Advertisers are coming to realize the power of the dealer to make or break any advertising campaign, and, as the trade papers increase in prestige and im portance, they will be increasingly used as a definite and valuable part of many advertising campaigns.
9. Use of foreign language 53.8 per cent of the population of the United States are of native white parentage; 14.5 per cent are for eign born, and an additional 14 per cent are of for eign parentage. Many of the foreign born can be reached only by foreign language publications, and these same mediums can be used to reach effectively many others of foreign parentage and of mixed par entage. Primarily a foreign language publication is used by local retail advertisers who are of the same race as the readers of the publication. Other large users of space are the department stores and other re tail establishments that have a general appeal, and are as eager to get the trade of those born abroad as they are to get the trade of native Americans. Ob viously, a manufacturer making something that would appeal particularly to the people from a certain coun try would advertise in publications going primarily to those people. Few manufacturers are in this class, however. Nearly everything that is made has an ap peal to people of all nationalities ; accordingly, the foreign language newspapers are more and more be ing used by advertising manufacturers in the same way that they use publications in the English lan guage.
10. Use of advertisers trace their initial step back to directory advertisements. It is said that among directory advertisers the news papers find their most profitable field for the develop ment of newspaper advertisers.
Several attempts have been made from time to time to put directory advertising on a basis allowing it to be used in national advertising campaigns. At present, directory advertising is for the most part lo cal. Space in the five automobile Blue Books is often purchased by manufacturers engaged in a national campaign, and the time may come when telephone directory advertising will be used in the same way. The possibilities of telephone directories in a national campaign seem to be great. This medium gives a na
tional advertiser an opportunity to publish the names, addresses and telephone numbers of his dealers in each community.
11. Size of space in the most difficult thing for any advertiser to determine in planning a campaign in periodicals is the size and space it is advisable for him to use. Some contend that small advertisements inserted often will bring more returns than large advertisements inserted less often. Others say that in the magazine the page is the ideal unit. The 1916 advertising campaign for the Willys-Overland Company was based on an al most universal use of "double-page spreads." As the number of advertisers increases, the size of space of each advertisement appears also to increase. In 1872, the average number of lines per advertisement in the Century magazine was ; in 1913, the average was 169. In 1890, about one-fifth of the to tal advertising space used in magazines consisted of full-page advertisements. Today the ratio is better than one-half. In 1880, half-page spaces were used about two and one-half times as often as full-page spaces ; in 1890, they were used less than twice as often, and in 1915, about one-half as often.
Professor Walter Dill Scott finds the mortality rate of advertisers is much greater among the users of small space than among the users of large space. He has made a tabulation of all the firms located west of Buffalo which advertised in the Ladies' Home Journal during eight years, showing that the adver tisers who used the larger size space lasted the longest. The following is the table : Professor Scott comments as follows: "This would seem to indicate that, in general, if a firm uses 56 lines annually in the Ladies' Home Journal, the results will be so unsatisfactory that it will not try it again. If it uses 116 lines annually, it will be en couraged to attempt it the second year, but will then drop out. If, on the other hand, it uses 600 lines an nually, the results will be so satisfactory that it will continue to use the same magazine indefinitely."