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EVENIttC LJblimEB-PHlLADELPHIA. TUESDAY, JUNE I, 1915
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AUTOMOBILE. ADVERTISING
"No tale of Aladdin's lamp is more marvelous the full development of
an industry from infancy to maturity in a decade; a decade in which
merchandising methods went the full gamut of evolution. . . . Out of
the troublous past is emerging a great and powerful industry, with its
merchandising methods safely grounded on the solid rock of national
advertising." From report on Automobiles, by the Curtis Division of Commercial Research.
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This industry which, free from
hampering tradition and precedent,
seized so early upon national ad
vertising as its chief support, also
determined early upon The Satur
day Evening Post as a chief pillar
in that support
Note the growth of the advertis
ing of automobiles, parts and
accessories in the Post, as shown in
the tables which follow:
Total Advertising of Automobile Classification
in The Saturday Evening Post
Year Lines Amount
1909 83,841 $ 298,668.46
1910 173,162 782,704.89
1911 218,855 1,218,428.11
1912 292,134 1,737,407.7-9
1913 316,843 2,099,495.10
1914 346,421 2,385,458.18
.
Number of ad
vertisers. . ..
Number of ad
vertisements.
A further analysis of the figures
shows ome interesting tendencies,
as follows :
Growth in Number of Automobile Advertisers and
Unit of Space in The Saturday Evening Post
1909 1910 1911 1912 1913 1914
65 109 108 121 128 124,
274 420 517 678 628 763
Ay8cPacen(HVe;) 306 412 423 431 505 454
JS $1,090 S1'863 $2,357 $2,563 $3,343 $3,126
Ave. invest-
veCrntLePrer ad" $4,595 $7,181 $11,282 $14,359 $16,402 $19,238
It is worth noting, in passing, that
these sums for advertising in The
Saturday Evening Post, large as
they are, represent only about one-
half of one per cent, of the retail
sales of the industry.
There has been a steady increase
in the number of large space units
used, which for the past three years
has been as follows :
Number of Full Pages of Automobile
Advertisements in the Post i
1912 1913 1914
338 407 416'
In 1912, 79 of the automobile advertising in
the Post was in page or larger space.
In 1913, 87 of the automobile advertising was
in page or larger space.
In 1914, 82 of the automobile advertising was
in page or larger space.
There were in 1914 five automobile advertisers
each of whom invested $100,000 or more in Satur
day Evening Post space. Never before had there
been more than one.
These facts are important in their
bearing upon the advertising plans
of automobile manufacturers.
They are even more important,
however, to other industries which
have not as yet "run the full gamut"
of merchandising evolution.
There are several great indus
tries to which the same sort of
development is possible if they will
follow the same bold lines of attack.
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Manufacturers in various lines may be interested in a 36-page booklet which we have just
published, entitled "The Merchandising of Automobiles." A copy will be sent upon request
Tit, '5
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THE CURTIS PUBLISHING COMPANY, INDEPENDENCE SQUARE, PHILADELPHIA
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