The Use of Advertising During Depression
Roland S. Vaile
A common policy among manufacturers has been to gauge the amount of their magazine advertising by general business conditions; advertising space has been increased during prosperity and decreased during depression. Professor Crum1 found that the major fluctuations in the volume of advertising carried by magazines since the war have taken place slightly in advance of similar movements in general business conditions. The figures which he published also showed that the fluctuations in advertising were somewhat wider than in general sales.
There are numerous departures from this general policy, however,...