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“ts 


ne 


CHICAGO 


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


_- 


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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ag ee = WFEBR Baltimore...... NBC 
1 a ae , 
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" 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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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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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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January 13, 1936 ADVERTISING AGE 


oe 
_ ——— - 


new 
n to 
SING 
and 


RE, 
Co., 


AD 
the 
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the 
orge 
ecial 
gift, 
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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 
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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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tees 
f the 
otion 
ifteen 
news: 
‘e ap: 


yy the 
, Ken 
nittee 
news- 
with 
air is 

New 


Terald 
mittee 


aphins 
»joined 


9” 
plished 


adit jon, 
ned ov 


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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- THE _® NEws & 
= ‘fa = 
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NEW YORK’'S D Ws PICTURE NEWSPAPER oa 
I ee 
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ec : : 4 Wi ee Pied Ney ie am, ae Me aE Se prea Wy ae 1 ae ed on 1 i Gag it pak | ks be da ea ahr ie saga ea ae SHeiis a eae eae epee ar NE Pa S ‘e Rae LST Spa ik Be pear Sa ; ‘ a an gi abe ei Bs ee ee eta a riaadte ee 
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. 


HOTEL 


WHEN you say Hella’ 
TO BROADWAY 


When you come to New York 
for a holiday...or a weekend... 


stay at the famous Hotel Astor, 


Square. Big comfortable rooms; delicious 
food: gay new restaurants...all at amaz- 


ingly low rates. Rooms from £2.50 a day. 


ASTUR 


TIMES SQUARE * NEW YORK 


A world-famous address at the Crossroads of the World 


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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 
oF 1935 


keginning FAN 


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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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eta are you im Today's world? Are you one of tne . Fite -_ — Fe 
4 oa ihessands groping for firsh courage and deepened a q bro. yn ¥ “a : " 
Pe ag wlf-understanding te meet the problems ond adven P <3 rf J. ~ a ‘ ee 
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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 | 


Ee 4 é ae ne PEN A eT ae ee . RO eirke MEY dk RES RS AN Sy ARES Ne See ¥ 2» % ~ “s 
#, ¥ bo = 

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


- 


SELLS MORE GOODS FOR YOU THAN ANY OTHER IMPULSE! 


f 


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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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| Fai 
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mz 735,165 | 
| 547,721 | rye 
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| | , , 
182,522 21 ' 
166,765 33,283 ) ee 
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a 187,118 ME ig 
519,809 a 3 
22,765 sci a eee | Ries Ee 
371,983 96,215 se eees | 
Pe m7 
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742,854 pat 
274,750 ee 
154,615 Snes 
398,913 : eo 
6 71° wns a 
211,717 Pe es 
. ih al Bese 
248,726 i woe ca eas 
| > 
_ _ ee 
236,705 || . 
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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Peg ae “See emerge mmr cae ergy ee ETRE TT te ta ame SA en fe ES gee eS Be? Sec ong oe ee CaM ANCE Bc 15k SE ai? py oe aig 4 a fe A, puet eees, de Bie eR Go 
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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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AND Now for the first time worcesTes are 
SALT TOOTHPASTE (U.S.Patent No.1968858) site 
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 
2 ries, 2 7 = d othet approved 10 - 
P tell you: leanses and peautifies 4 
1} Now, after 1on8 research, the Wor a bot bbls ce 
of cester Salt CO-» America’s oldest Te ry 4 large tube free- Provide’ you ec 
ner of pure salt, has been granted mail this a4 with your address» we Be 
l- RTs. Parent No- 1968858 FoF 4 et ly send you # larBe 35¢ size tube baal 
toothpaste that at last makes salt de- absolutely free. Worcester Salt Co» Ae no 
Jightfully pleasant and easy °° use- 40 Worth St.. New York. Dept 120 sa 
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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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ap- 
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tion. 
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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: 


we, eA sc eFC Rae SN ae et eo ete NEY hg es ea a eee a, ome ce suet a ee as aN al eee Daeneeeer ad ee ' 7 ee See ae Pg eres A ge me TSO RO 7 aay ta 2 
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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 
eR ei ea ce Meena 

re i Das ic Re wy 
: 4a pat 


sige ek 


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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hs. 


* 


GIN CIN Neg 77 


OHIO - KENTUCKY + INDIANA 


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daisy Welee ae is as a © has age A oat cline poe dente Ac ee ES > SA Hi os | ne elie ee ing rh Ci atta Me ee giggle av nee ay es op SS tee te i toi : ‘ setae" ions: 
ae ices ma yb. Tiree ys he Goa a Beet saa ne, Pe eae be MEER yee nt mic Py Doig ohne fe no Sg + ce i et 3 fi Seiad EE Tg 35 Palt Git AT ON Ae RY Sioa la a Ea I gel ec “chet Ty 4 ae el aan 3 Ps - ped ee a ee 
hia 24, tiger Bee hs Cae =a ais =: as = age e Pte Paes pe te re ee SNE ET aa : ae =P Re ne ee eos Soars wpe ce, aera’ hk oF ea or By one hg i 2 eae De ae 7 <8 aN ae. eS ee ; (oat 55 ieee mies oe! Oe i 
AY ste SE EE ea NaS A ere Oe SCE SD et ae Pee EA Se isi Rene es (ea ee er secepee cu ecceon we eee ee So OR ae he ee) Tre aap WA ERGY” VOR 5 glee Gt ee agree eee ee 
nae) ww Pe, * es ae erat et Moh ay Cee eee Sen Be SEE SP ees! Arse een ce FES, CR MU eR Rey A i ET Tes eM RY WELT Ba A Neb Ee ee LSA a ae penne Sa: Dies RAEN EAR SAA. ERIE ARNE, EUS NS - /PRae ., eP A Eh RURa T - 
ae a Ea oR en par ae aa ee ota ee te aa eee hee 


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 


™e “ | < Dea es ae > 
Eee ei Psp a Fond ih Poa Pag 
; < rs ru: s re “i net 1 fsa) i a9 cs ‘ f - . “a a 
a ee ) 7 sae ch gee ees heir Sliieche Dei gag 
: Jia- a | ae TO 
; Barner ; pik ee ae 
eal . y iy ca ri me asia Bee ‘ oe = 
na ee | é —o Bion A, wth P { ~~ a cd 47,833 
ie nee 
s ae | ol 
ig 7 — a — me a 
| 7 ee 87,188 
«ates | » ee 480 
pent as 4,500 | 
¢ 99 1“ Fe, % a | -= 59,190 
‘eee. a sees | 
Peter. er , « 
eo : tC re 
i hg . 41,276 
na ace 42,110 
i — Pee =| 
a : ee | : 
— a = || 
i i = 7 r 
‘ae  @ THO, ? : = I 
~ » at 2 | ee Pi agaet : Lewis t 
— elas Sea aie: 5 _, “re 
a3 | ie ong — 
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Pal ‘ te nia SS 1 ¥ 
e ; oe si : - a i i pl Fa) {f {] if ~ i “1 2 \ | 4) A vy} j} f))} Bb | 1259 
— Yaa Jat AM, Gow, € WAAC aloo ves 
i f SE oie : eg Mj {f/ QO fps — IN if tf {Q)// / oa A PY a Be 
es ee Ale AW i] (/ [Pigs gy SE nee 7° ait th 
eS aes: Be ok XGA ay SB gree ° . 191 
3 mE. ay . Ey % He} (UF \ cae Tole ” 18,797 at 
i bys Ona | (a 24,20 G 
a oe eo: Hs ahi Gece J out* ov < W 
iy te gee eo ane ; || 
<a a v 
a me overt 1sers — }« 
— ey ie PP cs ial : - AGE woves AND . a 3,375 §0 
oe ie 10 ate FLAS 11,020 Pa 
” “we yen wen SERIE | weet By 
Ba ie en nNO Re — | 
q FLAS alt OR bh FASS 128,052 ha 
i ce NANG RS ‘ 5 
as ee 5 eee wire qt wor \ ve PERLIO SER i00 \N ek rie 
‘2c 2) eae yer’ onct IN A jg ually Ai TRY inure NENS gl BETWEEN 165,855 cul 
ee abet * t AN a F ‘S01 Al an AN= 79,38: H, 
* aes animes i SR are uUNOTE, GeTEOM EeO8S swe 80m? zoan0 | Pe 
5 ae yres rN dhe ‘ 
a es cOLUMER WeETWORE FERN NG THE nee Oot 
i! i, ; PORTE yy SPO aaa 
a i NOUNCEME GELES: , 
ae ai i ANG M 
— detain: iw LOS we REAP y 
i, + ee aS quick’ mais ¥8 sda 
ini , en gy Reoul THESE pond WHICh Dose we W. 
as =e we WANT pm Oat THON Se on Soeche Gy DEPEND ur TEs $10 
ee ae ee THEN aN 5 \GNED. t ALLEL INS L Pron’ I 
ae a . ae rRGeLN yon ys py ovF " et 
ee po # i, | Ade KNOWN dh wis QuLtts ay | a 
a ae ee Rec gpr\o ‘on 
> a ‘ ie J wit at EXC 
Pe gl oe i af WA XO ENE 190 J 
bles ae 4 - rae. promi st 10 yOu VS \ncERELS eet! litz 
— ae ae outs THAT we 00 “ | 193 
oe . : \\ R 93. 
oe ee si aA\ ANY a 
_ ae og na ALVES JON BLAIR & com? | teense Seu 
— = Bee SIN st tenes Neu 
coated “San Bt ipl bark | 
Seo 3 | 165,040 Lor 
4.) *. Bre er : — ing 
ae pee ‘in 
re 7 
ee ; 
aera] | : 
ad, | ast OI oe 
ee a —___fiig ‘a 
5 naareas ae : < vig : 
me Oe a 7793 § 
Bes a thar 31,794 Man, 
Ss 2 a 94.205 fe Un 
Be oa lacie ey eee | Ar 
Saray a <=> = — Souy 
oe Ps | TSS Ss Cola 
a 3 # ' W; 
aeebee en 
Pete aac ’ ae ried : ne 
on : Y 24 ie —% a ) urs 
Ree ait (AV Medixon Ave lees me, Oe are. bf —— sin: 
Rog tre oe ' oS ae a. | i ™ 
See ae i 7. es abo Pere = : ths 
boa aa: a SAN FRANCISCO" *3 ir 
eRe ges oe sy 3100 Russ Building ee po =m 
ene vous pe Douglas 3188 a “ny, 
Eanes ML ha = Sige woman sia Tee Bt ‘ i = | 
Bae ee ct, SN eae “geet : Hun 
an See scatte eetee ps, Oo. agi o pss ey ey ey nol Naeeper yee “iy rs 
REGS ogi C eae Sails eras ey wot be a 
a 26.1 f: pest Pere ae, sa ene 
3, ih ct ee ee «en 
State es Sa eT ie Fits Sco ana ie \ 
Be Cie, oe Or eee ee peg a 


w w 


,eoee 


11,650 
$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 


Bs” alg co pei Pe A AT ae OP ore ani y: +A. Cup dciasee”. 1  PRLaY Mactan Bae EMCO ENS Ga BN caeags eS REO oT NR re oe ay pene ae at eae Bi Aa Naa AR ees oe ¥ me 
pe Ae ie Fx cy re = be PG Necro lacs, Sie ; : : es : = Sey \ edges a eo tate : mgr 5s Se a es Re a! at SU iinet ake ae Aad 7 ave a cy \ 
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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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‘ent 
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re- 
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the 
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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.” 


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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 
ae had aka Mesto g gt * 3 : Re ee 


os 
a 


but what the 


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 ®* 


A LARGE, EFFICIENT AND 
COM PLETELY EQUIPPED 
PRINTING PLANT 


DAY and NIGHT 
OPERATION 


Printing and Advertising 
Counsellors 


‘ ) XG) | 


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 
Proceedings 
Directories 
Histories 
Books 
Broadsides 
Folders 
Circulars 

and 
General Printing 


RIGHT PRICE 
Because of superior 
facilities and efficient 

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 


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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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Prancisco 


aoe 


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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: i 2 y on ve ; ay 
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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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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Tits é EtOH Bt os ee is sis Rie 
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tee, es UT Ake ee ee eR) eats) cesar Se icin, Og Saran ee ia Pet eee ee - SLi. ag 
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or BO tag <a EA Oo Bete ae fc 
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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. 
Rapid, Accurate and Peguemtes! 
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 


Graphie Arts 1 Photo Service, Box 365, 
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 


mated 
in tax 
held u 
ings v 
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ucts, n 
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will hi 
eral ye 
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ing ge 
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on mar 
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in whi 
progral 
Perh 
field ws 
donald, 
Sales fc 


cago, W 
ties ar 
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Will be 

6 
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“Tnas 
living 
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. hie wire x ¥ mie, Fee? 2 — 5% a ual Gon Sie -- . ,) ona 7" rs Peele — as a me ae > < z way Sse sere ae ay = ee a 2 ee Taal rae Me 24 “ ™ . poate : “2 os ? 
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> ae 315,372 | | 
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ool —————————_——————— 
. ; 1,207 Pe 
314,165 <item aalanciadaasiaesinnianaib 
Siig 
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aed 22,522 4,025 
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ae Are 
cae : fom uf ; aasesesqoaooaaaaewewew=w=w=~=—oaeeS<_uoqon®@amSsSmSo = 
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Ph a Lnaeenes cca eRe FY 
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pa let, + 
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Sige ! ———$LLKL——— tg 
an a 1 a 
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cs oe | ey Pant 
= sae Bp! ren 
; 294,852 
¥ 41,320 
a 600 | PS 
: istics, Se 
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< 3 ba ie See —— : oe =a 
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My “ 
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a. hen : 
rs 
iii. 
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ae uuoamKeees 82,022 
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ae. 45,377 
ae — me 
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BP a i ee 15,189 “tig 
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January 13, 1936 


Sgt i 


ADVERTISING AGE 


sages. Sas ae ee, 


“ > ae, ae Ph ‘ ae 
Oe. ee. 5 ee ee Oy "GS Bi eee 
3 ae ahi ¥ Mee et 3 
 paeae we: SS Se Pigs He me ee oF aloes 
nee as & Hee % Se eee * 
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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. 


2 gifs epee orem: “apne : 


» ene ee begiy me aren, 
+ ‘s 


Its: taste built 


in the world 


. é ‘ 
Seer wee ee” 
’ # « 


3 


os - 4 
_ of Mae 
NS ae 
MME 


tn. 
—=—s 


mi Te eae eee 


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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*, 
a 


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 


@ Experience-wise salesmen know the worth of 


warmed-up prospects. Big stores crowd each other 
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! 


Advertising Offices: 
NEW YORK 
205 E. 42nd St. 

e 
CHICAGO 
333 N.MichiganAve. 


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 


Ne) 
can @ 
est il 
of A 
cautic 
lation 

Ad) 
AGE t 
been — 
Canac 
of the 
Con 
half 
sider 
tion « 
at this 
foreto 
when 
nanuf 
tors is 
Wit! 
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 


RAPID’S 


alleged patent infringement. The 
agency put the story on Rapid's 


ion of 


GIANT PRINT}:::: 


Adve: 


Panadis 
WON THE SUIT r less 


yas apy 
Some, i 


HE legal department called in}. ; 4), 
Tike agency to dramatize the athe 


rganiz: 
Tawn |} 


Cleartone Giant Prints. Soffave nc 


crisply, so strongl 
points presented that the jury 
awarded the decision to our cus 
tomer. . . . Who's your jury? 
Whether it's a board of direc- 
tors, a prospect or the public— 
win your case in store windows, 
in class rooms, in private offices, 
as more and more advertising 
and sales executives are doing, 
with Rapid's Giant Prints. . . . 
Let a Rapid Contact Man tell 
you of many new uses. 


GIANT PRINTS 
PHOTOSTATS 


RAPID 


COPY SERVICE CO. 
SIX BRANCHES 


co 
NEW YORK 
415 Lexington . 444 Madison 


VAnderbilt 3-3680 


v 
CLEVELAND 
Union Trust Bldg. 


Main 9335 


2 
CHICAGO “ 
110 So. Dearborn . . 228 No. Le S# 
360 No. Michigan Ave. 


STAte 5977 


were the P- 


It is 
ireulat: 
ertiser: 
anada 


con 
abil 
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bac! 
time 


ata 


AD. 


ox 


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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— 

rndows, —: 

offices, W ae A ie B 

rtising eat 

doing, € 


an tell 


ITS 


“2 P.% ag S ae 


TS A IMPOSING group of successful advertising executives 


find this a lucky number. 


consisting of ad-setting, engraving, printing and creative 


ability—all under one roof. . 


It enables you to use a service 


.. Specially trained men are 


co. always on their toes to serve you so well that you will come 


back again. We can lighten your burdens—and at the same 


time produce better and more profitable printing for you— 
at a saving of time, trouble and money. Phone Wabash 7820. 


FAITHORN 


CORPORATION 


mie AD-SETTING » ENGRAVING «+ PRINTING 


(e. 


(304 SHERMAN STREET, CHICAGO + WABASH 7820 


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 
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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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