Am.  Jour.  Pharm.l 
May,  1920.) 
Association's  Latent  Power. 
345 
is  to  the  interest  of  the  pubhc  to  safeguard  its  production  in  times  of 
embargoes,  shortages  and  other  adverse  conditions. 
SIZK  OF  THK  CAMPAIGN. 
It  would  of  course  be  neither  feasible  nor  wise  to  attempt  a  cam- 
paign of  the  dimensions  of  the  Wrigley's  three  million  dollar  per 
annum  appropriation.  Nor  would  it  be  positively  necessary  to 
resort  to  a  campaign  of  the  size  employed  by  the  Telephone  Com- 
pany or  the  Canners'  Association.  The  industry  could  feel  its  v/ay, 
always  remembering  however  that  there  is  a  minimum  beneath 
which  its  advertising  effort  would  not  be  worth  the  ineffectual  results 
accomplished.  Of  what  that  minimum  consists  is  a  matter  for 
careful  consideration.  I  woidd  suggest  the  following  however  as 
the  most  conservative  campaign  from  which  justifiable  results  could 
be  expected.  There  should  be  selected  the  six  representative  na- 
tional magazines  of  general  circulation  which  would  cover  the  country 
as  adequately  as  possible.  The  industry  could  contract  for  six 
insertions  in  these  magazines  for  the  year  to  be  alternated  so  as  to 
give  it  three  insertions  in  three  magazines  one  month  and  three  in 
the  second  trio  the  following  month.  Your  advertisements  would 
thus  follow  each  other  at  monthly  intervals  and  this  would  mean 
that  a  large  proportion  of  your  readers,  those,  in  other  words,  who 
read  two  or  more  of  the  magazines  in  question  would  be  reached 
every  month. 
The  amount  of  space  taken  should  in  your  Secretary's  judgment 
be  a  full  page.  This  space  tends  to  give  your  reader  the  impression 
of  a  large  campaign  and  humanity  has  great  respect  for  size,  attrib- 
uting to  the  full  page  advertiser  a  place  as  one  of  the  larger  and  more 
representative  industries  of  the  country  and  consequently  one  whose 
standing  is  in  some  measure  a  guarantee  of  integrity. 
The  full  page  advertisement  likewise  has  greater  proportionate 
attention  value  for  the  page  carries  no  other  advertisement  with 
which  yours  must  compete  for  the  reader's  attention.  It  must  also 
be  borne  in  mind  that  the  effect  of  the  admirable  lay-out  of  one  adver- 
tisement may  be  absolutely  destroyed  by  that  of  an  adjacent  adver- 
tisement which  does  not  harmonize  with  it.  Then,  too,  the  full 
page  displays  your  illustration  or  your  copy  to  an  advantage  that  is 
lost  in  smaller  size  space.  The  necessity  for  the  use  of  larger  space 
increases  moreover  with  a  reduction  in  the  number  of  insertions. 
It  is  not  pretended  that  a  campaign  of  this  number  of  insertions 
