Page 10 Advertisements Column 3

Greymouth Evening Star, 15 August 1932, Page 10

BUSINESS RESEARCH. How advertising pays in times of depression is revealed in a report just issued by tho Research Department of the Advertising Association. The figures of 1664 large companies, whoso reports were issued during the twelve months ended April 15, 1932, have been examined. Many of these companies do, and all of them could, apply advertising as a selling force. Of these 1664 companies it is revealed that 313 increased their profits. A further 139 show a decline of less than 10 per cent, on the previous year’s profits. Since prides fell considerably during the last year, a concern which shows a decline of only 10 per cent, in profits would certainly have had at least to maintain the volume of its turnover.

“Adding together the 313 companies which increased their profits and the 139 which show only a. slight decline, there is a total of 452. Of this total no fewer than 311, or almost 70 per cent., are concerns which advertise.”