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...
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