Advertisers

Recently, some advertising experts estimated the amounts spent in news- paper advertising by prominent U. S. companies last year, drew up a list of the heaviest spenders:

At the head stands the Ford Motor Co., with $2,000,000, closely followed by the Victor Talking Machine Co., with $1,900,000. Other concerns whose annual payments for newspaper space total over the million mark are:

Chevrolet Motor Co $1,650,000

American Tobacco Co 1,600,000

Liggett & Myers Tobacco Co 1,500,000

Standard Oil Co. of Indiana 1,500,000

Calumet Baking Powder Co 1,400,000

Wm. Wrigley Jr. Co 1,250,000

Dodge Brothers 1,200,000

Paige-Detroit Motor Car Co. 1,000,000

In the class of advertisers spending between $500,000 and $1,000,000 last year, were 20 corporations:

5 motor companies 2 tire makers

1 oil company

2 railroads

10 specialty companies.

One feature of the estimates made is the amount of space taken by cooperative marketing organizations. In this class, the leaders were:

Sun-Maid Raisin Growers Association California Fruit Growers' Exchange California Prune and Apricot Growers Portland Cement Association Dairymen's League Cooperative Association Florida Citrus Exchange

General Motors Corporation's advertising is listed according to subsidiary companies and aggregates almost $3,000,000 (Chevrolet $1.650,000, Oakland $700,000, Buick $635,000). The first two items, however, include dealers' advertisements, so that it remains unde- cided whether or not General Motors exceeded Henry Ford.