campaign. They
hope ultimately to make truck driv-
ers as successful in avoiding ac-
cidents as the fellows at the wheels
of the tractors.

.

After looking over the bewhisk-
ered members of the U. S. Marine
Band presented by Philco, one is im-
pressed with the fact that then, as
now, musicians were supposed to be
heard and not seen.

. 3 >}

The Supreme Court, having given
the quietus to the NRA, has filled
the AAA full of holes. Here is one
crowd, at least, that doesn’t hesi-
tate to shoot Santa Claus.

> FF

With the score Supreme Court, 9;
New Deal, 0; some of the partisans
in the stands are beginning to call
for a new umpire.

=. ¥ F

The Roosevelt policies have
Caused more discussion than those
of any other president since Roose-
Yelt I, but the President’s birthday
‘all for crippled children has no op-
Position at all.

vgv¥ssgy¥

Poor Roy Shuman! He’s quitting

the advertising business and_here-
itter will be compelled to sit in the
“lorida sunshine and worry about
is friends in the frozen North.

v,yvy
Schools of journalism are now con-

‘dering training radio announcers
*8 well. O tempora, O mores!

Copy Cup.

Expand Promotion Plans As
Supreme Court Kills AAA

Farm Buying Power Will Be
Maintained, Experts
Are Agreed

Chicago, Jan. 9—The Supreme
Court decision invalidating the Agri-
cultural Adjustment Act is not likely
seriously to affect the buying power
ot the farmer, and may even result
in improvement in his position, a

survey by ADVERTISING AGE of et

formed sources shows.

Advertisers generally watched re-
actions to the AAA decision carefully
this week, as all have a direct inter-
est in the huge farm market. These
advertisers naturally divide into
two groups, one of which regards the
farmer as a buyer of general con-
sumer goods and the second of which
sells him trucks, tractors, and other
operating equipment, It appears that
neither will lose by reason of the
decision.

See Compensating Factor

While the farmer’s pocketbook will
suffer somewhat as a result of re-
moval of crop and hog control pay-
ments, made possible by the taxes
paid by processors, this reduction
will probably be offset by income
from greater production; improve-
ment in industry, now creating a
greater market for the farmer’s
goods; improvement in foreign de-
mand for American farm products;
and above all, somewhat reduced
prices which will end something akin
to a buyer’s strike, greatly stimulat-
ing consumption.

Such compensating factors, it is
pointed out, will benefit both groups
of advertisers. The second group,
supplying equipment which enables
the farmer to work his farm, is ex-
pected to enjoy special gains, since
their products will be in demand for
utilization of greater acreage, made
possible by outlawing of the acreage
reduction program under the AAA.

Latest figures from the Department
of Agriculture show that only about
6 per cent of the annual income of
farmers has been derived from AAA
payments.

Removal of the tax, it is predicted,
will enable processors both to reduce
prices to the consumer and to pay
the farmer more for his product. The
farmer, therefore, will not have a
reduction in income equal to the full
amount of his former payments from
AAA.

Editors Are Optimistic

From Monday noon, when the AAA
decision was made public, to Wednes-
day, aggregate value of hogs on
farms rose almost $100,000,000 based
on higher net prices paid to farmers.

Hog prices in the Chicago area
rose 50 cents to $1 Tuesday, with

Directory of Features

UCMPIOEE, ose saseeres scenes 10
Getting Personal .......... 27
Information for Advertisers.31
Leading Magazine Adver-

SEES re ce re 13
Leading National Farm
Paper Advertisers........ 22

Leading Radio Advertisers. .34
Photographic Review of the
MON -Caubeeuscoeseeiarse 41
ROUEN POOLS 66k6 esc iccs ve 1
Voice of the Advertiser....10
Leading Spot Radio
Advertisers ....... KhaSOS 33

TAKES STAND

Travers Smith, vice-president of
Standard Brands, Inc.
(Story on Page 2)

gains at other leading markets rang-
ing from 50 cents to $1.50.

Comments from editors of farm
publications, and of business pub-
lications allied with the farm mar-
ket supported this view.

Paul I. Aldrich, editor of National
Provisioner, Chicago, predicted that
farmers will enjoy greater income
from marketing of larger volume,
that the packing industry will en-
joy a normal raw material supply,
and that the consuming public will
have “more meat at price levels
more nearly in line with its pur-
chasing power.”

“Temporarily, at least, prices will
go up, as there is a scarcity of many
agricultural products,” declared John
J. Lacey, associate editor, Prairie
Farmer. “Taking the processing tax
off hogs will boost the price. Later
on, farmers may produce more hogs

(Continued on Page 35)

Processors Are Optimistic:
Fate of Huge Sums

in Balance

Chicago, Jan. 9.—Freed from arbi-
trary restrictions on their business,
and with the possibility of diverting
large sums of money hitherto ear-
marked for tax payments, food pro-
cessors expect to make sensational
expansions in merchandising and ad-
vertising programs, ADVERTISING AGF
learned following the historic Su-
preme Court decision invalidating
AAA,

Millions of dollars are now held in
escrow, and packers and others
rushed to take legal action designed
to release this money for business
purposes.

The optimistic trend of thought
evident among processors was indi-
cated by the advertising manager of
a Chicago company doing a nation-
wide business. He commented:

“The chief thing I hope to get out
of the AAA decision is a million dol-
lars more for advertising.”

New Decision Important

Decision on wWhéther the processors
will be able to sue the government
for the $797,000,000 paid in proces-
sing taxes to the Treasury, will rest
upon the Supreme Court’s decision in
the Louisiana Rice Millers’ case in-
volving the AAA amendments. One
of the amendments provided that
a processor cannot recover until
he proved that he had not passed
the tax on to consumers or deducted
it from payments to producers.

In Chicago alone, between 50 and
55 million dollars in processing taxes
is impounded under orders of Chicago
federal courts. The amounts in-
volved are more than the net earn-
ings currently reported by the “Big
Four.”

Swift & Co. for instance, are esti-

(Continued on Page 37)

Last Minute News Flashes

Crosley to Add Two New Products

Cincinnati, O., Jan. 10.—Crosley

Radio Corporation will begin manu-

facture and distribution of washing machines and electric ironers, Powell

Crosley, Jr., president, announced here.
products will be handled by the existing sales organization.

Known as “Savamaid,” the new
Meanwhile,

the auto-expressionator and base compensator are innovations in the radio

line.

Recovery Law Valid, Fair Trade Act Killed

Milwaukee, Wis., Jan. 10.—While the New York Court of Appeals was
outlawing the 1935 fair trade practice act, designed to curb price-cutting
of branded products, the Wisconsin Supreme Court upheld the State re-
covery law. The decision sustains eleven codes of fair competition and

paves the way for others.

Chapelle Joins Kastor; Alspaugh to Blackett

Chicago, Jan. 10.—C. C. Chapelle, formerly of Blackett-Sample-Hum-
mert, Inc., has been made vice-president in charge of research and mer-
chandising of H. W. Kastor & Sons Advertising Company. R. B. Alspaugh,
formerly sales promotion manager of Armour & Co. has joined Blackett-
Sample-Hummert, Inc., as director of merchandising and research.

Thompson to Close Cincinnati Office
Chicago, Jan. 10.—The Cincinnati office of J. Walter Thompson Com-
pany will be closed Feb. 1, Chicago headquarters announced. Cincinnati

territory will be serviced from Chicago.

Howard Henderson, Cincinnati

office manager, will be transferred to New York. The agency has main-
tained its Cincinnati branch as a contact office only during recent years.

4 ADVERTISERS
PUT 19 MILLION
IN THREE MEDIA

Chicago, Jan. 9.—Four advertisers
spent $19,034,133 in three media in
1935, according to an analysis by ApD-
VERTISING AGE of figures compiled by
National Advertising Records. They
are General Motors Corporation,
Proctor & Gamble Company, Stand-
ard Brands, Inc., and General Foods
Corporation. The media for which
figures are available are magazines,
radio networks and national farm
papers.

General Motors was the largest in-
vestor in these three media, spend-
ing $6,231,687, divided as follows:
Magazines, $5,148,564; radio, $897,-
563; farm papers, $185,560.

Second came Procter & Gamble
Company, with expenditures of $4,-
429,943, divided among magazines,
$2,193,561; radio, $2,104,697; and
farm papers, $131,685.

Third in the list was Standard
Brands, Inc., whose 1935 expenditure
in these media amounted to $4,351,-
824. It was divided among maga-
zines, $2,413,247; and radio, $1,938,-
577. it~

Other Big Advertisers

Fourth came General Foods Cor-
poration, investing $4,020,679, di-
vided as follows: magazines, $1,713,-
091; radio, $1,948,509:"farm papers,
$359,079.

Other advertisers who spent §$2,-
000,000 or more in these three media
included Chrysler Corperation, R, J.
Reynolds Tobacco Company and
Campbell Soup Company.

Fifteen others spent $1,000,000 or
more in the indicated media.

General Motors Corporation was
the largest single user of magazines,
with the figure of $5,148,564 given
above.

Procter & Gamble Company’s ex-
penditure of $2,104,697 with radio
networks gave it leadership in that
field.

The leading farm paper advertiser
was again General Foods, with $359,-
079.

Leading advertisers in magazines,
radio and farm papers for 1935 are
listed elsewhere in this issue. (Con-
sult index on Page 1.)

Jamaica Copy in
Class Magazines
Chicago, Jan. 10.—The Govern-
ment Tourist Bureau of Jamaica has
expanded advertising to include
class magazines, with copy to start
in February issues. Direct mail and
a motion picture program will also
supplement the present newspaper
copy. J. Roland Kay, Inc., Chicago,
is in charge,

Hartell to Direct

Forhan’s Copy

New York, Jan. 10.—Eric Hartell,
recently with Benton & Bowles, and
formerly associated with other agen-
cies has been appointed advertising
manager of Forhan Company. A new
campaign has been launched in 32
magazines featuring the slogan,
“Stop using half-way tooth-pastes.”

Food Advertisers to
Protect Dealers’ Stocks

New York, Jan. 11.—Makers of
branded package foods have indi-
cated an intention to protect dis-
tributors’ inventories, following the
AAA decision.

Packers of bulk goods will adopt
a contrary policy.

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ADVERTISING AGE

January 13, 1936
shown in the attached table. Mr.|as General Foods for what it terms KROGER'S PROMOTION ALLOWANCES, 1934
STANDARD GIVES Morrill indicated that $772,000 is| “Cooperative Services.” This con- Total a
about one-third of 1 per cent of the|tract, he said, is used for all retail Canton Altewanee Vender Allowance
chain’s annual sales. customers except A. & P. and) , vcrican Can Co.........+. SC Oe LE OW verdes dcdvacres 32
CHAINS 800 000 Leading Contributors — who have special agree- American Popcorn Co....... 598 George E.- Kaiser Co........ 165
. Jeneral Food Sal Cor tion - American Sugar Refining Co. 20,876 |Kraft-Phenix Cheese Co..... 29,325
Genere _ copra ~— Detailed Figures Given Angelus Campfire .......... 2,594 |LaChoy Food Products, Inc., 1,378
was the largest contributor to the ° ee Ae ee T2eO 1 LAMNOPR & CBiscccvcccsvces 613
FOR ALLOWANCES oe eee ee a he Elaborating on the arrangements] Atlantis Sales Corporation.. 5,981|Lamont Corliss & Co....... 2,575
a gues — a 4 — : wos, | With these two chains, he said that ere 5,979 |L. P. Larson, Jr., Co........ 614
cotati Sonne. with $12,067; s ages A. & P. receives $12,000 a month, Pachenale. eke —penees 336 | Lever Bros. Co............. , 30,750
a ee tae ee p rien nar $144,000 Ae dager we eeans Alexander Baldwin, Ltd..... 4,037 | Libby, McNeill & Libby, Inc. r 679
Three-Fourths GoestoA, &P., . ’ of Fleischmann’s yeast alone. a sett iguana 3. Ldgien Go... 5,668
H ifi roth go i hierar substan A statement prepared by Standard | p Barrett Co............ 131 } Loose-Wiles Biscuit Co...... 477
Smith Testifies Pe een = Pntonads poccen te nl Brands and placed in the record gave Beechnut Packing Corporation 9,495 Metal Textile Corporation... 511
1934 were Lever Brothers Company the following break-down of 1935| pea Food, Inc........++++e: 2,420 | Michigan Cherry Growers... 714
ee $30,750; Kraft-Phenix Cheese Com-|*/0wances to the two — Black Flag Co............... ee Valley Canning aa
Washington, D. C., Jan. 9.—Stand-|*" 295: erican Sugar Re- ‘ . Blue Moon Cheese Co....... 245 De HSSR She RSET ES He eee ee 4s at
ard Brands, Inc., allows retailers atne an eee, Ee C. & *. dated CONSE... -.+05 $ pte Borden Cheese Co........... 370 | Morris Frage ny Inc....... ‘ame
about $300,000 a year for promotion | pigcuit Company, $20,431; Colgate- Royal Goneerts PRES ASTNS LER 479g | Borden Sales Co............ 746 et ao ae peeeceesecess aa
allowances, Travers Smith, vice-| palmolive-Peet Company, $20,000; venter Las’ tee. Salis ati pood | a Serr rere 389 | Mulkey Sait Co..... eeeeeces stabi
; reti , ot. “anes ; . Fleischmann’s yeast ....... 144,000 B ‘ & Fuller............ 38 My-T-Fine Corporation 32
president, testified before the Pat-|Corn Products Refining Company, Seeat Mahtnn aewdar 15 006 rower u 4 Siahhaeah Saniineh
man Committee here. Great Atlantic | $19,961, and Scott Paper Company, eee a nowéer.. 996 a ee 601 RemuaOMNN a, ign 5.361
& Pacific Tea Company receives | $18,000. : ls “____ 1C. & H. Sugars, inc......... 5,653 National Biscuit Co + aaah 20.431
about 75 per cent of this sum, or Standard Brands spends about $299,89% California Packing National Sugar Refining Co.. 44.000
$600,000 a year he estimated. $7,500,000 annually in advertising its KROGER . COPBOERTION 6 6-40-6sse2e0 ee 147 Northern Paper Mills....... 5.387
Albert H. Morrill, president of| products, including Fleischmann’s California Prune & Apricot Oakite Co 15
Kroger Grocery & Baking Company,| yeast, Chase & Sanborn coffee and|C. & S. dated coffee....... $ 16,125 EN a ae 3,444 sey ae com he = Pee came
Cincinnati, filed with the committee | tea, Royal baking powder and Royal | Royal desserts ............. 11,82 | Chef-Boiardi Food Products Paulding Su 2 —s "996
detailed figures showing allowances|desserts, Mr. Smith testified. This |Tender Leaf Tea........... 3,404 | NCS Paneer reret er 539 ye neti an On 380
of $772,000 to his company in 1934.]is exclusive of the $800,000 allowed | Fleischmann’s yeast......... 6,664 |Climalene Co. .............. 3,621 P< sae te wonre a & a 1.097
Of this total, however, only $393,000 | retailers. Royal baking powder.. 6,459 |Chocolate Sales Corporation 12,257 hero Paul 0 sittin tha 1'050
was earmarked specifically for ad- Denying that Standard Brands ———= TCeurcn & Wrignt, ie...... 2,825 ania age se ee .
: : - I IS iicoic dk so ks aes op 61
vertising, the remainder being for|gives any rebates to chains or $ 44,477 | Cincinnati Merchandise neniaie i Wak 662
other forms of promotion. Total al-|others, Mr. Smith explained that it Questioned by committeemen, Mr. Warehouse, Inc. .......... 1,101 renee Seniienin tek sth ih al 3.915
lowances of each company are|has much the same type of contract (Continued on Page 36, Col. 1) Clark Bros. Gum Co........ 751 Dishes) & Crais............ "189
orox Chemical Co. ....... BUR be ee en eed :
i olgate-Palmolive-Peet Co... 20,000 Pillsbury Flour Mills Co.... 6,357
Colonial Sugars, Inc......... 1,498 ee ee chal ry
Continental Paper Bag Co. 1468 lprico Flavoring Extract Co.. 4
Corn Products Refining Co.. 19,961 Proctor & Gamble Co....... 56,710
m B Devise Sales Co........ 1382 John Puhl Products Co...... 1,341
7 i , CUOEG? OBIS COiscisscaeess 8,182
Defiance Milk Co........... 2,750 Ralston-Purina Co. ......... 67
Diamond Match Co.......... 12,808 | Radbill Oil Co.............. 3,433
Dupont Cellophane Co....... 2,972 | Rea Star Yeast Co.......... 20
Durkee Famous Foods...... 57! Regal Paper Co............. 1,012
W. H. Edgars & Son........ 11,049 Red Top Malt Co............ 56
East Forty-fifth Street Rex Research Corporation. . 319
Warehouse Co. ........... O) DROUIN, TAG: 6s ci csiacdeaces 659
Fred Fear & Co............ 9,227 |Rumford Co. ..........sss0 7,500
Felber Biscuit Co........... 662|Salada Tea Co........... 2,500
ES an 35 |Scott Paper Co........... 18,000
rr 71)San Juan Fishing &
Fitzpatrick Bros. .......... 9000) Peeking Ce. 2. csces sit... 316
Florida Gold Citrus wrt, B.. SOU Cais onc sss 97
Corporation .............. 314|Seaboard Packing Co.... 2,188
Foulds Milling Co........... 3,155 |Seavey & Florsheim Co.. 719
J. B. Ford Sales Co......... Re, os Ss eerrrrer rrr ere 1,978
General Food Sales Seminole Paper Corporation 5,706
a FO966 1BROCWOR CO. occ sicccsesces. 2,005
General Match Co.......... 6,700|Simpson Products Co....... 10,981
General Motors Fleet Sales Standard Brands, Inc.. 72,867
Sy i fk 292|Strohm Warehouse Co.. 5 200
Godchaux Sugars, Inc....... 1,369 | Sun Maid Raisin Growers,
Gold Dust Corporation...... 13,626) IMC. wcsceses: re ee ee 6,375
“ eo Gorton-Pew Fisheries, Ltd... 894 | Sterling Sugars, Inc......... 1,520
General’ Electric Co......... 1,800 | Stokely Bros. Co...... 145
(3 Ho = OF 500,000 Griffith-Durney Co. ......... 5,308 |Wm. Underwood Co......... 832
Genesy Store Products Co... 916|U. S. Paper Goods Co.... 353
PeeveeMer OO). iain ccdavavenes 1,207 | Vestal Chemical Co.... 365
auch Hartford City Paper........ 502| Vine Street Storage &
OR OVER~ Can you gt COVEMAGE Hewitt Soap Co... ..5 66.064 7,888 WRPGROUNO 6030005. 37
I Hawaiian Pineapple Co..... S.I7St United Mik Co... 66. cs 3,042
iti ; $ . ’ BEEN POOR OF acne vac ewe ce 2,490} Walkers Austex Chili Co... 331
N every one of the 13 cities in this country of 500,000 population or over, there’s + ial sa a ida 19¢| Walkers Fulton Fish Co... 333
a *‘blue chip’’ newspaper. Hobart Mfg. Co............. 736|I. L. Walker Tobacco Co.... 79
: , . : , ee ee 249} Washburn-Crosby Co. ...... 15,801
The vital factor in the potency of all—is coverage—for coverage is what gives Hygienic Products Co....... 2,562 | Welsh Grape Juice Co. 169
isi H $ Ss 9,000|Wheatena Co. ..... 41
atid snbiabeaie me Sonmentouted power & meee “re Isabella Sugar Co........... 777 | White Cap Co..... a 7
In no other city of this 500,000 and over group is there a daily paper that can Ivanhoe Foods, Inc.......... 20 =. hold Jr., Co... nae
yy : ° ° P - ho) ae 2,053 | Mi aneous ..... ,
equal the more than 84°), metropolitan coverage you obtain in Baltimore— sees Bbc yi ee ee iyo ee -
with the News-Post. S. C. Johnson & Sons Co.... 1,325 TOTAL.... . $772,882

Circulation figures (12 months ending 9/30/35) show total average net paid in
excess of 200,000 60,000 MORE than any other Baltimore evening newspaper—
with over 169,000 in the ABC City Zone

For sales results—schedule the News-Post.

HEARST

INTERNATIONAL ADVERTISING SERVICE

Ropney E. Boone, General: Manager

Che Baltimore American has a plus coverage, also,

circulation more than 227,000—the largest in all the South and

20,000 more than any other Baltimore Sunday Newspaper.

*

The CarGe*, locld

6,018,297 with St. Louis Globe-Democrat
6,072,675 with St. Louis Post-Dispatch
6,271,641 with both St. Louis papers

Metropolitan

(@ Baltimare SUN: Boston GLOBE - Buffalo TIMES 0 Louis GLOBE-DEMOCRAT
(Cleveland PLAIN DEALER Detroit NEWS “New York NEWS-CB irego TRIBUNE

6,018,297

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January 13, 1936 ADVERTISING AGE 3

r Lal a <
= —<——> ; "
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em == — -
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ag ee = WFEBR Baltimore...... NBC
1 a ae ,
: 4 ae wear \Boston pekane eaar . CBS r
" ey = : Bridgeport “|
: st ————— ridgeport...... ‘
: _ i = os — wice ‘Mer Haven..... CBS .
° fi fe WBEN Buffalo......... NBC -
. WGAR Cleveland....... NBC : ‘ hs
: : = WEAA \Dallas.......... NBC a. s
20 F WRBAP {Fort Worth..... NBC z=
6 : = 2 = WIR Detroit......... CBS — ;
“ - . = KPRC Houston........ NBC :
~ _ 3 | ————— WEBM!' Indianapolis.... CBS ae ¥
’ — 7 === WDAF Kansas City.. '; NBC e
a : KFI \Lo Angeles NBC -
: : — eee
"8 ~ i i a SS —*WHAS Louisville....'.. CBS
0s | = - — = === SWELL: Dowell.......... Y N ; |
‘< = ——— WIMJ Milwaukee... NBC -.
% WSM Nashville....... NBC
20 WSMB New Orleans.... NBC
332 WTAR Norfolk......... NBC
a T S h S int th A ; WFIL Philadelphia... NBC
; ofa Song into the Air... e..
ze ns dha \Portland........ NBC |
331
“| ItcametoearthI knownotwhere’”’ wean viviaece.. ens
oH KSL Salt Lake City.. CBS |
q WOAI San Antonio.... NBC
ei Those days are gone forever. “— Seattle, . soNBe a
882
= Here are stations that are shooting songs, news, sport oy \Spokane. ...... NBC |
features, symphonies and commercial announcements WMIAS Springfield... CBS £
into the air for about eighteen hours a day— BVOO Tulsa........... NBC -Z
KFH Wichita... CBS ”
} Here are stations that know just where they “‘come also _-
to earth’’—just where they can be heard—just where The ‘Yankee Network
they are heard. Texas Quality Network ,
The Northwest Triangle - ne
They know that folks seem to like the songs, heed the Rieghesitiihtinendhent :
commercials, and buy the products advertised. the United States by -
; EDWARD PETRY
The most successful national spot advertisers know it & COMPANY -
° ° ° INCORPORATED a
too. That’s why you'll find these stations on their spot
. a7 P NEW YORK DETROIT

broadcasting lists.

CHICAGO SAN FRANCISCO

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4¢

ADVERTISING AGE

January 13, 1936

Alemite to Distribute

Safe Driving Emblems

The 1936 advertising of Alemite
division of Stewart-Warner Corpora-
tion will revolve around a nation-
wide safety campaign. To tiein with
the drive, the “Alemite Brigadiers
Club,” the initials of which stand also
for “Always Be Careful,” will be
formed. License plate emblems will
be given to members.

Advertising will comprise _ full
pages in The Saturday Evening Post
and a campaign for dealers in news-
papers. The radio program will also
promote the safety theme.

Terry With Alpha
Harry L. Terry has been appointed
chief of the newly-created still pho-
tographic department of Alpha Mot-
ion Picture Corporation, Cleveland.

Walter Burn Returns
to Newspaper Field

Walter Burn, for the past two
years with R. L. Polk & Co. as re-
search director and for ten years
prior to that with the Bureau of
Advertising of the American News-
paper Publishers Association, has
joined Devine-Tenney Corporation,
publishers representatives.

In this connection he will direct
marketing and research, making
headquarters in New York.

Buehner to Houston
C. E. Buehner, for ten years as-
sistant manager of the Better Busi-
ness Bureau, Kansas City, Mo., has
resigned to become manager of the
Better Business Bureau of Houston,
Tex.

Westinghouse Gets
New Dealer Film

Cartoon and stop-motion anima-
interwoven with straight

tion are

photography in a new two-reel mo-

tion picture,

New
Electric
pany.

York,

for

“Visit to Valuetown,”
produced by Audio Productions, Inc.,
the Westinghouse

and Manufacturing Com-

Said to be a new departure in
dealer training industrial films,
presents the Westinghouse electric

refrigerator.

mentator,
text.

delivered the

descripti

Institutional Moves

Institutional

moved to

2-1913.

1 E. 48rd St.,

Advertisers

it

Ford Bond, radio com-

ve

have

New York.
The telephone number is Murray Hill

“Daily News” Promotes
Anderson, Hunt

R. M. Anderson, for seven years
advertising manager of the Long
view, Wash., Daily News, has been
promoted to the newly created posi-
tion of manager, and will be in
charge of all production and sales
departments.

Frank A. Hunt, his assistant, has
been appointed advertising manager,
in charge of local and national de-
partments.

Emulate Detroit

Joseph L. Gill, treasurer of Cook
County, Illinois, will attempt to se-
cure an appropriation for a news-
paper advertising campaign for col-

lection of delinquent taxes, along
lines successfully followed in Detroit.

*

zz Mere Shi lms
mrs ar

a to”
’ a ‘
igh tt

Free Spending!

The ten to fifteen percent increase in Christmas buying over last

year brought the sales of some Louisville merchants close to the

1929 figures. There was a strong leaning toward the better grades

of goods and luxury items and retailers report the freest spending
since 1930. Wholesale trade continues to forge ahead and both

light and heavy industries are maintaining their previous gains.

The tobacco markets of the state are active with the quality of leaf

above the general average and prices continuing favorable ... To

reach and sell this ready and able to buy market you need only a

single medium—

Che Conrier
THE LOUISVILLE TIMES

REPRESENTED NATIONALLY BY THE BRANHAM COMPANY

Za

-Sour wal

Diaper Service
Starts Paper;
To Sell Space

New York, Jan. 9.—General Diaper

Service, Inc., diaper sterilizing com-
pany, has started Baby Talk, a new
monthly publication devoted to care
of babies. Editorially, the paper will
concern itself largely with health,
while special articles by recognized
authorities on feeding, education,
training, maternity care, etc., will be
included. Advertising is being ac
cepted on other baby products.
A circulation large enough to war-
rant an initial print order of 50,000
has been developed, it is asserted.
Three groups make up the readers:
(1) Subscribers to the diaper serv-
ice, who will receive Baby Talk free
with their packages of diapers; (2)
Maternity patients in local hospitals
and (3) Purchasers of baby products
in drug stores, who will receive the
jublication with the compliments of
their local druggist.

Start “Fair Lady”

Cleveland, O., Jan. 9.—Ohio Ap-
parel Manufacturers Association, and
Cleveland Dress Manufacturers As-
sociation have started publication of
“Fair Lady,” an eight-page tabloid
rotogravure monthly, for distribution
to store buyers over the country.
The publication has two purposes.
One is to promote the prestige of
Cleveland as a source of women’s
ready-to-wear; the other, to show
buyers actual examples of Cleveland-
designed dresses and coats.

The Ohio Apparel Manufacturers
Association is made up of eight
Cleveland producers of coats and
suits, while Cleveland Dress Manu-
facturers Association embraces seven
houses in the dress field.

Creation of “Fair Lady” was
handled by Powers-House Company,
Cleveland agency.

Two for Hillman-Shane

Helene Brassiere Company, Holly-
wood, Cal., and Lord’s Department
Store, Los Angeles, have appointed
Hillman-Shane Advertising Agency,
Los Angeles. Magazines, newspapers
and business papers will be used for
Helene Brassiere Company, and news-
papers and radio throughout South-
ern California for Lord’s Department
Store.

Gets Pichel Account
Pichel Products Company, Peeko
cake flavoring, has appointed Ed-
ward Linn Associates, New York, as
its advertising agency. Eastern news-
papers will be used.

Birdsall’s New Work

Harry N. Birdsall, Jr., formerly
with Morse International, Inc., and
H. W. Kastor & Sons, has been ap-
pointed production manager of Wild-
rick & Miller, Inc., New York.

W. L. Crocker Passes

Walton Lee Crocker, 67, president
of the John Hancock Mutual Life
Insurance Company, Boston, died
Jan. 4. He spent thirty years with
the company.

300,000 con-

trolled circulation
of private golf club members.
Sure; free circulation. So is
radio, but golf club member-
ships cost from $100 a year up:
Now what?

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January 13, 1936

ADVERTISING AGE

lor bro Business

DVERTISERS who have achieved leadership
have all recognized this one simple truth:
There is only one market for big business.

It is the ov/y market big enough and rich
enough to absorb the products of industry.

It is the ov/y market that can make a business
GREAT.

Amid the confusion of conflicting claims
and promises, of talk about 47s marketand shat
market, the /eaders have kept theirvision clear.

There is only ONE market!

It is simply a market of people — the people
who éuy goods. How else can you classify
them? Whobuys twenty million automobiles?
Who buys seven million electric refrigerators?

There are not enough bank presidents to buy them; not
enough bookkeepers to buy them. There are not enough
doctors, or lawyers, or salesmen, or mechanicsto buy them.
There are not enough people of any one class to buy 28'2
billion dollars’ worth of merchandise a year. But together,
all these people consume this vast volume. Together they
represent the nation’s buying power—the greatest source
of wealth in the world.

This is the market the leaders sell. It is the only market
big enough for big business. No advertiser ever became
great without it.

Where is the World’s
Richest Market?

The national advertiser’s problem is clear: How to reach
most effectively and economically the people who buy
goods? There are various ways of doing it. There is one
simple, direct way.

For note this significant fact: more than 80% of all
the nation’s commodities are bought by the people living

Greatest
Circulation

in the World

in a clearly defined and comparatively small territory.

Take the United States by counties and you find that
ONE-FIFTH of the counties buy FOUR-FIFTHS of the nation’s
goods. Take the United States by towns and cities and
you find that ONE PER CENT of them, with 10,000 popu-
lation and over, account for 70% of retail sales.

Here is the richest market in the world. Here is the
concentrated buying power of the nation.

And here, in the great trading areas, The American
Weekly concentrates its more than 5,500,000 circulation.
It reaches from twenty to fifty per cent or more of all the
people living in 614 of the 995 key cities of 10,000 popula-
tion and over. It dominates, as no other publication does,
in these important retail centers where people BUY GOoDs.

Why These Millions
Read and RESPOND

How has The American Weekly achieved this dominat-
ing position?

Clearly, only an irresistible editorial appeal could attract
one-fourth of all the English-reading families in America.
The appeal of The American Weekly is fundamental and
universal. It is rooted deep in human nature, woven of
the sixteen basic elements of interest that find a response
in the minds and emotions of all mankind.

Taste in fiction may vary, but in the realities of life all
find a common meeting ground. And it is the moving
drama of life itself that is portrayed in The American
Weekly — portrayed so simply that anyone may under-
stand, yet so authentically that college professors and sci-
entific authorities read and commend. Truth stranger than
fiction makes this the most interesting, the most universal
of magazines.

Reader interest has gained for The American Weekly
the greatest circulation in the world. Reader interest gives
it extraordinary responsiveness to advertising. More than
five and a half million families read and respond. That is
the power of The American Weekly to move merchandise.
That is why the /eaders use it to sell the richest market
in the world.

TH EAN ERI CAN
WEEKLY

“The National Magazine with Local Influence”

Main Office: 959 Eighth Avenue, New York City

Branch Offices: PALMoLIVE Bupc., Cuicaco

Monapnocx Bupe., SAN FRANCISCO

- § Winturop Square, Boston

Generat Motors Buipc., Detroit

Arcave Buiopc., St. Louts Epison Bipc., Los Ancetes

Hanna Buipc., CLEVELAND 101 Marietta St., ATLANTA

The SOCIAL REGISTER

of

AMERICAN BUSINESS

A partial list of Important Advertisers in The American Weebly
during 1933, 1934 and 1935

Afbliated Products
Edna Wallace Hopper
Neet
American Chicle Co.
American Kitchen Products Co.
American Radiator Co.
American Safety Razor Corp.
Armour and Company
Associated Oil Co.
Axton-Fisher Tobacco Co., Inc.
Babbitt, Inc., B. T.
Bauer & Black
Beech-Nut Packing Corp.
Ben-Burk, Inc
Best Foods, Inc., The
Borden Co., The
Bourjois Sales Corp.
Bristol-Myers Co.
Ingram‘s Milkweed Cream
Ipana Tooth Paste
Mum
Sal Hepatica
Brown & Williamson Corp.
Burnett Co., Joseph
California Fruit Growers Exchange
Califorma Packing Corp.
Campana Sales Co.
Carter's Ink Co.
Champion Spark Plug Co.
EScsetbaomel Mfg. Co., Cons'd
Chieftain Mfg. Co., The
Chrysler Corporation
Dodge Bros.
Plymouth
Clorox Chemical Co.
Coca-Cola Co
Colgate-Palmolive-Peet Co.
Brushless Shave
Cashmere Bouquet
Dental Cream
Palmolive Soap
Super Suds
Conklin Pen Co.
Corning Glass Works
Coty, Ses.
Crosley Radio Corp., The
Dennison Mfg. Co.
Ethy! Gasoline Corp.
Eugene, Led.
Fitch Co., F. W.
Florence Stove Co.
Ford Motor Company
Frederics, Inc., E.
General Cigar Co.
General Electric Co.
General Foods Corp.
Bran Cereals
Calumet Baking Powder
La France
General Mills, Inc.
Bisquick
Gold Medal Flour
Wheaties
General Motors Corp.
Buick Motor Co.
Chevrolet Motor Co.
Fisher Body Corp.
Oldsmobile
Pontiac
Gillette Safety Razor Co.
Gold Dust Corporation
Goldman, Mary T.
Goodyear Tire & Rubber Co., Inc.
Great Atlantic & Pacific Tea Co.
Heinz Co., H. J.
Holland Furnace Co.
Hubinger Co., The
Hudnut, Richard
Hump Hairpin Mfg. Co., The
anvier, Inc., Walter
ergens Co., Andrew
ohn Hancock Mutual Life
nsurance Co.
ohnson & Johnson
ohnston Co., Robert A.
<aufmann Bros. & Bondy, Inc.

Kellogg Co.

Kelvinator Corporation

Kessler Distilling Co., I ulus

Knox Gelatine Co.

Kolynos Co., The

Kotex Compan

Kraft-Phenix Theo Corp.

Lambert Pharmacal Co.

Lamont, Corliss & Company
Pond’s Face Creams
Pond’s Face Powder

Lane Bryant

Lea & Perrins, Inc.

Leeming & Co., Inc., Thos.

Libbey-Owens-Ford Glass Co.

Libby, McNeill & Libby

Lipton, Inc., Thomas J.

Lorillard Co., Inc., P.

Metropolitan Life Insurance Co.

Modess Corporation, The

Nash Motors Co.

National Biscuit Co.

Ritz Crackers
Shredded Wheat

National Dairy Products Corp.

National Radio Institute

Nestle-Le Mur Co., The

Norwich Pharmacal Co., The

Old Dutch Cleanser

Oyster Institute of North America

Pacific Mills

Park & Tilford

Parker Pen Co., The

Penick & Ford, Ltd., Inc.

Pennzoil Co., The

Pepsodent Co., The

Perfection Stove Co.

Pillsbury Flour Mills Co.

Pineapple Producers
Cooperative Ass'n, Led.

Premier-Pabst Corp.

Procter & Gamble Co., The
Camay
Crisco
Ivory Soap
Oxydol

Pro-phy-lac-tic Brush Co.

ua er Oats Company, The
eynolds Tobacco Co., R. J.

Royal Lace Paper Works, Inc.

Rutland Fire Clay Co.

Schenley Products Co.

Schick Dry Shaver, Inc.

Schnefel Bros., Inc.

Scholl Mfg. Company

Sealed Power Corporation

Sears, Roebuck and Co.

Seminole Paper Corp.

Sheaffer Pen Co., W. A,

Simmons Company

Singer Sewing Machine Co.

Socony-Vacuum Oil Co., Ine.

Spool Cotton Co., The

Stanco, Inc.

Standard Brands, Inc.
Chase & Sanborn’s Coffee
Fleischmann’s Yeast
Tender Leaf Tea

Standard Oil Co., The

Sta-Rite Hair Pin Co.

Sterling Products Co.

Baver Aspirin
Phillips Milk of Magnesia

Swift & Company

Thermoid Co.

Three-in-One Oil Co.

Union Oil Co. of California

United States Rubber Co,

Wander Co., The

Warren Corp., Northam
Cutex
Glazo
Odorono

Watkins Co., The R. L.

Wrigley Jr. Co., Wm.

Young, Inc., W. F.

What $16,000 buys in The American Weekly
A full page in color, more that twice the size of any other
magazine page in the world; more than 5,500,000 families
at a cost of less than '4 of a cent per family; the atten-
tion of the entire family instead of a single buying factor.

There is only ()NF marke

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* , ie 7
6 ADVERTISING AGE January 13, 1936
Nash, Kontrolar Wallace Thompson Dies Turner Files Suit “rong a Page| a > OPTIMISTIC

Appoint Merrill

The Cincinnati office of Merrill Ad-
vertising Company, Inc., has been
retained as advertising agency of
The A. Nash Company, Cincinnati
clothing manufacturer, and General
Kontrolar Company, Inc., Dayton,
manufacturer of Telechime electric
signaling equipment.

General magazines will be used by
Nash. Plans for newspaper adver-
tising are being considered. General
Kontrolar has a test newspaper pro-
gram in preparation.

Death Takes Bond

Arthur T. Bond, for many years
engaged in advertising in Boston,
died recently at Melrose, Mass., at
the age of 84.

Wallace Thompson, editor of In
genieria Internacional, and associate
editor of other publications of Busi-
ness Publishers International Cor-
poration, New York, died Jan. 7
after an illness of several months
Mr. Thompson joined the company in
1927 after an active career in news-
paper, publishing and governmental
work.

Burnham Back to N. Y.

Rufus Bradford Burnham, account
executive with James A.
Co., Inc., Atlanta, has resigned to be-
come vice-president of Evans, Nye &
Harmon, Inc., New York agency.
For many years, Mr. Burnham was
president of the Burnham Advertis-
ing Agency, New York.

Greene & |

Turner Type Founders Company,
Cleveland, O., has filed suit in the
Circuit Court at Louisville, Ky.,
against Elam Huddleston and the
Louisville Daily News and Enquirer,
recently suspended, to recover judg-
ment for $9,186.30, alleged due under
chattel mortgages for newspaper
equipment.

Black Leads Plans
for Boston Meet

Frank Black, chairman of the 1911
convention, who has since retired as
|publicity director of William A.
Filene’s Sons Company, Boston, has
been named chairman of the execu-
tive committee in charge of the 1936
convention of the Advertising Fed-
eration of America, to be held in

Club of Boston, is ex-officio member
of the committee. Other committee
members are:

Herbert Stephens, assistant chair-
man; Arthur M. Sherrill, vice-chair-
man in charge of selling; Phillip J.
McAteer, vice-chairman in charge of
production; Edmund 8S. Whitten,
secretary in charge of recording;
and Frank Black, treasurer,

Bresnahan Retires

J. F. Bresnahan has retired as
business manager of News-Week,
New York, in order to devote more
time to other interests. He will con-
tinue as a director, and will serve
the publication in an advisory capac-
ity. His personal headquarters are
in the RCA Bldg., Rockefeller Center.

; reader confidence.

New York

For Results
In Florida’s Best Market...

—The Florida Times - Union

profitable market, you must have coverage.

age is still higher.

Georgia.

Philadelphia
GARNER & GRA

Jacksonville and its trading! territory are firmly established as Florida's best

and most responsive year-round market. For assurance of 1936 sales in this

(amazingly intensive coverage that is heightened in value by an equally amazing

Consider these facts about Times-Union coverage:

JACKSONVILLE The daily Times-Union is delivered to 85

per cent of the literate families in Jacksonville. Sunday cover-

JACKSONVILLE’S The Times-Union exercises a dominant
TRADE TERRITORY sales influence throughout Jackson-

ville's trading area which covers a

broad and rich region in northern Florida and southeastern

FLORIDA Statewide circulation of the Times-Union is a plus-
value for advertisers. This circulation reaches families which

represent top-level buying power in nearly every part of Florida.

Any advertising schedule expected to produce results in Florida must

include adequate space in the Florida Times-Union.

Che Florida Cimes -Union

LARGEST CIRCULATION IN JACKSONVILLE
Daily — FLORIDA'S LARGEST NEWSPAPER Sunday

Represented Nationally by REYNOLDS-FITZGERALD, Inc.
Chicago

San Francisco

NT, Atlanta, Georgia

Detroit

The jTimes-Union offers an

Los Angeles Seattle

: wd

Arno B. Reincke, Chicago agency
chief. (Story on page 14.)

Malt Industry
Compliant at
Copy Hearing

Washington, D. C., Jan. 9.—Little
criticism was offered to the pro-
posed rules governing advertising
of malt beverages at the hearing
here this week, which indicates
they will be promulgated practically
in their original form by the Fed-
eral Alcohol Administration.

All false and misleading state-
ments are specifically prohibited,
with the advertiser being liable for
violations.

Advertising statements inconsist-
ent with labels are prohibited.
Statements as to alcoholic content,
either direct or implied, are also
forbidden. Examples of such state-
ments are the words “strong,” “full
strength,” “high test,” “high proof,”
“prewar strength,” and “full old
time alcoholic strength.”

Some of the Rules

In advertisements of malt bever-
ages containing less than 1% of 1 per-
centum of alcohol by volume, such
malt beverages shall not be desig-
nated as “beer,” “brew,” “ale,” “por-
ter,” “Stout,” “lager,” “bock,” or by
any other class or type designation
customerily applied to malt bever-
ages containing % of one percentum
or more of alcohol by volume,

Two or more different brands or
lots of malt beverages shall not be
advertised in one advertisement, or
in two or more advertisements in
one issue of a periodical or news-
paper, if the advertisement tends to
create the impression that represen-
tation made as to one brand or lot
apply to the other or others, and if
the representations contravene any
provision of the rulings or are in
any respect untrue.

The rules and regulations will be
formally promulgated within the
next few weeks, to become effective
March 1.

New eae” Holtz

Erwin R. Holtz, formerly assist-
ant treasurer of Freeze-Vogel-Craw-
ford, Milwaukee, has joined Wrought
Washer Company, Milwaukee, as
manager of the accounting and cost
departments,

Tell With Burns-Hall
Carl J. Tell an executive of Nazum
Electrotype Company, Milwaukee, for
fifteen years before its absorption by
American Electrotype Company, has
joined Burns-Hall Advertising
Agency, Milwaukee.

WSM

50,000 WATTS

Nashville, Tennessee

Largest talent staff of any
independent station in
America.

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In its weekly issues during the past
twelve months, Electric Refrigeration News
reported 762 refrigeration patents granted
by the U. S. Patent Office at Washington.

These 762 patents, one for every day
and every night of the year, indicate the
spirit of the refrigeration industry. They
tell of activity—development—progress—
and opportunity.

To such a progressive and growing
industry, authentic news is a vital necessity.
Electric Refrigeration News correlates this
essential information, and distributes it
around the world.

Messsss : Sriisrgsesssessess

INVENTION

PTTTTTTTTT TT Tee
- - -<-

Pha ) PECROR PRB BOER Feet e ee eRe eee

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Here is a receptive market—a major
industry which has been built up in just
one decade—a group of buyers who are
alert to the comparative merits of new

products and merchandising opportunities.

If you have a product or service of
genuine value to the market which this
industry offers, Electric Refrigeration News
is available to carry your sales message
promptly and frequently.

When you tell about your proposition in
the columns of Electric Refrigeration News,

you are telling it to the men who count.

ELECTRIC

REFRIGERATION NEWS

The Newspaper of the Industry — Issued Every Week — Written to be Read on Arrival

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Z “o Biss 2) | Sb mattis) We "See tees)
8 ADVERTISING AGE January 13, 1936

ie aes 8
Nera is ond
ae

Ski Tournament

Is Advertised
By Snuff Boxes

Minneapolis, Minn., Jan. 10.—

descent, said to be the greatest
users of this form of tobacco, were
reported to have unintentionally
laid a trail of the boxes out to the
site of the tournament.

The United States Tobacco com-
pany has also used the tournament
tie-up over the radio. Every Mon-
day night throughout January a five-

PROPRIETARY
FIELD COURTS
LEGAL SCRUTINY

Tying-up its Copenhagen snuff ad-|minute announcement will ask:
vertising with the National Ski|‘Are you one of the thousands who
tournament, United States Tobacco] will be following the Copenhagen
Company, New York, is carrying out}Snus Box trail to Red Wing Feb. New York, Jan. 10.—Manufactur-
a unique plan of exploiting its}1 and 2?” The announcement then|ers of therapeutically sound proprie-

product.
“Follow the Copenhagen Snus Box

goes on to explain the program ar-
ranged and concludes with: “You

products do not
new food and

tary drug
passage of

oppose
drug

Trail to Red Wing, Feb. 1 and 2]|can’t miss the tournament—just fol- legislation now pending in Congress,
. for the National Ski tournament |low the Copenhagen Snus_ Box Frank A. Blair, president of the
: and 50th anniversary of the Aurora | trail.” Proprietary Association, told mem-

Ski club,” read signs posted on
highways throughout the country.
These posters run 24x14 inches in
size and are followed up by a series
of fifteen Copenhagen snuff boxes
nailed on laths four feet high held
fast in the ground, and running ten
feet apart.

While every highway in Minnesota
is marked and surrounding states
are exceptionally well posted, the
campaign is running in evéry state
in the Union.

How It Started

The “snus” box entered into Red
Wing ski tournaments a few years
back, since skiers of Scandinavian

Gould Sihinein Schedule

Business having shown a decided
improvement Goulds Pumps, Inc., in-
dustrial pumps, farm and suburban
water systems, Seneca Falls, N. Y.,
will add several publications to its
schedule this year, the budget being
expanded about one-third. Bleed
pages in color will predominate. O. S.
Tyson and Co., Inc., New York, is in
charge.

Joins Princeton Agency

R. S. Pierrepont, Jr., has become a
partner in the Princeton Advertising
Agency, Princeton, N. J., which rep-
resents Princeton publications.

bers of the scientific section of that
organization at their midyear meet-
ing today at Hotel Roosevelt.

The meeting was attended by
scientists representing manufactur-
ers of drug products. It was pre-
sided over by Dr. George F. Red-
dish, former senior bacteriologist of
the United States Food & Drug Ad-
ministration, now chief bacteriolo-
gist of Lambert Pharmacal com-
pany.

“Reputable proprietary drug prod-
ucts found today in the family medi-
cine chest are safeguarded’ by
science,” said Mr. Blair. “Scientific
research in the field of proprietary
medicines has reached its highest

300,000,000 Lbs. of FLOUR
Milled in Omaha, annually

Omaha—center of the nation’s great
grain area—mills EVERY DAY:

1,000,000 Lbs. of FLOUR

360,000 Lbs. of CORN MEAL
2,400,000 Lbs. of ALFALFA MEAL, etc.

Milling is but one of Omaha’s many
varied industries—FIRST in butter-mak-
ing, SECOND in meat-packing, FOURTH
railroad center, important manufacturing
city—all contributing to make Omaha one
of the nation’s favored markets—an ideal

outlet for your products.

Omaha

dori

157 For Over 20 Years fay od a lies — above-average buyers, 48
° ° ° in rm income
— 1
—News 9 100°, independent survey. Write

The Omaha World-Herald excells all but two
or three other American
pleteness of Territory-Coverage!

newspapers in Com-
Here, “ONE

newspaper at ONE cost does the job completely !”
Read by approximately 95% of Omaha’s 54,602

tional throughout

York, Chicago,

DAILY .

SUNDAY
Nov. 1935 Statement

families (including newsstand and street sales)
—delivered by carrier boy to over 85% of these
homes—read by 74% of the city-and-town homes
in Omaha’s 15-county market

also 60,000 addi-
Nebraska and Western Iowa.

The Omaha World-Herald—with a remarkable
20-year record of unbroken leadership in Circula-
tion, Advertising Volume and News Features—

MERITS A PLACE ON
EVERY ‘‘A’’ SCHEDULE

provided leading newspapers in New

Detroit, etc.

mOere 130,788

exec 129,334

Herald

O'MARA & ORMSBEE, INC., National Advertising Representatives

New York Chicago

Detroit

San Francisco

Los Angeles

CONTAINER RECALLS WOODEN BUCKET

he tev TELY ‘3

Monten manic enoourts ©

wen Pe ine Fo TF
Aw as iat

The familiar container used to collect maple syrup formed the basis
for the design of new bottles for Towle's is

ucket syrup.

point in history and the present-day
package drug industry is conspicu-
ous for its high standards resulting
from constantly extended research.

Big Annual Sales

“The sale of manufactured drug
products in this country has grown
from $81,000,000 in 1899 to more
than $300,000,000 in 1935. With its
expansion has come a widening of
scientific research.”

Mr. Blair said that manufacturers
in the proprietary field should main-
tain strict censorship over advertis-
ing claims as to therapeutic value
of their products. The Proprietary
Association, through an Advisory
Committee on Advertising, seeks
constantly to improve advertising
methods and practices, he said, and
legislation now pending in Congress
proposes stricter government con-
trol of advertising as to drugs as
well as foods and cosmetics.

“No reputable manufacturer in the
proprietary field,’ said Mr. Blair,
“can object to fair and reasonable
legislation designed to protect the
consumer from worthless products
and fraudulent statements in adver-
tising.”

Joins Jam Handy

Albert J. Kelley, motion picture di-
rector, has joined Jam Handy Pic-
ture Service, Inc., Detroit.

Promotes LaGorce

Raymond W. Welch, advertising di-
rector of the National Geographic
Magazine, has appointed Gilbert La-
Gorce, associated with the Eastern
advertising staff for the past two
years, as the New England repre-
sentative.

G. F. Appoints Spates

Tom G. Spates, formerly on the
staff of Industrial Relations Counse-
lors, New York, has been appointed
director of industrial relations of
— Foods Corporation, New

ork.

Name Alfred Rooney

Automatic Sharpeners, Inc., Cleve-
land, has appointed Alfred Rooney
Company, Inc., Cleveland. John M.
Alden is account executive. General
and business publications will be
used.

Gallop to Jones

H. M. Gallop, formerly of Lord &
Thomas, has joined the new busi-
ness department of The Ralph H.
Jones Company, New York.

Camp Names Fertig

S. H. Camp & Co., Jackson, Mich.,
manufacturers of physiological sup-
ports, will start a campaign this
spring through Lawrence Fertig &
Co., Inc., New York.

merce led

newspaper.

Again in 1935 Chicago Journal of Com-
all Chicago newspapers in
financial advertising —a definite indica-
tion of the confidence a large group of
financially able business men have in this

—

er
—— |

——

WHAT A

New York

Boston

MARKET!

595,503 sportsmen and their fami-

us for these facts, available soon.

Chicago San Francisco

—

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Si Sp it deca wa igi NR er al ee ity hag Cg hs ge ee Rete ye aad ck te Ray te Pes

January 13, 1936

———

What Makes Liberty Ditterent r

SPOUO DAY

4

[Reading Time—I Minute, 19 Seconds |

Pause at a newsstand some Wednesday, on
your way to the Biltmore, the Drake, or the
DAC. Watch the new pile of Liberty’s
dwindle. Ask yourself what it is about this
particular magazine which makes so many
people want it.

Certainly Liberty is sold the same way all
major magazines are sold. And certainly
Liberty doesn’t /ook like the biggest nickel’s
worth. Yet this magazine, alongside thicker
books with a greater bulk of words, draws
the /argest single copy sale of any magazine.
Week after week, a couple of million people
lay the cash on the line for Liberty, and they
make this decision to buy fifty-two times a
year. So there must be something about it
they like...

That something is an editorial idea which
transcends size and wordage, an editorial ap-
proach which these millions unconsciously
recognize as being c/oser to life as they live

Liberty

CHICAGO « DETROIT © BOSTON © SAN FRANCISCO © TORONTO © MONTREAL

it. Liberty’s publishing philosophy is framed
in terms of these people, their life, their lib-
erty, yes—their pursuit of happiness.

It is this editorial approach which makes
Liberty different; which has enabled Liberty,
from its very beginning, to separate from
the great anonymous mass those people who
enjoy living. And who enjoy the materials
of living.

Watch these people as they choose Liberty.
They come in all shapes and sizes, from every
walk in life—like the readers of all big-circu-
lation magazines. They don’t /ook any differ-
ent, but they are different: because of their
instincts and their attitude, they are predis-
posed to buy.

Once you understand this difference in
people and magazines, you are on the thresh-
old of a great merchandising truth, which—
if you use it—can sell more goods at a lower
cost... the easiest way to higher profits.

re
7

_

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40

ADVERTISING AGE

January 13, 1936

Advertising Age

THE NATIONAL NEWSPAPER OF ADVERTISING

Trade Mark Registered U. S. Patent Office
ISSUED EVERY MONDAY BY ADVERTISING PUBLICATIONS, !NC.
Putlication Office, 100 E. Ohio St., Chicago............--5-00 ..Tel. Del. 1337
Ses: eee ath, BOP Ws SO Bilao wc er cnddeinc ses berge eeeskeoxs Tel. BRyant 9-6432

G. D. CRAIN, Jr.,
KENNETH C. CRAIN, Vice-President

President and Publisher

E. KEBBY, Secretary

MURRAY E. CRAIN, Managing Editor

HAROLD MONAHAN, Eastern Editor.

RALPH O. McGRAW, KEITH PAXTON and |

DONALD B. HARTER, Associate Editors. |
Correspondents in All Principal Cities

Advertising Department
NEW YORK: Herman C. Daych, Advertising Director; Kenneth C. Crain.
O. L. Bruns, Vice-President and Western Advertising Manager; Richard J. Ahrens.
SAN FRANCISCO: Simpson-Reilly, Russ Bldg.
ANGELES: Simpson-Reilly, 536 S. Hill St.,
B. Frank Cook, Walton Building

CHICAGO:

Walter S. Reilly, Manager. LOS
Gordon Simpson, Manager. ATLANTA:

S. R. BERNSTEIN, Director of Research and Promotion

MEMBER
Audit Bureau of Circulations, Associated Business Papers, Inc., National Publishers’
Association, Advertising Federation of America.

Vol. 7, No. 2

January 13, 1936

5 Cents a Copy, $1 a Year

Effects of the AAA Decision

In considering the effects of the|

invalidation of the

Agricultural Ad- |

| vorable

, their economic status as a result of
ithe new situation before attempt-
|ing to write the

justment Act by the Supreme Court |
in its momentous decision last |
week, it would be a mistake to as-
sume that farm buying power will |
necessarily be greatly reduced.

The appraisal of the stock mar- |
ket, in terms of quotations on the}
stocks of companies much _ inter-

such as the im-
the
there

ested in farm trade,
plement ,
mail-order
might be a
power which wwould affect the earn-
ings of thege companies
That may have premature
conclusion, as much of the evidence
points to the contrary.

While cash benefits from the fed-
eral government the
program 6 per cent of
the total income of farmers in 1955,

and
that
shrinkage of

Manufacturers
houses, was

buying

adversely.
been a

under
amounted to

these payments and the crop con-
trol program generally may have
served effectively to prime the

pump in the farm field. Hog prices
rose instead of declining When the
processing taxes were knocked out.
indicating, packers had _ in-
sisted, that consumer resistance to
higher pork prices had forced the
payments back on the producers.
This may happen in other fields also.

Crop reduction
shortage in

as the

created a
many important
Until this is made up, higher
than prices for
staples may be
production,
prices,
farmers’
expand

has
lines.
rather
lower these farm
expected.
even at
would of
cash

their

Larger
slightly lower
course” increase
and

power.

income
buying

thereby

Economics of Advertising

Furniture
cated

merchants
dissatisfaction
of advertising
manufacturers’
at present.

have indi-
the lack
characterizes
merchandising plans
They feel they
pelled to carry the burden of
creating demand for the products of
the industry.

with
which

are com-
alone

There is another important as-

pect of this situation. Little crea-
tive advertising means slow turn-
over in the furniture store. In turn,
tlrat produces high overhead and a
big retail mark-up. This is neces-
sary, but unfortunate from the
point of view of the consumer, who
may have reason to complain that
his dollar buys less value in furni-

AAA | them out of the prices of the ma-

|
|
|

| cision,

lto be beneficial rather

in

|
Hence we believe that hasty con- |
clusions regarding the effect of the |
decision on the buying power of the
farm markets should not be made,
but that those who sell to farmers
should be prepared to note both fa-
and unfavorable changes in

answer.
from the |

industries |

Looking at the decision
viewpoint of the
which have processed farm prod. |
ucts included in the AAA program, |
it may very well prove to be a great
and immediate benefit to them.
Many of the processors were unable

food

to pass along the taxes to their con-

sumers in whole, and_ therefore
either absorbed a part of them o1,
as in the case of the packers, took

terials they purchased.

The elimination of the processing

taxes will free these companies
from a harassing and perplexing
problem, They may be able to

lower prices to the consumer, as the |
flour mills have already done, and
thus increase consumption. They
may have more funds available for
sales promotion and sighbandhearntied
since the

processing taxes absorbed
a large part of current

In short,

revenues.

immediate stimulation of
and merchandising in
these lines might well follow the de-
especially as food products
advertising, perhaps due to the AAA
situation, declined severely in 1935.

busi-

advertising

Thus from the standpoint of
ness in general and
the decision

advertisers in

particular, may prove

than harmful.

ture than in other lines where turn-

over, accelerated by advertising, is
rapid, overhead is low, retail mark-
up is moderate and consumer in-
terest is well maintained.

Those interested in the economics
of advertising
while to figure what would be the
effect on the furniture trade of a
greatly increased volume of

might find it worth

adver-

tising, accompanied by new appeals
based on more modern styling. The
consumer’s greater interest in and
consciousness of furniture, reflected
in faster turn-over and lower retail
prices, might easily change the
whole philosophy of furniture mer-

chandising and selling.

|as we saw it.
|published a reader-advertisement giv-

/we claim to

| director

SELLERS' MARKET?

DRAWN BY FRANK LENFEST

Copyright,

1936, Curtis Publishing Co.

"Could | interest you in selling me an overcoat?"

_Voice of the Advertiser

Bubert’ s Answer
to “Where's George?”

To the Editor: I have subscribed
to Apverrisinc AGre since your first
issue and I must say that we have
secured much valuable information
from it.

In your issue of Jan, 6, you carry
under “Voice of the Advertiser” a
letter from W. Buchanan-Taylor re-
garding the use of “Where's George?”
Mr, Buchanan-Taylor seems to be of:
tended because we used the missing
character idea as featured by him for
Lyons of london.

We first saw this series in a clip-
service and it followed shortly in
your publication. Without giving the
matter more thought because it did
not carry a copyright line, I sug-
gested that it be used by a local store,
At that time, I had no idea that we
would create “a furor in British ad-
vertising circles,” as our ideas are
often used by others. No attempt
was made to conceal the name of this
particular plan for we did not con-
sider that Lyons of London was in-
terested in Kentucky circulation.

We saw the article in the London
advertising publication and we wrote
to the editor, explaining the situation

On the same day we
London full credit for

ing Lyons of

| the original idea.

has been made that
have originated the
series. This is not the case. In the
article written by Joseph C. Graves,
of publicity, Graves, Cox &
Co., Lexington, in Southern Adver-
and Publishing, he stated:
“The idea of starting a man-hunt for
George in Kentucky was suggested to
me by—.”

So, that is the true case history of
George in Kentucky,

The statement

tising

EK. H. BUBERT,
Adv. Mer., Lexington Herald,
P. S.: Fulton invented the steam-
boat.

- =~ &

Glad to Steal?

To the Editor: I was much in-
terested in the letter of Mr. Bu-
chanan-Taylor in regard to the bare
faced steal of the ‘‘Where’s George?”
campaign by an American syndicate.

Salesmen for this syndicate make
no bones about it being a stolen idea.
One called on me and his first step
was to show ADVERTISING AGE of June
3, carrying the story of the English
campaign.

Louis F. CAaun,
Cahn & Miller, Inc.,
Baltimore.
7’ = 9

George Has Gone
for An Aspirin

Buchanan-Tay-
regarding the
|

To the Editor: W.
lor, whose plaint

plagiarism of his “Where’s George?”

/campaign appeared in your issue of

Jan. 6, undoubtedly would suffer a
recurrence of his headache were he
aware of the advertising which a
Milwaukee department store is run-
ning currently.

Mr. Buchanan-Taylor doesn’t seem
to be the only sufferer at the hands
of this store. Some of its copy is

strangely reminiscent of Art Hel-
fant’s car-card series for Wrigley’s
gum.

MARK K, PINKERMAN,
Adv. Mer., Wesley Steel Treating Co.,

Milwaukee, Wis.
vy¥sy’

Pet Subject
To the Editor: I just want to say
thanks for the nice writeup of my
talk at the Boston Advertising Club
a couple of weeks ago.
By the way, I find ADVERTISING AGE
a wonderful aid in keeping up to

date regarding all developments in
the advertising world—new cam-
paigns, business changes, etc.

I have been especially pleased to
see the articles you have had regard-
ing copy testing. This is my pet sub-
ject and I believe an important one.
You have certainly done valuable
work in preaching the necessity of
copy testing.

JOHN CAPLES,
Batten, Barton, Durstine &
Osborn, Inc., New York.
. F

No More Licking

To the Editor: The little gadgets
I’m sending along to you—Thoro
Moisteners will do anything a hu-
man tongue will do to a strip of gum,
and do it as well or better.

Like tongues, they’re always moist
(the cover does that). You can use
them right side up or upside down.
They'll deliver a big broad swipe on
the top, or a dainty tongue-tip of
moistening on the edge.

Bid a happy farewell to sponges
that are too dry and china wheels
that are too wet--and that nauseous
distate that goes with tongue-lick-
ing of stamps, envelopes, labels, tape
and other be-gummed, but necessary,
accessories.

Please don't
brain for an
Thoro
rately.

Call it a
spirit—or

rack the
excuse to
Moistener I’m

editorial
accept the
sending sepa-

gift in the Christmas
just an expression of our

desire to save delicate’ editorial
tongues from repugnant intimate
contact with the residue of dead

horses, or tapioca.
S. HoLLarNDER,
Ever Ready Label Corp.,
New York.
v v v

Slogan for Sale
To the Editor: About one and one-
half weeks ago I sent to you one dol-
lar as renewal of my subscription to
ADVERTISING AGE.

Pres.,

nee

I also requested from you any
‘names of insurance companies, auto
jassociations or auto manufacturers
who in your opinion might be pros.
pects for a safety slogan.

I believe this slogan is salable for
a good sum provided I can contact
the right parties, It is only five
words in length but it has the king
.of punch that will make it sink into
|the consciousness of motor car
drivers.

At any rate will you let me know
/if you are able to make any sugges
tions in line with the above.

CLARENCE T. Lapp,
East Greenbush, N. Y,

Mr. Ladd has been provided with
the names of advertisers who are
using safety in their current cam.
paigns,

7: =. ¥

Plausible Alibi

| From Caroline
| To the Editor: Because I like to
| read proof just as some women like
| to knit, I take keen interest in al!
ty pographical errors—except those
— are merely slovenly.

}

Pondering over the indignation of
| Walter C. Hellman, of Philadelphia,
lover being re-named “Wellman” by
one of your reporters, it occurred to
me that Walter Wellman was a name
we used to see frequently in advertis-
ing publications as one of the most
distinguished of the New England
fraternity.

Wasn’t he with Lowney’s choco.
lates, and didn’t he later go to one
of the New England colleges? Wish
we could hear more from some of
the old guard.

But at any rate, it seems to me if
I were Philadelphia Account Execu-
tive Hellman, it wouldn’t seem so
bad to be confused with such an
honored name as Walter Wellman.
Anyway, don’t take it out on the
proofreader—maybe he or she was
reminiscing as I do sometimes.

CAROLINE W. CARTER,
Packaging Products Corp.,
Cleveland.

vv Vay

No Consistency
To the Editor: I like the new
type face that you have chosen to
use in certain spots of ADVERTISING
AGE, but why not be consistent and
go all the way with it?

ALLYN B. McINTIRE,
Vice-Pres., Pepperell Mfg. Co.,
Boston.
ba v v

Christmas Gift

To the Editor: Please send Ap
VERTISING AGE for one year to the
appended name. This is a Christ-
mas gift by Gregg Puster, of the
Frisco Lines, to his friend, George
L. Earnshaw. If you have a special
ecard indicating that this is a gift,
please enclose it with the first issue.

IRENE GRAY,
St. Louis.
v ¥ v

Life Everlasting

To the Editor: Seeking a return
only in good will and prestige, Sand
Springs Ginger Ale Corporation, Wil-
liamstown, Mass., reprinted for
Christmas the New York Sun's fa-
mous editorial, “Is There a Santa
Claus?” The booklet in color was
mailed to 8,000 of the best families
in its market, as well as distributed
through grocery and drug stores and
to Sunday School classes and Girl
Seout units.

The booklet carried no advertising
except the company’s name in small
type. Promotion was handled by this
organization.

IRVING PHILLIIS,
Phillips, Albertson & Bull,
New York.

The editorial which first appeared
in the Sun Sept, 21, 1897, was evoked
by the query of an eight-year-old
child, whose friends had sought t
disillusion her. Her father, side-ste?
ping the question, suggested that she
write the Sun, which “prints nothins
but the truth.” Upon receiving he
distressed letter, the editorial write
‘in his happiest vein, replied:
| “Virginia, your little friends .
wrong. They have been affected ?
the skepticism of a skeptical @&
| They do not believe except they see

34)

(Continued on Page

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tg! ” . hy re il = -pad, * - er Pitenge ex ¥ f a VE Pye erin - Lecili s t iS ea 5. RAST NE UBIO Fe me OR Sees : + eX ee LN, LL) REE Regret ea Sas oi. JL SPS ees

January 13, 1936 ADVERTISING AGE

oe
_ ——— -

new
n to
SING
and

RE,
Co.,

AD
the
1rist-
the
orge
ecial
gift,
ssue.
AY,
lis.

eturn
Sand
Wil
for
's fa-
Santa
was A CLIENT ASKED FOR
nilies

buted

s and

: MODERN MADONNA

y this

Is,

Bull United Drug, Boston, asked for a subtlety, got it. Not just another “mother

eared
yoked
ar-old
ht to
e-step
at she
thing
ig her
vriter,

and child” picture. Not a stereotyped posey model at so-and-so much a
grin. But a self-forgotten mother, the world in her arms; a child as only
a parent usually sees him. People say this photograph tells that story.
We say that is real photographic art—real photographic advertising.

NDERWOOD & UNDERWOOD |

242\W. 55th ST.. NEW YORK

Is are
‘ed bY
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237 E. ONTARIO ST., CHICAGO ° 230 E. ALEXANDRINE ST., DETROIT

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12

7 RAE AD: WSEAS,

Bi x

FIRST!

This issue of Advertising Age
publishes first the list of 150
leading magazine advertisers for
1935; the 105 leading chain radio
advertisers and the 50 leading
spot broadcast advertisers; the
first 50 farm paper advertisers and
the 12 leading newspaper roto-

gravure advertisers.

These advertisers are first in their
respective classifications—just as
Advertising Age is first in re-

porting the news of advertising.

Advertising Ag

THE NATIONAL NEWSPAPER OF ADVERTISING
Member A. B. C. Member A.B. P.

New York Chicago © Atlanta San Francisco Los Angeles
330 W. Forty-second St. 100 E. Ohio St. Walton Building Russ Building 536 S. Hill St.

January 13, 1936

Tea Campaign
To Open Monday
In Cleveland

(Picture on Page 41)

New York, Jan. 9.—A test Cam-
paign costing $500,000 will begin
Monday in the Middle West under
the sponsorship of the Tea Market
Expansion Bureau, which represents
90 per cent of the world’s tea export
business. A. Maccreanor of William
Esty & Company is in charge.

The purpose is to stimulate tea
consumption, and the effort antici-
pates a sharp increase in American
tea advertising in the next few
years. America ranks second now
in volume of tea imported.

States to be covered by the new
campaign are Illinois, Indiana, Michi-
gan, Ohio, Pennsylvania and New
York. Newspapers in 74 cities will
be used, along with one women’s
magazine, radio, trade journals and
the outdoor medium.

First copy will appear in the Cleve-
land area. At two week intervals the
newspaper drive will advance to De-
troit, to Buffalo and other parts of
the test territory. The funds for
this advertising are raised through
fixed taxes paid by growers in India,
Ceylon and Java-Sumatra on tea ex-
ports, under supervision of the Brit-
ish and Dutch governments.

Says Plans on
Insall Chain
Proceed Apace

Chicago, Jan. 10.—Plans for forma-
tion of Samuel Insull’s Affiliated
Broadcasting Corporation, proposed
chain of small Mid-Western radio
stations, have brought results fully
up to expectations, ADVERTISING AGE
was told today by Ota Gysgi.

Contracts between ABC and vari-
ous stations are now being signed,
and operation of the chain is ex-
pected to start shortly after March
1, he said. No Chicago outlet has
yet been selected.

The chain will consist of the fol-
lowing stations, if all contracts
which ABC has_ submitted are
signed: WCLS, Joliet; WTAX,
Springfield; WHBF,. Rock Island, all
in Illinois; WWAE, Hammond;
WTRC, Elkhart; WBOW, Terre
Haute, and WOEA, Evansville, all in
Indiana; and in Wisconsin, WKBH,
La Crosse; WHBL, Sheboygan;
KFIZ, Fond du Lac; WHBY, Green
Bay; WOMT, Manitowoc; WIBY,
Poynette, and WRJN, Racine.

These stations have 100° watt
power, with the exception of the
1,000 watt WKBH, and the 500 watt
WHBL.

Mr. Gygi, a musician, who pro-
moted a radio chain headed by Ed
Wynn several years ago, is expected
to act as program director of the
chain.

N. Y. Promotion Group

Names Committees

At the first 19386 meeting of the
New York Newspaper’ Promotion
Managers Group, attended by fifteen
members representing seven news:
papers, several committees were ap-
pointed.

One for study of promotion for the
New York market is headed by Ken
Mason, New York Sun. A committee
named to consider possible news-
paper activities in connection with
the 19389 New York World's Fair is
in charge of Arnold Breakey, Vew
York Journal.

Elsa Lang, New York Herald
Tribune, is chairman of a committee
to plan for speakers at future meet:
ings. The committee on statistical
studies, headed by Ivan Veit, Vel’
York Times, is continuing work be
gun last year.

Honeck Rejoins Erie
William Honeck, former New York
representative of Erie Lithographins
Printing Co., Erie, Pa., has rejoined
the New York sales staff.

. es 9
Big Issue of “Argus
Rock Island, Ill., Argus published
its annual year-end review editiol
Dec. 31. The paper contained
pages, against 76 for 1934.

80

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January 13, 1936

ADVERTISING AGE

, rose “q
3 RETAIL
+1935 -

6. American 253,475

7. Eagle AN RE

yy

GENERAL
- 1935 °
1. Times 4,248,911
2. H. Trib. 3,696,009
3. Sun 2,712,453
4. NEWS 2,510,573
5. Americn. 2,285,892
6. W.-Tel. 2,210,533
7. Eagle 1,979,063
8. Journal 1,711,288

9. Mirror 1,009,764
10. Post 939,568
11. Times U. 696,058

( Q }
¥ DEPARTMENT STORE
* 1935 -
1.NEWS 6,790,564
2. Sun 5,768,430
3. W.-Tel. 5,447,344
3. Journal 542,819
4 Weel. 440,636 |
5 Times 369,696
F |
* FINANCIAL
* 1935 - |
1. Times —_ 1,018,808
2.H.Trib. 666,225
3. Sun 414,035
4. NEWS 320,505
5. W.-Tel. 277,974

1. NEWS 14,487,110
2. Times 9,881,738
3.Sun 8,496,758

=
=

& TOTAL
- 1935 .-

1. Times 19,420,969
2. NEWS 17,817,490
3. Eagle 13,396,987
4. H. Trib. 13,224,204
5.Sun 12,262,028
6. W.-Tel. 11,968,446
7. Americn.11,219,301
8. Journal 7,987,527
9. Times U. 4,826,123

10. Mirror 4,172,621 *
11. Post 4,033,833

——

New York Newspaper
LINAGE & Rank—1935
fron MEDIA RECORDS.
Final figures on Radio and
Refrigeration for 1935 were
not available when this issue

of Advertising Age closed.

“a

A
*

RADIO
* 1935 -

1. NEWS
2. Journal

3. Wo rld-Toaloar-—

o>!

|

DRUG STORE PROD.
- 1935 >

1. NEWS 783,682
2. American 412,121

4 lournal 333,375

f

DISPLAY

* 1935 -
1. NEWS 17,756,851
2. Times 15,758,126
3. Sun —:11,988,058
4. H. Trib. 11,533,312
5. W.-Tel. 10,594,841

ox

JEWELRY

* 1935 -
1. NEWS 780,184
2. American 77,910
3. Journal 64,623

REFRIGERATION
* 1935 -

1. NEWS

2. Eagle

3. American

4. Journal

5. World-Telegram

+ A

CLOTHING

+ 1935 -
1. Times —_ 1,880,703
2. NEWS 1,727,790
3. H.Trib. 1,035,558

4. Journal 878,810
5. Sun 697,768
6. W.-Tel. 565,637
7. Eagle 383,210
8. Post 320,140

9. American 262,032
10. Mirror 206,909
11. Times U. 120,527

AUTOMOTIVE
* 1935 -
1. Eagle 637,403
2. Times 608,669
3..H. Trib. 575,047
4. NEWS 438,663

5. American 387,811
6. Sun 364,812

7. W.-Tel. 359,696
8. Journal 321,448
9. TimesU. 195,221
10. Mirror 97,838
11. Post 40,981

12A‘
4
A
.

A GOOD PARTNER

for any business to have... with proven advertising acceptance

evidenced by its leadership in so many important classifications of

advertising ; getting the largest advertising expenditure of any newspaper

in the country—because it earns the lion’s share... with circulation

leadership embracing two-thirds of New York City families and

a larger share of the suburbs than any other paper has; positive entree

to the world’s best metropolitan market tor any advertiser... and with

the lowest milline among American newspapers... The News is very

obviously your frst buy in New York ..

.and New York is as obviously

your first buy in markets! ... Are you going to spend enough in

‘The News ¢4/s vear?

Tribune Tower, Chicago + Kohl Bldg., San Francisco

- 220 East Forty-seconp Street, New York

yD Re PER Ce GB eg ee tat OS Oe AL eb tiineta. grat titi Fn tet SC nh paateeeeh ie =e ub ti jc iy eit Reb Ot enna: 5:
oe e: a ge ‘ 5° fen ee Bitten 7 .. er ee fe fe > : tales Pres ary. pee ae she , ea er rt pairs: ¥, Re aie rch a ae be | > an sist ae 2 ee &, te Mae 4
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ise eumpag ee cine OR ce Gh a ite amet CeO TS «cig Angie at ais See I ei RR Ie aa RSE

12B

ADVERTISING AGE

January 13, 1936

MINNIE FROM
MINNEAPOLIS
SAYS.......

Well boys, I suppose by this time,
you’ve recovered from greeting the
New Year. It was an eventful Tues-
day evening for me. The lads in
the band played “The Music Goes
"Round and ’Round” and I did too!

* * *

A lot of things have happened
since I batted out my last note. |
guess I told you once about The
Minneapolis Star building those
branch stations all over town.
Well, when they finished the last
one, number 42, they found cir- |
culation had been growing so _ |
fast that they had to put up
two more!

* *

The boy friend is still talking fig-
ures (hope he doesn’t forget mine
— I don’t mean to brag, but it
isn’t bad) and he said The Minnea-
polis Star’s December net paid aver-
age was 100,555.

* * *

I'll bet some of you guys think the
circulation gains of The Star have
been made by magic, or wand waving
or something. If you ask me, it’s
just because The Star is a better
paper and sold by the brightest
bunch of carrier salesmen you ever
saw! Boy! Some of those young-
sters are going to be heart-breakers
when they get in college!

* a *

The Star is still doing things in
Minneapolis. Everybody in town is
driving carefully now since The
Star announced the new 1936 li-
cense plate awards to the buggvy-
guiders who stick by the rules. The
traffic squad cars follow autos and
then pick up a careful driver and |
bring him to the station. ’Course
the “arrested” driver is a bit upset
at first, but when the man from
The Star hands him 1936 license
plates well, you'd feel good
too, wouldn't you?

* * +

Pictures and the careful driving
routes are published in The Star and
the traffic captain said this stunt was
really slowing up speedy drivers.

* * *

Have you heard about Jane
Arden? She’s the girl in that
adventure story in The Star
every day. A few weeks ago, the
paper announced a contest to
find the girl who best repre-
sented Jane. The whole town’s
talking about it and more than
3,000 gals sent in pictures and
filled out the coupon in The Star.

A great many of the pletures have
been published and believe me these
femmes would do justice to any
movie studio. There is so much in-
terest in it that a lot of the girls
were put on the radio. The studios
at WCCO have been jammed with
Jane Ardens for the last two days
as the judges select the winner. I
wanted to enter the contest, but the
b.f. said it wouldn't be fair to the
other girls. He may be right at that.

* + *

Last week, The Minneapolis Star
announced the exclusive publication
vf the Dionne Quintuplet pictures
beginning February 5, I just love
those kids, don’t you? It’s certainly
interesting to watch them from day
to day.

* * +
At lunch today, the boy friend be-
tween bites of his ham on rye, said
something about Media Records (at
first I thought he meant something
to play on a phonograph) revealed
that The Minneapolis Star carried

more daily retail food lineage in
19385 than any other Minneapolis
newspaper.

+ * *

I really am crazy about The Star.
So are a lot of other folks and I
guess that’s why it now has the
largest evening home delivered cir-
culation in Minneapolis.

* + *

And say, if any of you boys have
any influence with radio program di-
rectors or production men ask ’em
if the “Music Goes ‘Round and
"Round" in an oboe. Yours,

THE MINNEAPOLIS
STAR

Affiliated ownership with The Des
Moines Register and Tribune

INTRODUCE SOAPLESS SHAVING MUG

F. W. Fitch Co., Des Moines, is making

in a special deal.

cream, a turn of the wrist ejecting enough of the cream into the bottom of the
mug for one shave.

COURT STRIKES
AT ‘INFERENCE’
IN SEARS COPY

Denies Appeal for Ohio In-'
surance Licenses

Columbus, O., Jan, 9.—Denying
application of two insurance
panies owned by Sears, Roebuck & |
Co. for a writ to compel the state |
insurance division to renew licenses
to its Ohio representatives, the Ohio
Supreme Court criticized what it |
termed “false” advertising.

COM:

The state, in refusing to renew
the licenses, declared that the All-
state Insurance Company and Ali-
state Fire Insurance Company had
not set up an agency organization in
Ohio as required by law, and that!
advertising of the companies in
catalogues and circulars of Sears,
Roebuck & Co. gave the “impres-
sion” that that company’s assets
could be used to. satisfy claims
against the insurance companies.

“Courts are presumed to know
what everybody knows,” the court’s
decision read. “It is a matter of
common knowledge that Sears, Roe-
buck & Co. is one of the most liberal
advertisers in the United States.

“Sears, Roebuck & Co. is reputed
as being financially strong and by
its advertising sought to leave the
impression with the insuring public
that its resources were behind the
insurance companies involved there-
in. No company, domestic or
foreign, should be permitted to se-
cure business through the medium
of false advertising.”

The court then declared that the
superintendent had arrived at the
proper conclusion in respect to ad-
vertising methods. The question was
raised as to whether insurance com-
panies can receive applications for
insurance by mail, prepare the poli-
cies, and then send them to their
representatives in Ohio to be coun-
tersigned and delivered.

The companies stated that the
form of advertising criticised by

the court has been discontinued.

this miracle available to barber shops

In the bottom of the mug is a compartment for shaving

Shift Appeal
On Tareytons
To Fair Sex

Chicago, Jan. 9.—Cigarette adver-
tising directed specifically to women
smokers was launched this week by
American Tobacco Company, for
Herbert Tareytons.

Newspaper copy imitated the em-
phasis the finer sex usually places
on certain words, with the result that
the woman smoker pictured in the
advertisement talks naturally to her
audience. “A cork tip is so neces-

sary to a Wwoman’s smoking com-
fort!”, the advertisement was head-
lined.

A three-point comparison was
made of cork tip and other cigay-
ettes. A cork tip, copy pointed out,
is “nicer,” because it resists lip
stick; cleaner, because it prevents
loose ends and doesn’t stick to the
lips; and firmer, because it doesn't
become soggy.

Tareytons, copy proclaimed, appeal
to a woman’s “sense of daintiness.”

A. & P. Ponders New
Setup to Combat Tax

The Great Atlantic & Pacific Tea
Company is considering divorcing
stores operating in states which im-
pose heavy chain store taxes.

Alternative plans call for conver-
sion of some A. & P. stores into a
cooperative organization and for the
sale of certain units to local man-
agers.

Exposition to Prentke

Herbert Prentke has been ap-
pointed to handle advertising of the
Great Lakes Exposition, to be held
in Cleveland July 1-Oct. 1. Ralph
Humphrey will direct radio activi-

‘s. William Ganson Rose has been
named promotion counsel of the ex-
position. H. J. Miskell is publicity
counsel,

Hubbell Elected

Elmer S, Hubbell has been elected
president of Middletown, Conn., Press
Publishing Company, publisher’ of
The Middletown Press, evening daily,
succeeding the late Burr E. Stevens.
Mr. Hubbell continues as treasurer,
and Edward B. Stevens becomes sec-
retary.

Club Entertains
Greater Buffalo Advertising Club
was host to the Chamber of Com-
and other groups Dec. 31.

_. 1935 GAIN IN

~ ROTOGRAVURE
14.7 PER CENT

Chicago, Jan. 9.— Rotogravure
advertising im newspapers gained
nearly a million lines in 1935 as
compared with 1934, a _ tabulation
released today by Kimberly-Clark
Corporation showed. Total lineage
for 1935, with December estimated,
was 7,627,137, and for 1934, 6,652,707
lines. an increase of 974,430 lines, or
14.7 per cent.

The major increase was in the na-
tional field, which contributed 4,447,
299 lines in 1935, against 3,794,292
in 1934, a gain of 653,007 lines or
131.9 per cent. The increase in local
rotogravure advertising was 321,423
lines, or 12.9 per cent, based on
| 3,179,838 lines in 1935 and 2,858,415

for 1934.

togravure lineage was attributed by

as well as other promotional efforts
in behalf of roto.

Twelve Leading Users

The twelve leading national adver-
tisers in the rotogravure field for

1935, with their lineage’ records,
| were as follows:
1. Palmolive Soap . 272,35
2. Baper BUGS .sscavccvaes 227,041
3. thet Gee .... cviacncar 200,175
| 4. Vardley’s .......sseee-. 170,676
| 5. Colgate’s Ribbon Dental
| GONE Cocca Kees esas 169,094
| 6. Coty Face Powder...... 129,626
7. Kroger Stores ......... 120,582
&. Libby’s Baby Food...... 115,875
®. Btandard G8 ons vs nccccus 106,975
10, Parker Pan ...66ssis6 0s 100,616
1 rr ae 78,000

12. Canada Dry Ginger Ale. 72.960
Par Asks Audience

Two programs were broadcast over
West Coast CBS stations Jan. 8 for
Par soap. Radio listeners were asked
to vote on their preferences, their
decisions governing final selection for
the Par series. Tomaschke-Flliott,
Oakland, Cal., is the agency.

Hold Winter Golf Tourney

The Winter Golf League of Adver-
tising Interests will hold its 28th an-
nual tournament at Palm Beach, Fla.,
Jan. 20-24. The Breakers will be
headquarters.

The large increase in national ro. |

Kimberly-Clark to its Gallup studies | sight elties.
of Sunday newspaper reading habits, |

To Pick Its Program|

New NBC Chain
In Newspapers

On West Coast

Los Angeles, Cal., Jan. 9.—Adher-
ing closely to methods followed re-
cently in Chicago and Detroit, Na-
tional Broadcasting Company is
again employing visual advertising

to tell its story of the newly avail
able Pacific Coast Blue Network,
which began operation January 1.

Twenty-two newspapers in Los An-
geles, Oakland, Sacramento, San
Diego, San Francisco, Portland, Seat-
tle and Spokane are being used.
Evening papers in these eight mar-
kets carried full page advertisements
Dec. 31; morning papers carried full
pages Jan. 1. Both evening and
morning advertisements carried a
box calling attention to the broad-
casts of the Rose Bowl game. Fol-
lowing the initial full-page inser-
tions, series of 200-line advertise-
ments are scheduled in the same 22
| papers.
Three hundred and sixty-seven 24-
| sheet posters will be used in these
The outdoor campaign
will get under way January 15.

\Gas Industry Shows

Increased Revenues

Figures released by American Gas
Association for 1935 show that reve-
nues increased 3.4 per cent over 1934,
accounted for in large part by a 7.8
per cent gain in the natural gas
branch of the industry. Industrial
and commercial sales for the indus-
try as a whole increased 10 per cent
above 1934.

Approximately 1,100,000 gas ranges
were sold, a gain of 30 per cent over
1934. Nearly 75 per cent of these
were high priced ranges with modern
automatic features. The industry
added 280,000 customers, an increase
of 1.8 per cent. As measured in vol-
ume of gas sold, the industry gained
9.3 per cent over 1934.

Irsch in Paper Field

F. E. Irsch, Jr., associated with
Macfadden Publications, Inc., for six
years, has been named advertising
and sales promction manager of Ste-
vens & Thompson Paper Company,
New York.

Holds Annual Exhibit

The 12th annual advertising ex-
hibit sponsored by The Poor Richard
Club of Philadelphia will be held at
the Bellevue-Stratford Hotel, Jan.
15-17. The committee includes Bruce
Mathewson, W. Y. McIntire, James

McCabe and Earle Buckley.

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earsts International

oj. «COMBINED WITH

\Boishoo Kons
Book-Length Nove
by WARWICK DEEP!

Complete Novele

COSMOPOLITAN

SETS AN ALL-TIME RECORD
IN FIRST PUBLISHING
THE NOVELS THAT BECAME

THE BEST SELLERS
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» 4 Lay ee wi Bry

“ OF MAKING many books there is no end,” was

written in Ecclesiastes twenty centuries and
more before the invention of movable types and
the first hand press.

What might the prophets have said of today’s
torrent that pours from the world’s presses as the
writers of every nation tell their thousands of tales
each year? In America alone, in 1935, over 1,200
different volumes of original fiction were published.

From that huge number only a handful achieved
the literary and financial success of being listed in
the weekly record of “The Ten Best Sellers”’.

60-odd at the most were so hall-marked.

Yet of that select minority, 6 were published
first in Cosmopolitan...three times as many as in
any other publication...almost as many as in al]
the other magazines combined.

No one who has followed Cosmopolitan’s yearly
achievements in publishing Great Fiction will be
surprised at this outstanding record.

MURDER CASE ff

A PHILO VANCE STORY

me

SWIFT, WOODE

NAME

(Surname First)

ide Drive
abennes 13 Rivers

Dats REPORTED
PLAINT NUMBER

PRECINCT NUMBER | COM!

LASSIFICATION NUMBER

H-129 a 16847 Apr. 14
Murder: Shot through head with .32
revolver. Body found and reported

LEMARES

by Philo Vance.
nance = Sergt. Heath (Homicide Bureau) and

District attorney’s office.

, Lwwex oF Homncimas

.S.VAN DINE |
Author of
a rr

According to the New York Herald Tribun@fily }
novels, originally published in CosmopolitatiR amo
distinguished authors have often contribute
to write their finest stories for Cosmopolité
memorable tales in Cosmopolitan which did
the most effective background for profitable

oa

LOUIS BROMFIELD LLOYD C. DOUGLAS 5
“Single Night
“Living in a Big Way

“Precious Jeopardy * Ke
Home for Christmas * Cas

* Successful moving pictures have been made from these stories

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| Nor need anyone who recently has checked
| | Cosmopolitan’s circulation gains search further
| for a reason.

Only last month a great advertising agency re-
. iterated its fundamental belief that the impulse
behind each purchase...be it of a lipstick, a new
car, or a new hat...was “a human heart moved to
action by a basic emotional urge”’.

With equal insistence and to the same end we
have said repeatedly that ‘the emotional stimulus
of Great Fiction is the most effective background
for profitable advertising’.

d For the sole purpose of selling its clients’ goods,
inf this agency, which so firmly believes in the emo-
ull § tional approach, is the largest investor in Cosmo-

politan. You, too, can cash in on this magazine,
ly | which, for fifty years, has demonstrated its ability
to print more Great Fiction than any other avail-
able medium.

éy KATHARINE Brusu
mn, ations by McClelland Barclay

: thor of
MANHATTAN” Etc.

ribun@@ely chart of country-wide book sales, these six
solita"# among the ten best sellers during 1935. Their
ribute@® Great Fiction to Cosmopolitan...will continue
ypolitea below are but a few of their past successes...
h did ae '@ in arousing that emotional stimulus which is
fitable ing... which moves readers to buy your goods.

S. HV DINE A. J. CRONIN KATHARINE BRUSH

*Ketiivder Case §_* Kaleidoscope in 'K’ * Maid of Honor
* Cas#der Case *Woman of the Earth New York Story

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AS THE NATURAL RESULT OF THE UNIVERSAL APPEAL OF :

™ COSMOPOLITAN’S GREAT FICTION |:

S6
45-

2,478 men and women read every 1,000 copies. This, | '*
multiplied by over 1,700,000 circulation, gives ad- | .
vertisers an effective market of 4,213,792 BUYERS |

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_ GREAT FICTION, THROUGH ITS EMOTIONAL POWER, MOVES
_ MORE PEOPLE, STIRS THEM DEEPER, GETS QUICKER ACTION,

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SELLS MORE GOODS FOR YOU THAN ANY OTHER IMPULSE!

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;

January 13, 1936

ADVERTISING AGE

13

The 150 Leading Magazine Advertisers

in 1935

With Comparative Figures for 1934
(National Advertising Records)

Rank
143—Aluminum Company of America............
Including
Aluminum Company of America.........
Aluminum Seal Company ..............
Kensington Incorporated ...............
102—American Chicle Company ................
116—American Safety Razor Corporation........

21—American Telephone & Telegraph Co.......
11—American Tobacco Company, The..........

SI AFMIOEE ORE COMOERT cco c cccice cee scenses
Including
APMOUr BOG COMPABY ..cicccsvcscccers
ER eed aaad awe nee e's
63—Armstrong Cork Company ................
48—Axton-Fisher Tobacco Company, Inc., The...
76—Bigelow-Sanford Carpet Co., Inc............
39—Bon Ami Company, The .................--
81—Borden Sales Co., Inc., The................
ee fg eS,
56—Brown & Williamson Tobacco Corp.........
42—California Fruit Growers’ Exchange........
71—California Packing Corporation ............
10—Campbell Soup Company ..................
Including
Campbell’s Soups, Pork & Beans & To-
ee rr rr ere ee re ee ee ree ee
Franco-American Spaghetti ............
72—Canada Dry Ginger Ale, Incorporated......
150—Canadian Pacific Steamship, Ltd. ..........
eT, ER UN ia kan bbe mk we PS Res oniecee
107—Champion Spark Plug Company............
137—Chesebrough Mfg. Co., Cons’d..............
S—CRPySier COYpOration 4... 6c ciscseesseesae
Including
Chrysler Sales Corporation ............
De Soto Motor Corporation .............
Dodge Brothers Corporation.............
Plymouth Motor Corporation ...........
Chrysler & De Soto Cars ..... ........
PPT Pee Lee CCR CEE CT Eee
141—Clicquot Club Company ............
79—Cluett, Peabody & Co., Inc...............
20—COcn-COle COMPANY 6 oes cdcsewenctevides ves
15—Colgate-Palmolive-Peet Co. ................
59—Congoleum-Nairn, Inc. ........0cececevcens
94—-Continental Can Company, Inc..............
146—COrmine® GIAES WOPTKS. «occ cccccc cece eiwcas
87—Corn Products Refining Co. ...............
De Nh ain 400-405 ASTER EERE OORT EO ERS
Including
te, OR ee ie ee Se eA ite OEE Heo Bd" ed bs
EE, OE vines co oe OSSaaw asa Kaew

61—Cream of Wheat Corporation, The.......
i18—Crosley Radio Corporation, The.........
26—Cudahy Packing Company, The....
boo Vie COs Be Gee i es oe bee es pe ene HEV os hws
538—DOE. COMGRDY, Ay Theo ciwiainwecas sacecvans
66—Distillers Corp.-Seagram’s, Ltd.
Including
Kessler Distilling Co., Inc., Julius.......
Seagram & Sons, Inc., Joseph E..........
144—Dollar Steamship Lines & American Mail
Vo Meee ee re eee ee are ye eee Ce Eee
86—Drackett Chemical Company, The..........
45—du Pont de Nemours & Co., Ine., E. I........
Including
du Pont Cellophane Co., Inc.
du Pont de Nemours & Co.,
du Pont) Rayon Company’... ..ccicecscss
du Pont Viscoloid Company ........ 5x i
Remington Arms Company, Inec..........

Se hes oS > + ES

23—Bastman Kodak Company ...is.c.05 0.600
%1—Electrolux Refrigerator Sales, Inc...........
149—Elgin National Watch Co..................
Gee ae a ke he ee Rb ow eo Seo els Behe a
10G-—=FACtOr BeGGIOs, TERE eves c cee seer edsietaws
Gee eeE I MOS. Gi. a iraniawre Go be sis § oa ew eb es
18—POrd Motor COMPANY 2c nn cts eee
Including
POPe DECcOr LiGMOGRY 16 isi casei cies
EABGOIN Motor COMPANY 6. iirc ccccess
»7—Frankfort Distilleries, Incorporated .......
130—French Company, The R. T................
12—General Electric Company .................
%—General Foods Corporation ................
Including

Peer 6 COCUIOCE s4n5 si cs Sr ccca ese cider
WB COON gikiccsiess Anco eens ee ee
Calumet Baking POWGer .i..65 5 coc cecccas

SO sabes hes ks rs Lbs oe Oneness
SN a hincie ha saint ease HET ees
CEUS-TIUCR PURKOR. 5c kde cwse nian iveae

SU ERR rere err oie ces 0286-5, 4-55, Hea es SDS

im Prance Soa: FIAKGG . ..iscc6sscacse

Ee GODIN BVEGD: ok okie hiss ee scsees
MGBRWO! House COMEG....... i icck ves
PETG WOO ie 6 o-5b sores et eSunwce
Pe ECE PIR ROS ioc oie ckie emis wRioweers

Pout Taasties Cori FIAKGS «..66 66sec ss,
POStQIB-TABIANE FOSBTUM 6666 cc eter inde

MN EOD 5551065 ss ht eos Wis sos HEGRE SOK
SNUG ee c's hp ak 2s sow Sle aisle is Wane’
Swans Down Cane FIOUr ....50s6cccscess
et rr roe nr

1935
161,859

95,728
16,308
49,823
237,094
196,818
827,468
1,557,584
543,601

510,575
33,026
406,428
476,542
317,134
519,051
304,478
1,793,155
433,392
493,896
339,668
1,711,235

1,578,285
132,950
339,352
152,585
362,295
218,420
168,290

2,501,131

338,770
231,625
909,021
959,800

161,976
305,304
829,625
1,094,474
418,048
271,160
157,313
291,697
194,118

177,018

17,100
410,594
194,963
684,337

394,748

161,791
294,275

486,664

207,000
133,162
115,860

4,860

940,182

872,711
67,471
432,277
178,650
1,428,046
1,713,091

109,916
95,425
21,457

170,125
46,386

236,205

$

1934
104,380

88,620
15,760
213,969
187,743
820,693
780,228

52,604
466,880
566,240
335,890
569,949
319,150

1,390,898
442,339
426,915
326,600

1,929,433

1,817,563 |

111,810
286,075
106,487
271,503
215,555
152,445
2,194,604

374,789
145,190
710,935
930,160

14,510

19,100
138,570
266,389
601,110
826,537
401,453
298,405
212,224
189,991
226,685

209,595
17,090
379,235
87,858
718,719
197,291
134,660
96,215

140,789
213,025

540,786

221,400
184,188
115,425

884,626
182,920
159,298
328,650
104,465
288,360
495,245

379,760
115,485
214,830
134,038
1,628,630
2,248,592

162,050
97,254
301,074
177,539
835
17,100
237,341
31,212
42,110
171,019
154,325
259,580
54,402
75,275
238,250
229,226
973,555

| Rank
1—General Motors Corp.
Including
A C Spark Plug Company..............
Buick Motor Company
Cadillac Motor Car Company.........
Chevrolet Motor Company
Delco Appliance Co.
Delco Products Corp.
Delco-Remy Corporation
Ethyl Gasoline Corporation
Fisher Body Corporation
Frigidaire Corporation
General Motors Acceptance Corporation.
General Motors Truck Co..............
Inland Manufacturing Co.
Institutional Copy
New Departure Mfg. Company..........
Ce UG Ws <lcs cee howe i cevneeees
Pontiac Motor Company................
Sunlight Electrical Company
Winton Engine Corporation ............
90—General Tire & Rubber Company, The.....
64—Gillette Safety Razor Co., The.............
58—Goodrien Ce., THO B. Fivccccivesvvercsccsy
Including
SS ey oa a ere
Goodrich Footwear Corp., B. F...........
Hood Rubber Company, Inc..............
Miller Rubber Products Co., Inc.........

32—Goodyear Tire & Rubber Co., Inc., The....
147—Gordon’s Dry Gin Company, Limited.......
CORON EO ose coe eka s at see CVE Re Hee RR
114—Greyhound Management Co, ............+..
88—Grove Laboratories, Inc., The..............
78—Hawaiian Pineapple Co., Ltd...............
16—-Fieins COMPANY, Fi: Fike ccc conc eevee enssons
83—Hookless Fastener Company ..............:
50—Hudson Motor Car Company...............
69—International Harvester Co. of America (In-
COUIOLOES gina gars sce nee es ewe Os 6504-02-45
109—International Silver Company .............
138—Ironisen Teast Co.,. TiG.s. ccc cscivecicscnesss
24—-Jergens Co., The Andrew (Including John
i: SO OMEOe By betccadesveateeciayess
$4—Jonnson €& JONSON... ccc vcascoeceecivense
Including
Ce, Ft, EPO Bs one ace asics owes
POROEOR Oe DOMNOOE 6 oi hie Sic eeeene dee
DE—RGUORE COMUERT 6.686 bic 6 ise esa eiusirewes
55—Kelvinator Corporation ............0..06-.
Including
BOLVINAtOr COPNGTATION: oioicis csc nceseds
Leonard Refrigerator Company..........
98—iCendall Company, TUG... ciescceescvweeess
Including
REY Mie NOE oy ieleve-qraie 8 CARA we 50 WLUp
OO ee a ee ee eee ae
121—Knox Gelatine Co., Inc., Charles B..........
38—KOteR CO,, Se BISONS CG..66 oc is wie cies
Including
MidOHer COMPRA 0666.65 ids cccdewsvvnes
TPGLOe OOMBENT sscceieSan ssw cies es cba
| 49—Lady NE HO ete ir SS d i hKCRGes xe KEES
} Sir EEO. MNEs 565 kes co aa 6 bes Giele Dee es
Including
Lambert PHAPTMACA! CO... obes cee ces
Proe-pny ee-ic. HTUSD COs. ok ik cies ci
4——[ Gn, COTO OOOO sik 66 bs cee sexes
Including
Pe CPE, Bis oo cee sk wih san dtoxwns
Quinlan, Inc., Kathleen Mary............
48—Lehn & Fink Products Co............8--8:.
Including
Ce, SPOT OUNY br iesa ees eth aa Meth cea eames
Re I Nd sic we sn oa ee ea ee
PE Ea are irae ara er oe eee gre
Tanat OUOY TPOCMOPR Cis 6k ores orev eee ce nees
199-—L awit regime CG., Bo Bikes cc twcc es ces avs
53—Libby, McNeill & Libby..........0.....008.
229—Liggett & Myers Tobacco Co...............
101—Loose-Wiles Biscuit Company..............
ee ee a ae ae
80—McKesson & Robbins, Incorporated.........
ae Se Se
54—Metro-Goldwyn-Mayer Pictures Corp........
17—Metropolitan Life Insurance Company......
o7-—Naah Motors Company, TRO. . i632... 6c. ecaes
67—National Biscuit Company.................
40—National Dairy Products Corp........06..5.0..
Including
| UD RPT e isieee teint k ele he es
Kratt-Pheniz Cheese Corp... .s.cccwss..
National Dairy Products Corp...........
29-—National Distillers Products Corp...........
Including
American Medicinal Spirits Company,
Pe PE ce as cee paces Fos Satin ee es
de Kuyper & Son, Inc., John............-
National Distillers Products Corporation.
Overholt & Co., EnC., A.v..ccccscscccses»
Penn-Maryland Corporation .............
iw me CG, OC, BIE Bice ccc vsscns
93—National Lead Company......cscccscccosss
(Continued on Page 36)

1935

....> 5,148,564

115,945
474,494
328,079
1,154,277
8,155
19,750
57,400
256,808
588,300
482,201
49,350
41,390
42,288
398,553
34,808
473,800
597,350
11,000
14,616
278,998
403,710
418,640

366,994
23,570
25,476

2.600

623,950

157,116

225,201

200,467

291,394

314,324

1,265,314

302,388

466,875

363,810
209,468
179,246

728,991

585,626

49,530
536,096
545,357

440,390

343,515
96,875

245,440

2,157

519,809
473,041
1,780,415

1,606,104
174,311
1,140,229

1,131,989
8,240
491,455

128,350
356,120
6,985
1,784,878
184,624
457,522
808,442
241,475
479,982
304,667
160,178
441,116
964,904
673,278
388,318
505,038

306,678
198,360
661,870

306,738
8,015

kD. 4, 616

$ 4

_

1

_—

—

_

—

bo

1934
069,644

102,718
350,769
205,393
,lu2z,820
8,980
14,830
428,030
839,911
414,106

35,125
351,790
31,009
274,660
366,708
13,625
5,550
229,075
311,272

466,900

372,920
21,450
70,130

2,400

900,344

2,700

136,106

138,601

195,990

322,607

,171,444

230,985

203,445

278,885
355,045
178,450

.—

480.148
531,991
411,810

268,460
123,350
199,534

182,566

16,968
214,460
356,435

62,933
293,502
241,540

965,819

813,649
152,170
177,044

,164,008
13,036
498,796

124,895
361,611
12,290
239,453
187,995
488,620
610,120
235,700
90,534
124,372
148;906
273,135
897,990
391,985
461,220
383,899

1,005
165,994

216,900
218,533

AGENCIES AND
STATIONS GET
CENSUS FORMS

Washington, D. C., Jan. 9.—The
Bureau of the Census has mailed to
all advertising agencies and broad-
casting stations questionnaire forms
to be used in supplying data on 1935
operations for the Census. of
Business.

The advertising agency form pro-
vides for classification of each
agency by legal form of organization

individual proprietorship, partner-
ship, corporation, or other, and asks
when the agency was originally es-
tablished, when acquired by the
present owner, and the number of
establishments in the same line of
business owned by the company in
this country.

Total revenue from advertising
operations in 1935 and operating ex-
penses are requested. The latter are
to be broken down to show total pay-
roll for 1935, payroll of part-time em-
ployes, and all other operating ex-
penses.

Pick Sample Week

For a sample week ending October
26, agencies are asked to give the
number of full-time and part-time ex-
ecutives and salaried officers, office
and clerical employes, and other em-
ployes on their payrolls. Total em-
ployes for the year are also to be
indicated by sex and the total num
ber of employes is to be given for
the pay period ending nearest the
fifteenth of each month.

Total billing to clients, with a
break-down by fifteen media, is re-
guested. Total billings are also

for radio talent, for promotional and
merchandising material, for store
display and point-of-purchase adver-
tising materials, for purchase of out-
side creative or technical services,
and for art and mechanical charges.

The broadcasting stations’ form
calls for total operating revenue for
1935, broken down as follows: Gross
time sales—national network, re-
gional network, and national spot
and local broadcast advertising, di-
vided into electrical transcription,
live talent, spot announcements;
sale of services of talent only, and
other operating revenue.

Operating expenses, and employ-
ment data for broadcasting stations
are to be given in the same manner
as requested for advertising agen-
seR.

START BUSINESS SURVEY

Philadelphia, Pa., Jan. 7.—Data
labeled “invaluable to advertiser” by
Fred A. Gosnell, director, will be
gathered in a federal survey of the
5,500,000 business firms of the coun-
try.

Headquarters have been estab-
lished here to direct the efforts of
26,500 field workers. Over $8,000 in
WPA funds will be spent. The sur-
vey will be completed about July 1.

“The survey will make possible
more accurate estimates of national
income than are now available,” said
Mr. Gosnell.

Allen Joins NBC

Larry Allen has resigned as man-
ager of stations KGW-KEX, Port-
land, Ore., to take charge of special
sales promotion in the San Francisco
offices of National Broadcasting Com-
pany. He is succeeded by Carey
Jennings, former commercial man-
ager of KGW-KEX.

Joins “Clobo Democrat’ ‘

Paul Hutchinson, formerly in the
sales and advertising departments of
Mound City Brewing Company, St.
Louis, and previously head of his
own agency there, has joined the
local display advertising staff of St.
Louis Globe-Democrat.

Quinby with W. E.
Edwin Jay Quinby, formerly with
the advertising staff of RCA-Victor
Company, Camden, N, J., has joined
the public relations department of
Western Electric Company, New
York.

sat

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248,726 i woe ca eas
| >
_ _ ee
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93,094 7
84 ;
135,465 L
116,400 S| 57,917
119.900 eee
a 81,970
67.863 154,335 Pree T ‘
212,875 129,288 53,064
, 81 460 63,494 25,582
Td 272,350 266,360
934,635 | 7
ng
ae ea
“ ede: 5: kK : nee : : %. os . a gl ae ne ck eee * ee: : “ a eS e 3 ae pe ia”
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Pe ay y ifaw i : 1 ange
ae 7 sane m r ‘ 7 ‘i se d.
14 ADVERTISING AGE Fane! 13, 1936
of optimism is based upon larger | “Volume has become an important AGENCY FEATURED IN BREWERY PROMOTION.
AGENCY CHIEFS schedules, revived accounts and im-;factor in earning power. There is

HAPPY BUT SEE
PLENTY T0 DO

Hard Work Still Needed to
Solve Problems

Chicago, Jan. 9.— Advertising
agencies are looking forward to 1936
with high optimism, their reports to
ADVERTISING AGE reveal. This glow

proved conditions generally.

The majority of ADVERTISING AGE’s
respondents are convinced that 1936
will see more robust appropriations,
ranging from “slightly larger’ to
“25 per cent over 1935.”

Comment regarding copy trends
included the belief that 1936 will
witness more “reason why” adver-
tising, and emphasize value rather
than price.

Arno B. Reincke, president of
Reincke-Ellis-Younggreen & Finn,
Inc., Chicago, expressed the belief
that appropriations must be larger
in 1936.

“The only way manufacturers can
meet increased taxation is through
increased sales,” he declared.

believe that the buying
public is becoming more sensitive
to quality, less interested in the
price argument, but that does not
imply that there is any less
for active salesmanship. Industry
will not be guilty of over-expansion,

reason to

but after the drastic curtailment of |
the early thirties, the stability that
goes with broader distribution and

increased market area is most at-
tractive.
a figure of increase.’

Unsatisfactory trade conditions
with Europe during 1934 suggest a
more thorough and _ concentrated
study of the domestic market, he
pointed out.

“Sales management has become

| —— -

Your Advertisement

is only

as effective as its typography

Akron + Boston « Buffalo «

development of equipment, type

and trends in advertising during

address, Executive Secretary,

Typography That

New York City + Philadelphia + Pittsburgh +

And only effective typography ean be produced steadily and

consistently by those firms who have kept pace with the

the organization whose members are banded together under the
name of “Advertising Typographers of America
ence and their product are available to you on your work with no
penalty in cost beeause each member's plant is most efficiently
managed and practically operated. Why not obtain their euidance

and counsel on your typographical work?) For full information

461 Eighth Ave,

who will furnish you with a full list of members in your locality.

faces, personnel, layout, taste

the past few years.

Such 1s

Their expert-

New York City,

OF AMERICA

MEMBERS ARE LOCATED IN FOLLOWING CITIES:

Chicago * Cleveland « Denver + Detroit °

Sets Up An Ideal

ADVERTISING TYPOGRAPHERS

Saint Louis * San Franeiseo +

Indianapolis * Los Angeles

Toronto

need |

I would not even guess at

ETT OTT LT oS
With the Compliments of 4
Griesedieck Bros. |
Saint Louis wish

This is HANDY, “Anterica’s Newest a
Bottle for St. Louis” Favorite Beer.” oa
The story of its introduction i)
‘to the St. Louis market és included. +e

ADVERTISING by ANFENGER » =!

Se . toe ps Ge 3p
Ge ee Wel te ESE Sie

_ CMhestnut 63806
Oe ee me ed

i iba

ie hin. ;
Sa efx ‘eek oti the ee

Tag used by Griesedieck Bros., St. Louis in sampling retailers.

more scientific and trade territories
are being worked far closer to their
potential values than _ heretofore.
With the ground so prepared it is
inevitable that advertising will be
more resultful per dollar invested
than heretofore.”

Walther Buchen, president of The
Buchen Company, Chicago, declared
that “everywhere among advertisers,
one finds a lessening of the in-
fluence of tradition, and in its place
a more careful regard for the needs
and facts of today. Advertisers are
expanding their activities but are
doing so with caution. Publications
are not likely to remain on schedules
just because they have always been
there.”

This healthy skepticism applies to
copy as well as media, he believes.
“Advertisers won’t continue a style
of advertising just because they
have been using it. We find, for in-
stance, a definite tendency toward
stressing of quality and_ service
rather than price.

“We find an increasing regard, even
among advertisers of highly techni-
cal products, for the human interests
and attitudes of the reader. Many
an advertiser who in former years
believed that his message was one
of ‘nuts and bolts’ is now striving
for real human interest in copy and
illustrations. The pages of Ameri-
ca’s business papers bid fair to be
more interesting in 1956.

“Our own experience’ indicates
that appropriations will be about 20
per cent higher than last year.”

Optimistic on Coast

Emil Brisacher, president of Emil
Brisacher and Staff, San Francisco,
estimated an increase of approxi-
mately 25 per cent in billings during
the first six months of 1936, as com-
pared with 1935. These figures are
based on tentative commitments.

Winthrop Hoyt, president and
treasurer of Charles W. Hoyt Com-
pany, Inc., New York, commented

interestingly on the outlook.

“As near as we can judge at pres-
ent,” he said, “advertising appropria-
tions for 1936 will be slightly larger
than the same appropriations in
1935. Unfortunately this is not uni-
versally true, for there are still cer-
tain advertisers who are troubled by
certain factors of the recent depres-
sion. The Supreme Court decisions
have undoubtedly cleared the air for
some advertisers who have hesitated
to make future commitments.

“Naturally some people wonder
what the presidential election will

do to business. Undoubtedly it will
be a great alibi for anyone looking
for an excuse, but personally I be-

lieve it will have little effect on the
recovery that has now started. This
should be a good year for all forms
of advertising media.”

Views of Harvey

R. Winston Harvey, president of
Harvey-Massengale Company, Inc.,
Atlanta, thinks there will be a tend-

ency toward larger appropriations,
but also believes 1936 conditions pre-
sent “a terrific question mark, which
means that cost ratios will be more
closely watched than ever.”

Mr. Harvey does not foresee any
major changes in media, although he
said, “occasionally there percolates
through the suggestion that adver-
tisers are learning to rely more and
more on newspapers as a main-
stay.”

The question of copy trend is un-
answerable because I am not a
prophet,” he continued, “but I do be-
lieve that both advertiser and adver-
tising men have, in many instances,
gone far afield in promoting unsound,
tricky ideas for the sake of imme-
diate business, often at the expense
of permanent sales. Maybe I am
old and decrepit in my ideas about
copy, but I still feel that funda-
mental principles of advertising lie
in a plain, straightforward, truthful
presentation of facts.”

Industrial appropriations will be
considerably larger in 1936, Roger L.
Wensley, president of G. M. Basford
Company, New York, declared, adding
that all indications point toward
1936 as being the best industrial year
since 1930.

“There will be no important shifts
in media,” he stated. “However,
many industrial advertisers are
branching out into new fields which
will necessitate use of media never
before employed by these particular
companies. The diversification of
industrial lines which has been go-
ing for several years will begin in
1936 to have a pronounced effect.”

New Copy Chief

Mr. Wensley predicted that more
industrial advertisers will base their
copy on installation studies, result-
ing in factual copy based on news
stories gathered in clients’ markets.
“From now on,” he said, “you will
find Old Man Specific the copy chief
in the offices of most industrial ad-
vertisers.”

Russell C.
Ronalds
Montreal,
be from 10 to
this year. With
he asserted that
in Canada to
trend.”

Lessing
Des Moines,

Ronalds,
Advertising
expects

president of
Agency, Ltd.,
appropriations to
20 per cent larger
regard to media,
“we consider radio
be on the downward

Advertising
reports

Company,
appropriations

much larger than a year ago. Farm
papers are getting a handsome

share of the
ing any other medium.

James T. Aubrey, president of
Aubrey, Moore & Wallace, Inc., Chi-
cago, said that “1936 looks particu-
larly good to us.”

“Not only does there seem to be a
growing amount of new business in
the offing,” he continued, “but ap-
propriations from old clients show
increases over 1935.”

Mr. Aubrey predicted a shift to
“reason-why” copy, incorporating
some hard selling licks.

increase without hurt-

KETTERLI

Sales-producing Booklets, Folders,
Inserts, Calendars, Window

US

Displays, Counter Cards, and
Complete Direct Mail Campaigns.

Have our representative call.

NEW YORK CHICAGO BOSTON

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January 13, 1936 ADVERTISING AGE

——

15

—

"Buried offer’ pulls 7%‘ inquiries for
188 line Worcester Salt Toothpaste

advertisement in The Christian Science Monitor

x NO COUPON «x

nothing but intense reader interest

* « and confidence seme

Boston
HagTFORD

t - sia 4

e value “ own for ce of oar ita:
q .

a as own e gre ‘ .

Shown above is the 188-line Worcester advertisement (in

ne reduced size). Note circle indicating the “buried offer”
oa device. No coupon, no bold display type to catch the
casual reader's eye.

*

Shown at left, in greatly
reduced size, is the actual
“Monitor” page carrying the
Worcester Advertisement.
Note circle indicating position
of advertisement at bottom of
page—and note how small it
actually is in proportion to
the total newspaper page size.

*

CHARLES W. Hoyt CoMPAny, INC
PLANNED ADVERTISING

Ree US Pavanr Ornice

December 6th, 1935.

The Christian Science Monitor
Boston, Massachusetts

Gentlemen:

Our client, the Worcester Salt Company, has granted us permission
to release the inquiry figures you request.

The 188-line Worcester Salt Toothpaste ad in your October 2nd
issue, containing the "buried offer", pulled 2,038 requests at a
space cost of $150.40 or 7=4/10¢ per inquiry.

These figures seem to us remarkable proof of the intense interest

i East Gor Srneer

and confidence your readers have in the "Monitor":

1.

4s a result of this experience we are delighted to send you at
this time orders for 1936, covering s
Salt and Worcester Salt Tooth

RS:LLV

Because this same ad has been used before with
fine results in other newspapers, but never
with any such ratio as 2,038 requests to a
circulation of 130,779.

Because 7¢ inquiries in any newspaper or maga~
zine are rare enough "birds" even when reader
interest has been "pumped up" by a heavily
featured "free offer" and coupon plus large
space — yet this ad was but 188-lines on a
2,368 line news page, and at the bottom of the
page at that.

Because both our own agency records of coupon
vs. non=-coupon ads, as well as Starch's study,
"An Analysis of 5,000,000 Inquiries", justify
the belief that if the usual coupon offer had
been employed in this "Monitor" ad, rather
than the deliberately "buried offer", our
client would have received 4 times as many re-
quests, However, as you know, this "buried
offer" test was purposely used to eliminate
"coupon clippers" and to make sure no reader
discovered this offer unless he or she had
actually read the ad from beginning to end.

Richard Stanton
Vice President
CHARLES W. HOYT COMPANY, INC.

We believe this letter from Richard Stanton, Vice President of the Charles W. Hoyt Company,
advertising agents for the Worcester Salt Company, analyzes this particular “case history” of
Monitor advertising results so concisely and specifically that no additional comment on our part is
needed — except our appreciation for the courfesy of permitting us to reproduce this letter in full.

The

CHRISTIAN SCIENCE
MONITOR

A DAILY NEWSPAPER FOR ALL THE FAMILY

published by

The Christian Science Publishing Society, Boston, Massachusetts

New York office — 500 Fifth Avenue

Other Branch offices: Chicago, Detroit, St. Louis, Kansas City, San Francisco, Los Angeles, Seattle,

edules both on Worcester

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wakes salt pleasant and easy to use Ae
4 leaning contains specially powdered pure 2. oe ™
s acter Salts soft 45 silk, plus milk pay. ete 4
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16

ADVERTISING AGE

January 13, 1936

Charges Ward
Gets Cut Rate,
Then k Retracts

Sidney, Neb., Jan. 9.
County Record, published here by
Clark Aten, has published a retrac-
tion of previous charges that the
Sidney Telegraph-News had extended
special advertising rates to Mont-
gomery Ward & Co.

Guy V. Doran, publisher of the

Telegraph-News, had filed a suit in|

the district court alleging slander.
Upon publication of the retraction,
he withdrew the action.

Publisher’s Statement

The published statement said:

“A few days ago I maae a state
ment with reference to the rate on
advertising that was being given by
the Telegraph to Montgomery Ward
& Co.

“I made the statement on _ infor-

for More Business.

If the human mind is to be impressed and persuaded into vaster buying
activity, it must be stirred by new techniques of expression and illus-

The Cheyenne |

A MAGAZINE
SELF CREATED

@ In presenting a new periodic ‘al, we take no credit for its inception. It
is literally propelled into circulation by the urgent, vital need of the day

mation that I then regarded as re-
liable. Since then I have discovered
that the information could not be
relied upon, and that I was ap
|parently in error, and I therefore
a to retract the statement, for so

ar as I know the Telegraph is giv

nd no advertisers special rates or |

privileges. Yours very truly, Clark
| Aten.”
The Telegraph-News, in a front

|page story, reprinted the retraction
from the Record and said an agree-
ment had been reached.

Bogardus Retires
Edgar Bogardus, sales and price
expert of Standard Oil Company of
| Indiana, has retired and is succeeded
| by J. C. Marshall. Mr. Bogardus
‘joined Standard in 1890, a year after
its organization, and since 1920 has

been assistant to the president.

W. H. Porter Dies
William H. Porter, 50, advertising
manager of the Clarke & Co. store,
Peoria, Ill., died at Peoria Jan. 2
after a short illness.

tration—intellectually and emotionally moving.

More Business is not

It is a projection into the immec

a review of _ performances or current exposition.
iate future, making that future today’s

instrument of marketing merchandise and good will.

Searching and sound, More Business will visit your office monthly through
the co-operation of your —_— engraver, starting with the January issue,

if you will write or ‘telep 1one him i in time. The first edition is naturally

limited.

Bolling Officer « of
| John Blair & Co.

George Bolling has returned to
John Blair & Co., Chicago radio rep-
resentatives, as vice-president. He
also becomes a stockholder.

Mr. Bolling was formerly commer-
cial manager of KYW, Chicago, and
assistant general manager of WXYZ,
Detroit. He left that station to be-
come Detroit manager for Blair. Re-
|cently he has been doing special work
for Neisser-Meyerhoff, Inc., Chicago.

Gets Paper Account

Simons-Michelson Company, De-
troit, has been appointed advertising
counsel for Detroit Paper Products
Corporation. Trade papers and direct
mail will be used for corrugated con-
tainers, Hermetex insulation and the
new plastics division.

| Wolff on Coast

Raphael G. Wolff, Chicago photog-
rapher, has opened branch studios at
321 S. Camden Drive, Beverly Hills,
Cal., where he will operate until

April 1. The Chicago studios con-
tinue.

RATING TABLES
USED BY GRAYCO
IN SALES AWARD

Los Angeles, Cal., Jan. 9.—C. H.
Pile, of Billings, Mont., won the gold
cup offered by Marion R. Gray Com-
pany, manufacturer of shirts and
neckties, for close cooperation with
the nine departments of the com-
pany, in addition to consistent pro-
luction of sales. Mr. Pile retains
he cup for one year.

The cup is awarded to the sales-
man making the best record based
on these department standards:

President: 1, Regularity in mail-
ing daily report sheets; 2, most con-
sistent gain in sales.

yeneral manager: 1, Advance
suggestions on style trends, designs,

THE

abreast

More Business

is to step up distribution
and selling to the speed of
invention and production,

to bring selling forces

signer and industrial chem-
ist. A lavish publication

befitting its intent.

PURPOSE
OF

of engineer, de-

Published by the AMERICAN PHOTO-ENGRAVERS ASSOCIATION
CHICAGO,

166 WEST

VAN

BUREN

STREET °

ILLINOIS

ASK YOUR PHOTO-ENGRAVER FOR YOUR COPY

PERFECT '36

Best Wishes

fora

“Perfect 36”

Jonn aud Lucy Biss
-~ASg0G>

fabrics and colorings, as reported by
retailers; 2, preventing return of
merchandise; 3, reinstatement of
canceled orders.

Credit manager: 1, Credit infor-
mation on new customers; 2, credit
information on old customers who
are usually slow to pay; 3, assist-
ance in collection of overdue ac-
counts; 4, reports on conditions in
local markets.

Placing of Advertising

Advertising manager: 1, Amount
of cooperative advertising placed; 2,
intelligent placing of window cards
and other promotion material in
dealers’ stores; 3, other assistance
to advertising department.

Mail order manager: 1, Increas-
ing mail order business; 2, accurate
follow-up of inquiries received by
mail; 3, general assistance.
Sampling department: 1, Prompt-
ness in returning “outs”; 2, prompt-
ness in acknowledging receipt of
samples; 3, returning samples in
good condition; 4, daily route advice
on samples, mail and checks.

Order and shipping department:
1, Fewest mistakes in writing or-
ders; 2, neatness in writing orders,
this including completeness, such as
number of zone; 3, legible hand-writ-
ing; 4, using order blank spaces as
intended; 5, accurate label instruc.
tions.

Shirt department: 1, Compliance
with information given in bulletins;
2, observance of delivery dates.

Neckwear department: 1, Ac-
curate reports on shape numbers; 2,
accuracy in writing silk numbers; 38,
observing instructions as to date of
delivery.

T. P. A. Views Business

The business outlook for 1936 will
be the main topic of discussion at the
January meeting of the Technical
Publicity Association Jan. 13 at the
Building Trades Club, with Glenn
Griswold, vice-president, McGraw-Hill
Publishing Company, Inc., speaking
on heavy industries; John Van De-
venter, The Iron Age, discussing iron,
steel and machinery manufacturing
industries, and James Lyne, Railway
Age, talking on transportation.

To Publish “Requisites”

Thomas R. Farrell and Frazer V.
Sinclair, co-publishers of Drug and
Cosmetic Industry, have been ap-
pointed by Helen N. Pope, sole ex-
ecutrix of the Frederick J. Pope es-
tate, to manage and publish Toilet
Requisites, retail cosmetics journal.
Mr. Sinclair was the first advertising
director of Toilet Requisites, in 1919.

O’Flaherty to Transit

John T. O’Flaherty has been ap:
pointed manager of the land lease
department of Transit Advertisers,
Inc., New York and North Station.
Boston. For many years he was con:
tract and service manager of Cri-
terion Advertising Corporation.

AY SCHOOLS

ADVERTISING & COPY
COMMMERCIAL ART
COM'L PHOTOGRAPHY
LAYOUT AND LETTERING ———
MEN'S FASHIONS AND —_—
PHOTO - RETOUCHING ——

Dept. L. V., 116 S. Mich. Blvd., Chicag°

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LS
OPY
ART
PHY

January 13, 1936

A... so our modern Mrs. Hubbard learned (as
millions of families and retailers already know) that an
advertisement in THIS WEEK can’t be treated as leisurely
as the usual magazine advertisement.

For THIS WEEK isn’t the usual magazine.

It's as interesting to read, as attractive to look at, as
hard to part with as any magazine. But, in addition, it's
part of the family newspaper; part of that great medium
that habitually brings shopping news into the home, and
customers right back into the stores. Action is what THIS

WEEK gives its advertisers—sales action that crowds the

Baltimore, Birmingham, Boston, Buffalo, Chicago, Cincinnati, Cleveland, Dallas, Detroit, Indianapolis,

ue

NEW

Memphis, Milwaukee, Minneapolis, New Orleans, New York, Omaha, Philadelphia, Pittsburgh, St. Louis, Washington

mails, fills the dealer's store, even sets his telephone
humming with orders.

The dealers in 21 of your busiest trading areas want you
in THIS WEEK. They know its 4,500,000 circulation covers
1 out of every 3% of their customers. They spend their
own money to buy the sales power of THIS WEEK'S 21 mem-
ber newspapers. Run a campaign here, and they'll give
you more cooperation, more display, more plugging, more
orders than you've had in many a day...

And for less money than you're spending now: a full

color page costs only %¢ per family!

AAA
QA

g a > ° a-
A) La ae j

i> hs Aus Ly GiES> LO» CEs PL Bl iad 5A

1 Motors Bldg. SAN FRANCISCO: 111 Sutter St. LOS ANGELES: Lincoln Bldg:

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18

ADVERTISING AGE

January 13, 1936

‘Bone Hunger’

Again Used by
Scott & Bowne

New York, Jan. 9.—“Bone-hunger,’
used by Scott & Bowne for the first
time in a campaign on _ Scott's
Emulsion last September, is being
employed again in a series of news
paper advertisements which began
this week.

The campaign will stress the new |
Fortified Scott’s Emulsion, this, ac-
cording to the advertising, beins
the food which undernourished bones
crave. The advertisements of 140 |
lines each will appear twice weekly

© Photo: Clyde Sunderland, Oakland

The Call-Bulletin —
established

1855-56 — modern
as the "China Clipper;'' substantial
as the Golden Gate Bridge

Holt, Hutchinson
Join William Esty

in twenty newspapers of the West
and South, continuing until the mid-
dle of March.

Will Contact

|

Eastern Chains

In general, copy will resemble| W. Stanley Holt, with J. Walter |
that in the fall campaign. Treat-| Thompson Company, Ine., for eight |
ment of the “bone-hunger” theme | Years, has a = —, a
will be somewhat simplified. Illus- | °! William ksty & Co., Nev

R. E. Hutchinson, on the copy stafi
if Geyer, Cornell & Newell for eight
years, has joined the Esty copy de-

rations again will consist of photo-
graphs of children with an occasional

ine drawing. Lucky Bowman, INC., | partment.
is in charge. i Sn
Ere New Empire Accounts
E. J. Stackpole Dead Empire Advertising Service, New
E. J. Stackpole, Sr., 74, publisher York, has been named advertising
the Harrisburg, Pa., Telegraph,|agency for Ernst Bischoff Co., Inc.,
ind Morning Telegraph, died Jan. 2| New York; Fish Net & Twine Co.,

after an illness of several months. | Jersey City; Griffin, Campbell, Hayes,
Vr. Stackpole had _ been affiliated | Walsh, Inec., New York; Isolantite,
with the Harrisburg Telegraph since |Inc., New York; Moore & Munger,

New York, and Silk Screen Supplies,
Inc., Brooklyn.

883, and had controlled the

since 1901.

paper

1 SEE WHERE

THEY DID IT W YEP AND THIS TIME

for Newspapers

New York, Jan. 9.—While national
advertising representatives of news-
papers have manifested some resent-
ment at this apparent encroachment
‘on their functions, Phillip Edwards
Company, newly formed to contact
chains for sale of retail lineage in
/newspapers, made it clear that na-
{tional advertising will not be solic-
\ited nor accepted.

Edward Kahn, general manager of
l the new firm, said that the need for
regular contact with chain store ex-

THEY WERE THE ONLY
SAN FRANCISCO DAILY @&

ey NEWSPAPER TO GAIN Sl

Mm IN GENERAL ADVERTISING

There's a reason, skipper. Sales productivity will out! That's why the

evening Call-Bulletin again chalked up a gain in general advertising, a

daily newspapers.

record all the more remarkable when you consider that 1935 was the

SIXTH consecutive year in which The Call-Bulletin led all San Francisco

Represented Nationally by Paul Block & Associates

THE CALL-BULLETIN—FIRST IN SAN FRANCISCO DAILY CITY CIRCULATION

ac

] SAFETY FIRST

“Idrive
Safely”

HOsGn WHERE HONOR Ts DCF

q
: en
INTERNATIONAL TRUCKS

New campaign designed to forward
safety and capitalize education work
waged among truck drivers.

ecutives is “vital enough to cause
us to concentrate on this retail sell-
ing service.

“National representatives have re-
luctantly handled retail contacts for
their newspapers,” he added. “Their
efforts and plans have seldom given
full consideration to this growing
phase of retail advertising.”

Mr. Kahn, who said Phillip Ed-
wards Company will later open

offices in Chicago, is associated with
Kahn Advertising Company, Akron,
O., which serves as retail advertising
counselors to the Akron Beacon-
Journal, Warren Tribune-Chronicle,
Youngstown Vindicator, Dix News-
papers and others.

“CHICAGO NEWS” BRANCHES
Chicago, Jan. 9—Chicago Daily
News will handle its own national
representation West of Pittsburgh on
and after March 25, George Hartford,
advertising director, announced to-
day. A branch will be established in
Detroit, while the remainder of the
Middle West will be covered from
Chicago. Plans for the Pacific Coast
are incomplete.

In addition, James L. Lenox will
handle all color and rotogravure ad-
vertising in the East, with headquar-
ters in New York. This is in addition
to retail lineage.

Young & Rubicam
Announce Promotions

Raymond Rubicam, chairman of
Young & Rubicam, Inc., New York,
reveals elevation of John F. Reeder,
Detroit office manager, to vice-presi-
dency. He becomes a stockholder of
the agency.

John B. Rosebrook,
rector of copy, and
associate art director, also become
stockholders. Harry B. Carpenter,
with the agency six years in contact,
merchandising and media depart-
ments, has been made manager of
the production department.

Volney F. Righter has been ap-
pointed head of the outdoor division
of the media department. Charles
Van Why is transferred from traffic
to contact; Eric Lifner to the Detroit
traffic department. Bryan Houston,
formerly with Tide Water Oil Com-
pany and Standard Oil Company of
Ohio, has joined the agency’s mer-
chandising department.

associate di-
Walter Nield,

“Realtor” Makes Bow
official

Tevas
Texas

Boards,

Reaitor,
Association

organ of
of Real Estate
will make its debut this
week. Joseph Keith, former presi:
dent, Stewart & Keith, New York,
realty magazine publishers, is editor
and publisher. Editorial office is at
the Kemp Hotel, Wichita Falls, and
publication office, 1117 Florence St.
Fort Worth.

|

| ;

| Resumes Sponsorship

| Because of the unusual response to
'“March of Time” during the holidays,
Remington-Rand, Inc., has decided to
continue as co-sponsor of the broad:
cast when it returns to a_ weekly
half-hour schedule over a_ coast-t0
coast CBS hook-up Thursday, 8:30 to
9 p.m. EST. The starting date }§
undecided.

Bannvart in Chicago
Eugene Bannvart, formerly vice
president in charge of the New York
office of Cecil, Warwick & Cecil. has
joined Blackett - Sample - Hummert,
Inc., Chicago.

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January 13, 1936

Pi: . ay a ee a ae
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owtitinee:

ADVERTISING AGE

19

——

READY TO AID

INDUSTRY SURGES FORWARD... The increasing throb of machinery
beets a stirring tune to the march of renewed industnal activity. The Commercial

National doing ita part ia making business effort more productive.

The COMMERCIAL NATIONAL BANK
aad TRUST COMPANY o NEW YORK
FLFTY-SiX WALL STREET

Member:
4 EW FORT CLEARING MOUNT AMOCLATION . FEDERAL RESERVE evevEne

Paean of triumph in bank copy.

RETAILER RAPS
DOZING MAKERS
OF FURNITURE

Says Dealer Carries Indus-
try’s Promotion Burden

Chicago, Jan. 7.—Sharp criticism
of furniture manufacturers for allow-
ing retailers to bear the entire pro-
motion burden of the industry was
voiced yesterday by B. F. McLain,
of Dallas, Tex., at a press luncheon
marking the opening of the winter
market at American Furniture Mart

here. Mr. McLain is vice-president,
National Retail Furniture Associa-
tion.

It was announced that probable
dates for 1936 National Furniture
Week, which last year developed a
heavy volume of advertising, are
October 2-10.

Joseph H. Lane,
Tennessee Furniture Corporation,
Chattanooga, took the view that
manufacturers know too little about
public psychology, as far as furniture
is concerned, to do an intelligent ad-
vertising job.

vice-president,

Question of Taste

“Shall we attempt to elevate pub-
lic taste in furniture?” he asked.
“Perhaps the public is perfectly sat-
isfied with its present taste and
doesn’t want to have it changed.”

Mr. Lane asserted that efficiency
in production of furniture has cut
costs 15 per cent. He predicted that
1936 will be a big furniture year be-
cause of improvement in residential
construction, which is followed by
furniture, with a year’s lag.

Another speaker based rosy fore-
casts on the statement that only
one-third of the furniture business of
Sears-Roebuck & Co. is now of the
mail order variety, the major portion
being retail.

Mr. McLain, the Texas retailer,
said that furniture dealers are dis-
turbed over the large volume of fur-
hiture reaching the consumer with-
out going through the orthodox
Channels. ‘Certain manufacturers”
who are participating in or condon-
ing this circumvention of the retail-
er, he charged, are also spreading
Propaganda hitting at instalment
selling.

Comparison Is Courted

“One of the most popular forms
of criticism,” said Mr. McLain, “is
found in statements that automobile
dealers function more efficiently
than furniture merchants. While the
two forms of business are hardly
analogous, the comparison will not
be found unfavorable to the furni-
ture field.

“Promotion and improvements in
«utomobiles are largely the result of
Manufacturers’ activity. The furni- |
‘ure dealer, as compared with the
‘utomobile dealer, advertises more,
‘arries a more varied selection, oc-
“pies more expensive locations.
‘id contributes most of the general

promotional effort. The automobile
industry has the advantage of a
product having a great appeal to all
ages and classes of people and the
benefit of a larger replacement mar-
ket on a commodity of comparatively
short life.”

Mr. McLain also paid his respects
to critics of retail furniture adver-
tising and summed up his own ex-
perience in a few well chosen words.

“When I get compliments on an
advertisement,” said he, “I usually
find that it doesn’t get any results.
When everybody starts telling me
how rotten my advertising is, |
usually find the store full of buyers!”

The exclusive furniture dealer has
to be far more expert at selling mer.
chandising than the department
stores, Mr. McLain asserted.

“A perusal of the red _ figures

or

shown in furniture departments by
the controllers’ congress of the Na-
tional Retail Dry Goods Association
will indicate the disastrous result of
efforts to operate on a
centage of mark-up than experience
of furniture dealers has _ found
necessary,” he commented.

SIMMONS ACTIVE

Chicago, Jan. 9.—With the open-
ing of a new plant at Kansas City,
ofhcials of Simmons Company re-
vealed that consumer advertising
will be resumed in the immediate fu-
ture. J. Walter Thompson Company,
New York, handles the account.

A few years ago, Simmons Com-
pany was one of the most active of
the half dozen furniture manufactur-
ers cultivating the consumer through
national advertising. It suas done

lower per- |

cent years.

Klebba on Committee
Victor Klebba,
relations in the office of Mayor Kelly
of Chicago, has been appointed chair-
man of the publicity committee, Chi-
cago Federated Advertising Club.

Cowles to Bulkley

Wendell H. Cowles, former sales
manager of W. F. Hall Printing Com-
pany and before that vice-president
of Fitchburg Paper Company, has
joined Bulkley, Dunton & Company,
New York.

Appoints Erwin, Wasey

Freeman Shoe Corporation, Beloit,
Wis., has appointed Erwin, Wasey &
Co., Chicago.

director of public

. ; ’ ; |
ittle promotion of this nature in re- |

|

McCarthy Heads Club

R. E. McCarthy, president of R. E.
McCarthy, advertising, Tampa, Fla.,
was elected president of the Tampa
Advertising Club Dec. 30. Others
elected were E. N. Short, vice-presi-
dent; Melvin Meyer, secretary, and
B. H. Watts, treasurer.

Patrick to Anderson

Charles E. Patrick has resigned

from the copy staff of Newell-Em-
mett Company, Inc., New York, tu
join Merrill Anderson Company,

New York agency, in copy and con-
tact work.

W. E. Sales Up

Sales of Western Electric Com-
pany for 1935 will be over $104,000,-
000, against $91,807,000 for 1934,
Edgar Bloom, president, announced.

PHOTO FROM MAX FACTOR ,INC.

EAUTY is a mighty important thing to Los Angeles women. Here is one of the few cities
in America where the Beauty Parlors do a greater aggregate business than the Barber

Shops.

The annual Los Angeles bill for Toilet Re quisites is tremendous—running into many mil-
lions. Most of this merchandise is sold by the Department Stores and the big Chain Drug

Stores of the city.

These Department Stores and these Chain Drug Stores depend to a great extent upon the
Daily Newspapers to advertise their wares to Milady of Los Angeles.

—and for years these stores have carried MORE of their advertising in The Evening
Herald and Express than in any of the other four Los Angeles Dailies.

Their experience has been that to reach the women of Los
Angeles their Number One Daily Newspaper should be The

NEW YORK

CHICAGO

LOS ANGELES EVENING

HERALD’£xpress

REPRESENTED NATIONALLY

BY

PAUL BLOCK AND ASSOCIATES

DETROIT Los ANGELES

SAN FRANCISCO

BOSTON

CINCINNATI

PHILADELPHIA

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22

ADVERTISING AGE

January 13, 1936

“Rotarian” Prints

Anniversary Issue

The Rotarian, Chicago, celebrated
its 25th anniversary with the Jan
uary issue, out last week.

Winston Churchill, English states-
man, contributed to the special num-
ber.

MacManus on Coast
MacManus, John & Adams, Inc.,
Detroit, has opened an office at 618
Petroleum Securities Bldg., Los An-
geles, in charge of Arthur LaVove.
Jack Hutchinson heads coast activi-
ties of the agency, servicing far
Western needs of its two automobile
accounts, Pontiac and Cadillac, «at

San Francisco and Los Angeles.

. .
Einson Joins Brown

Leo Einson, for 27 years with Ein-
son-Freeman Company, Long Island
City, in late years acting as treas-
urer and general manager, has been
elected executive vice-president of
Brown Lithograph Company, New
York, in charge of sales and produc-
tion.

New Jergens Agency

Jergens-Woodbury Sales Corpora-
tion, Brooklyn, has announced the
resignation of J. Walter Thompson
Company from the Jergens Lotion
account July 1. Lennen & Mitchell,
Inc., has been appointed to take over
the account then.

SALLY IN ATLANTA

thw

Minus her fans, Sally Rand recently paid a visit to the Atlanta Advertising Club.
She is shown smiling on Robert E. Martin, club president, while J. W. Petty, Jr.,

vice-president, spars for an opening.

Piper Joins Agency
L. T. Piper, formerly sales man
ager of Runkel Brothers, Inc., and
prior to that sales manager
O’Cedar Corporation, has joined the

New York office of Herry-Hanly Com- former

pany in charge of new business and
merchandising.

AGENCY MEN!

# Watch for the letters above

information from the stations.

uine spot radio opportunities and we send them to you

only because we know they are real bargains and worthy

of your consideration.

Murray. Hill 2-6084

which we send to you the day that we receive the

|

|

Picture by |. N. S. Photograph Service.

Doran Leaves “News”
E. B. Doran has resigned as busi-

ness manager of

the Dallas,
of News because of ill health.

Tex.,
He will

be succeeded by R. M. Buchanan,
local advertising manager.
Raymond Foy succeeds Mr. Buch-

anan,

** Pp

tions,

ermanent

New Center Bldg.

Superior 8660

Madison 7889

STATIONS REPRESENTED
Columbus, Ohio
Cedar Rapids-Waterloo, lowa

Des Moines, lowa............ KRNT*-KSO*

DGG, BEICMIGGN. «oe 66a ices c ca Ww

PENN PORE. 3.6 cx uy 68 bo5Gs4ek aes KTRH

ee | a A alg

ets Pre Omaha, Nebraska ......6.6sccccscecc Wow

these radio “hot spots PROG. APIBONE ond cccis cc eecs ve KTAR
St. Paul-Minneapolis, Minn........... KSTP

These hot spots are gen- Salt Lake City, Utah................ KDYI
San Francisco, Calif................ KSFO**

SHEBVORORG Bie occhc io cseevcs KWKH-KTBS

* Forming the Iowa Broadcasting System.
lines connect these two. sta-

in 1935

The 50 Leading National

Farm Paper Advertisers

With Comparative Figures for 1934
(National Advertising Records)

(00 ORES ROE cre Gre OPO) ne ree arr mer $3,669,211

Rank 1935
45—American Pad & Textile Co.................. $ 28,190
28—American Telephone & Telegraph Co......... 41,689
17—American Tobacco Co.

RG BAP SP COOe hii iis ke candaceees 76,244
33—Armstrong Cork Company ...........-sssee0- 36,000
15—Champion Spark Plug Co...............eeeee- 84,773

te Te a ka Bec ene eb0' es EN WTe Eee 247,403

cE Se ee ee ee eee 8,050

Ce ee CR iors cect eee eaten ibens 78,320

ee eg). re 70,290

PEE, SM cic ces to eaeaepeseees ed on 90,743
35—Coleman Lamp & Stove Co..................- 34,935
29—Congoleum-Nairn, Inc. ............0ec eee ees 41,670
pee ns ac i cd cas de K Eee SR es desesaedes 32,076
48—Ball Brothers Company .............e.ee0e8: 26,101
30—Bon Ami Company, The........cssesccssesese 41,440
43—Brown & Williamson Tobacco Corp’n.

Raleigh Smoking Tobacco ................ 29,828

EG DIROMINS TORNCES Gisdicecctcecscrecne§ Sanwes
I Rs tg oat tea PREIS, ons RRR A RS 64,607
39—Electric Storage Battery Co................. 32,301

8—Firestone Tire & Rubber Co.................. 122,372
13—FPord Motor COMPORY icin cceciccvcssnewsess 113,561
1—General Foods Corporation .................. 359,079
Ce a hl) Oe) 85,815
3—General Motors Corporation ................. 185,560

a 38,445

ee 45,495

Piel OMe 6 ike asses cevcnasdceriaewees 49,025

Be a neo 6 ke oa dered ve nees ube ds 6,639

A C Spark Plus COA? i. cciicc ic csccsews 13,664

PERE NS is on 6b 8000s 500000 08R Re ORS 30,654

Peres COPD. 626605. Fsk eben eeweeess 1,638

TN a aieerdchisseieubdetaawen Shaws

PE RI a eke Gee eescene eS eSiweree Ke vReS

PRC ORRY COO 6 ickikscseesrcernKesenens Seber
25—Gillette Safety Razor Co., The................ 47,475
19—Goodrich Rubber Co., B. F., The

Cg ey ie err 45,600

BAVOFtOWN TYUCK TIPO ok 6sicdi cece seve wds 2,550

PIO CONVES BOOOE cc ederceccindsecacaces <nesns

Hood Rubber Footwear ...........sscecces 19,647

BOGEPO-2 OE TABRIORY occ ei sce ode vee vases 3,264

COGETICO POGUWEOT ci os ioc sc bcs eiaet sere 1,638
9—Goodyear Tire & Rubber Co.................. 120,868
32—Hudson Motor Car Company................. 39,160
4—International Harvester Co. of America...... 169,283
18-—Halgimesod BtOVe CO, oki csi eck eis cas ewes 74,627
40—-FGlORe COMPANY 6665 ie esier es eeseewiens 25,420
6—Lambert Pharmacal Co, ........sccccscsseees 129,740
26—Lee Mercantile Co., The, H. D................ 46,513
gS Se 128,740
12—Liggett & Myers Tobacco Co.

Chesterfield Cigarettes ................... 102,850
41—Mishawaka Rubber & Wool Mfg. Co.......... 31,248
S0-——-DIGtiIGNG! TBE CO. ong osc 50b a Cee eae ewe ees es 30,766
24—Perfect Circle Company, The................. 50,302
37—Perfection Stove Company .................. 32,550
36—Peters Cartridge Company ...............008.- 34,608
27—Pillsbury Flour Mills Co.................2.08. 44,450
SF POrcOr Me COINS 666s beeen eG eee hee wees 131,685
£i—Quaker OBS COMPORY 6. kk virsts aint seesens dun 26,425
38—Quaker State Oil Refining Co................. 32,334
46—Ramsey Accessories Mfg. Co.................. 26,550
10—Reynolge Topacco Co., BR. d.. iiss acrewass 115,119

Oneal (OMNI BLGE oes don saisac cee eew acs 99,305

Comb. Camel Cig. & Prince Albert Tobacco 12,714

Prince Albert Smoking Tobacco........... 3,100
16—Socony-Vacuum Oil Co., Inc. ................ 76,975
B2—Standard Oil CO. Meise ds cc sswieseseneeaavd 51,054
44—-Starck Bros. NUYSGries .. oi... 6 seeds caw c dane 29,206
23—Sterling Products, Inc.

PBVer BBO THOS 6.6666 iis kcd esos 9,940

by itd’ at oo | da rr 29,200

Phillip’s Milk of Magnesia ............05. 3,420

MPG WO CONE i556 G6 ss ores ened sin cae 7,995
SOT Weer Oil Ween dk oe ses sews eked 35,250
13—Union Carbide & Carbon Corp................ 99,973
27i—United States Bupper Co..6k cas csaecccens 63,864
50—Western Cartridge Company ................. 23,792
3l1—Wolverine Shoe & Tanning Corp............. 41,386

Fox to Baker
Effective at once, Blaker Advertis-
ing Agency, New York, has taken | ager
over the account of

Company, Elyria, O., manufacturer | general

Griffith Promoted
L. E. Griffith, formerly sales mal
of Riley
Fox Furnace | Worcester, Mass., has been appoint
manager. Mr.

Stoker

10,856
70,150

29,353
11,250
35,099
26,433
87,539
33,262
69,220
63,110
147,153
38,095
46,780

ee eee

2,250

4,500
64,887

49,500

eee eee

137,340
41,650
141,350

88,325
34,363
28,440
31,320
33,150
64,720
55,845
181,294
19,950
18,315

eeeeee

72,355
20,844
30,676

38,550

$2,967,647

Corporation,

Griffith was

of Sunbeam furnaces and air condi-|president of United Machine & Mfg.
tioning units, a division of the Amer-|Company, purchased in 1924 by Rile?
ican Radiator & Standard Sanitary | Stoker Corporation.

Corp. E. P. Hayes is advertising and ——
sales manager. Paul Baugh is ac- ma
count executive. Magazines and

trade papers will be used.

J. T. Buddecke Dead

Major Joseph T. Buddecke, 63, for
the past 15 years publisher of Socicty
Talk. died at New Orleans recently.
following a long illness.

To sell to hotels, use

Therotel Monthly

Member A. B.C. and A.B. P.

Published by JOHN WILLY, INC.
Merchandise Mart, Chicago

cord
R. (
$122
the

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* aes animes i SR are uUNOTE, GeTEOM EeO8S swe 80m? zoan0 | Pe
5 ae yres rN dhe ‘
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an See scatte eetee ps, Oo. agi o pss ey ey ey nol Naeeper yee “iy rs
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$1,350

88,325
34,363
28,440
31,320
33,150
64,720
55,845
81,294
19,950
18,315

77,923
31,794
24,245
38,550
aS
2,967,647

d

les mal:
poration,
ppointeé
ffith wae
> & Mfe.

January 13, 1936

ADVERTISING AGE

ee 4

—
2

1934 SALARIES
OF ADVERTISERS,
AGENCIES, SHOWN

Congress Moves to Repeal
Publicity Provision

Washington, D. C., Jan. 8.—As a
bill was introduced in Congress to
repeal the obnoxious publicity pro
visions of the income tax law, the
Associated Press put on the wire de-
tailed salary figures of leading busi-
ness men throughout the country, in-
cluding advertisers, agency men and
publishers.

William Randolph Hearst had tax-
able income of $500,000 in 1934, ac-
cording to the figures made public
by the house ways and means com.
mittee. His great writer, Arthur
Brisbane, had to pay on $265,000 in
the same year. Mrs. Franklin D.
Roosevelt received the same publicity
as lesser personages, the _ report
showing that she received $16,000 in
1934 as contributing editor of Crowell
Publishing Company.

Edsel Ford, president of Ford
Motor Company, was taxed on net
income of $90,036. PP. E. Martin,
Ford vice-president, enjoyed a larger
revenue, $107,341.

Income of Nylan

John Francis Nylan, counsel for
the Hearst publishing properties, re-
ported 1934 net of $88,000. Merrill
Goddard, editor of The American
Weekly, received $161,222.

Albert J. Kobler, president of the
New York Mirror, paid on $80,000.
A. E. Griffith, secretary of Reader's
Digest, which carries no advertising,

got $102,467, while Kenneth W.
Payne, managing editor, received
$102,467.

S. S. Kresge, chain store magnate,
had a 1934 salary of $107,000. R. E.
Tomlinson, president, National Bis-
cuit Company, drew $106,500; Thomas
Hf. MeInnerney, president, National
Dairy Products Corporation, $108,-
000; F. B. Davis, president, United
States Rubber Company, $125,219;
Myron C. Taylor, chairman, United
States Steel Corporation, $161,671;
W. A. Irwin, president, U. S, Steel,
$101,641.

H. Perlstein, president, Premier-
Pabst Corporation, Chicago, enjoyed
1934 income of $100,000. George W.
Hill, president, American Tobacco
Company, drew $187,126.

Joseph Pulitzer, president of Pu-
litzer Publishing Company, had a
1934 salary of $134,524. Edward J.
Scudder, publisher of the Newark
News, drew $136,224; George Horace
Lorimer, chairman, Curtis Publish-
ing Company, $100,000; Conde Nast,
$49,999: C. B. Blethen, Seattle
Times, $114,000.

Report on “News”

hixecutives of the New York Daily
News profited as follows in 1934, ac-
cording to the Associated Press:
R. C. Holliss, second vice-president,
$122,246, with $120,716 for each of
the following: J. W. Barnhart, sec-
retary; R. T. Wilken, advertising
Manager; M. Annenberg, circulation
hanager.

Arthur C. Dorrance, of Campbell
Soup Company, received $112,500;
R. W. Woodruff, president of Coca-
“ola Company, $100,350; William B.
Warner, president, McCall Company,
$135,008,

H. T. Ewald, president of Camp-
ell-Ewald Company, Detroit, had
‘34 income of $126,488; Roy S, Dur-
‘tine vice-president, Batten, Barton,
‘urstine & Osborn, $91,592; E. R
Goble. president, Stack-Goble Adver-
‘sing Agency, $60,000; J. P. Roche,

resident, Roche, Williams & Cun-
“tsham, $64,000; B. W. Robbins,
“neral Outdoor Advertising Com-

any, $56,390.

OTHER 1934 INCOMES
“hicago, Jan. 9—E. F. Hummert,
» President of Blackett-Sample-
~mmert, Inc., was the highest sal-

in Chicago in 1934, according to a
dispatch to the Chicago Evening
American from Washington, based
on the Treasury Department's report
to Congress.

Mr. Hummert, who is now sta-
tioned in the New York office of
Blackett-Sample-Hummert, reported

net income of $132,559 in 1934, com-
pared with $108,000 for Hill Blackett,
president of the agency, and $108,000
for J. G. Sample, vice-president and
treasurer.

Albert D. Lasker, then chairman,
now president, of Lord & Thomas,
reported net income of $52,000 in
1934, according to the newspaper.
C. W. Wrigley Company, of which
C. W. Wrigley is president, enjoyed
let profit of $63,630. Mr. Wrigley
handles outdoor advertising for the

Wm. Wrigley Jr. Company. He isa
brother of the late William Wrigley.

Income of Publishers

Publishers enjoyed a prosperous
1934, according to the American’s
tabulation. Col. Frank Knox, presi-
dent of Chicago Daily News, had
taxable income of $75,000. W. E.
Macfarlane, business manager of the
Chicago Tribune, reported on $100,-
000; Louis Rose, circulation man-
ager of the Tribune, $90,000; John
A. McCutcheon, cartoonist, $27,835.

Advertising men and _ publishers
were not alone in being able to eke
out a comfortable living, many ad-
vertisers reporting starving wolves
on their door-steps. John McKinlay,
president of Marshall Field & Co.,
had net income of $60,000; James

Company (Ovaltine), $165,035; J. L.
Kraft, president, Kraft-Phoenix
Cheese Coporation, $75,000; M. H.
Karker, Jewell Tea Company, $87,-
860: Sewell L. Avery, president,
Montgomery Ward & Co., $100,200;
M. W. Cresap and Alex M. Levy,
chairman and president, respective-
ly, of Hart, Schaffner & Marx,
$40,000 each.

Ethel V. Mars, president of Mars,
Inc., noted advertiser and _ sports-
woman, paid tax on 1934 income of
$100,000.

In the national field, William S.
Paley, president of Columbia Broad-
casting, had taxable income of
$147,295.

James T. Aubrey, president of Au-
brey, Moore & Wallace, had a 1934

MERICAN

AND BUILDING AGE

APRIL, 1936

SPECIFICATIONS

and

BUYING NUMBER

Provides blanket coverage
of the residential and com-
mercial building field.

FORMS CLOSE MARCH 20

Buying Number _ brought

advertisers.

N. B.

‘Tle . i ay cs
d advertising agency executive

BUILDER)

The April, 1935, Specifications and
21,757
mail inquiries for catalogs and liter-
ature about advertisers’ products to
AMERICAN BuILpeEr offices alone —
not counting those that went direct to

An AMERICAN BuILDER sur-
vey predicts twice as much residen-
tial building in 1936 as in 1935.

G. McMillan, president of Wander

salary of $21,670, while Luther T.
Wallace, vice-president, earned $29,-
086.

Additional figures given for offi-
cers of Blackett-Sample-Hummert,
Inc.: G. R. Collins, vice-president,
$20,601; L. D. Milligan, vice-presi-
dent, $25,000; C. H. Ferris, vice-
president, $25,000; A. H. Ashenhurst,
vice-president (Baltimore), $23,292.

Glenn Buck, Chicago advertising
agency man, drew $26,050, while E. F.
Caples, vice-president, Caples Com-
pany, received $20,000 in 1934. Mer-
rill C. Meigs, Chicago Evening Amer-
ican, had a salary of $49,316.

Add Larisson

Fowler-Bagby, New York photogra-
phers, have appointed William K.
Larisson as sales representative.

Plan to Use Extra Space in the
April Specifications and Buying
Number of American Builder

© Special editorial features, blanket coverage, and recognition

by advertisers have combined to make it the most widely used

and most productive Buying-Reference Manual in the residen-

tial and commercial building field.

@ It will be kept and used throu zhout the 1936 building season

by Key Men—contractors, builders, and dealers—who specify,

buy, and stock materials, products, and equipment used in

building.

@ It will reach ALL the stronzest and most active building

men of the country—blanket coverage —a plus value for ad-

vertisers at no extra cost.

® A more complete story of the AMERICAN BUILDER April,

1936, Specifications and Buying Number is told in a prospec-

tus describing its special editorial and distribution features.

Send for it today—with your space reservation at regular rates.

Ly aeeBZE

ER

105 W. Adams St.
Chicago

see. ——

AN

ge tae. EL Gee, ae.

BUILDER

AND BUILDING AGE

4 Simmons-Boardman Publication

30 Church St.
New York City

Terminal Tower

Cleveland

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24

ADVERTISING AGE

HOME ART

NEEDLECRAFT

RATE INCREASE ANNOUNCEMENT

The Reason:
No forced circulation methods.
Healthy,soundincrease in circulation.

Old rate based on 700,000 circulation
guarantee.

New guarantee—800,000.
Now actually delivering over 820,000.

The Changes:

New rates effective June 1936 issue.

Approximately 15% increase in guar-
anteed net paid circulation effective
June 1936 issue.

Orders at the new rates, accepted for
not more than 12 months in advance.

Continuity discount, discontinued.
No change in quantity discounts.

Old New
The Rates: Rates Rates
BU ten) eee $ 3.80 $ 4.00
Page—Black and White 2300.00 2600.00
Half Page (B. & W.).. 1150.00 1300.00
Quarter Page ......... 575.00 650.00
Inside Covers, 2, 3 or 4
eee ee 2850.00 3300.00
Fourth Cover ......... 3150.00 3600.00
Page (Black and one
other color) ........ 2520.00 2820.00
Half Page (Black and
one other color)..... 1260.00 1410.00

The Opportunity:

Space ordered before March 15th enjoys
both the old rates and the continuity dis-
count, as shown on the old rate card. Thus
advertisers who used Home Arts-Needle-
craft in 1935 will have the benefit of the
old rates, less 10% discount through May
1938, subject to the conditions of the old
rate card.

New advertisers, ordering before March
15, 1936, will pay the old rates for the next
year, and the old rates less 10% continuity
discount for the second year through May
1938, subject to the conditions of the old
rate card. The rates held by orders prior
to March 15, 1936, can in no case extend
beyond the issue of May 1938.

The increased circulation makes this rate
exceptionally attractive.

The minimum guaranteed rate is $2.33 per
page per thousand—by a wide margin the
lowest rate and an unparalleled bargain in
the woman’s field.

The opportunity to guard against future
increases that are indicated by rapidly

growing circulation should not be neg-
lected.

The Dead Line:

New rates take effect for issue of June
1936.

Closing date for June—March 15, 1936.
Remember—March 15, 1936, is the posi-
tive dead line and the last opportunity to
hold the old rates for 2 years.

“Home Arts-Needlecraft—the Biggest Buy in the Woman’s Field.”

HOME ARTS

NEEDLECRAFT

New York Chicago

San Francisco

Boston

Los Angeles

HOTPOINT GIRLS WILL BE BOYS

Circulations
Rising; Rates
Follow Trend

Chicago, Jan. 9.—Rate increases
announced by newspapers this week
are due in most cases to rising cir-
culations due to improvement in gen-
eral business conditions, according
to local representatives. Elimination
of “depression rates” is also a factor.
The Philadelphia Bulletin has re-
turned to its former rate of 6.50 cents
a line, after operating at 6.25 for
about two years. The Bulletin, it is
explained, has never had less than
500,000 circulation and the current
figure is about 520,000.

The Boston Herald-Traveler has
increased its morning and evening
rate from 50 to 55 cents a line; Sun-
day, from 40 to 45.

Other Rate Changes

The Shreveport Journal has in-
creased its rate from 6 to 8 cents.

This follows an advance by the
Shreveport Times of from 9 to 11
cents.

The Breeze, Redondo, Cal., has in-

cents.

Both papers at Columbia, S. C.,

from 8 to 9 cents and the Record
from 6 to 7.
The Austin Dispatch has adopted

a sliding scale. The open
been changed to 6.5 cents a line, with
a quotation of 5 cents for 5,000 lines.

The Detroit Times has advanced
its daily rate from 50 to 55
making it the same as the Sunday
charge.

Kiernan Offers Advice

Frank Kiernan & Co., New
advertising agency,
booklet for stock
vestment firms dealing with display
of new partnership and
tion announcements
and financial journals.

Santay to Rooney

Santay Liqueurs, Inc.,

account. Sectional newspaper
paigns will be conducted.

March F TC Head

Charles H. March has
named chairman of the
Trade Commission, Washington, D
C. He succeeds Ewin L. Davis.
Roberts Leaves HTS

Edwin A. Roberts, formerly

Col.

witl

York, has been appointed art direc

tor of O’Dea, Sheldon & Company.

rate has

York
has prepared a
exchange and in-

reorganiza-
in newspapers

Cleveland,
has appointed the Cleveland office of
The Alfred Rooney Company for its
cam-

been
Federal

Hommann, Tarcher & Sheldon, New

district managers.

Home economists mimicked sales executives in a skit at the recent Hotpoint conference in Chicago.
At right is Myrtle Turney, as Pierre L. Miles, Hotpoint sales manager. The others play roles of mere

Chain Offers
Formula to End
Unemployment

New York, Jan. 9.—A deluge of
mail has followed the advertisement,
“No Work and High Pay,” run as
an open letter to “all American em-
ployers” by Sachs Quality Furniture,
Inc., asking for a 25 per cent increase
in personnel this year as a solution
to the unemployment problem.

The full page advertisement ran in
| the New York Post New Year’s Eve
jand in the New York American, Daily
|News, Herald Tribune, Mirror and
| Times the following day. It had been
| planned as a New Year’s message for
|three years, but not until this year
|did the head of the chain feel that
ithe time for its release had arrived.

Mr. Sachs referred to unemploy-
ment as “a national disgrace,’ add-
ing that “if there are 50,000,000
‘employables,’ and 10,000,000 are
unemployed we must take up those
10,000,000 by an average increase of

or . ite j “¢ au 26 ix e
creased its line rate from 3.5 to 4.5/95 per cent in the personnel of every

employer.”
He concluded with a pledge to in-

have advanced their rates, the State |crease his own staff 25 per cent at

prevailing wages.

Death Takes Thompson

Edwin G. Thompson, 81, for 56
vears publisher of the Ligonier, Ind..,
Leader, died Jan. 5.

cents, | — Sees nn

Talk to the

*

1

Valeuaia Copy
One- Timer; Duce
Is Preoccupied

New York, Jan. 9.—The recent
one-shot campaign of the Italian
Line to announce return of the re-
conditioned Vulcania to_ trans-At-
lantic service showed that Italy is
continuing to do some foreign com-
merce promotion, but did not indi-
cate it will expand its efforts.

Plans had been made, it is learned,
to remodel and re-equip both the
Vulcania and her sister ship, Sa-
turnia, before open hostilities in
Africa commenced. For a time the
Vulcania, now capable of accomodat-
ing 1,300 passengers, served as a
troop ship, hauling 5,000 Fascist
fighters to Africa on each trip.

Vulcania copy ran in seventeen
newspapers in eleven cities. In New
York papers, the insertions were 800
lines; elsewhere they were 500.

Italian liners, since the Ethiopian
war started, have sailed with short
passenger lists. The line has con-
tinued only enough American ad-
vertising to make a showing and
no change of policy is indicated. Wen-
dell P. Colton is in charge of Ameri-
can advertising. :

Campbell-Sanford Named

Corona Mfg. Company, Kenton, O.,
has appointed Campbell-Sanford Ad-
vertising Company, Cleveland. A

TOM FIZ

32 West Randolph Street

national campaign is planned.

City Editor » » when you want’news

Reach him

space.

through a reliable publicity
organization, trained fo find
the ‘news’ in any business,
prepared to present it prop-
erly. Talk to us
talk to the city editor through
our established news service.

-and let us

LE

Chicago

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January 13, 1936

ro ae
#

“sete

ADVERTISING AGE

93 PERCENT SEE
ADVERTISING AS
ECONOMIC FORCE

Only Small Minority Antago-
istic to It

Editor's Note: This is the eighth
and last of a series analyzing the
results of an investigation of con-
sumer belief in advertising made
during the early summer of this year
by Apvertisinc AGE with the as-
sistance of an advisory committee of
eight advertising men and women.
The field work, which was done by
Ross-Federal Research Corporation,
netted 2,517 completed personal in-
terviews in ten cities.

The complete questionnaire used,
and the results of questions 1, 2, 3,
4, 5, 6 and the related questions 7,
8, 9, and 10 were discussed in the
Oct. 28, Nov. 18, Dec. 2, Dec. 16,
Dec. 23, Dec. 30 and Jan. 6 issues.
The current installment deals with
consumers’ views of advertising and
advertised products.

All of the factual data used in
these analyses has been prepared by
Ross-Federal Research Corporation,
but all conclusions drawn and all
interpretative comments are those of
the editors of ADVERTISING AGE.

New York, Jan. 9.—(1l-a) Has all
the recent discussion about unethical
and misleading advertising during
the past two or three years made you
have less respect for advertising as
a whole?

(11-b) Do you believe that you are
paying a premium for widely adver-
tised goods, because of the large
amount of money spent for adver-
tising by the manufacturer of these
goods?

(1l-c) Do you believe that adver-
tising renders the consumer a valu-
able or helpful service?

These three questions summarized
the lengthy questionnaire used in
interviewing 1,177 male and 1,340
female heads of families. They were
included in order to provide a check
on preceding questions designed to
bring out information on these sub-
jects indirectly. However, as where
other questions were concerned, the
tabulations developed information
which was not foreseen when speci-
fications for the study were written.

Opinions of Minority

The first of these questions was
answered in the affirmative by 24.12
per cent, a negative answering being
supplied by all but .35 per cent of
the remainder, who did not reply.

The percentage of men _ who
answered in the affirmative, 27.19,
was higher than the percentage of
women, 21.42. There was little varia-
tion in the three classes represent-
ing different levels of purchasing
power, the extreme being the per-
centage of 34.18 for prosperous mid-
ile class males giving affirmative
answers.

There was practically no variation
by sex or buying class in answers
to the second question, the total of
affirmative answers being 50.77 per
ent, of negative answers, 48.75, and
of refusals to answer, .48.

Likewise, the response to the third
juestion was quite uniform with re-
‘pect to sex and buying power, the
‘ottals here being 88.8 per cent af-
‘rmative, 10.69 negative, and .51 giv-
ng no reply.

Discrepancy Is Seen

It would seem that, reacting con-
‘stently, respondents would have
‘Mswered the first two questions alike
‘ad given an opposite answer to the
Aird. The seeming discrepancy be-
Yeen results from the second and
lird questions was _ particularly
lzzling,

A second tabulation of a generous
““ple of questionnaires failed to
“Oncile the results with logical rea-
“Ming, though the results, at face
‘Sue, appeared more favorable to
“Vertising.

_ADproximately 38 per cent gave
“orable answers to all three ques-
om while less than 7 per cent gave
“avorable answers to all three.

The remainder gave mixed reactions,
with favorable answers predominat-
ing.

It seems to the editors that judg-
ment should be used in deciding the
significance of the replies, whether
considered separately or by unit re-
sults. The unit tabulation appears
to be more informative as to the
general attitude toward advertising,
though it does not follow that re-
spondents whose answers deviated
from the logical pattern did not un-
derstand the questions, or answer
them honestly.

Reaction to Advertising

The unit answers indicate that
approximately 38 per cent of urban,
middle-class consumers feel no an-
tagonism to advertising as an eco-

“nomic force, that another 55 per cent
of this type of consumer are appre-
ciative of the economic value of
advertising but believe it can be im-
|proved in some particulars and that
7 per cent regard advertising as
wastetul.

Actually, as the reader of this
series of reports is aware, an anal-
ysis of the complete study indicates
the foregoing interpretation of an-
swers to the three questions consid-
‘ered here is unfair, especially where
the 7 per cent group is concerned.

It may be assumed that those who
really think advertising contributes
nothing to the welfare of the con-
sumer and the health of business
would refuse constructive criticism,

as well as voice condemnation.

; About 65 per cent of this consciously

¥ ttepe.\\
3 Mie te
a sae }
antagonistic 7 per cent were incon- Linn for Hotel
sistent in this respect, pointing out! 1.412: Evans. Miami Beach. Fi
advertising they liked or disliked, or e vans, Miam each, a.,

otherwise revealing some interest in
advertising and advertised products.

Oklahoma Uses Tokens

Oklahoma’s sales tax tokens will
be offered for sale to merchants about
Jan. 15, Commissioner k. D. Thomas
has announced. They will be used
in payment of the 1 per cent sales
tax.

Lyons’ New Work
Burton Lyons, at one time a mem-
ber of Albert Evans, Inc., Fort
Worth, Tex., agency, has been named
advertising and sales promotion man-
ager of United Appliance Corpora-
tion, Fort Worth.

has appointed Edward Linn Associ-
ates, New York, to handle its adver-
tising. Newspapers, trade papers,
magazines and direct-by-mail will be
used.

McJunkin Appointed

McJunkin Advertising Company,
Chicago, has been appointed by War-
ren Health Communities, Inc., Chi-
cago. Newspapers and radio will be
used.

Gravure in Larger Space

Gravure Service Corporation, for-
merly on the seventh floor of Gray-
bar Bldg., New York, has moved to
larger quarters on the 25th floor of
the same building.

New York
Chicago

You were aSRING- on

what effect the cancellation of the tariff
against United States magazines will have
on the circulation of Canadian magazines?

Why should it have any effect!

Take Maclean’s for example.

For the last twenty-four years,
Maclean’s circulation has been steadily on the increase. In 1911 it
was 20,000; 70,000 in 1920; 160,000 in 1930; 250,000 in 1935; and
it required a print order of

282,

copies of the December 15th issue
to take care of the demand for that issue.

3795

Maclean’s circulation is the product of years of persevering effort
to produce a magazine essentially and completely Canadian.
Never before has a magazine circulating nationally in Canada so
much as approached such a figure.

And the price is five cents a copy — and has been for more than a
year —a fact which Canadians have appreciated by buying upwards
of 50,000 more copies per issue since it was announced.

Canadians from the Atlantic to the Pacific have come to regard
Maclean’s as being more than a magazine —it is an institution.

We have faith in Canada.

Because of it, we have seen Maclean’s
grow to the proportions of “Canada’s National Magazine.” And
we have the strongest conviction that Maclean’s will not only retain
its place in the esteem and affections of Canadians but that it will

continue to advance to an even higher plane of national service —
and, therefore, circulation.

Maclean's

Canadas National Magazine

481 University Avenue

- Toronto, Canada

London, Eng.

Montreal

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»

26

DEALER RECORDS
ACCURATE INDEX
TO BIG MARKETS

Brown Describes Methods of
‘Plain Dealer’

Chicago, Jan. 9.-Development of
frequency tables from actual sales
records of retailers, rather than

querying consumers as to their pur-
chases, was recommended today as
a cemmon sense research method by
Floyd E. Brown, manager of the mar-
ket survey department of the Cleve-
land Plain Dealer. Mr. Brown was
the speaker at the first 1936 lunch-
eon of Chicago Federated Advertising
Club at Hotel La Salle.

The point of this research, he said,
is to locate, quickly and econom-
ically, the type and kind of people
in any city who are the best pros-
pects for the product of any given
manufacturer.

The Cleveland

newspaper was

ADVERTISING AGE

aided in its work by the fact that
Ohio State liquor stores maintain
complete records of sales. However,
the task is far from insuperable
when no such records are available,
as there are accurate figures on
number of radios, number of tele-
phones, number of automobiles, etc.,
in addition to the records of dealers.

The Richest Markets

“It is not a coincidence,” said Mr.
Brown, “that certain specific areas
in our city have more telephones
per hundred families, more new car
purchasers, more used car purchas-
ers, more furniture purchasers, more
department purchasers, and
even more liquor sales per hundred
families; it is conclusive evidence
that it is a law of behaviorism. They
habitually buy more. And, further,
the presence in these same areas of
larger grocery stores, drug. stores,
hardware stores, and all types of
convenience goods stores of larger
size doing more business is more
evidence.”

His method of laying graph over
graph and illuminating vividly the
location of the families in Cleveland
by origin to show the nativity pat-

store

tern of a metropolitan city was
graphic and informative.
In conclusion, Mr. Brown stated

that all sales records tabulated in-
dicated that the families who buy

of the best goods, also buy
of all goods regardless of
class, whether it is 10 cent
store goods, groceries, drugs or
what not; and that manufacturers
and retailers would best serve their
own interests by concentrating sell-
ing and advertising energies in areas
where returns are highest and
therefore selling costs lowest.

most
most
price

. .
Retains Kircher

Chicago District Ice Association
‘as appointed Albert Kircher Com-
pany, Chicago, as advertising and
merchandising counsel. Contemplated
activities include employee training
and local sales promotion.

Names Metropolitan
Distillers & Brewers Products Com-
pany, New York, has appointed
Metropolitan Advertising Company.
Louis C, Pedlar, vice-president, is ac-
count executive.

Fredevich Active

Karl A. Frederick, formerly presi-
dent of Frederick & Mitchell, Chi-
cago, has joined the Chicago office
of Ruthrauff & Ryan, Inc., as account
executive.

Nedick’s Appoints
Nedick’s Stores, Inc., restaurant
operator in the New York metropoli-
tan area, has appointed the New
York office of Tracy-Locke-Dawson.

“Our customers never ask for it...”

Something's wrong! There may be a half dozen scattered territories where
you don't get the sales you ought to. Every reason you or your salesmen
can offer fail to give the answer. Right there, reach for the phone and call
in Ross Federal. Those six territories may be scattered from Florida to
Oregon, but you'll get the facts back in a week or ten days, complete. Then
you'll know JUST what has to be done. Many of our clients have found that
this procedure brings to light a simple solution which puts red territories
into the black. Probably won't cost you much more than the train fare into

a territory either, depending on what you want to know.

Do you get "Spot News" which reports currently what is going
on in big and small town markets? It's yours for the asking.

ROSS FEDERAL

RESEARCH CORPORATION

EXECUTIVE OFFICES: 6 EAST 45th STREET, NEW YORK, N. Y.

A few of our clients: Badger, Browning & Hershey, Inc.; Thos. J. Lipton, Inc.;
Morris, Windmuller & Enzinger, Inc.; Standard Oil Co.; Liberty Magazine

31 BRANCHES e

3700 BONDED FIELD REPRESENTATIVES @

380 MOTORIZED SUPERVISORS

a)

ENJOY SNOWBALL FIGHT WITH GLASS

January 13, 1936

These children of an executive of Owens-Illinois Glass Co., Newark,
O., sample the glass now being produced for insulation of buildings.

Sam Beckwith
Dead; Was Noted

Representative

Chicago, Jan. 7.— Samuel Corner
Beckwith, for many years a well-
known newspaper representative in
Chicago, died at his home here Satur-

day. He was 43 years of age.
Mr. Beckwith was a nephew of
S. C. Beckwith one of the first to

recognize the possibilities of estab-
lishing a newspaper representative
business.

After experience in the classified
department of the Chicago Tribune,
Sam Beckwith became _ associated
with the S. C. Beckwith Special
Agency, later known as the Beckwith
Special Agency. When this firm
liquidated two years ago, he worked
for The Branham Company. In that
role, he participated in a group in-
surance policy giving the beneficiary
of each salesman $2,000.

Origin of Business

In about 1880, Mr. Beckwith’s
uncle founded the S. C. Beckwith
Special Agency, with offices in New
York and Chicago. This business,
and the one established at about the
same time by A. Frank Richardson,
were pioneers in the newspaper rep-
resentative field. Previously, news-
papers had employed their own space
salesmen for national accounts, dis-
patching them to various cities as
business prospects warranted. The
newspaper representative idea caught

hold quickly. The Richardson firm
later became the John Budd Com.
pany.

The Beckwith and the Richardson

firms represented many prominent

newspapers in the early years. The
early Beckwith list included the

Houston Post, Kansas City Journal,
Portland Oregonian, Salt Lake
Tribune, Wichita Eagle, and others,
and the agency later added such
papers as the St. Lowis Post-Dispatch,
Seattle Times, Dallas Times-Herald,
and others.
S. C. Beckwith, one of the first to
firm, was killed in a Twentieth Cen-
tury train wreck some 25 years ago.
He was succeeded as president by
his brother, J. T. Beckwith. For
several decades, Robert W. Beckwith,
father’ of the deceased, was general]
manager and vice-president of the
firm.

Mr. Beckwith was a member of the
Newspaper Representatives Associa-
tion of Chicago.

Brumby to Allen

J. R. Brumby, for six years as-
sistant publisher of the Jackson,
Miss., Clarion-Ledger, and before that
manager of the Greensboro, N. C.,
Record, has been appointed local ad-
vertising manager of the Atlanta,
Ga., Journal.

Baily Names Gotham

Joshua L. Baily Company, sales
representative of Erwin Cotton Mills
Company, sheetings, denims and flan-
nels, has appointed Gotham Adver-
tising Company, New York. G. Ells-
worth Harris, Jr., is account execu:
tive.

Baxter to Engineers
W. R. E. Baxter, for the past two

years manager of the Newspaper
Service Bureau, McGraw-Hill Pub-

lishing Company, has resigned to be-
come manager of the publicity de-
partment of American Society of
Civil Engineers, New York.

|.BUILDEM
CONTRACTOR

PRIVATE y

YOU'LL HAVE TO WAIT-
HE'S READING

PRACTICAL

| BUILDER

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January 13, 1936

ADVERTISING AGE

a

The hobby show for art directors sponsored by the Robert Reid
Macguire Organization indicated that most art directors make a
hobby, as well as a business, of art and photography. An exception
is W. T. Elberty, Churchill-Hall, who received an honorable mention
for the most ingenious hobby. He makes trout flies, and several
visitors arriving after the cocktail hour insisted on selecting one for a
boutonniere. . .

Mort Henderson, a Federal writer who crashed the august company
of art directors, entered a picture of his own execution, entitled “A
Composite Picture of Some Art Directors I Have Known—By a Copy-
writer.” To say the least, it wasn’t flattering. . .

Hugh Connet, also from Federal, but present by invitation, sub-
mitted a caricature of himself, captioned, “God Bless You, Merry
Gentlemen (and Ladies).” ...

Bill Plant, Talon Merchandising Service Company, entered, “Best
Man at a Nudist Wedding.” Perplexed visitors decided to take Bill’s
word for it...

Joe Armstrong, Wendell P. Colton, entered a series of five photo-
graphs of his son and nephew, both aged about two. It seems Joe’s
ideas about bringing ’em up differ radically from Dr. Dafoe’s. Three
of the shots caught the babes in a crap game, a drinking bout, and a
fight scene, which included two black eyes and the knockout blow...

Edmund Ridley, Brown & Tarcher, received the prize for the best
photograph, and Bob Stuart, McCann-Erickson, was given the award
for the best color illustration. . .

Bob Macguire closed the surprisingly successful show with the
promise it would be made a semi-annual event “to provide a place
where the artist in every art director may appear unashamed.”.. .

Willan Roux, NBC publication advertising expert, and Mrs. Roux
thoughtfully provided their son, Jack, age five, with an infant sister
playmate, named Suzanne...

Bill Leahy, a.m. of Dennison Manufacturing Company, has shipped
the mss. of “How to Protect Property in Business Ideas,” to Harper’s,
who will publish it at once...

Charles Borromeo Nash, director of publicity, American Radio
and Standard Sanitary, and Mrs. Nash, who is Dr. Dorothy Klenke,
famous brain surgeon, returned on the Washington this week from
their daughter’s wedding in London. The daughter, Mary Jane, went
abroad to study art, and now, after her mariage to a British engineer
and mine owner, will live at Kakamega, Kenya Colony...

Fred Smith, new BBDO publicity director, is not only well known
as an author of fiction and of articles and books about business, but
also as a research chemist and a tireless student of glandular psy-
chology. He has one of the largest collections of psychic lore in the
country. ..

Dorothy Fineman, secretary to Ben Waxelbaum, foreign language
representative, is Mrs. Waxelbaum in private life.
to the kitchen stove. Rosa Lind, the organization’s art director is
really Miss Rosalind Waxelbaum, who completes the family circle. .

Henry Sell, Blaker president, dances for pleasure and exercise.
He often drops in at Murray’s at the end of a busy day for an hour’s
relaxation on the dance floor...

Only executive in the hardworking agency to take a vacation since
its founding in 1931, Clinton Elliott, v.p., Bermingham, Castleman &
Pierce, will leave soon for three weeks on skis in the Laurentian moun-
tains, about 60 miles from Montreal. . .

When members of the Pittsburgh Advertising Club doubted the
yarn spun by W. W. Pigue, local member, about the Arkansas gumbo
hogtail ball, Mr. Pigue forthwith sent to Arkansas for one of the balls,
which he triumphantly exhibited to the skeptics...

Accompanied by his Missus, H. W. Roden, sales executive of John-
son & Johnson, New Brunswick, N. J., is hibernating in Miami. .
Bing Crosby, whose Christmas card was received by so many adver-
tising men, is not the crooner, but one of the mainstays of American
Lithographing and Printing Co., Des Moines, Ia... .

Harold Bugbee, head of Walter B. Snow & Staff, Boston, has
donned academic robes for the fourth time, conducting an advertising
course at the famous Massachusetts Institute of Technology. . . George
A. Dunning, New England manager for American Magazine, is on the
spot. For many years he has conducted a class in public speaking for
the Boston Advertising Club. But when he delivered an address on
“Mass Magazines” the other night, he read it! ...

Life is being pretty nice to Eldon V. Johnson, v.p. of United States
Envelope Company, Springfield, Mass. He spent two months in Europe
on a combined honeymoon and business trip, and on his return was
presented with a silver cigarette case at a home-coming party...
Les Munro, manager of Doremus & Co., Boston, has finally surrendered.
His engagement to Harriet Blake Shepard, of Newburyport, Mass., has
just been announced...

Edmund F. Jewell, assistant publisher of the Manchester Union-
Leader, has been elected a New Hampshire director in the New
England Council. . . Police grabbed a 21-year old youth charged with

writing extortion letters to Frank E. Gannett, newspaper publisher. . .

John Erle Davis, ubiquitous advertising man of Louisville, spends
his spare time boasting about the prowess of his precious kids. Here’s
a sample—The school teacher asked the class: “If I subtract 17 from
38, what’s the difference?” Davis’ offspring: ‘That’s what I say—
Who cares?” ..

William B. Wisdom, New Orleans agency man, has become a
director of the Community Chest. .. William Polje, vice-president of
Arbee Advertising Agency, Terre Haute, Ind., blushingly admits that
Miss Martha Long has replied in the affirmative. The wedding is set
for spring. . .

N. S. Reppert, vice-president in charge of sales, Luden’s Inc.,
Reading, Pa., can’t get away from advertising. Since the recent death
of William Paynter, advertising manager, Mr. Reppert has taken over
direction of this phase of the business also. .. Much refreshed by
the excursion, Helen Wing, radio director for Needham, Louis & Brorby,
Chicago, has returned from a visit to Tryon, N.C...

Lewis Watson, account executive for N. W. Ayer & Son, San
Francisco, is the author of a bouncing baby boy. . . On the other hand,
Mac Campbell, space buyer for Lord & Thomas, San Francisco, goes
N for girls. The one under discussion arrived Christmas Eve, and since
Mac is Scotch, his associates are drawing the inevitable parallel. ..

Edwin Charney, shown by ApvVERTISING AGE last week in the act
of receiving $250 worth of movie tickets at the hands of F. E. Scott,
Feneral sales manager for John F. Jelke Company, is a salesman for
he Branham Company, Chicago newspaper reps. Mr. Charney’s name
‘ra cake was selected out of thousands of entries. ».

Getting Personal

She prefers a desk.

LEADERS TELL

Chicago, Jan. 9.—An “appreciative
estimate” of the inventive genius
| which has brought new comforts to

public by utility advertising men,
J. R. Pershall, Public Service Com.

risING AGE. Mr. Pershall as presi-
dent of Public Utilities Advertising
Association, was one of several as-
sociation leaders who made optimistic
predictions for 1936.

“For advertising people in the
utility business,” commented Mr.
Pershall, “the signs seem to revive
an additional, if not point out a new
responsibility. While _ residential
building was backward until 1935,
inventors and designers were never-
theless busy developing new com-
forts, conveniences and luxuries.

Pass Story Along

“The job is to paint an accurate
picture to the consumer. In so do-
ing, we will have accomplished a
worth-while job.”

C. A. Palmer, Insurance Company
of North America, Philadelphia, and
president, Insurance Advertising Con-
ference, said 1936 means the “death
of discouragement,” to insurance ad-
vertisers, as well as those in other
fields.

J. S. Roberts, of Retail Credit Com-
pany, Atlanta, and president, Direct
Mail Advertising Association, said
that his organization will ‘continue
to foster recognition of direct mail
as a definite and effective medium
both alone and in conjunction with
others.”

a
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Not an engineering journal.
Not a _ contractor’s paper.
Not a builder’s paper.

ARCHITECTURE

is a Strictly Professional
Journal for Architects.

OF JOBS AHEAD

America should be conveyed to the |

pany of Northern Illinois, told Abver- |

Gains in Residential Building

by Territories
Millions of Dowars
TERRITORIES 0 10 20 30 4 50 60 70 80 90 100

METROPOLITAN N. Y.
& VICINITY

MIDDLE ATLANTIC

PITTSBURGH

GE First 11 Mos. 1934

Gains in 187 11 Mos. 1935

Complete bars represent total
residential building in the I*
Ilmonths of 1935.

Sensational pick-up in building industry as reported by F. W. Dodge

Corporation.

The Foot Saver Shop, New
has appointed Churchill-Hall,
New York.

director of the promotion

Foot Saver Appoints

Cordesman to B.B.D.

Harry J. Cordesman, formerly art
depart-
ment of Chicago Herald & Examiner,

has joined the art department of Bat-
ten, Barton, Durstine & Osborn, Chi-

for
Y rk, cago.

Inc.,

Lithocrafters Started

Morris Ligerman and James N.
Peterson have organized Lithocraft-
ers at 825 Noble St., Philadelphia, to
manufacture posters and displays.

O.

Give your salesmen
something they can sink their teeth into

Cold canvassing—prospect-to-prospect telling about a
product or service gives a manufacturer coverage and
insurance against the time “when and if”
salesman needs these days is something that he can sink
his teeth into—a definite, tangible lead.

For upwards of two years ARCHITECTURE, The
Professional Journal for Architects, has been forwarding
to concerns, who would like to have their products in-
cluded in the specifications of the active architects of

America, around 3,000

are passed on to salesmen to sell.

With building volume slowly but surely increasing, now

is the time to begin
to “work on the ar-
chitects.”” Send for
our new booklet
“Service Which
Spells Sales.”

IE TPR Se

—— . _ nm ng on ry
ahh a hoe oe Toma é gu * Pee ae ae he
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inquiries per month—leads which

—————_——V LLL SS LS SS SS SS SS Se ee cio

| ARCHITECTURE, Charles Seribner’s Sons, !
| Fifth Avenue at 48th, New York :

| Send return mail
! SERVICE WHICH SPELLS SALES
I

" Name
!

| Company

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28 ADVERTISING AGE January 13, 1936

1 “PULLING POWER
D CHARACTER

A Uf

— er

KAUFMANN & FABRY Company ++

; . get oe
425 S* WABASH AVENUE
eee CHICAGO ##8
December 23, 1935

# ot

* ; ee"

Mr. O. Le Bruns,
Advertising Age,
100 E. Ohio St.,
Chicago,Illinois.

*

Dear Mr. Bruns?t--

The pulling power of ADVERTISING AGE and the cheracter
of its circulation have been proved to us most forcefully.

A few weeks ago we inserted ean advertisement offering a
series of fine photographic {illustrations to any editor,
publisher or advertiser who would use them in the promo-
tion of safe driving.

“MAodrAdMcrr= N-TISHBHCAoTV

WOAMIBDPBDNAOACOTD rre-nNamzzo0Nn

The response has been tremendous. Editors, advertising
managers of large manufacturers, 4-A agency men, insur-
ance company executives from Canada to Cuba have request-
ed our photographs,

One insertion has proved definitely to us that your pub-
lication reaches the type of reader whom we are trying
to interest in the use of photographic illustration. Of
some 300 replies, there was only one whom we could not
classify as a prospect for our services,

Although these photographs were offered as our firm's
contribution to the cause of safe driving, several of

the inauiries from your publication have resulted in sub-
stantial sales, not to mention the addition of very valu-
able names to our matling list.

i
:
vv Vv VW

Cordially yours,

A KAUFMANN & FABRY CO.
L

Pp

F A ee

F ~ S

W Allan L. Percy

I/C Sales Promotion

PHOTOGRAPHY ALL TELEPHONES HARRISON 3ZIZS

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} January 13, 1936

ADVERTISING AGE

Shigeta-Wright Photo

Rp expansion of industrial

sales is under way! Manutfac-
turers of machinery, materials and
supplies consumed in industry are
reporting increased sales and
advertising programs as the result
of the steadily broadening opportu-
nities now presented in industrial
markets.

wnvodraawnerr= Q-LUvUrPaAsiunawe a 7

The Annual Forecast and
Review Number of INDUSTRIAL
MARKETING, just off the press,
gives a vivid and exciting picture
of renewed activities in every field
of merchandising and sales promo-
tion among manufacturers of indus-
trial products.

If you sell to industry, or are
interested in any phase of industrial
marketing, you will find tremendous
values in the exclusive service of
information supplied regularly by
INDUSTRIAL MARKETING, and
especially in the Annual Forecast
and Review Number.

This issue not only contains a
complete analysis of the 1936 plans

al

of over 100 manufacturers —gath-
ered for INDUSTRIAL MARKETING
by personal interviews—but a wide
variety of brass tacks material deal-
ing with every phase of selling
to industry.

Look over this partial list of
articles—then send in the coupon
for your copy:

"A Plan for Securing Sound
Distribution"—the first of a remark-
able series on distribution problems

by J. M. McKibbin, Jr., of
Westinghouse.

“Modern Trends in the Distri-
bution of Steel” a down-to-bedrock
discussion by N. J. Clarke, vice-
president in charge of sales of Re-
public Steel Corporation.

‘1936 Advertising Opportuni-
ties’—by R. Davison, New Jersey
Zinc Company.

Forecast and Review of Indus-
try by Business Paper Editors’—a
factual discussion of the 1936 outlook
by leaders in industrial publishing.

BB lndustrial
me Markets

ming Back!

—
iomeeniee

“How Flintkote Promotes Sales
in the Building Field"—a remark-
ably clear explanation of a selling
policy that works in a field that is
coming back with a bang.

There are a dozen more items
of unusual interest in this issue,
in addition to the special depart-
ments that make INDUSTRIAL
MARKETING invaluable to anyone
whose job is to sell to industry,
Copies of the Annual Forecast and
Review Number are strictly limited,
so send in the coupon NOW!

fp a a ee Oe ee wn eS eh core ome eo L
| INDUSTRIAL MARKETING |
| 100 E. Ohio St. |
| Chicago, Ill. |

| I want to see your Annual Forecast and Review Number. |
Enter my subscription for one year, beginning with the |
January issue. I'll send you a dollar when you send me a |
| bill.

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30

ADVERTISING AGE

January 13, 1936

SCRIP 10 CUT
TRAVEL COSTS
ON AIR LINES

Twenty Join Hands to Tell
New Story

Chicago, Jan. 9.—Twenty air lines
today launched the first cooperative
advertising campaign in the history
of air passenger traffic, with copy
emphasizing a reduction in fares
made possible by a new plan of “uni-

versal air scrip.”

Advertising includes 98-line space |
on financial pages of 28 newspapers
throughout the country, and in Ab-
\ERTISING AGk, Business Week, News- |
Week, Sales Management, Script, |
Time, and Traffic World.

Primarily, the campaign is de-
signed to attract a larger volume of
traffic, by stimulating pa-
tronage from business firms. The
custom of the “individual” traveler
is also sought, however.

passenger

The advertising announces “Revo-
lutionary Reduction in Air Fares:
Universal Air Scrip.” Flying may
be done on any leading air line at
rates which are generally no higher
and in many cases lower than sur
face travel, copy explains. Two plans

are outlined, both offering “scrip”
which is acceptable on all leading
air lines,

The first is the group travel plan.
offering companies a 15 per cent re.
duction on all one-way tickets, which
means a saving of 5 per cent on
round trips in addition to the usual
10 per cent. After credit investiga-
tion, air travel cards are issued to
companies for employes’ use.

Cutting the Cost
The second plan offers individual
travelers an opportunity to purchase
a book of coupons good for $500
worth of transportation for $425.
The “scrip” plan of increasing ai!
traffic had its genesis a year ago,

|when American Air Lines introduced

good only on its own lines.
Last summer, United Air Lines de-
veloped the group travel plan, in an
attempt to build business from large
companies.

As the scrip plan taken up
by various air lines, it became recog-
nized that all would benefit from a
universal system.

scrip

was

in the

advertising are American Air Lines,
Boston-Maine Airways, Bowen Air
Lines, Braniff Airways, Central Ver-
mont Airways, Canadian Colonial
Airways, Ltd., Canadian Colonial Air-
ways, Inc., Chicago and Southern Air
Lines, Columbia Air Lines, Delta Air
Lines, Eastern Air Lines, National
Parks Airways, Northwest Air Lines,
Pennsylvania Air Lines, Transconti-
nental and Western Air, Inc., United
Air Lines, Varney Air Transport,
Western Air Express, and Wyoming
Air Service. Copy states that Uni-
versal Air script is available at any
air line ticket office.

The committee in charge of the}
campaign consists of Harold Crary, |
vice-president for traffic and adver-
tising, United Air Lines, and Charles
Rheinstrom, general traffic manager
of American Air Lines. The Chicago
office of McCann-Erickson, Inc., is
the agency.

Individual air lines will also pro-
mote the sale of scrip in their adver-
tising.

° ° °
Davis to Owens-Illinois
William C. Davis, formerly man-

ager of the industrial and lime sales
divisions, United States Gypsum
Company, has been appointed direc-
tor of merchandising of the indus-
trial and structural materials divi-
sions of Owens-Illinois Glass Com-

The 20 lines cooperating

pany, Toledo.

ARTISTS ®*

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PRINTING PLANT

DAY and NIGHT
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Printing and Advertising
Counsellors

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workmen

All Departments

COPYWRITERS ®*
| PLANNING @

| DEPENDABLE PRINTING

Business Methods and Financial Responsibility the Highest. Inquire of Credit
Agency, Dun & Bradstreet, Inc., and First National Bank, Chicago, Illinois

PROPER QUALITY

Because of up-to-date
equipment and best

Printing

Catalogues e Publications e General Printing
Direct Mail Advertising

ENGRAVERS

OUR SERVICES
TYPESETTING

(Linotype, Monotype and Hand)

PRESSWORK

(The Usual as well as Colors)

BINDING

(The Usual, Machine Gathering,
Covering and Wireless Binding)

MAILING

(This Dept. is equipped to de-
liver to the post office or custom-
ers as fast as printed and bound)

ELECTROTYPING AND
ENGRAVING

(Our facilities are up-to-date and
can take care of any sized orders)

ADVERTISING SERVICE

(Planning, copywriting, design-
ing, photographing and artwork)

QUICK DELIVERY

Because of automatic

machinery. Day and
night service

TO OUR PROSPECTIVE CUSTOMERS — Our growing business which comes from ai] parts of
the United States is because of satisfied customers. For your investigation further we will be pleased
to furnish the names of well known firms who are our present customers. Consulting with us about
your printing problems and asking for estimates does not place you under any obligation whatever.

Secure our proposal on your printing. Large and small orders solicited.
Proposals made on all or any part of our services.

f

PRINTING PRODUCTS CORPORATION

Telephone WABASH 3380

Established 1888

PHOTOGRAPHING

Polk and La Salle Streets

© ELECTROTYPERS

OUR
SPECIALTIES

Catalogues
Booklets
Publications
Trade Papers
Magazines
House Organs
Price Lists
Pamphlets
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Directories
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Books
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Folders
Circulars

and
General Printing

RIGHT PRICE
Because of superior
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management -

Chicago, Illinois |

THE JAPANESE

DO IT BETTER

GREYHOUND ADDS
A MILLION FOR
‘36. PROMOTION

Cleveland, O., Jan. 9.—The 1936
advertising schedule of Greyhound
Lines for 1936 will be from 15 to 20
per cent larger than in 1935, the ex
penditure running slightly over a
million dollars. Decision of the com-
pany to run its greatest campaign
comes after a successful year in
which every Greyhound company
showed an increase of from 10 to 50
per cent over 1934.

Practically all national magazines
used last year will be retained, and
a large number of new ones added.
Included in the list are American
Magazine, Collier's, Cosmopolitan,
Country Gentleman, Country Home,
Good Housekeeping, The’ Ladies’
Home Journal, The Literary Digest.
National Geographic, The Saturday
Evening Post, and about fifteen
others, including romance and movie
magazines and school and _ teacher
publications. The backbone of the
national campaign will be full-color
bleed pages in the Post.

"Account Executive," operetta presented by San Francisco Adver-
tising Clubs, gives the Japanese version with a flavor of "The
Mikado." Here is Bern De Roche as Mr. Bright, copywriter for Nanki-
Poo, dashing off an ad while Bill Donman plays the part of a desk.

will be strengthened and women’s
magazines will be added, newspapers
will receive the largest group appro-
priation. About 2,000, mostly metro-
politan, will be used.
The new Greyhound slogan will be
“See America Best by Greyhound.”
During the past year, large colored
maps were issued to school teachers,
listing historic points of the United
States. The first issue of 50,000
copies was taken in a hurry and an-
other 50,000 are now being printed.
Highly illustrative copy will be
continued, with convenience, comfort
and cost of riding Greyhound empha-
sized,

Advertising of Greyhound Lines is
handled by Beaumont & Hohman,
Cleveland.

“Trade Advertiser”

Launched in India

D. Netto Bhos has started publica-
tion of The Trade Advertiser, a
weekly publication at “Sarolea” Main
Road, Trivandru, South India. The
publication, written for traders, shop-
keepers and other business men,
operates on a free circulation basis
throughout India, Burma, Ceylon
and other countries.

Allen Joins “Stage”

J. E. Allen, formerly with Curtis
Fublishing Company, has joined the
Eastern sales staff of The Stage. He
will cover New England and New

While advertising in the rural field

York State.

PRINTING

AD-SETTING e PRINTING

FAITHORN

CORPORATION

504 Sherman St., Chicago

- Wabash 7820

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“ ne a ve Ye cee aan” eee a Be eT alle te
is se panl : x ad - BUR Bi = : = ae a ‘ae we ORS:
a J \ : La < oa
January 13, 1936 ADVERTISING AGE 31
Inform ati on Charge Infringement William Johnson to Gillespie Heads Hartigan, Kelly
of Gillette Patents Screen Broadcast Oklahoma Stations Address Salesmen
Evidence was heard Jan. 3 in New- William Johnson has resigned as W. C. Gillespie, vice-president of Perfection of color advertising in
for ark, N. J., by Federal Judge Fake in! president of General Screen Adver-|KTUL, Tulsa, Okla. was elected | M¢WSpapers 1s one of the moet Im-
a suit filed by Gillette Safety Razor |tising, Inc., Chicago, to become chair- | president of the Association of Okla- | PoTtant achievements in advertising
° Company, Boston, to enjoin Windsor|™man of the board of Screen Broad-|homa Broadcasters, at an organiza- | '™ 50 years, D. F. Kelly, president of
Ad vertisers Mfg. Company, Orange, N. J., from|cast Corporation, new national or-|tion meeting in Oklahoma City. the Fair Store, Chicago, told the 31st
alleged infringement upon patents| ganization for distribution of short| Other officers include Neal Barrett, semi-annual convention of the adver-
for the manufacture of blue safety} length advertising films. KOMA, Oklahoma City, vice-presi- CISINg department of the Chicago
Che titi é ts may be|?azor_ blades. Signer & Bryne, New York, have | dent; and H. J. Porter, KCRO, Enid, | 77ibune last week. He gave credit
1€ to nope spreompnn s — Gillette asks an injunction, dam-| been named Eastern, and Atlas Edu- | secretary-treasurer. to the Tribune for leadership in tech-
secured without charge by AMY) aces and an accounting of profits. cational Film Company, Chicago, a cieans nical development of color advertis-
national advertiser or advertising ani esis ' Western representative of the new ; | ing. " —
agency from the companies sponsor- ‘ ; 2 | company. Hall, Jones, Appointed J. J. Hartigan, vice-president and
ing them, or through ADVERTISING Skinner Joins Whiton ; William H. Hall hes heen | — of Sena deca
= “13 p : : ; ; m Yompany, Detroit, outlined essentials
AGE, Robert B. Skinner has resigned | . pointed director of sales, and Harry | ~,’ neg! cat de las oe Sr at
as secretary and sales manager of | Now Georgian Press N. Jones, general superintendent of ‘* the advertioing ssleeman's job.
No. S871. The Thumb District of|Skinner Chuck Company, New Davidson Press, Inec., 175 Varick | Alabastine Company, Grand Rapids, |

Michigan.

This loose-leaf file, issued by the
Port Huron Times Herald, contains
a circulation analysis of the paper,
data on population, retail and whole-
sale outlets of its territory, a list
and description of leading Thumb
District industries, and route lists
of retail grocery stores and meat
markets in Port Huron, trading cen-
ter of the district.

No, 872. 1935 Spokane Market 100% |

Retail Drug and Grocery Surveys.

These are the second annual! retail
grocery and drug store surveys made
by The Spokesman-Review and Spo-
kane Daily Chronicle, carried out
through personal contact with all re-
tail drug and grocery stores in met-
ropolitan Spokane and in 33 repre-
sentative cities and towns of the out-

side field. The surveys deal with |

sales standing and distribution of

various brands in major classifica. |

tions. Data is so arranged as to be
comparable with figures on sales
standing of products in the Spokane
market in 1934 and in 1931.

No. 873. House & Garden Presents
Walls and Roofs Building Bulletin
No. 5.

New wall and roofing materials
and new ways that modern architects
have developed for the use of old
and familiar materials form the ba-
sis of this bulletin issued by House
«& Garden. The review of materials
includes both traditional materials
such as wood, brick, stone and stucco,
and such new materials as mono-
lithic concrete and metal. For roofs,
the qualities of slate, copper, wood
and composition shingles are ex-
plained.

No. 804. Midwest Farm Papers Mar-
ket Data.

The 21,694,712 people living in the
midwest states are neatly pigeon-
holed in this data compiled by the
research department of Midwest
Farm Paper Unit, Inc. Population
distribution is given in racial and
national groups, and numbers, as
well as percentages, of population
are shown for farms, villages, towns
and cities.

No. 816. International in Appeal.

Complete editions in England and

Germany, special sections in a
Swedish, a Norwegian and a Danish
magazine are described in this
brochure issued by True Story
Magazine to show the fundamental
appeal of True Story’s editorial
formula.

No. 840. Metropolitan Long Island
Prophets and Profits. 1935 Facts
and Figures.

The first of these books, compiled
for and published by the Nassau
Daily Review in 1930, is a survey of
present and potential business of
Metropolitan Long Island. It con-
tains statistics on banks, schools,
churches, transportation, and a list
of business concerns, and indicates
the buying power of the population.
Charts tell the story of coverage of
the market by the Daily Review as
Compared with other newspapers.
The second booklet contains 1935 fig-
ures on the Metropolitan Long Island
Market which fulfill the prophecies
of business and population increase
and circulation coverage made in the
1930 study.

No. 836. San Pedro, California.

Issued by the San Pedro News-
Pilot, this brochure deals with va-
Nous aspects of the San Pedro mar-
et: population, buying power, num-
‘er of retail outlets, transportation,
‘Ad coverage of the market by the
Yews-Pilot.

* .
Britain, Conn., to become vice-presi-|St.. New York, has become The} Mich. This company is entering the Moves to Miami
dent and general manager of D. E. |} Georgian Press, Inc., with Saul Leh-| paint field with a complete line of The Miami Beach Sun has been
Whiton Machine Company, New/man and A, Lomaskin, former firm | oil paints, enamels, varnish and other | moved to Miami, Fla., and changed
London. members, as sole directors. paint specialties. lits name to The Sun.

E, IDE

ITS SUCCESS WAS INEVITABLE!

The first issues (December, 1935) of the new

AUTOMOBILE TRADE JOURNAL
MOTOR WORLD WHOLESALE
MOTOR AGE

went to press with a total of 333 advertisers and 182
pages of advertising, as against 108 advertisers and 47
pages in Automobile Trade Journal of December, 1934

CHILTON @® COMPANY
Chestnut & 56th Streets, Philadelphia, Pa.
New York - Detroit - Cleveland - Chicago - San Francisco

AUTOMOBILE MOTOR WORLD MOTOR
TRADE JOURNAL WHOLESALE AGE

A specialized, modern busi- A live, authoritative busi- A practical business paper
ness paper edited exclusive- ness paper for the automo- for the automotive mainte-
ly for automobile dealers. tive jobber and his salesmen. nance field.

er
be rege Bis

5
® CTON Buti ea FE

‘ Fi) : ‘é
BAVOTED TO THe sreTete ses ep ewe * a
mt or eos. bee em eat sna
‘ BS

in THIS ISSUE

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32 ADVERTISING AGE January 13, 1936
Radio for Citrus Chicago Marketing BIG FELLOW
Florida Citrus Commission, through Group Organizes Minute Tapioca Stages

Ruthrauff & Ryan, Inc., will start A group of about 40 Chicago re- i ‘i
“Dramatic | Sketch” over station gearch and marketing executives ’ Record-Breaking Drive
WOR, Jan. 31. The program will be| who have been holding informal p p ae iiiad
heard Tuesdays, Thursdays and Sat-| meetings for discussion of mutual ; New York, Jan. 10.—With ad

urdays at 6:45 p. m., EST.

Happy sponsor announces 8 talent
discovery programs on WHIO
pulled 31,279 votes—He cheers!
—We cheer!

. . . « Popularity of Station war-
rants placing WHIO on your bal-
lot in 1936.

problems formally organized the
Market Research Forum Jan. 8.

Edward Scriven, Batten, Barton,
Durstine & Osborn, was elected presi-
dent of the group, which will hold
monthly meetings. Other officers
elected were C. C. Chapelle, H,. W.
Kastor & Sons Advertising Company,
vice-president and program chair
man; Carl H. Sundberg, Major Mai
ket Newspapers, Inec., secretary:
Marian Nolan, Market Research Cor
poration, treasurer.

American Is Active

American Fork & Hoe Company,
Cleveland, maker of garden and
edged tools, fishing rods and lures,
and golf shafts, will use a heavy ad-
vertising schedule during 1936.
Business papers will be used for tool
promotion and class publications for
the sporting goods line. 1riswold-
Eshleman Company, Cleveland, is the
agency.

J = Back

Robert L. Johnson, on a year's
leave of absence spent as Relief Ad-
ministrator for Pennsylvania, will
return to Time, Inc., New York, early
in March as vice-president in charge
of advertising in Time, Fortune,
Architectural Forum and Letters.

Pfeifer Goes National

Pfeifer Brewing Company, Detroit,
is releasing a newspaper schedule in
Ohio and neighboring states in a
move toward national marketing.

The newspaper campaign will be
supported by radio and _ outdoor.
Grace & Bement, Detroit, is the

agency.

Now Manternach, Inc.

Manternach Company, Hartford,
Conn., agency, has changed its name
to Manternach, Inc.

( Advertisement )

Little Stories of Radio Advertising
“Uncle Don’s Bank”

Bank is
institu-

The Greenwich Savings
one of the oldest financial
tions in the United States. It was
incorporated in 1833 and is, I be-
lieve, the largest savings bank in
the country today.

Greenwich Savings Bank is the
oldest continuous advertiser on
WOR, also the oldest advertiser on
Uncle Don’s program, through
which many thousands of listeners
have been induced to join the Earn-
est Savers Club by genial Uncle
Don.

The bank is located on Broadway
at 35th St. “right under’ the
Empire State Building tower.

Recently a party of youngsters
were enjoying a conducted tour of
the Empire State Building. From
the observation platform 102 stories
up, the teacher was indicating such
points of interest as the Statue of
Liberty, the George Washington
Bridge, et cetera, when one young-
ster, pointing to a large red and
white sign on the Greenwich Bank,
piped up with “Hey, lookie guys,
there’s Uncle Don’s bank.”

Silly, isn’t it? They spend 102
years establishing the name Green-
wich Savings Bank in the minds
and consciousness of several gener-
ations of New Yorkers but Uncle
Don in five years has given it a
new name so far as the present gen-
eration of New York youngsters ts
concerned. No wonder the’ bank
gives him credit for having brought
in more than 32,000 new savings ac-
counts in one year and no wonder
they have stayed with him through

all these years, not even dropping
off during the bank moratorium.

Uncle Don is an institution and
there are few children living within
the effective range of WOR’s power-
ful signal who have not been influ-
enced by Uncle Don's. persuasive
voice.

They save their pennies and eat
their spinach and polish off their
oatmeal and drink their tomato
juice because Uncle Don tells them
to. And of course they buy Borden’s
Mel-O-Roll—that’s Uncle Don’s Ice
Cream.

They wouldn't know a vitamin
from an ichthyosaurus but they get
their cod liver oil in I.V.C. Pearls
because Uncle Don tells them that
is the way to grow big and strong.
They look both ways before cross-
ing the street and they wash their
faces (and even behind their ears)
with Fairy Soap.

Uncle Don promotes right living
and clean thoughts—clean teeth
too, and that calls for Calox Tooth
Powder.

You may gather from this that
Uncle Don is the mothers’ best
friend and helper, and you may

gather also that Uncle Don does a
very effective job of selling products
used by children. He is and he
does!

So we give you another famous
“audience tested” program. We will
appreciate an opportunity to tell
you all about it.

CP OP, rhea

WILLIAM G. RAMBEAU COMPANY

New York

Chicago

San Francisco

Radio's First Special Representatives

CANTOR SHIFTING

Jan. 8.—Several new
including three of
Company,

New York,
radio programs,
Colgate - Palmolive - Peet
along with a number of readjust-
ments in time and station line-up
will be effective this and next week,
according to radio network head-
quarters.

Julian & Kokenge Company, Colum-
bus, has doubled the number of sta-
tions carrying “Musical Footnotes”
for Footsaver shoes. The program
over the enlarged coast-to-coast net-
work of 41 Columbia stations starts
Sunday, Jan. 12, at 1:30 to 1:45 p.m.
EST, originating at WBBM, Chicago.
Aubrey, Moore & Wallace, Inc., Chi-
cago, is in charge.

First of the new Colgate-Palm-
olive-Peet programs starts Saturday,
Jan. 11, featuring Palmolive soap. It
originates at WABC and uses 62
stations in a coast-to-coast Columbia
hook-up at 8 to 9 p.m. EST with
re-broadcast at 11 to 12 midnight.
Title is the “Palmolive Beauty Box
Theater.” Benton & Bowles is the
agency.

Goldberg’s New Sponsor

On Jan. 13, the same company
launches “The Goldbergs’” Monday
through Friday with Gertrude Berg.
Products featured are Super Suds
and Colgate dental items. Time is
5:45 to 6 p. m. EST on a coast-to-
coast hook-up of 61 Columbia sta-
tions. It originates at WABC. Benton
& Bowles are in charge. The Gold-
bergs formerly worked for Pepsodent
Company.

A one-time broadcast over 57 sta-

tions of the NBC-WEAF Red network
is scheduled for Monday at 11 a.m.
to 12 noon, EST. The sponsor is
Johns-Manville Corporation. J. Wal-
ter Thompson Company is_ the
agency.
For Palmolive Shave Cream and
Brushless Shave, Colgate-Palmolive-
Peet starts a new program called
“Gang Busters” with Phillips Lord,
Wednesday, Jan. 15, at 10 to 10:30
p.m. EST over a coast-to-coast net-
work of 60 Columbia _ stations.
Broadcasts originate at WABC. Ben-
ton & Bowles are in charge.

Ford Motor Company begins a
new series of Friday broadcasts Jan.
17, presenting Fred Waring and His
Pennsylvanians, 9:30 to 10 p.m. EST
over the NBC-WJZ network.

Cantor Changes Time

Lehn & Fink Products Company
has changed time on two of its radio
series, effective Jan. 5. Leslie
Howard, for Hind’s Honey & Al.
mond Cream, will be heard Sunday
over a coast-to-coast Columbia net-
work from 2 to 2:30 p.m. EST in-
stead of 8:30 to 9 p.m. Eddie Can-
tor, for Pebeco, changed to the half
hour from 7 to 7:30 p.m. EST with
re-broadcast from 11 to 11:30. The
hour was formerly 8 to 8:30. The
change avoids conflict with Major
Bowes, operating for Cantor’s former
sponsor.

On Jan. 5,
Delaware

Whelan
Corporation

Drug Stores
launched a
new program, “Yours” Sincerely,”
with Isham Jones and Orchestra
over WOR, WOL and WFIL of the
Mutual Broadcasting Svstem. Time
is 6 to 6:30 pm. EST Sunday.
Young & Rubicam, Inc., is in charge

Axton-Fisher Tobacco Company
started a new Tuesday program this
week for Spud Cigarettes featuring
Tex O’Reilly and Enoch Light’s or-
chestra. Broadcasts will be heard
through Mutual’s WOR and WLW.

Kenyon & Eckhardt, Inc., directs
this activity.
Chappell Promoted

Will J. Chappell of Detroit has
been appointed advertising manager
of Timken Silent Automatic Com-
pany, T, A. Crawford, general sales
manager, announced.

Since 1930, Mr. Chappell has been
assistant to Mr. Crawford. Prior to

joining Timken, Mr. Chappell was as-
sociated with Detroit Steel Products

Corporations for several years.

| Samy So x " e as

L. B. Wilson, president of WCKY, Cin-

cinnati, has returned from Miami with
photographic proof of his prowess at
deep sea fishing.

S. F. Representatives Push
Newspaper as Medium
Newspaper Representatives As-
sociation of San Francisco is tying
in with Eastern newspapers in the
“united front’ campaign. Prepara-
tion of a master presentation to be
used by all representative members
is being prepared under the direction
of Rufus L. Doig, O’Mara & Ormsbee.
He is being assisted by Allen Stanley,
Scripps-Howard Newspapers, and
Floyd L. Sparks, M. C. Mogensen &
50.
The San Francisco association is
headed by Keene Fitzpatrick and
C. E. Greenfield, O’Mara & Ormsbee.

dition of full color pages in Sun-
day magazine sections of 18
metropolitan newspapers to
women’s magazines, the 1936
campaign on Minute Tapioca will
be the largest in its 42-year his-
tory. There will also be a spe-
cial farm publication campaign
stressing the fact that availa-
bility of milk and eggs make
tapioca an econcmy dessert.

Butler Executive Dies

Edward Sheehy, 70, vice-president
of Butler Brothers, Chicago, died
Jan. 5 after a short illness. He
joined Butler Brothers in 1887 as an
entry clerk. In 1920 he was made a
director and treasurer. He was
elected vice-president in 1933,

Gets Turpo Account
Benson & Dall, Inc., Chicago, has
been appointed to handle advertising
ot Turpo, product of The Glessner
Company, Findlay, O. R. J. Dooley
is account executive. Radio and news-
papers will be used.

Heeney Chairman
Cc. A. Allen Heeney has been elected
chairman of the Advertising and
Sales Bureau, Vancouver, B. C.,
Board of Trade. He is manager for
McConnell, Baxter & Eastman, Van-
couver agency.

Weimer Moves

Charles Perry Weimer, illustrator,
has moved from 149 E. 48th St. to
new quarters at 25 E. 30th St., New
York.

Wood With Aeoney

Clyde Wood has resigned from ra-
dio station WJAY, Cleveland, to join
Humphrey, Prentke & Associates,
Cleveland, as account executive.

with HIs *

@ KEX has now been cho-
sen by the National Broad-
casting Co. to carry its
entire selection of BLUE
network programs. Togeth-
er with its affiliate, KGW,
which will continue RED
network releases, KGW and
KEX will, under the new
set-up, broadcast NBC
commercials and NEC sus-
taining programs from
7 a. m. to midnight— every
day in the week!

5000 Watts D.T.— 1000 Watts N.T.

BIG BROTHER

Advertisers will profit in 3 ways:

1.CHOICE OF TIME

Does your advertising message click
better at 10 a.m. or 9 p.m.? Here are
two stations;onewill certainly be open
for your message at your favorite time.

2. VARIETY OF PROGRAMS

Do you wish to follow a symphony or
a jazz orchestra? Here aretwo stations;
one will certainly have your desired
type of program atthe hour you wish it.

3.COMPLETE RATESTRUCTURES

Are you a large or small advertiser?
Here are two stations; both exception-
al radio" buys" — yet the rates give you
a wide choice of either time or service,
each hasits own rate structure to meet
your needs.

For market data, costs and sales possibilities of using either or both of
Portland's two most influential stations, write telephone or wire...

KGW -

REX

5000 Watts

RADIO SERVICE OF THE

OREGONIAN

PORTLAND, OREGON

The Great Newspaper of the Pacific Northwest

KGW-KEX represented by Edw. Petry & Co., New York, Chicago, Detroit, San Francis©°

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January 13, 1936

ye A ees OE eee ra oe Ram ee ee a

ADVERTISING AGE 33

STEPS UP

William W. Romaine, new direc-
tor of advertising and sales a

motion for Plymouth Motor Cor-

poration, Detroit.

P. & G. Largest
User of Radio;
Other | Leaders

Chicago, Jan. 9.—Procter & Gamble
Company was the leading radio net-
work advertiser in 1935, National
Advertising Records reports. Its ex-
penditure for time was $2,104,687.

Second on the list came General
Foods Corporation, with $1,948,509;
third, Standard Brands, Inc., $1,938.-
577; and fourth, Ford Motor Com-
pany, $1,928,860.

Other ranking radio advertisers
were Colgate - Palmolive - Peet Com-
pany, $1,679,037; Lady Esther Com-
pany, $1,100,998; Pepsodent Com-
pany, $1,098,996; Campbell Soup
Company, $926,515; General Motors
Corporation, $897,563; and Dr. Miles
Laboratories, $858,671.

For the complete list of leading
radio advertisers, see page 534.

In spot broadcasting, Drug Trade
Products, Ine. was the leader, ac-
cording to reports made to National
Advertising Records by radio. sta-
tions. No figures on expenditures
are available.

Other leading spot advertisers
were General Mills, Inc., Chevrolet
Motor Company, Bulova Watch Com-
pany and Dr. Miles Laboratories.
The complete list of leading spot
broadcasters follows:
Rank
46—Anacin Co.
28—B. C. Remedy Co.
36—Bowey’s, Inc.
4—Bulova Watch Co.
44—Bunte Brothers
20—Cal-Aspirin Co.
e—Chevrolet Motor Co.
§6—Chrysler Corp.
8—Crazy Water Co. |
41—Crowell Publishing Co. |
‘7—Curtiss Candy Co.
1—Drug Trade Products, Inc.
»l—Feigenspan Brewing Co., Chris-
tian
26—Fels & Co.
-4—Field, Marshall & Co.
%—Ford Motor Co.
—Gardner Nursery Co.
—General Baking Co.
-—General Mills, Ine.
‘'—Gluek Brewing Co.
li\—Gordon Baking Co.
'4—Grove Laboratories, Inc.
1) —Horlick’s Malted Milk Co.
‘'—Horn & Hardart Baking Co.
\j—Household Finance Corp.
14—Illinois Meat Co.
4\—Ironized Yeast Co.
li Johnson Educator Biscuit Co.
*) —Kendall Mfg. Co.
—Kroger Grocery & Baking Co.
» -Leisy Brewing Co.

Maryland Pharmaceutical Co.

Miles Laboratories, Dr.

Old Mission Laboratories

*2—Olson Rug Co.

Omega Chemical Co,

Penn Tobacco Co.

--Procter & Gamble Co.

Radio League of the Little Flower
Reid, Murdoch & Co.

12—Sheffield Farms Co. tem enjoyed 1935 sales of $17,637,-|
29—Skelly Oil Co. 804, compared with $14,825,845 ed
39—Standard Oil Co., of Calif. 1934, a gain of $2,811,959.
18—-Standard Oil Co., of N. J. ————_—_——_——
48—-Studebaker Corp. of America
47—Sun Oil Co.

7—Waitt & Bond, Inc.
25—Wander Co.

22—-Wasey Products, Ine.

World Wide Hotel

.
Beauty Research Bureau Organized

The Society for Beauty Research Hotels of the World, Inc., world-

| has been organized at 516 Blue Hill| wide service bureau devoted exclu-

| Ave., Boston, with M. Gould Smith} sively to hotel information and rep-

as director, and Lillian R.-Field as| resentation, has opened a chain of 40

St. Louis will sponsor a ten-week| secretary. The society’s activities in-| offices in various parts of the world.

course in “Careers in Advertising and| clude preparation of reports on cos-| New York headquarters have been es-

the Jobs Behind Them,” starting | metics and allied drug items as a free| tablished in the International Bldg.,
| Feb. 4. Helen Hurd, editor of “Shell | service to manufacturers and con-! Rockefeller Center.

NETWORKS GAIN Petroleum News,” is in charge of the | sumers. Milton V. O’Connell, formerly ad-
Sa ’ ain, | course, with Dorothy Ward as as- It also hopes to make an effective| vertising manager of several New
New York, Jan. 9.—The two major sistant. Members of the club will| reply to what it believes are exag-}| York hotels, is in charge of American

radio networks had a 1935 volume conduct the classes. gerated charges made in recently | activities.

of $48,786,735, compared with $42,- published books. |

659,461 in 1934, according to figures ie ———_-- -

released here. This is a gain of Store Clinics by G-E “W orld’ Names Hopewell

$6,127,274. The fourth annual department | Rates wen 4 ereerer i
panty , la . .», | Store clinic under sponsorship of the George T. Hopewell has been ap-|New York, has_ released through
National Broadcasting Company's specialty appliance sales division of| pointed New York representative of Blackman Advertising, New York, an

1935 sales amounted to $31,148,931, | General Electric Company will be! Atlantic City World. Fred Kimball, | announcement of new reduced prices

a gain of $3,315,315 over $27,833,616 | held March 10-11 at Nela Park, Cleve-| Inc., continues as representative in; due to tariff changes, Large space

in 1934. Columbia Broadcasting Sys- | land. ‘other territories. lis being used in 400 newspapers.

Form Society for

Club Siicvindats Course

The Women’s Advertising Club of

Seagram Lowers Prices
Seagram Distillers Corporation,

CLEVELAND

Where America Meets
in 1936!

Cleveland in 1936 will hold the eyes of the nation. The Republican
National convention, the Great Lakes Exposition, American Legion
Convention, National Air Races and many other national conventions
come to Cleveland this year. Over five million visitors from all parts

of the country will make Cleveland the Convention City in 1936.

Here is a great plus circulation, national coverage, for the advertiser
who uses Outdoor Advertising in Cleveland. A Poster Display in

Cleveland, at all times, is guaranteed a net advertising circulation

cost of less than 7c per thousand.

With this 5,000,000 plus circulation
Cleveland is the best Outdoor buyin America!

A Packer Operation
CENTRAL OUTDOOR ADVERTISING CO.,

Inc.

Richfield Oil Co., of Calif.

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34 ADVERTISING AGE January 13, 1936

Voi f (105 Leadi Radio Ad iogas tn
a: ewe: CO. Gan yaw kone esoeseeeaeens 510,838 432,065
2 o1Cce @) ea ing a 10 ON OTT RTT CEEEC ET ORETE RC ee 150,374 94,929
“ e IR 5 oh ila ci a aw res Ria aetoeal P 360,464 337,136
Ad ° vertisers of ] 935 24—Morris, Philip Co., Ltd., Inc.............000++ 508,894 282,470
F ve 1ser 25—Firestone Tire & Rubber Co............++.- 496,557 415,163
% 26—Corn Products Refining Co................. 488,622 268,860
oe . " eee Dae MEME. . cc kckeaceeeesie | ape 72,610
(Continued from Page 10) Companies Spending More Than $100.,- Karo, Kre-mel, Mazola and Linit........ 372,428 53,770
They think that nothing can be} ° BG OE Bc ce vitscvesevdsdceesuaeaeye 116,194 142.480
which is not comprehensible by their | OOO in 1935 on NBC, CBS and ester TN ie SD od ee bd ROD EE eee 486,304 292,734
little minds. All minds, Virginia, | iM i ME ee on kk ow op eben b olan 485,205 530,774
ze whether they be men’s or children’s BS Networks S0—OUOEE COE oon cnc resi rscencvevecaxeness 482,241 190,015
= are little. In this great universe of | , a SE PEO hee tess ewsenedekweeerewens 287,166 190,015
curs man is a mere insect, an ant, | (National Advertising Records) Pep Cereal ........ iia segnieceecass 195,07 seas,
in his intellect, as compared with the 30—Pillsbury Flour Mills Co...............0.e.: 472,864 502,727
boundless world about him, as meas- Sie Nes sims: CCNCOEF ES CORR ERAS 468,433 62,665
ured by the intelligence capable of | 1935 1934 32—Studebaker Sales Corp.............+++.0+5: 425,124 284,818
grasping the whole of truth and| 1-—-Proctor & Gamble Co..................5-- $ 2,104,697 $ 969.226 | 33—Cities BOrvice Cini. ccccvvevescccvescees 424,987 385,477
knowledge. Camaey Tollet GOOw sicisscccscccvscesses 212,796 155,247 | 34—Ra@io Corp. Of AMOGFricd. 2.6 .ccccneseveacees 411,297 68,540
“Yes, Virginia there is a Santa) DRE ec civdecadteacucheser?arsvecese ed 300355 @8 @24=—_s a raves BOA Mere. Co. CVICIOr DIV.) ons ceccvccrs Senso 00—«~“CR Ws
Claus. He exists as certainly as love Ce i eka cbetineedehawed base 469,941 72,540 oe ere... eth kkeusaeeen ee 108,672 68,540
and generosity and devotion exist, | ES £085.06 pairs dee hE KELEE GASP ESSE OEE OS 75,818 26,956 | 35—Shell Oil & Shell East. Petr. Corp.......... 404,216 208,008
and you know that they abound and SO PE: corde ebessiwaee séveseser es 594,817 180,264 Sheil Eastern Petroleum Prod. Corp..... 377,680 88,599
give to your life its highest beauty AE ae ae 511,197 43,900 Eg eT rere er eee 17,550 54,230
and joy. Alas! how dreary would 2—General Foods Corp. ............ceceeeeees 1,948,509 1,450,575 Shell Petroleum Corp... .....sscccceeess 8,986 65,179
be the world if there were no Santa | oe Pe Magee vad cian dd een ees 63,636 or Pe ee ey A er ee rer ee re ie 598,825 353,699
Claus! It would be as dreary as if | G. F. Cooking School ........cccccecee 97,716 71,357 Hinds Honey and Almond Cream........ 146,929 353,699
there were no _ Virginias. There Pe CEPR GOR. kc cicccwreececene veneers 13,494 ro ST TCT Re Cee ee :. ere
would be no childlike faith then, no Grape-Nuts Cereal .......ccessssverers 44,106 376,440 Pebeco Toothpaste .........ccccccseves 55, @8=— tease
poetry, no romance, to make toler- I ee eae ae ee ar 373,091 oe UM yf es er 389,161 480,451
able this existence, We should have COE SUMO Siwieccedearkebedensone “eelate BEGG] SE—-TIGGHSE COs écscseveesccacescsccercaecvas 386,866 ——......
no enjoyment, except in sense and ee: 134,256 59,308 | 39—Sinclair Refining Co....................05: 372,960 367,326
sight. The eternal light with which Maxwell House Coffee.................. 668,202 644,056 | 40—Gulf Refining Co............. ccc cece eens 358,049 285,353
childhood fills the world would be Post Toasties and Bran................. 0 0 rire 41—Affiliated Products .......cccccsccscseveces 349,473 250,750
extinguished. Ep ok kaa xP os oO 0RRe AEE RK RO OTe 65,856 —...... Edna Wallace Hopper.................. 158,369 157,312
“Not believe in Santa Claus! You; 3—Standard Brands, Inc. .................0055 1,938,577 1,847,178 ils code mdgacos Sawaal sth 2
might as well not believe in fairies! BOOS GOP oi viscssccccccivcccsnenss CT ee Philippe, Inc., Lowis..........ccsccsvece 175,301 93,438
You might get your papa to hire men Chase & Sanborn Coffee................ 659,460 635.129| 42—Great Atlantic & Pacific Tea Co............ 340,376 160,552
to watch in all the chimneys on Fleischmann’s Yeast (For Health)...... 522,984 600,359 | 43—Vick Chemical Co..................000000e 333,854 114,751
Christmas eve to catch Santa Claus, Fleischmann’s Yeast (For Baking)...... 262,894 960,878 | 44—Carmation C0. ..ccccnc sci vcccccccccccesescs 332,517 324,437
but even if they did not see Santa OD BI is cucberiwiecwndeeeess 258,820 191,682 | 45—Warner Co., Wm. R...............eseeeees 331,578 262,076
Claus coming down, what would that Royal Ice Cream Powder................ Sti 8=—« - Review Sloan’s Liniment & Vince............... 00 we eee. 215,217
prove? Nobody sees Santa Claus, but a ee eee Tree 105,160 159.636 Sloan’s Liniment ................0..00- 139,465 eae
that is no sign that there is no Santa Tender Leaf Tea and Royal Gelatin.... Cee ee Nom-Bpl & ViINCC.......0.cscccsseseesees — seenes 19,335
Claus. ae: a ee 1,928,860 1,191,577 MOD nc cecevertccneeecreetseseeveres — esebes 27,524

“The most real things in the world Ford Motor Co..............00eeeseeeees 1,905,110 1,191,577 VINCE ose eee eee eee eee eee eset eee ees 25,159 a
are those that neither children nor Lincoln Motor Car Co..................- eS | | re Vince, Sloan’s Liniment & Albodon..... 166,954 ae
men can see. Did you ever see} 5 Colgate-Palmolive-Peet Co. .............0: 1,679,037 1,333,873 | 46—Davis Co., R. B........... ccc cece cece eee ees 321,290 367,380
fairies dancing a the lawn? Of Colgate’s Dental Cream................. 224,728 343,598 Op es ee ee ee ee 321,290 283,927
course not, but that’s no proof that Palmolive Soap ..........ccceceeeeeeees 746,325 535,610 Davie Baking Powder................005 00 ee eeee 83.453
they are not Share. _Nobody can con- Super-Suds ............cccceceeeeceeees 707,984 BGACOG | SII Bo is a etic hie siiieke kb icv eeedandeee ees 308,034 239,301
tt CME PNORE cocci ees setretezersecees 1,422,640 1,448,651 Formay Shortening .............00.000. 18,252 37,660
agate unseen and unseeable in Bayer Co. geeetenennnersnsetntenersabes 498,287 431.407 Meats Peete teres eee e esses eee eeeeeenes 274,734 184,611
“You tear apart the baby’s rattle Canrornian Pig Syrup Co... 6. ovis cece s eves eee = =—tis Fp Se wR ; Vigoro F SOU ieee een cheaeeee caesar 15,048 17,030
and see what makes the unhee janice We Seen OO, 6.5K 66 0 9se et eves been eens 175,898 282.820] 48—-Stewart Warner Corp................eeeee o06.c0t 8 “Keeeee
lh Spighapeens oppieasrlls-nce ret Fletcher’s Castoria ................. 137,299 282.890} 49—Ritchie & Co., Harold F. (Eno, Ltd., Inc.)... 304,306 309 388
yut there is a veil covering the un ZBT Baby Powder 29 299 56. Mastahien Gubbodiionn igh es on a
seen world which not the strongest = aby ow er Se eseeaeewnensensis 3f D9 tees o Mé at n Pub ica PE 8665-5 06444440 RRE OR 43,477 324,450
man, nor even the united strength of Phillips Chemical Co., Chas.............- 409,760 526,176 Liberty Magazine ............++e+eee0: 58,146 67,817
all the strongest men that ever lived, TOMER] MEMENORIA 2 inci cc eevencseeces 216,578 349,156 True Detective Magazine TETTI TTT LT Tee 5,176
could tear apart. Only faith, fancy, Milk of Magnesia ...... sete eee eens 193,182 177,020 : r True Story Magazine b a paleladh Go 618. wes at 235,331 251,457
poetry, love, romance, can push aside R. L. Watkins Co. (Dr. Lyon's ‘= ae aenes ee eee 288,133 98,306
that curtain and view and picture TOGCNOOWOOIT) cease 60ee Ris enews 242,695 208,248 52—Remington Rand, Inc. Les Ores REESE RIS Cord 279,037 67,318
the supernal beauty and glory be- 7—American Home Products.............++.+. 1,211,568 898,300} 53—Johnson & Son, PNG. BGs cesassenawatnees 278,635 182,987
yond. Is it all real? Ah, Virginia, I EN is oo. ie RE ae REO ROR HED ODE EERE 202516 3} 868% es Auto Polish bt bP CRS SOOO S EROS bw 178,314 11,150
in all this world there is nothing NS ong. ao 6 Gia uk Bh 4k dO AAA CROSS 235,111 188,102 Glo-( oat Wax rotten seer eeeeeeenesenens 100,321 171,837
else real and abiding. i MGs ens dave sccesevenensss< 170,562 93,996 | 54—Real Silk Hosiery Mills..................-. 276,682 300,183
“No Santa Claus! Thank God! he UE EN, 56 £64 ke dig he kee ee bow eenes 368,643 $64.006 |) D5—Dorden PRIS. CO...cex ccs sccientecssenavens 275,508 437,780
lives and he lives forever. A thou- yy 5 a ere 60,362 52,233 ZJorden’s E.vap. rs yoo le eee
sand years from now, Virginia, nay Hill’s Nose Drops eRe TLS OE Ree 60,362 32,775 Orvael 6 WOBOEGE .aiiisvcisesckeavecene sbeeis 330,236
cos ten times ten thousand years from SE COE cscciccedsseeciesees abemhs 19,458 a ee a Seeerer Terres ere ree 98,611 107,544
now, he will continue to make glad Wyeth Chemical Co. ............eecee08 174,014 199,023} 56—U. S. Tobacco Co............ceeeeeeeeeeees 273,273 142,604
the heart of childhood.” S——EGOy WRIST Oe cis vie cewaveee see naan 1,100,998 963,886 | 5¢—Beech-Nut Packing Co..............cccec0. 254,830 224,478
: 9—Pepsodent Co. ..............-.. bop knees 1,098,996 1,642,153 | 57A—Wheatena Corp. .............eeeecesevees 249,499 303,796
Pepsodent Toothpaste-Antiseptic ........ 1,098,996 DASE DER BTR —-APTROOE Be CGi se ois nc cvs cess iinivccicces 246,941 403,543
POR PROG LOGE CxS sebacceuse ees seeps 220,910 PMOL COBMEOAICH 226 ic cc cies sevccsueen’ 57,583 102,402
10—Camppell Sond CO: ..cciviscccicessencacs 926,515 205,800 ME State SSR OS CATE NS Ei aevsssewaws 189,358 301,141
COMDUCIT SE BOUDES © s.ois cise s wawadc es aces 804,308 205,800 | 58—Lambert Pharmacal Co....................4. 240,272 22,777
Campbell’s Tomato Juice ............... fopOoF: 0 ek DO COCO COIN CO. oi iba oie ae neraiavcarivedes 237,096 15,428
11—General Motors Corp. ............-+025 iva 897,563 1,172,460| 60-—-Mohawk Carpet Mills .................... 235,557 83,556
1, Se OC icicacesscaevacs cesear 150.190| 61—Pacific Coast Borax Co..................... 234,628 223,536
Buick Motor Co. .....ccccccecccccccccee 18.016 73.994| 62—General Cigar Co..........c0ccecacccsecees 232,645 227,932
: Cadillac Motor Car Co..........ccccecee cueeee ee te SO ere 231,656 176,604
é = Chevrolet Motor Co. ..........0.cceeee: 344,691 342,028 | 64—Premier Pabst Sales Co............60se0005 222,277 273,031
ta Delco Anpliance Corp... iciesssvcscescs eS | ee Oc) a S| a i a ee a SEB0906 § wusisee
* PISMO WORT CONG s. 6 ssn ncds. Fede DER OE 3.435 ERR) CO Oe, FRG: 6 ccewes. ova cesdidedvedsuiacawdea 210,011 313,850
iyo Cll CO: hd a ea 130,481 417-104) ©7—Goodrich Co,, B. Piso. i ck cic as cewerecess 200,244 83,929
y oh 279,73 67.584| 68—Household Finance Corp................... 197,006 133,261
YoU CAN T UR CMEEOE SNOTRE occ ackvisgosaessacke wrens 120,294] 69—Emerson Drug CoO:.... 2... ccccccewescceces 196,492 59,192
OIRO TEOCOP in ok ewan aes ss oe eee 108,660 O56 S44) (O—Packarad Motor COi. os ci ccc ices acces cede ac 194,871 94,556
FOOL 12—Miles Laboratories, Inc., Dr............+.05- 858,671 rr ere 186,088 67,443
18—General Mills, Inc...................eeeees 823,521 Re eee eee eee eee eee eee eee 178,509 192,986
CLEVELAND a ee cig ot yf eee CE GOW SHBATGHIOB ii. cidiwscciecesane weecc's 163,863
PemICe GHG WiGBtIGR ..icsaesidatvew en 8 (we eaka’s 390.074 EAE OR oe OURCCE. ccsies eR eR ARK. . oBeace 29,123
B U Ss : N E 4 Ss TD ee ere rr 143,959 153,714 Briggs Tobacco and Muriel Cigars...... 178,509 = aes
. Pancake Flour, Wheaties and Wheathearts 14,147 44806) 15-—-Pot MUK Bales Corp... ccsccscccsvesses 176,193 179,599
EMR eh hte hr se Co ee ea 958.517 954.264) (4—Health Products Corp..........c0.0cscec00% 173,871 242.014
MEN Gold Medal Flour and Bisquick......... fant) 8 8=§»| wee ee BEOOORN, Laine eaees ce Mead eke KEE RAE R RR Ween 52,839
Wheathearts & Sperry Products......... ...... 4.888 WeGh a Mint TAEATIVG ....i56cc85 ces ewcane 173,871 171,474
THEY use WJAY for they live Sperry Flour and Cereais.........0.005.0.% 70,654 29.619 We OUCOUEAW in. sine seb beeheuses -kniceers 17,700
get: Bg tA vg ene 14—Wrigley, IJr., Co., Wm............0000cceees 795,718 649,909| 75—Richfield Oil Co..............ccceccecceuee 170,272 166,060
sulting their cash registers. 15—R. J. Reynolds Tobacco Co................. 772,236 GR a ee ee ee eee 169,604 8,690
THE BIG ADVERTISERS ON 16—National Dairy Prod. (Kraft-Phenix vi-seraneera Oi Co: OF N. Tic kc cecciscccsvean 169,138 16,802
EUCLID AVENUE ARE ON eee ae cia yk ee ee bre eb Os 736,592 614-782 T8—Eudson Motor Car Co... 65656 caves eces 166,460 225,040
WJAY THE YEAR AROUND. 17—Liggett & Myers Tobacco Co............... 729,447 TSO AGO) Foe ICORS, PAC. TA. kc ecdis wean eseceve cover 163,980 133,914
1B—-ADGTEOW DEPRONS COs. iicieis cicccacckwescecces 724,105 BOG nes i GSO—PIGCHGr FEO) GCOk oc ik vce csccawcsckcecvesacs 156,722 161,721
Cleveland. business ‘men and EE CINE ek pe abedvccsdaasscannds 209,334 BORGER) BE TIR. TIPU iin ks oivk Sdcecorrcccscencs 151,018 41,866
the story that goes round an Wwooapury § Wace Powder... .......cice. 373,245 TRA SEH) S2— POP CG WNC. i chk bss daccces secs: 150,748 Arye
A ‘certainly weeks. re- Woodbury’s Facial Soap...............- 141.526 TOF RTO Bre Eee CO. Ek, ash aa ed nw hos. basse bacaceecen 148,388 161,374
sults!” any o e big 19—Wasey Products, Inc.............0.cceccees 709.456 §13,294| 84—Northwestern Yeast Co..............sc000- 139,996 211,112
—— ee SS Barbasol & Bost..............00e.00ee. 295,802 353.698 ES, ee enna ee :
. : Zemo, Kreml, Musterole, Haley’s, Magic Yeast—Yeastfoam ............... 62,840 211,112
ae ee oe i 483,654 458,596 | 85—Life Savers, Inc.................ceeccceeee 139,000 pane:
20—American Tobacco Co..............2.00008 640,148 317,559 | 86—Horlick’s Malted Milk Corp................ 137,678 82,882
Edythe Fern Melrose Half and Half Tobacco................. TOG 310: idsivvre 87—Acme White Lead & Color Works......... 137,632 136,506
: Manager Lucky Strike Cigarettes.............5.. 534,032 317,559 | 88—Delaware, Lackawanna & Western Coal Co. 137,212 89,717
: Pi-—EAPIBCOA OTE COs ec esdseha seinen ce son 24.8% 565,350 608,053 | 89—Socony-Vacuum Oil Co.................000. 136,829 83,465

22—Philco Radio & Television Co............... 556,989 446,421

(Continued on Page :

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boot]
With
pense
ha
In ot
te in
log |
lecre
ethe
lax,”
The
lustr
fect
m
‘lude
Af
. pe ke ie
~ a ee aeyi SA LN tar a ea get ink OL erie Te : ue Pos * ae : ee sie oe se
ne Weer PRG Re ieee gare, on a Be voce ee eae ! rai a OAs ail ai ieee Fite epee yt aon a emer Perret oe
ieee” ae yak aor ve: eon a U2 iat cee: ae ane tig Be ico erga ane ym Sete he ae caaee ee See ie
ee toe ee ts ee Fe li, Pad doe ae Lanka oo) SOR a oy RO Ge ee Bera s38 at eee ier ar ae
Ae aah | Py eng & oe pes 95 ERS Se eam A et ere se ae .
a Bee ie ct Le ae es 3 gt Sar oan et ats aa Sibeer Sage

Payee eEeY™!-”

or Ot

—— =
ae

103,543
102,402
301,141
22,777
15,428
83,596

67,443
192,986
163,863

29,123
179,599
942,014

52,839
171.474

17,700
166,060

8,690

16,802

925,040
133,914

161,721

41,866

January 13, 1936

——

ADVERTISING AGE

35

PROMOTED

Arthur T. Gormley, appointed business
manager of Des Moines Register and
Tribune after two years as assistant.

proved the Corn Belt Farm Dailies’
statement, and added that in his
opinion, the decision “gives us a
fresh start on the basis that built up
this country, as opposed to more or
less abortive attempts to regiment
farm production and consumption.”
“Government aid,’ commented B.
Morgan Shepherd, Southern Planter,
Richmond, Va., and president, Agri-
cultural Publishers’ Association, “has
been but a drop in the bucket com-
pared with the enormous income re-
ceived by the farmer because of
higher prices for his products.”

Predicts New Law

The Farmer, St. Paul, discussing
the decision in its issue to be dated
January 18, predicts a new and bet-

ter law which will provide parity for
the farmer, and likewise asserts that
no bad effects will be felt in 1936 as
a result of the Supreme Court ver-
dict.

“Our own belief,,” says this North-
western authority, “is that for the
year 1936, at least, no bad effects
will be felt, and that there is a pos-
sibility that agriculture in the North
will be better off in 1936 without the
AAA,

“This belief is based upon the fact
that most of the Northern crops
which have been the subject of con-
trolled production, with the possible
exception of wheat, do not need any
control in 1936, and that removal of
the processing taxes may result in
increased prices to farmers and

somewhat reduced prices to consum-
ers. Consumption should, therefore,
increase, and this should mean a
steadying influence on farm prices.”

Robert B. Brown

to Bristol-Myers

Bristol-Myers Company, New York,
has announced appointment of
Robert B. Brown as advertising man-
ager, succeeding the late Howard H.
Hopkins.

Mr. Brown has been associated for
five years as account executive with
Pedlar & Ryan. Prior to that time,
he was with Daniel Starch and Staff
and Gimbel’s Department Store. He
was graduated from Cornell Uni-
versity in 1927.

In addition to Bristol-Myers’ ad-
vertising in Canada, Mr. Brown will

supervise advertising for Ipana tooth
paste, Mum, Ingram’s shaving cream,
fand Ingram’s Milkweed cream.

| Bloch Heads Mohawk

Ray E. Bloch, vice-president and
treasurer of Mohawk Rubber Com-
(pany, Akron, O., has been elected
president and treasurer. As presi-
dent he succeeds Charles Borland,
who resigned recently both as presi-
dent and a director.

Forms Resort Agency

J. R. Jacoby, formerly in the resort
business and recently with the New
York Journal, is opening Linn &
Jacoby Advertising Agency at Cape
May Court House, N. J. The organ-
ization is affiliated with Edward Linn

Associates, New York.

BUYING POWER
OF FARMERS T0
BE MAINTAINED

(Continued from Page 1)

and corn than there is a market
for.”

The editor of another publication
allied with the farm field, com-
mented:

“The effect of AAA on prices was
relatively small, compared to the
world-wide effect of the drouth. The
purpose of the AAA was to prevent
recurrence of the great surpluses of
farm commodities existing before the
drouth. Companies for which the
farmer is the primary market will
benefit from the decision, because of
greater acreage now to be culti-
vated.”

“What the farmer will lose in bene-
fit payments, he will make up
through increased production,” H. G.
Davis, of Farm Equipment Institute,
said. “Judging from the market
reaction to the decision, it will have
little immediate effect.”

Same Buying Power

“There is definitely no occasion for
alarm regarding the total buying
power of the farmers of this coun-
try,” The Corn Belt Farm Dailies,
with general offices in Chicago, re-
ported.

“As a result of the decision some
individuals will have less, others
will have more, but the total amount
of money moving to farmers will not
be materially affected.

“Within 24 hours of the decision
markets had registered a gain in hog
prices totaling nearly $100,000,000 as
applied to all hogs on farms. This
means that every owner of hogs and
hot alone those who signed contracts,
will benefit,

“The fundamental fact is that the
real value of hogs has not been af-
fected. That real value, previous to
the decision, was reflected in the mar-
ket price plus the processing tax. It
was on the basis of that value that
Dork was being moved into con-
sumption.

“It does not necessarily follow
that the hog market will immediately
move up to the full extent of the
lax ($2.25 per hundredweight). The
feason for this is that a considerable
amount of pork was constantly being
dootlegged — reaching the consumer
vithout paying the tax. Some com-
bensatory movement may be expected
la moderate decline in pork prices.
in other words, the adjustment will
‘’e in two directions—an increase in
tog prices and a relatively smaller
‘ecrease in pork prices, the two to-

ether offsetting in full the $2.25
lax,”

The decision places the packing in-
‘ustry in a position “to operate more
fectively in distributing products

2 the farm” the statement con-
‘uded.

A farm equipment manufacturer ap- ||

Sd

ILLUSTRATED

AY TR ee eae mea pe ee

ALL SPORTS

MAGAZINE

New England Office
LAWRENCE
MITCHELL

80 Boylston 8t.,
Boston, Mass.

and THE

AMERICAN GOLFER

SPORTS ILLUSTRATED, the new ALL-SPORTS magazine, has

taken over publication of The American Golfer, and will merge
the two magazines beginning with the February issue. The impor-

tant traditional editorial features and highlights of both maga-
zines will be continued.

A sweeping consolidation
of the sports market...

Reader interest concentrated
in ONE national magazine

ONE low advertising rate...
basically the same as charged
previously by the American
Golfer ...color rates lower...

Combined circulation, including 32,595 A.B.C.
of The American Golfer, will be at least

45,000

average net paid circulation

GUARANTEED

for the remainder of 1936

A bonus of over 12,000 greater than the
last A. B. C. statement of American Golfer

rouse SPORTS

ILLUSTRATED

INCORPORATED
Midwest Office

F. BE. M. COLE BLANCHARD- BLANCHARD- BLANCHARD.
75 KE. Wacker Drive NICHOLS NICHOLS NICHOLS-O8BORN
* 100 Bush St. 742 So. Hill St. Grant Bldg
Chieago, TM). San Francisco, Calif. Los Angeles, Calif. Atlanta, Ga.

San Francisco Office Les Angeles Office Southern Office

432 Fourth Ave.
New York, N. Y.

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313,850 ie or ee Bo

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pial duis 3 ote shee une ee ae ee (
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or BO tag <a EA Oo Bete ae fc
> 8 eee pet f A we Eee ab ake

36

ADVERTISING AGE

January 13, 1936

STANDARD GIVES
CHAINS $800,000
FORALLOWANCES

(Continued from Page 2)
Smith said Standard Brands relies
on district offices for checking of
contracted services. Originally, the
company demanded visual proof of
contract fulfilment, but soon found
itself swamped with checking copies
of advertisements.

Result of Codes

Mr. Smith readily admitted that
the “Cooperative Service” contract
was initiated to meet NRA code re-
quirements, and added facetiously,
“it was about the only benefit we
derived from the code.” He ex-
plained that prior to NRA payment
for such services was made with-
out contract.

Questioned as to the freshness of
“dated coffee,” Mr. Smith explained
that the “date” was placed on the
can primarily to prevent “age in the
retail outlet.” He said no dated cof-
fee is allowed to remain on the re-
tailer’s shelves more than ten days.
Returned coffee is sold in bulk, at
lower prices, to restaurants and
other large consumers.

He explained that Standard
Brands’ system of selling direct to
retailers arose from the necessity of
handling yeast as a highly perish-
able commodity. Only Royal Bak-
ing Powder and Dr. Price’s Baking
Powder are sold through whole-
salers, he said.

Mr. Smith insisted that his firm
maintains uniform prices, and makes
variations only to meet competition.
Discounts are given, he said, only
for cash and quantity purchases.

Chicago Club Names
Committee Chairman

Richard J. Thain, advertising
manager of Butler Bros., and presi-
dent of Chicago Federated Advertis-
ing Club, has announced appointment
of the following committee chairmen
for 1936:

Co-ordination of Federation activi-
ties, Margaret Chase, Kier Letter
Company; program, Mercedes Hurst,
Commonwealth Xdison Company;
attendance, H. J. Flannery, Flannery
Letter Service; membership, Robert
G. Marshall, Robert G. Marshall Let-
ter Company; entertainment, Leslie
M. Gooder, Blakely Printing Com-
pany; house, Burr L. Robbins, Gen-
eral Outdoor Advertising Company;
publicity, Victor Klebba, mayor's of-
fice, with Howard Mayer as vice-
chairman; vocational, O, C. Harn,
Audit Bureau of Circulations; bul-
letin, John M. Sweet, Traffic World.

.

“Press” Buys “Amerika”

Sheboygan, Wis., Press has pur-
chased the Sheboygan Amerika, for
several years the only German lan-
guage daily published in Wisconsin
Daily publication has been suspended,
the paper appearing as an eight-page,
eight-column weekly. Walter Knippel
and Bert Rowland continue as editor
and advertising manager, respec-
tively,

Display Sains Pies
New York Offices

Display House, Philadelphia, has
opened a New York office at 509
Fifth Ave. with Allan R. Kyle as dis-
trict sales manager.

C. F. Bendien will fill the vacancy
caused by Mr. Kyle’s transfer from
Philadelphia.

Buy “American Roofer”

American Roofer,

man, Inc., New York,
combined with Modern Roofing. Larry

S. Harris is advertising manager,

James McCawley, editor, and Sylvan
Hoffman, pubtisher,

Nathan Promoted

EK. D. Nathan, with the sales, ex-
port and advertising departments of
B. F. Goodrich Rubber Company, Ak-
ron, O., since 1925, has been ap-
pointed assistant advertising man-
ager of the tire division.

‘ 3—Standard Brands, Inc.........
Including

eA

tandard Oil Company (New
" tethelinn

2—Studebaker Corp.,
Including

26—-Swatt & rein

United States. Rubber Company
~Vick Chemical Company
2—Wander Co., The
‘Warren Corporation,

Including
Chicago, has
been purchased by Harris, Fox, Hoff-
and will be

>—Wasey
Including

(Continued from Page 13)

126—New York Life Insurance Company.........

BSS——BIOTMO COTPOTOUIOR 1.2. .cccccccesstccccccers
104—Norwich Pharmacal Co., The...............
120—Oceanic Steamship Co., The................
111—Oneida Community, Ltd....................
41—-Packard Motor Car Company...............
ee ee a re
95—Parker Pen Company, The.................
134—Penick & Ford, Ltd., Inc...................
110—Pennzoil Company, The...............+..5:.
Sem OOEORE CO, FOO iiccciccecicccecesacens
135—Perfect Circle Companies, The.............
89—Pet Milk Company........ Se re ee re eee
28—Philco Radio and Television ree
129—Pictorial Review Co., Inc...........--.e002-
60—Pillsbury Flour Mills Company.............
140—Pittsburgh Plate Glass Company...........
5—Procter & Gamble Company, The..........
44—Quaker Oats Company, The................
112—Quaker State Oil Refining Co...............
77—Radio Corporation of America.............
Including

See EO, NOW cidsiecese ce seeseedns

RCA Manufacturing Co., Inc.............
152—ROMIMSCOR MODE TG. icccrccccvaccsassecess
4—Reynolds Tobacco Company, R. ee
68—Schenley Products Company...............

Including

Pee Oe 00, FOG, BOR Bis veces cs cer ecnes

Old Quaker Company, The..............
Schenley Distillers Corporation..........
POTMOTGe CO BNC, TRO. cii bs cccce vines
118—Scholl Mfg. Co., The. .......ccscccccccssees
46—SBcott Paper COMPANY... 2. cccccceeccccnes
ee a a)

85—-Shell Eastern Petroleum Products Inc
Shell Petroleum Corporation.

BOW Ol COrpOrntlORccscccdicscccscscecces
117—Simmons Company, The.................:.
i Se
148—Smith & Corona Typewriters, Inc., L. C.....

30—Socony-Vacuum Oil Company, Ine...........

127—-S. O. S. Company, The..................0..

TB ee BORG Be Biiccschisievscccrscseees
Including

OR SR a ee
Saurne @ Bonn, BD. Ri... cc cccccecssecce

Chase & Sanborn’s Coffee...............
Micigchmann'’s Yeast. ...ciciscccssvecess
Fleischmann’s Yeast for Dogs...........
Royal Baking Powder..................
HOVA! GolGtin BROIC oobi cece ccciancvoes
Royal Gelatin Dessert...................
POPOL PRGGIRES cies isc acre vsnnedes cee
py gga 5" Gk. a ea

PPOROOLG @ BAMSGGU visa iiiicdscccawxes es
Stanco, Inc. (Esso, Flit, Nujol & Mistol).
Standard Oil Co. (New Jersey).........

16—Sterling Products, Inc.............. cece.
Including

Bayer Company, Inc.................06.
a SE ee
OR Oe sa a re
Phillips Chemical Co., Chas. H..........
Bigg og ) il: 2
WY URIS BIOs BO Bes Lai o's oa cierawwvcas s sed.
Wells & Richardson Co., Inc.............
| MAE ee an ee

Studebaker Sales Corp. of America, The. .
White Motor Company, The.............

TRUCE RT SESE Se ee eS

Including

Indian Refining Co.....
Texas Company, The

“Travelers Companion, The... ...cscsesecess
3—Underwood Elliott Fisher Company..
75—Union Carbide & Carbon Corp..............
Including

Linde Air Products Company, The....

National Carbon Company, Inc.........
Prest-O-Lite Battery Co., Inc...........
Union Carbide & Carbon Corp..........

Glazo Company, Inc., The.......
Odorono Company, Ine., The...
ee NI Pe oo iicsrk ed dined nese eke eS
Warren Corporation, Northam

Barbasol Company, The
Bost, Ine.
Musterole Co., The .
Olive Tablet Co.,

ED OR BS a a

NEE FOR OM pracy, orbikid he .& Herken Re

PPOGUGEE, Be sadiisesaants 6 scars asec

MPEGS Grub Sra tiari eb abe eed
ge lg Re

1935
181,095
186,750
229,564
188,284
204,399
501,745
199,833
255,409
176,073
206,989
624,846
175,755
281,825
673,134
179,000
411,160
165,781

2,193,561

488,236
204,282

178,023

2,268,316

386,362

202,791
483,522
251,430

298,184
195,650
228,349
154,843
635,483
179,333
339,028

508,650
982,957
3,594
395,420
358,725
27,451
136,450
465,528

14,210
442,918
8,400

1,089,322

270,334
253,566
90,403
192,681
71,612
189,876
20,850
302,810

290,050

12,760
695,278
553,269

188,270
364,999
178,100
177,200
336,772

182,958
273,708
608,207

79,042
136,291
16,516
376,358
339,347

65,705
11,640
78,548
50,368
54,871
21,880
56,046

289

150 Leading Magazine
Advertisers of 1935

1934
100,090
128,250

85,697

251,578
215,435
246,693
220,036
225,598
241,543
205,340
923,504
102,600

366,020
617,596

3,840

460,896

379,625

2,936,182

508,135
173,570
276,629

781
275,848
294,532

2,799,654

345,338

ee eee

251,768
493,761
250,030

220,615
228,698

58,544
499,517
129,179
740,447

30,910
709,537

2,710,843

635,550

1,028,979

ee eens

488,295
32,000
302,200
21,044
202,775
500,032

37,200
462,832

917,787

295,443
230,640
63,785
221,358
81,550
24,381
630
605,575

534,720

70,855
925,921
456,218

28,600
427,618
55,675
140,190
304,103

6,520
280,483
16,500
600
422,067
3 ane 440
552,305
462,698
114,259
102,786
25,653
220,000
194,038

7,050

44,400

“Help Wanted” and
charge $1.

per in., $4.75; 4 to 6 in., per in., $4.50
per in., $4.00; 13 to 15 in., per in.,
contracts.

“Situations Wanted,”

All other classifications (single eneersien rates):
ia to 9 in.,
$3.7 75.

The rates for this department are as follows:

30 cents a line, minimum

% inch, $2.75; 1to3in.,
per in., $4. 25; 10 to 12 in,
Write for ‘discounts on term

agency.

HELP WANTED

PRODUCTION GENERAL MANAGER
Thoroughly experienced in all phases
of advertising and printing produc-

tion, and with a proven record for
getting things done efficiently, eco-
nomically and exactly when promised.

To a man of mature experience, we

offer a key position with a good
future in a moderate-sized Chicago
Write fully. Box 687, AD-
VERTISING AGE.

Man as advertising solicitor on a
commission basis to represent a lead-
ing grain and feed paper in Chicago
and surrounding territory. Give full
information in first letter. Don't
apply unless you have had experi-
ence. Address Box 688, ADVERTIS-
ING AGE, Chicago.

LEADING business _

publication re-

quires services of experienced sub-
scription

salesmen with successful
record on trade papers; Boston, Cin-
cinnati, Detroit and St. Louis now
open; attractive proposition to real
worker; reply stating exper., and ref.
Box 654, ADVERTISING AGE., N. Y.C

Editorial assistant for business paper.
Prefer college man of Southern birth

and journalistic experience, acquainted

with industrial development of the

South. Apply with references, Box 689,

ADVERTISING AGE, New York.

USED OFFICE EQUIPMENT

OFFICE MACHINERY AT. HALF

Write for Free List of
Addressographs, Duplicators
Dictating Machines, Folders,

Typewriters and Supplies

PRUITT, INC., 528 Pruitt Bldg., CHICAGO

SERVICES

NEW LISTS—NEW LISTS

Texas stockholders lists in 25 differ-
ent concerns. 50,000 oil stock, lease
and mining investors.
any State.
ewners by deed in any State.
J. E. Flory, P.O.Bex 105, Ft. Worth, Tex.

Compiled for
Texas and Okla. royalty
Catalog.

FOR SALE

Trade Paper Lucrative field available.
Grossing over $17,000 yearly.
$15,000.
Harris-Dibble Co., 11 W. 42 St. N. ¥.C.

Price
Terms.

MISCELLANEOUS

vertising literature,
house organs, testimonials, booklets,
etc. No typesetting or expensive cuts

otos
8x10 Size for’ Salesmen’'s

NEWEST PROCESS!!!

Ideal for reproducing illustrated ad-
sales letters,

necessary.
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600 COPIES $2.
Additional Hundred a 20c
Send for Samples

LAUREL PROCESS, 480 Canal St., N. Y.

PHOTO POST po me ied

Actual Reproductions of yo

$15. 00" per 1000

Samples $10.50 per 100

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Hamilton, Ohio.

Do you smoke?

A LASTING REMINDER
ADVERTISING ASH TRAYS
Certainly, and so do
most of your customers. Then why
not write at once for sample ash tray

and prices.

JOHN 8S. FLANNIGAN
Sales Builders Service
CANANDAIGUA, N. Y.

HATLESSNESS IS
INSPIRATION OF
LEE'S CAMPAIGN

Wars on Carefree Dress by
Appeal to Women

New York, Jan. 9.—With the idea
of “plugging every rat hole” where
sales might be lost, The Frank H.
Lee Company, Danbury, is planning
its most attractive advertising cam-
paign, built around a set of window
cards designed to dominate Main
street wherever shown,

The key card is some three feet
high and four feet long, done in 12
colors by crayon lithography. James
Montgomery Flagg is the artist.
Peter J. Carey & Son did the litho-
eraphy. This piece features men’s
hats. Other window pieces were done
by L. Fellows and Duncan Stewart.
The boys’ card was printed by the

dent piece by Rode & Brand. Ber-
mingham, Castleman & Pierce, Inc.,
is the agency, with Jonathan D.
Pierce as executive.
ham is in charge of Lee advertising.

Tells Sad Story

fects of hatlessness, at the

Strawberry Hill Press and the stu-

Alfred G. Kes-

Each card dramatizes the sad ef-
same time

bringing out the dividends enjoyed
by those who invest in headwear.
Attractive models are used. In the
first, a very masculine male is con-
founded by his girl friend’s query,
“Where is your hat?” as she reacts
pleasantly to the hat-tilting of a
personable gentleman in the _ back-
ground.

The student card brings the girl
decisively into the picture in a before
and after sequence. The boys’ card
exclaims “What a difference” be-
tween the tousled unhatted and the
hatted. These illustrations will figure
in national advertising. Esquire and
Time, possibly Collier’s will be used
this spring with the addition of The
Saturday Evening Post in the fall.
Hiat Life and Men’s Wear Reporter
will get color pages.

The year’s budget is being in-
creased about one-third. Frank H.
Lee began to do national advertising
only two years ago. At that time, a
five-year plan was adopted, whereby
a program of expansion would result
in enlarging the expenditure to five
times its original size at the end of
the period. This year’s increase
brings the annual outlay for adver-
tising to three times that of the first
year.

In its first national advertising,
this manufacturer, previously the
leading maker of private brand hats,
decided to utilize the woman’s in-
fluence on the market. It was the
first to do this on such a scale and
this year’s series of window cards
and advertisements are a further de
velopment of the idea, directing fully
50.per cent of its appeal to women. In

(Continued on Page 39)

139—-Wesson Oil & Snowdrift Sales
S$4—Westinghouse Electric & Mfg.
142—-Whitman & Son, Ine.,
108—Williams Company,

136— Yardley

99—Zonite Products Corporation..
Including

51—Wrigley Company, Wm. Jr.....

100—Young, Inc., W. F..............

1935 1934
See ee 166,275 259,386
er 299,140 194,285
CU Se a ee 161,921 168,870
| A eae 235,754 227,751
PO re ee 466,852 171,856
Oe se 169,830 159,680
a aaaneaieu anes 243,026 221,580
243,892 309,183
Pornem Company, DRG... 6 6scciiceive ccs: 24,388 102,555
Larvex Corporation, The.............. 77,100 77,451
Zonite Products Corporation............ 142,404 129,178
a *
TOTAL OF 150 LEAUVERS........... $78,593,597 $74,335,959

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January 13, 1936

Sgt i

ADVERTISING AGE

sages. Sas ae ee,

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37

=

WINS PROMOTION

Dwight L. Perry, appointed advertising

manager of the Cincinnati Post, succeed-

ing Don D. Patterson, named national

advertising manager of Scripps-Howard
Newspapers.

EXPANSION OF
PROMOTION MAY
FOLLOW RULING

(Continued from Page 1)
mated to have collected $17,000,000
in taxes from May to Jan. 1, now
held up by court action. Net earn-
ings were $8,767,000 in 1935.

Food and meat packers, millers and
others in the food field, expect a
livelier public interest in their prod-
ucts, now that processing taxes have
been removed. With public buying
power greatly expanded through
somewhat lower prices, competition
will have a freer rein than for sey-
eral years.

This free play of the merchandis-
ing genius of many of America’s
great retailers was evidenced this
week when several chains took ad-
vantage of the removal of proces-
sing taxes to announce slashed prices
on many brands of foods. The pack-
ers and others will need more time
in which to initiate merchandising
programs based on the new order.

Macdonald Gives Views

Perhaps the consensus in the food
fleld was expressed by George A. Mac-
donald, vice-president in charge of
sales for Quaker Oats Company, Chi-
cago, who believes that “if commodi-

ties are allowed to remain on the
basis established by the Supreme
Court decision, business as a whole
will be favorably affected.”

Mr. Macdonald explained his rea-
soning in these words:

“Inasmuch as we all make our
living out of each other, it seems that
anything contributing to less cost

for staples to the consumer as a
whole is bound to be ultimately bene-
ficial. Bread is certainly a food of
the masses and not of the classes.

“It seems to us, furthermore, that
taxes imposed in a greater or less
degree on certain commonly used
commodities are bound to be resented.
Such special taxes are like prohibi-
tion—they irk.

“Comparatively few of our com-
modities were affected by the proces-
sing taxes, oat products not being
among these. Ona good many lines
which were affected, we found it im-
possible to pass on the tax and have,
therefore, been absorbing it. On
flour and corn meal in sacks, on
which the amounts were respectively
$1.35 and $0.30 per barrel, we have
reduced our prices by these amounts.

“If the present status is allowed to
remain effective, we feel that the
lower costs thus possible to the con-
sumer on such widely used commodi-
ties as flour and meat cannot but be
ultimately beneficial to every class
of consumer in this country.”

Fred Borries, president of Ballard
and Ballard Company, Louisville,
told ADVERTISING AGE:

“The AAA decision will materially
increase consumption of flour be
cause of lower prices. We will con-
tinue our merchandising policy
which has called for intensive promo-
tion of high grade quality products
regardless of prices or taxes.”

Donald D. Davis, president of Gen-
eral Mills Inc., Minneapolis, declared:

“The assurance which the decision
of the Supreme Court gives that con-
stitutional government still exists is
of course gratifying. It should be
realized, however, that in itself this
decision offers no solution to the
problems of agriculture. The diffi-
culties of the farmers challenge the
ingenuity and cooperation of indus-
try, agriculture and government to
promptly develop lawful ways and
means of an equitable solution of this
important question.”

The decision of the Supreme Court
should have a wholesome effect on
the livestock and meat packing in-
dustry, Thomas E. Wilson, chairman
of the board of Wilson & Co., Chicago,
said.

“Many packers last year began to
doubt the validity of the processing
taxes,” he said. “This doubt was re-
flected in their market operations
both in the purchase of hogs and the
sale of pork products. As hundreds
of suits were started and injunctions
issued, these doubts, in many cases,
became a firm conviction that the
tax would never be collected. Hav-
ing the question finally settled is
bound to be helpful to all concerned,
including the producer, packer,
wholesaler, and consumer.”

Effect on Profit

R. H. Cabell, president of Armour
& Co., in his annual report Wednes-
day, indicated that drastic reduction
in the supply of livestock in 1935
hampered operations. He reported
net profit of $9,348,678, a decrease of
$1,211,940, from $10,560,618 in the
preceding fiscal year.

Only 29,266,000 hogs were marketed

THE TIDE HAS TURNED!

lllustration used in Standard Sanitary Mfg. Company advertisement which ran in
6 newspapers in 33 cities on Jan. 2, headed, ‘The Tide Has Turned," the copy
“'scussed increased activity in the building trades from the broad standpoint of
ts meaning to industry, workers and the general public. Frank Lemon made this
*rawing, through Blaker Advertising Agency, which prepared the advertisement.

in the United States during 1935 as
against 44,398,000 in 1934. The total
meat supply in the United States was
18 per cent under that of the pre-
vious year and 20 per cent under the
average of 1923 to 1933.

“This shortage, particularly in the
case of pork,” he reported, “substan-
tially increased the price of livestock,
unit cost of handling, and the selling
price of meat. A decrease in tonnage
is a matter of great concern as suc-
cessful packing house operations de-
pend on large volume. Unit costs
advance rapidly if volume declines.”
Mr. Cabell pointed to the boycotts
of 1935, caused by price advances,
and said they affected sales to such
an extent that at times it was diffi-

cult to sell even the short supply
of meat available.

Jewel Food Stores, a department
of Jewel Tea Company, Inc., a chain
of about 90 stores in Chicago and
suburbs, took large newspaper space
here Wednesday to announce a re-
duction in retail food prices.

“What the Supreme Court Deci-
sion on the AAA Means to You,” the
advertisement was headlined, Within
less than 48 hours of the Supreme
Court’s decision, copy pointed out,
price reductions in keeping with the
elimination of processing taxes were
rushed through to the stores.

The first of the price reductions,
together with pre-decision prices on
the same items, were listed for 18

products. These included flour, lard,
starch, syrup, peanut butter and
eracked wheat. The price of Pills
bury, Ceresota or Gold Medal Flour
was reduced from $1.27 to $1.12 for
a 241% lb. bag.

The Atlantic & Pacific Tea Com-
pany stores here announced a reduc
tion of 17% cents in the retail price
of a 2414, lb. bag of flour.

“Star” in Radio

The Star, Lincoln, Neb., has bought
a one-fourth interest in stations
KFAB, Omaha and Lincoln; KFOR,
Lincoln, and KOIL, Omaha and Coun-
cil Bluffs. This is in addition to the
one-fourth interest recently bought
by Evening State Journal, Lincoln.

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in the world

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A Griffith Outdoor Display At Miami

THE BIG SWING

Outdoor Advertising history of the Nation is being
made in MIAMI by the following National Advertisers
who have endorsed this type of Outdoor Display: 4

BURDINES
BEECHNUT
BUDWEISER

CANADA DRY
KRAFT CHEESE
PEECHEE MFG. CO.
AMERICAN BAKERIES
PAN-AMERICAN AIRWAYS
GOLD DUST CORPORATION
JANTZEN KNITTING MILLS
PENN-MARYLAND DISTILLERIES

GABY GREASELESS SUNTAN LOTION

**You have stepped up to a beautiful thing
that which was a commonplace business.’’

CHARLES AULENBACHER, Secretary
Scottish Rite Temple, Miami.

GRIFFITH DISPLAYS, Inc.

25 McAllister Arcade, Miami, Florida

Lb

IS TO
OUTDOOR DE LUXE DISPLAYS

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38

ed,

ADVERTISING AGE

January 13, 1936

CONGRESS LOOKS
WITH PITY ON
INDEPENDENTS

Assert Chains Enjoy Unfair
Advantages

Washington, D. C., Jan. 9.—Strong
sentiment exists in Congress for
legislation on chain-store’ buying,
and it is likely the so-called Patman
one-price bill or a similar measure
will be enacted at this session.

Disclosures of the Patman commit-
tee probing chain buying have de-
veloped a feeling that chains are ob-
taining an undue advantage in buy-
ing. This is further substantiated by
the report of the Federal Trade Com-
mission which declares low prices ob-
tained by chains have little, if any,
relation to differences in quantities
purchased or cost of selling. The
report also states that discrimina-
tion in prices and terms accounts
for a substantial part of the chain’s
ability to undersell independents.

The Commission recommends a
clarification of the Clayton Act as to
price discrimination and asks for
legislation to require all manufac-
turers of merchandise, other than
perishables, selling in interstate
commerce to report promptly to FTC
whenever they make special dis-
counts and allowances which are not
openly and generally made and pub-
lished to the trade.

Would Fix Discounts

The Patman bill, which was
drafted and is sponsored by the
United States Wholesale Grocers As-
sociation, would authorize the FTC
to fix quantity units for discounts
which must be general to the trade.
It would also prohibit brokerage pay-
ments to chain-store buying offices.

General Foods, Standard Brands,
and other manufacturers make spe-

cial arrangements and specific pay-
ments to retail outlets for special
promotional services in connection
with their products. These firms
share the retailer’s advertising costs
on their products. There is little
likelihood that such arrangements
will be halted through legislation,
but it is likely that it will be re-
quired that they be made available
to all retailers.

PATMAN’S VIEWS

Washington, D. C., Jan. 9.—If
something is not done to equalize
buying opportunities, the independ-
ent merchant is doomed, in the opin-
ion of Representative Wright Pat-
man (Dem.), Texas, chairman of the
Congressional committee investigat-
ing chain store buying and author of
the so-called one-price bill now
pending in the House of Represen-
tatives.

“Disclosures before my commit-
tee,” Mr. Patman declared, “defi-
nitely show that chain stores are get-

ting special benefits, special dis-
counts, special commissions and
bonuses, which would enable them

to sell at the prices independents
have to pay and still derive a sub-

stantial profit. The independent
merchant cannot survive under such
a system.

“The independents have not only
got to compete with chains in their
prices—because people do consider
prices when they purchase goods in
this country—but they must also ex-
tend credit and run the risk of get-
ting their money after they let the
goods go. They must also render
special services like delivery to get
business at all.”

Explains His Bill

In discussing his bill on price reg-
ulation, Mr. Patman said it recog-
nizes the rights of chain-stores and
mail-order houses. They have just
as much right to do business in this
country as anyone else, he continued,
and this bill is not intended to de-
stroy any right or benefit that they
should have.

The bill, he explained, proposes to
give all of the independents of the
country the same rights, privileges
and benefits and opportunities that
the larger chains receive—and no

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so as to locate at the center of the buying mood.
And the sparkling, pace-setting editorial content of
MILL & FACTORY not only gathers in a community
of sales-minded prospects for you, but warms them
up to greater advertising responsiveness. Check this!

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al’

more. In other words, Mr. Patman
asserted, it is a bill, not to grant
special privileges, but to deny spe-
cial privileges and benefits to a few.
“I feel that there is an evil exist-
ent in our economic system which
has done more to aggravate the de-
pression than any other one factor,”
he declared. “That system is this:
During the time of prosperity or in-
flation of credit or boom in this
country, there were mergers and
consolidations of business concerns.

Volume Is Declining

“Consolidations of food and gro-
cery chains have gone forward to
such an extent that only 18 per cent
of the cash volume of the food and
grocery business was done by inde-
pendent stores in 1933. This was
brought out by the executive secre-
tary of the Food and Grocery Code
Authority before the committee of
which I am chairman. Though those
figures are for 1933, nobody will
doubt or even question that this is
equally true today.

“With the cash business in the
food and grocery fields in the hands
of large corporate chains an unhappy
situation has developed. We must
either turn the food and grocery
business over to a few corporate
chains or we have got to pass laws
that will give the people who built
this country in time of peace and
who saved it in time of war an op-
portunity to exist—not to give them
any special rights, special privileges
or special benefits, but just to deny
their competitors the special bene-
fits they are getting, that they
should not be ermitted to have.”

It is argued, Mr. Patman re-
marked, that the general consumer
saves through the increase in chain
stores. The general consumer may
possibly save some on it—a very
small amount, he added—but a
monopoly would soon exist and
along with that monopoly would
come higher prices and oppression,
which will result in the oppression
of both producers and consumers.

The Ultimate Result

“We know there is such a thing
as greed, or selfishness,” Mr. Pat-
man continued. ‘And we know when
a few people get control of the food
business, or any other business, what
they are going to do—they are going
to tell the producer what he can
get for his products and are going
to tell the consumer what he will
pay.

“So the point is we want some
kind of law that will enable the re-
tailer, when he purchases a certain
quantity, to be able to get that mer-
chandise at the same price and on
the same terms as his competitor.

“Voluntary grouping of individual
stores should be commended and en-
couraged. While it is true they get
part of the benefits enjoyed by cor-
porate chains through mass purchas-
ing power, they do not get all the
benefit and they cannot continue to
exist indefinitely in that way. All
I am advocating is legislation that
will assure the same rights for all.”

AudiVision Promotes
Gregory, Dinsdale

F. F. Gregory, previously director
of scripts, has been made secretary
and general manager of AudiVision,
Inc., New York.

A. Dinsdale, program director at
CBS prior to joining AudiVision in
1934, has been appointed production
manager.

Sudgen in New York

J. L. Sudgen Advertising Com-
pany, Chicago, has opened a New
York office at 420 Lexington Ave., in
charge of Robert Collins, vice-presi-
dent.

J. A. Marphy Dies

James A. Murphy, 57, head of Lane
Publishing Company, Milwaukee.
died Jan. 7. He had been assoclated
with the company for 30 years before
assuming the management a year
ago.

Loeb to Ben Burk

A. N. Loeb, formerly art director
for several lithographers and adver-
tising agencies, has been named art
director of Ben Burk, Inc., Boston
distiller. He will create package de-

signs and window displays.

Jan

105 Leading Radio Aa. I.
vertisers of 1935 )

(Continued from Page 34)

90—Gillette Safety Razor Co.......
91—Maybelline Co.
92—Ex-Lax Co., Inc., The..........
93—Ralston Purina Co.............
Ralston’s Cereal
Ry-Krisp

eee eee etree ewes

94—Welch Grape Juice Co..........
95—Cream of Wheat Corp..........
96—General Baking Co.............

97—American Radiator Co..........

98—Union Central Life insurance Co...........
99—Crystal Corp. (Outdoor Cosmetics)
100—Illinois Meat Co................
101—-Squibb & Sons, E. R...........
102—Libby, McNeill & Libby........
103—Elgin National Watch Co......

ee

“ee eee ew eeee

see ewe eee eee

oreeasewrreee

ee

ee ee

see eee eesees

1935

135,644
134,422
128,982
123,990

86,962

37,028
121,924
119,281
118,257
116,909
112,869
111,374
105,433
105,064
102,697
101,400

1934

683,919
37,961
249,894
163,573
87,86]
75,712
91,329
124,829
101,148
22,888
82,037

12,431

ee wees

eoeeeeeee

GOODYEAR BANS
EXTRAVAGANCE
IN WARRANTIES

Akron, O., Jan. 9.—A definite pro-
gram for operating at a profit has
been laid down by Goodyear Tire &
Rubber Company, P. W. Litchfield,
president, announced today. Mr.
Litchfield’s program:

1. Positive stability of price this
year to all classes of Goodyear cus-
tomers will be insisted upon.

2. Operations must be at a profit.

3. Prices will not be sacrificed
to increase volume of production.

4. Elimination of the special war-
ranty—unlimited guarantee on tires
against all road hazards—at the
earliest possible date.

5. Determination not to increase
the number of “A” stores—company
owned super-service stations—and
increase the efficiency of both large
and small stores.

It was reported every member of
the Goodyear sales and wide-flung
field organization received a copy of
the program and that the new poli-
cies would be the theme of confer-
ences.

In setting up his outline, Presi-
dent Litchfield declared he had two
objectives for 1936.

First, “to operate at reason-
able profit,” and second, “to
maintain or increase our volume
so long as this contributes to
our first objective.”

This is interpreted to mean that
the old policy of high volume re-
gardless of tire prices and profits is
to be reversed.

The executive gave a long list of
“policies supporting the objectives.”
These included the price stability
clause; new attitude toward retail
store operations; elimination of the
warranty evil; greater efficiency in
distribution and stressing the sale
of quality tire products.

Cause of Losses

Elimination of the special war-
ranty strikes at an evil which has
caused huge losses to manufactur-
ers. First introduced by a large oil
company chain which distributed
tires, casing replacements ran high
because they were made when the
tire failed through “any” cause.

The guarantee had a wide sales
appeal since it relieved autoists
from any responsibility in the care
of tires. In defense, all tire manu-
facturers were forced to extend the
same guarantee.

Mr. Litchfield’s comment on this
subject was considered to mean
that Goodyear might move _ inde-
pendently to abandon the guarantee
even though other companies delay
such action.

“The statement of our objectives
needs no elaboration. It means ex-
actly what it says. Obviously, these
objectives commit us to an avoid-
ance of destructive price wars dur-
ing the year,” he said.

“General business improvement is
releasing greater purchasing power
and the human desire for better
things will break loose with greater

strength due to the fact that it has
been so severely repressed during
the period of the depression.

“This is going to be a critical year
in the sense that it marks the crys.
tallization of an altered economic
era and therefore presents the prob.
lem of establishing a firm founda.
tion for that era.”

Rice Firm Appoints
Rice Mills, Inc., Chicago, a new or.
ganization for milling and market.

F

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can @
est il
of A
cautic
lation

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AGE t
been —
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of the
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sider
tion «
at this
foreto
when
nanuf
tors is
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of ma
who, |

ing of bulk rice and rice products,
has appointed the Chicago office o
Batten, Barton, Durstine and Osborn,
Ine.

Braitsch With Agency

Arthur Braitsch, formerly wi
Larcher-Horton Company, Providen
R. I., has become an associate o
George W. Danielson, advertisin
consultant, Providence.

Borer in New Post
Frank Borer, formerly advertisi

man Company, Cleveland, as accoun
executive.

set up,
their ¢
week 1
ecisio
olicie

ffort

anada

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36 | January 13, 1936

ADVERTISING AGE

39,

—
—

Ii, $. PUBLISHERS
FYE CANADA: NO
_ | DECISIONS MADE

‘sta }NeW Circulation There De-

861

vu} pends on Advertisers

82
or New York, Jan. 9.—Until Ameri-
88g can advertisers indicate their inter-
2,037 Gest in Canadian markets, publishers
..,,gof American magazines will move
2,43] cautiously in adding Canadian circu-
_ Biation, it is said here.
6,849§ Advertisers have told ADVERTISING
AcE that magazine publishers have
—— Jpeen seeking advice on the value of
Canadian circulation since removal
of the tariff on American pariodicals.
Consensus seemg that less than
half of American advertisers con-
sider increased Canadian circula-
tion of U. S. magazines desirable
lomich + this time. It cannot be accurately
foretold how ‘opinion will change
when the effect of new tariffs on
manufactured products and other fac-
tors is understood.
With a few exceptions, publishers
‘w orfof magazines of large circulation,
arketiwho, before periodical tariffs were
ductsfet up, distributed 5 to 7 per cent of
= their circulation in Canada, said this
week they had not made permanent
ecisions on Canadian circulation
olicies.

:

919

cy
wi Wait for Decision
_ oq it appears, however, that no special

‘tisinguort at subscription promotion is
ing made, but, perhaps to be on the
afe side pending developments, there
s a general tendency to push single

npany, Nearly all the larger publications
-Eshlghave established uniform prices in
ccounfanada and the United States. The
xceptions are chiefly papers of
maller circulation, such as fiction
=—etiagzazines which derive their prin-
ipal revenue from copy sales. In
ome such instances it is the inten-
ion of the publishers to discourage
iT Panadian consumption with higher
| rices.
Advertisers point out that their
NT anadian set-ups have changed more
r less since the prohibitive tariff
ras applied on American periodicals.
. ome, in order to escape high duties
led in ind the onus on “foreign” goods have
e the htanlished Canadian plants and sales
t. Thefrcanization. Others have with-
apid'sfrawn fromy Canadian markets, and
Soave not yet decided about resum-
» the FS:
' jury It is believed that the Canadian
ireulation will appeal chiefly to ad-

MOTOR CHIEFS TURN OUT TO HONOR SINSABAUGH

Auto tycoons gave Chris Sinsabaugh, of Automotive Daily News, a big hand on his 64th birthday Jan. 4. Left to right,
Nicholas Dreystadt, Cadillac president; H. H. Curtice, Buick leader; Mr. Sinsabaugh; Charles F. Kettering, General Motors
vice-president; K. T. Keller, Chrysler president; Dan S. Eddins, Plymouth general.

10 Million to Get
Vick’s Samples
New York, Jan. 9.—Continuing the
sampling which has been a major
feature of its winter merchandising
for years, Vick Chemical Company
will distribute 10,000,000 miniature
combination packages of Vick’s Va-
po Rub Vatronol and cough drops
this year in Middle-Western and
Southern states.

Advertising to Be
Advertised by Club

The Advertising Club of Los An-
geles plans a campaign to sell the
public on the value of advertised mer-
chandise. William G. Sholts has been
named chairman of the committee
in charge.

Other members are W. R. Powell,
Lloyd Staggers, H. S. Anderson, A.
M. Eskridge, Birge Neumann and
Naylor Rogers.

To Address E. A. A.

Harold L. Van Doren, of the in-
dustrial designing firm of Van Doren
& Rideout, Toledo, will address the
Engineering Advertisers Association,
Chicago, Monday evening, Jan. 13, on
“Designing for Sales.” James T.
Morgan, advertising and sales pro-
motion manager of Mills Novelty
Company, will speak on the topic,

—__—____—--—————————— | “How to Sell Yourself.”

the Dominion, though there is no as-
surance on this point. There has
been a phenomenal growth among
Canadian magazines during the
period when American magazines
were virtually excluded from Can-
ada by the tariff.

National Spirit Factor

Advertisers make frequent ref-
erences to the growth of Canadian
national spirit, which may prevent a
return to the status quo when they
exported to Canada and stimulated
demand with copy in American pub-
lications circulating in Canada. The
importance of nationalism in other
countries is not fully understood
here, it is said.

International Magazine Company
will discontinue the Canadian edi-
tion of Pictorial Review with the
March issue. The Hearst magazines,
of which there are eleven, anticipate
a “normal” increase of about 20 per
cent in newsstand sales in Canada.
The organization is doing no sub-
scription or single copy promotion in
Canada at this time.

The Canadian edition of Liberty
will be continued. The success of
this publication has been one indica-
tion of the desire of American manu-
facturers operating Canadian plants
to stress the origin of products of-
fered in the Dominion.

A higher price for some other
Macfadden publications is being
asked in Canada. The practice of
printing duplicate editions in Canada
of several of the thirteen Macfadden
publications has been discontinued.

ir cus trtisers who have been inactive in

je? anada and to those who are new in
irec

blic—

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No extra subscription or newsstand
promotion is being done.

Crowell Publishing Company re
ports that Canadian subscriptions to
all its publications have doubled in
the past month without solicitation.
The company is doing no circulation
promotion.

LEE TO REFORM
HATLESS MALES

(Continued from Page 36)

the boys’ advertising, the mother’s
interest is courted. The campaign
against hatlessness is broad enough
to be considered a job for the whole
industry.

Portfolio Cites Birthday

A portfolio just going out to the
dealers reveals that Frank H. Lee,
Sr., celebrates his 50th anniversary
in the hat business on March 1.
Dealer material plays up the cele-
bration.

The year’s program involves a new
policy on mats. Three portfolios pre-
viously issued covered both the lines
of hats and the advertising service.
The latter is covered this year in a
separate portfolio with the thought
that salesmen should not be required
to sell both the merchandise and the
mats. Up to 500 advertisements a
year have been written for dealers.

The line advertised has been en-
larged to meet a wide range of de-
mands for colors, styles, comfort
and prices. Most important of this
development work has been in the
boys and student fields, where hat
wearing habits, assuring a larger
future market, are being stimulated.

Modernizes Books

The boys’ campaign started with a
booklet, ‘10,000,000 Logical Custom-
ers,” in which sport was made of the
situation. This was followed in six
months with another, “Lee Has
Changed the Picture,” telling how
the company had reversed the trend
by supplying hats designed in colors,
shape and comfort to attract the
boys’ market. Prior to that, it was
declared, the market had languished
because hatters tried to sell boys
goods made for their fathers and
grandfathers. Following this, a flyer,
“No Longer Are There 10,000,000
Logical Customers,’ was issued.
Boys’ hat sales had increased sev-
eral hundred per cent.

One of the major pieces of promo-
tion behind this move was the de-
velopment of a hat case for effective
display, on wheels, of boys’ and stu-
dents’ headwear. Too often, it was
known, the merchandise had been
tucked away in a dark corner or in
remote, dirty shelves.

At present, the agency is surveying

a group of school teachers to ascer- , a a, ae
Pietsch in Real Estate

tain what publications their boys
read. In the fall, Lee expects to run W. Randolph Pietsch, formerly with
some copy in the most read boys’|Gale & Pietsch, Chicago agency, has

publications. joined Baird & Warner, Inc., Chicago.

11,065,517

Lines of paid advertising in 1935

1,211,981

Lines more than in 1934

5,901,686 lines of local advertising, which is 485,240
lines more than in 1934.

1,814,843 lines of national advertising, which is.
162,885 lines more than in 1934.

3,348,988 lines of classified advertising, which is
563,856 lines more than in 1934.

Again The Express and The Evening News have achieved
a gain of almost 1% million lines of paid advertising, as
compared with the preceding year. 1934 also showed a
considerable gain over 1933.

These two newspapers strictly censor all proffered adver-
tising matter that does not come up to their consistently
high standards.

They adhere to their rate-card. They give no free adver-
tising space. They print no free circulars. Their adver-
tising lineage is paid for.

The Express and The Evening News are separate and
distinct newspapers. Each has its own staff. Each ren-
ders its own distinctive service to its readers and adver-
tisers.

These two newspapers afford the advertiser complete
coverage of the San Antonio market, which embraces
the highly productive regions of South and West Texas.
They are read in the homes of families that have buying-
power.

*De Lisser credits a gain of 1,254,916 lines over 1934

SAN ANTONIO EXPRESS

SAN ANTONIO EVENING
NEWS

Texas’ Foremost Newspapers

The John Budd Company........ National Advertising Representative

New York—Chicago—St. Louis—Atlanta—Dallas—San Francisco—
Los Angeles—Portland, Ore.

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Bis 8 ja ty

ADVERTISING AGE January 13, 1936

a

THE SITUATION AT A GLANCE

GAIN Loss
The Chicago Tribune - 1,130,931

Second newspaper - - 453,496
Third newspaper - 198,498
Fourth newspaper - - 584,231
1,105,983

Fifth newspaper- -

Tue CHICAGO TRIBUNE during 1935
printed 1.130.931 more lines of adver-
tising than in 1934.

It led all Chicago newspapers in vol-
ume of gain and in total volume of
advertising printed.

This progress is the result of the
continuous program of improvements
introduced by the Tribune in order to
deliver greater value to its millions of
readers and because of the interest and
confidence with which they read its

news, features, and editorials.

Chicago Tribune

THE WOKLD'S GREATEST NEWSPAPER

Newspaper Advertising Is Point-of-shopping Advertising

TOTAL ADVERTISING VOLUMES

17,854,712
LINES

16,723,781
LINES

193,804
12 os 2nd NEWSPAPER 0 3
11,235,102
LINES 3rd NEWSPAPER —
8,296,592
LINES 4th NEWSPAPER
7,112,361
LINES
4 589,902
LINES
3,483,919
LINES

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ae January 13, 1936 ADVERTISING AGE

41

PHOTOGRAPHIC REVIEW _ “mess soreness

OF THE WEEK Vee

NEW POLICY OF
ESTY STAFF

IS THE FUEL THAT LETS
ou daugh atwinter

In the inner sanctum of William Esty & Co., New York, where smoking anything but Camels is a social breach, tea is now served
daily at 4 o'clock. Here is William Esty discussing with International Tea Commissioners plans for spending $500,000 to push

How Koppers Coke, whose outdoor advertising was recently de-

the trend toward tea. Left to right, Earl Newsom, publicity counsel; L. Beling, U. S. Resident Commissioner; D. Lageman scribed in Advertising Age, carries out the “laughing” theme in
Dutch East Indies; William Esty; James S. Yates; Gervax Huxley, Ceylon; Kennon ‘Jewett; L. M. Holden, Resident Treasurer. newspapers,
4,712 NEW PLYMOUTH FOR RURAL AMERICA

If he can say as you can.

“Guinness is good for you”
10,308
NES How grand to be a Toucan
~ Just think what Toucan do
N nae
English newspaper a dvertising for To visualize damage done to cars by harmful abrasives, Standard Oil Company

Guinness stout. were made from abrasives taken from oil drains.

wu Sas Ss ei mia ai MRS

The Detroit automobile company has developed this 20-inch wheel
for areas where roads are bad. It gives ground clearance of nearly
ten inches. A special gear ratio is another feature.

STATE OF MAINE ADVERTISES ON LICENSE PLATES

BIGGEST BOTTLE ON TIMES SQUARE

lIONL
eS

ee a

i a ce ce nei Se al ae SU RU alee ce Be wed eS et ce tae oa

Arakelian Corporation has erected this 20,000-quart bottle in Maine motorist venturing beyond the borders of the state in 1936 will advertise the wonders to be found there, through
New York for its California wines. a new license plate.

of Indiana is distributing millions of packets of matches whose friction strips

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ADVERTISING AGE

January 13,

1936

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These are the Clients of LORD & THOMAS |.

During our 63 years in advertising it has been our privilege to serve almost every
field of American industry. As a result of the wide range of our associations, we like
to think of ourselves as a “Clearing House of Business and Advertising Experience.”

TOBACCO

American Tobacco Company
Lucky Strike Cigarettes

DRUG AND BEAUTY PRODUCTS
Kleenex, Kotex, Quest
The Pepsodent Company

Tooth Paste, Tooth Powder,
Antiseptic Mouth Wash,
Junis Facial Cream, etc.

Barbara Gould, Ltd.

Beauty Preparations
Bourjois, Inc.

Evening in Paris

and other Cosmetic Lines

Chanel, Inc.

Perfumes and Powders

Lavena Corp.

Oatmeal Facial

Luxor Toiletries, Soap Products

Pinaud, Inc.
Cosmetics and Toilet Articles

TRANSPORTATION

Dollar S.S. Lines
Dollar and American Mail S. S. Lines

International Mercantile
Marine Co.
Roosevelt Steamship Co.,
United States Lines,
American Merchant Lines,
American Pioneer Line, Cruises

Munson Steamship Lines
South American Steamship Service
and Cruises

New York Central System
“The Twentieth Century Limited” and
other Railroad Service

Southern Pacific Company

Railroad Service

MOTION PICTURES

Paramount Pictures, Inc.
Paramount Pictures and Theatres

Radio-Keith-Orpheum Corp.
Radio Pictures and RKO Theatres

ELECTRICAL PRODUCTS AND RADIO
Frigidaire Corporation
Household and Commercial Refrigerators
and Air-Conditioning
Radio Corporation of America

RCA Manufacturing Company
RCA Victor Radios, RCA Tubes,
RCA Victor Phonographs and Records, and
RCA Victor Radio Equipment

RCA Communications, Inc.
Radio Messages

The Radiomarine Corporation

Electric Vacuum Cleaner Co.
Premier Vacuum Cleaners

The Prest-O-Lite Battery Co., Inc.
Storage Batteries

PUBLIC UTILITIES

Commonwealth Edison Company
Electricity and Electric Shops

The Peoples Gas Light & Coke Co.
Gas, Gas Heat, and Gas Appliances

Public Service Co. of Northern
Illinois
Gas, Electricity and Appliances

Western United Gas and Electric
Company
Gas, Electricity and Appliances

PETROLEUM PRODUCTS

Associated Oil Company
Associated, Cycol, Flying A and
Burntbrite Petroleum Products, and
Smiling Associated Stations

Cities Service Company
Cities Service, Koolmotor and Loreco
Gasolenes and Motor Oils, Trojan Lubri-
cants and Power Prover Service

Union Oil Company of California
76 Gasoline, Triton Motor Oil, Stop-Wear
Lubrication, Divers Lubricants and
Specialties

MEDIA

The Comic Weekly

Sunday Comic Supplement of
Hearst Newspapers

National Broadcasting Company
NBC Artists Bureau,
NBC Broadcasting Facilities

FOODS AND BEVERAGES

Armour and Company
Meats and By-products

California Fruit Growers Exchange
Sunkist Citrus Fruits and
Exchange By-products

Horlick’s Malted Milk Corp.
Malted Milk and Malted Milk Tablets

Quaker Oats Company
Quaker Oats, Mothers Oats,
Aunt Jemima Pancake Flour

Schenley Products Company
Golden Wedding, Old Quaker, Cream of
Kentucky, Wilken Family, Old Schenley
and other American Whiskies, and Liquors

Schenley Import Corp.
Imported Wines and Spirits

Adohr Milk Farms

Dairy Products

Beatrice Creamery Company
Meadow Gold Butter, Ice Cream,
Milk and Cheese

Calavo Growers of California
Calavos (California Avocados)

California Fruit Exchange
Blue Anchor Fresh Fruits

California Olive Association
Ripe Olives

Golden Nuggett Sweets, Inc.
Quick Fudge—(Powder for
Fudge and Frostings)
Jell-Well Dessert Company
Gelatine and Jiffy-Lou (Pudding Dessert)
Lindsay Ripe Olive Company
Ripe Olives
M. J. B. Company
M. J. B. Coffee, Rice and Tree Tea

Nestlé’s Milk Products, Inc.
Condensed and Evaporated Milk

Rainier Brewing Company
Beer and Ale

Sparklets, Inc.
Syphons and Refill Bulbs

Sun-Maid Raisin Growers
Association
Raisins

COMMUNITY, HOTELS, RESORTS
All-Year Club of Southern
California

A non-profit community organization

developing tourist travel to Southern
California

Californians, Inc.
A non-profit community organization

developing tourist travel to San Francisco
and Northern California

Del Monte Properties
Hotel and Resort

Palmer House, Chicago
Hotel

BUILDING MATERIALS AND
INDUSTRIAL EQUIPMENT

Anaconda Copper Mining Co.

American Brass Co.

Anaconda Wire & Cable Co.

Delco Appliance Corporation
Delco Heat

Indiana Limestone Company
Limestone for Building Construction

New Departure Manufacturing Co.
Coaster Brakes, Ball Bearings and Transitorg

United States Gypsum Co.
Building Materials

MAIL ORDER

Montgomery Ward & Co.
Mail Order and Retail Merchandise

CLOTHING

Hat Corporation of America
Dobbs, John Cavanagh,
Berg and Knapp Felt Hats

Rubens & Marble Co.

Infants’ Garments

BANKING AND INSURANCE SERVICE
The Commercial National Bank
& Trust Company of New York

Continental Illinois National Bank
& Trust Co., Chicago

First National Bank of Chicago

American Automobile Insurance
Company

Note: The above list does not include many other clients, American and foreign, served by our Canadian and European offices.

LORD & THOMAS : advertising

There are Lord & Thomas offices in New York; Chicago; Los Angeles; San Francisco; Toronto; Paris; London.
Each office is a complete advertising agency, self-contained; collaborating with other Lord & Thomas offices to the client’s interest.

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