Ads Are Up

In all the nine years scholarly, long-faced Dr. Louis D. H. Weld has been precisely taking its measurements, U.S. advertising never had been as robust as in 1943. Last week Dr. (of philosophy) Weld's indexes in Printers' Ink told publishers in fine what they had known in general. Spacewise, all advertising was up 14.6% over 1942. The gains: newspapers 12.2%, magazines 28.5%, farm papers 39.9%. The only loser: outdoor advertising.

As Dr. Weld, research director of McCann-Erickson, Inc., had predicted, recovery from war's first shocks (in the first half of 1942) had been swift and strong. As to 1944: "Paper shortage is the only thing that can hold advertising back, and one cannot predict anything about that" (see below).

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