Advertising: The Bite Behind

"Every poet, in his kind," said Swift, "is bit by him that comes behind." Not only poets get bitten. The Hertz Corp., leading the U.S.'s 4,000-company auto-rental business with record sales of $274 million in 1965, is being at least nibbled by "We're only No. 2" Avis.

Secrecy is a fetish in the auto-rental business, but best estimates are that Chevrolet-sized Avis has upped its revenues by 34% in 1966, compared with Cadillac-sized Hertz's gain of 18% .

Last week Hertz announced that effective Dec. 1, it will switch its domestic advertising account...

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