Biggest Year

Never has the U.S. spent so much on advertising as it did in 1951. Last week Printers' Ink published the estimated total: $6,496,500,000, nearly 14% more than in 1950, but not quite in step with the 15% increase in the nation's gross national product.

Fast-growing television, with a take of $388.4 million, turned in the biggest percentage gain (93.3%). TV's share of the U.S. advertising pot nearly doubled, from 3.5% to 6%. The share of newspapers (34.7%), radio (10.9%) and magazines (8.9%) shrank slightly, though dollar volume rose. The dollar leaders: newspapers, $2.2 billion, up 8.8%; direct mail, $923.7 million, up 15%; radio, $712.3 million, up 6.7%; magazines, $573.7 million, up 11.4%.

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