Advertising

Last week one could study some U. S. advertising expenditures for 1925 in the Crowell lists and the Denney National Advertising Records. The latter list showed that $154,449,824 had been spent in the year on 107 magazines. Of this about 40%, $62,089,721 was spent

Dy 116 advertisers, each of whom spent at least $250,000.

A table compilated from the two authorities by the Advertisers' Weekly : CHANGE OVER 1925 1924 Proctor & Gamble $2,691,922 +$1,282,932 Postum Cereal 1,954,915 +680,085 Congoleum 1,836,200 +654,300 Campbell Soup 1,750,280 +231,080 Co.* Lambert Pharmacal 1.577,630 +808,597 Lever Bros 1,139,650 --199,700 Colgate 1,107,458 -- 50,987 Jergens, Andrew Co... 949,100 +171,225 Fleischmann 933,085 +429,525 Willys Overland 896,887 + 37,037 Palmolive 895,489 + 37,047 Victor Talking Ma chine Co 864,200 --320,110 Armstrong Cork Co.... 801,700 +378,000 Vacuum Oil 800,100 + 48,100 Dodge Bros 784,078 +142,478 Chevrolet 779,032 +226,967 Pepsodent 750,656 +189,355 Quaker Oats 744,517 +211,937 Swift & Co 710,650 + 53,300 General Electric 695,385 +133,245 Hudson Motor 683,370 +296,100 Pond's Extract 674,530 +229,430 Heinz, H. J. Co 673,304 +145,334 American Tobacco .... 662,845 +364,154 Cudahy Packing 645,660 + 53,660 Ford Motor 621,800 -- 29,450

*Listerine, foe of halitosis.