profits taxes to the government, there developed an immense amount of national advertising. most of which was done in
the Saturday Evening Post and other magazines first, the remainder being appropriated for newspaper advertising in a haphazard sort of way. Large advertising agencies contributed to the popularity of this style of advertising because it was more profitable for them to handle these large accounts in this manner than to go to the trouble of advertising in newspapers.
Even our own state contributed many thousands of dollars during that time to national advertising, the Oregon Woolen Mills and several others being among the leading national advertisers.
Now that war-time conditions no longer prevail, advertising is being considered again from fundamental economic stand points, and quality, effectiveness, and results are carefully considered. The result has been in favor of the use of local newspapers rather than magazines, and study of the trade papers indicates that this present attitude of the national advertisers to regard newspapers with more favor than the national magazines is rapidly becoming general.
Since the noon hour I have talked with half a dozen of the daily publishers, and they tell me that there is more national adr:crIi-i;z-r] c 0 m ing than last year, and the trade papers
advertising of one local insurance firm whose excellent copy was prepared by an old company in Connecticut, and offered the Corvallis firm only with the under standing that it would be printed on a regular schedule. This company thought enough of local advertising that, although the copy was not devoted to their insurance, they signed up for one year. Of
fers of copy, together with cuts, are being made to the local merchants more generously than ever before. The J. C. Penney Company during the last year has adopt
ed a policy of more vigorous advertising in the local or-wsp:rpcr.<. and now offers the local managers complete copy suggestions instead of ideas, layouts, specimens, and on frequent occasions, with actual ordcis issued from New York to use more elaborate advertising in the local news
papers.
This firm has carried a number
of page ads since last summer.
llAILED Posrun IN DISCARD
'e recently interviewed local merchants, then went to Albany to talk with the merchants there about their advertising, and found the same conditions to exist there. Leading merchants at both
places assured me that the same is true at Eugene and at Salem. Leading merchants stated that the practice of issuing posters to be distributed by mail or through agencies has been discarded in favor of larg1cr newspaper space, supplemented by a limited quantity of posters.
indicate that there will be a great deal more national advertising d u r 1' n y 1922 than was printed in 1921.
And whichever they have something special to put across. they eliminate competition from other advertisers on the page
by taking not only the entire page, but a
llANUFAC'I'URl~lRS PAY SHARE
You have doubtless come in contact with the offer of certain manufacturers, who now olfer to the dealers to bear half, or a larger proportion, of the cost of advertising their clothing in the local news papers. Farm implement manufacturers are now sending out copy suggestions and specimen ads for the use of their
local dealers in the local newspapers, with the urge that they make better use of the possibilities. We are carrying the
double page in the center of the paper.
In Portland this fall there seems to be a tendency to use two entire pages in separate parts of the paper rather than the two-page spread. 1 do not know exactly what that means. I call attention to that because I am studying that—why
Meier & Frank have seemingly abandoned that double-page spread.
If you can
give me any information on that point I would appreciate it.
r2]
(Continued on page 23)
