ADVERTISING.

Press, Volume LIV, Issue 16208, 10 May 1918, Page 9

ADVERTISING.

TVfIAT AMERICA IS DOING

BELPLVG to vnx the war

v review of the work done in WU • V forth the fact that advertising, newspaper advertising, Jj dom more than its share to help 'while *the Government havo not . n( t ;t possiblo to uso an advertising mnaien to reach tho people of this the business men, bankers, have all plaeed their ' endorsement on tho ecoH as well as the educational value f U U-page newspaper advertising T>„«iltq hnvo proven that their juclgwas "ood. These men showed not ®1c their "faith in newspaper advertis- ? n !*tn bring the desired results, but backed their faith with their own ?lLs in pavmont for this advertising contribution to our GoV<! \Vhile lt this plan of advertising origmfß Chicago last April and May dw?%he original Ked Cross membership '"fnai'Ti, nearly every city and town S P „v°sizo in the United states have furnished this plan and have usc-d business men, hankers 1 Jivcrtisin" men have bought and for half a million lines of adverJffijj in the Chicago daily newspapers mrn Mav Ist to date—first for the Ked campaigns, then tho Liberty campaigns, the Knights of ColumC the war savings stamps. 'TO HELP "WIN THE "WAR. v ew York, Boston, Philadelphia, AS Minneapolis, 1)« . Moines, Portland, Seattle, San Francisco, and Los Angeles, and other cities busmess JS have done just as -well, .if not bet-

A : s estimated tliat nearly live mil-1 lion dollars of advertising space has kin bought and paid for byhnsinrs.s S or contributed by the newspapers, ®®„,„; ncs farm papers, bill, boards, Sted itfd clpctric signs, street cars, L-fl trade papers of tho United^ States , S to help win the war and bring the Uiinnlp of the country to the realisa- | tiott<>f their own responsibilities during j treasury Department at inston, the officers of tho Keel Cross, I god the President himself, all havo csnM«vd their aporoval, and have thank-1 ftbc bankers', business men, news- , , patwr men, and advertising men fo \ ffi£r patriotic work. in planning and ' ' faring this advertising for tho uo-I business outlook for 1918, on the ike is verv encouraging. Millions „r people will have more money _ to I api>?d by far than any prcvious •/ ihe great masses of people, tne wcirking men and tho farmers the vast ria'oritv. will have much more to <'mend'; 'the minority-tW who have " been accustomed to huying '*« everything they want—will have less t ■ 1 smerd becauso of tho many waysl m Sh'these men will have to sacrifice I t? help pay for the war. They are ,? making these sacrifices chcerfully and ■; this means much for tho success of 0 war efforts abroad. prosperous conditions i • There 5b no question in my mmd that i business conditions during tho next two I or three years, whether we continue to I hare war or not will he very P r °®P®[" | ous. Money will be spent for desirable I necessary things. It will be S P®° i more carefully, more advisedly, more 1 ; wisely than over. Every dollar we have if will bo spent whero tho dollar counts it most. Our per capita of wealth is now S £427, that of Great Britain £300, that I of Franco £350, of Germany £26<. J 1 Our present National Debt is £3 per 1 capita, that of Groat Britain £/4, or fr*'• France £02, of Germany £58. . e y could pay our debt 112 times over without being broke. _We have 18 billions I l®)f liquid' money in our bank deposit I Ifinbject to cheques. Our trado balance I ?pf 1916 was over £-100,000,000 in our S <£$iTour. It's-a bigger balanco now. I. may all take a lesson from Lon- | tigwa in this respect, whero business all | r'i'hafl increased during the war. At. the 5 annual meeting of Selfridge's, Tvimited, Store, hold in London last | the earnings for the last fire I years were feiven as follows:— I' vYear ended Jan. 31sfc, 1913 ... 104,000 6 /.Year ended Jan. 31st, 1914 130,000 R :'>Year ended Jan. 31st, 1915, 1 fS&Jfteir six months of. war ... 134,000 | : ended Jan. 31st, 1916 ... 150,000 | >sAod in the yea> just ended ... 225,000 I & . ALL REPORT INCREASE. | Ltd., another London deI Apartment store, increased its earnings $ pouring 1916 over the previous year. I Bros.,' Ltd., John Barker and Co., I pP&kena Jones, and other stores selling | pgrneral merchandise, ull report similar | increase. Sir George Paish, Great Brif Mfiin's trade representative of the I fitSpted States, says: "American mers will enjoy greater sales than they •' expected to deal "with. "War means activity, not depression." *' thin K •' s certain, and that is this: I Slßusiness for the manufacturers or mer- ? Ifls? I ®*® w ho sense the situation and ft r each the people who have the (.• mWonej to buy necessities and even the v <glttinries, will bo exceedingly good in \ . Newspapers will play an even part in reaching such. t, ' Bgjnsumers _ than ever before. § : ® ; Thero_ will he new advertising ft J|®'j ßu ,hstitutes for articles that the Food or the Government wish $ Hfffepeople of this country to use or eat - eat plenty of. For instance, % u gh advertising people could he told j ®«ere are plenty of potatoes, cabi °nions, apples, and root vege- ' "ffl? Pfic o3 as cheap, if not cheaper, 4 A 1 th«i N before tho war. Newspapers are the logical medium » ? IB f rs use influence our Unpeople in tho advertising columns—to E.the unusual and suporlative coJon newspapers have already given « v epmcnt in all its branches. •? T OUr year, and in K *he best year for all business U do our part to help President 1 a "d our Allies win the war.— ro 11. Rankin, in "San Francisco icle:"