Pie

The advertising pie for the first six months of 1937 was statistically cut up in Printers' Ink last week. As a pie, the amount spent by advertisers (with at least $50,000 annual appropriations) on radio, magazines and farm journals, was 20% bigger than last year for the same period. And everybody got bigger pieces than they got year before. The proportion of increase in advertising revenue was not, however, uniform. Advertisers divided their money thus: $66,478,000 to magazines (16% increase) $34,232,000 to radio (32% increase), $5,512,000 to farm publications (14% increase).*

The twelve biggest advertisers listed and amounts spent in magazines and radio for the half year were:

Thousands of Dollars Magazines Radio General Motors Corp. 4,439 1,117 Procter & Gamble Co. 1,293 2,075 Standard Brands, Inc. 1,141 1,263 Ford Motor Co. 1,106 680 Chrysler Corp. 1,635 430 R. J. Reynolds Tobacco Co 1,585 439 Liggett & Myers Tobacco Co. 1,034 651 General Foods Corp. 760 1,075 Lever Bros. 662 1,133 Colgate-Palmolive-Peet Co. 1,107 947 American Tobacco Co. 919 636 Bristol-Myers Co. 1,480 377

* Printer's ink figures do not include newspapers. According to Editor & Publisher, newspaper lineage (not advertising revenue) gained only 6.5% in half a year, due to a drop in automotive advertising during labored troubled months.

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