Automotive news. [volume], March 30, 1940, Page 7, Image 7

About Automotive news. [volume] (Detroit, Mich.) 1938-current

Image provided by: Central Michigan University, Clark Historical Library

                
the /i th Dimension
L— B— l The News of Automotive Advertising
My Pete Vlemhotf
Potting»
Supplementing Auto - Lite Spark
i's spring promotion activity in
Jneral magazines and farm pub
*tions company announces a
Sonwide posting campaign to
« during the next two months,
inters will be scheduled in 415
ltieß and towns, according to F.
? Mealon, sales manager of com
tnv's merchandising division.
year marked the first
u * of billboards by the com-
for spark plugs, and suc-
Jss of last year's program
prompted a considerable increase
In advertising appropriation for
this year’s campaign, It is re
rw)rt4*d*
Four types of poster designs will
# used this year, although all ap
;ear simultaneously in the various
«ties where posting is scheduled,
Gas", "Zoom”, "Sure-Fire”
md "Don't Miss” form the basis of
•jx copy theme on the four de
signs. >
A merchandising kit, which en
isles car dealers, garages and ser
vice stations to tie in with the
sllboard campaign, is also being
imished by the company. The kit
mtains window trims, counter
jrds and miniature reproductions
i complete poster panels for
»int-of-sale displays.
Slack Sheep
Alfred M. Corrigan, of Arthur
iudner. Inc., addressing a meet
sg of the Advertising Club of
Stw York, at which the Amer
ican Assn, of Advertising Agencies
■luted the club on its 35th anni
ursary, expressed the opinion that
lx federal trade commission will
jo nothing that is "harmful" to
idvertising copy.
Declaring that no honest citizen
in complain when another police
itn is added to the force, Corrigan
■id the commission, through the
Wheeler-Lea law, is supplementing
Ae vigilantes in the advertising
ield, enabling them to run the
"black sheep” out more rapidly.
Ho recalled that publishers and
idvertising men helped draft the
Wheeler-Lea Act and worked for
its passage.
Promotion
Promotional campaign, being
lunched by the AC Spark Plug
Wsion, is designed to create new
records in spark plug sales and
W to other service work.
Through campaign, AC is making
available to its dealers a gallon-size
uright red tin can on which appears
tleenie the Plug" and the wording
Clean Plugs Save Gas—l Gallon
n Every 10." The cans are for
•splay on the outside near gaso
:ne pumps, or inside near the
W r Ce es^- The cans, according
0 Earl McGinnis, AC admanager,
w ti. me d to tie in with AC’s ex
?and4d advertising program which
vill be released in April to a long
,ls l of national magazines, news-
WPers and farm publications.
Chatter
L 0. Hurlbut, formerly in charge
5 " est * rn territory, to head United
tes News' new office in Detroit.
Car Week
At Canton Best
In Many Years
*w4t^ r ° N 'j —Annual used car
- ust concluded, was one
in rom a sales standpoint
* years. While volume
mAfioi. , cars was confined to
a bruu a , tCr than 1937 - there was
i» »n demand for later models
mail', classifl cations of cars and
used car lots were
at tbe st art of the week.
lota ,5 Bpe ?' a l sa * es efforts, some
liable p „ 90 percent of their
*eek BnH S by the end of the
lilted tnr fu mar, y Kood prospects
iw£ 0r the future.
uied c H generally report their
•eaion nt ?u 0c^s norr nal for this
cord mnnfu year Respite a rec
ai,b new car sales,
kr of p..u re , port a greater num
n sales than a year ago.
J. E. Dalinghaus succeeds Hurlbut
as manager of Chicago office.
Advertising Age is conducting a
SI,OOO contest, seeking the best
plan for improving relationships
between advertisers and consumers.
Competition is open to everyone.
Theme
Shell Oil Co.’s 1940 advertis
ing plans will be keyed to the
safety theme of "Share the Road,"
and will appear in newspapers
YOUR PHILADELPHIA PROSPECTS
i tju
. fm iij
F.yqL
•CATION SERVICE ,J&
comramy jB
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1 1 1, '(i 1 1'hi i|'i i' l ii i i
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—————
1
1,778 motorists who drove in during one day to 34 outstanding Philadelphia service stations
were asked this question by Ross Federal Research Corporation:
QUESTION. Check the one newspaper in which you are most likely to see the advertising
of automobiles, tires, gasoline and other automotive products.”
THIS IS HOW THEY ANSWERED:
THE EVENING BULLETIN ..... 870 Motorists
Csi(fyu/adefoAui. Gti/ctftsrmej J/ // •*
• * Copyright tmn, Bulletin Co.. Philadelphia
AUTOMOTIVE NEWS, MARCH 30, 1940
Automotive Linage
Up 57.5 %
Againnt a minor increase of
under one percent for all types
of advertising, automotive ad
vertising in newspapers sky
rocketed 57.5 percent in Jan
uary as compared with 1939, ac
cording to Media Records, Inc.
Report covers 52 cities.
Automotive’s total linage of
3.K53.910 for the month was the
best for January since 1935.
and fnagazines and on billboards,
and will be heard over the radio.
According to the plans out
lined to the Detroit dealers, cam
paign will start Apr. 1, and will
be substantially larger than last
year’s.
At this modern service station at 54th Street
and City Ave., more motorists said they saw
automotive advertising in The Evening Bulle
tin than named all other newspapers combined.
Newspaper No. 3
316 Motorists
Newspaper No. 4
139 ~ Motorists
Pa. Motorists Map Action
To Insure Return of Funds
HARRISBURG, Pa. (UTPS).—
With opening date of the special
session of the Pennsylvania legis
lature tentatively set for May 6 or
7, Pennsylvania Motor Federation
and affiliated AAA clubs are pre
paring to take all action necessary
to guarantee the early repayment
of all money borrowed from the
motor license fund.
It is a certainty that the motor
fund will be tapped to meet the
bulk of Pennsylvania’s anticipated
$65,000,000 relief deficit. The issu
ance of tax anticipation notes
against the motor fund now on de-
NEWSPAPER NO. 2
The Bulletin was named by more motorists
than any other two newspapers combined!
The Evening Bulletin, with 94.9% of its large
circulation within the Philadelphia retail
trading area, will take your advertising
message into the majority of homes in the
nation’s greatest City of Homes at one of
the lowest costs per reader in America.
posit and expected until May 31,
1940, is predicted.
Under the federation policy, offi
cials said, as outlined by the execu
tive committee, the full strength
of the powerful AAA organization
in Pennsylvania will be concen
trated on legislative provisions re
quiring that all borrowed money
be repaid to the motor fund as
soon after May 31, 1941, as the
money is needed to maintain state
road construction and maintenance
programs without interruption.
Pete Wemhoff’s Fourth Dimension
offers news of automotive advertising.
SAY
“THE
EVENING
RULLETIN”
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