Advertising

Last week one could study some U. S. advertising expenditures for 1925 in the Crowell lists and the Denney National Advertising Records. The latter list showed that $154,449,824 had been spent in the year on 107 magazines. Of this about 40%, $62,089,721 was spent

Dy 116 advertisers, each of whom spent at least $250,000.

A table compilated from the two authorities by the Advertisers' Weekly : CHANGE OVER 1925 1924 Proctor & Gamble $2,691,922 +$1,282,932 Postum Cereal 1,954,915 +680,085 Congoleum 1,836,200 +654,300 Campbell Soup 1,750,280 +231,080 Co.* Lambert Pharmacal 1.577,630 +808,597 Lever Bros 1,139,650 —199,700 Colgate 1,107,458 — 50,987...

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