$12,300,000

American Tobacco Co. this week announced the appropriation of $12,300,000 to advertise Lucky Strike cigaret in 1929. Of this amount, $6,500,000 will be spent in newspapers, virtually every U.S. daily being included in the list; $3,000,000 will be spent for billboards, $1,200,000 for magazine space, $1,000,000 for window displays and other "dealer helps," and $600,000 for radio. The $12,300,000 appropriation is probably the largest sum ever invested in the advertising of one product. General Motors has spent about $17,000,000 in a year's advertising, but this amount included many cars, many agencies. The theme of the 1929 Lucky Strike campaign will presumably be the "Reach for a Lucky when you feel like eating sweets" idea which has already provoked a war between the candy industry and American Tobacco Co. Lord & Thomas and Logan is handling the account.