A NATIONAL PLAN FOE AMERICAN FORESTRY 



261 



What the future size of our newspapers will be is more difficult to 

 estimate than is the probable circulation trend. Advertising largely 

 controls the number of pages, and reports indicate that a decline in 

 advertising since 1926 has reduced the size of newspapers from a 

 maximum presumably occurring in that year. Advertising will in all 

 probability recover from the depression along with other commercial 

 activities, but there is now the question of competition between forms 

 of advertising. H. A. Laird has estimated that the newspapers' 



1904 



1909 



1914. 



1919 



1924 



1929 



FIGURE 5. Paper consumption by kinds. 



share of the total spent for advertising in 1922 was 62 } percent, but 

 only 46 percent in 1929. 



BOARDS 



On a gross tonnage basis boards have taken first place from news- 

 print. (See fig. 5.) They fall far below newsprint, however, in pulp 

 requirements. Only some 20 percent of boards, by weight, is new 

 pulp, the remainder being supplied chiefly by reuse of waste paper. 



Container board is the largest item, and there is reason to believe 

 that the saturation point for such boards has not yet been reached. 

 The increasing demand for fiber containers is clearly due to the far- 

 reaching change from bulk to package handling of commodities. 

 Package freight originating on class 1 railroads, for example, increased 

 more than 25 per cent from 1920 to 1928, a time when there was no 



