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Retail Advertising
A more detailed study of the retail advertising situation is possible from an examination of Table XI:
TABLE XI
RETAIL ADVERTISING OVER INDIVIDUAL STATIONS
(October, 1933)
Gross Receipts
Type oj Sponsoring Business / or Month
Automobiles and accessories:
Automobile agencies and used car dealers . $74,503.00
Gasoline stations, garages, etc . 26,970.00
Clothing and apparel shops . 144,206.00
Drugs and toilet goods:
Drug stores . 11,070.00
Beauty parlors . 503.00
Food products:
Grocery stores, meat markets, etc . 42,085.00
Restaurants and eating places1 . 24,070.00
Beverage retailers . 2,832.00
Confectionery stores, etc . 1,445.00
Household goods:
Household equipment retailers 2 . 44,653.00
Furniture stores . 42,162.00
Hardware stores . 8,605.00
Radio retailers . 6,056.00
Department and general stores . 111,108.00
1 Exclusive of hotels.
2 Such as electric refrigerators, oil burners, sweepers, furnaces and the like.
Tobacco shops . 3,433.00
Miscellaneous . 79,544.00
Total . $622,245.00
Advertising by retail automobile dealers increased approximately 50% during the month. Clothing advertising rose 40%, drug advertising 60%, advertising by food retailers 35%, while that of confectionery stores approximately doubled. There were slight increases in household equipment advertising by retailers, and in department and general store advertising. Decreases were ex¬ perienced on the part of radio retailers and miscellaneous estab¬ lishments.
GENERAL BUSINESS CONDITIONS
General business activity continued to decline, though the reces¬ sion was less marked than during August and September. The New York Times Index on November 11 was 72.9 as compared with 79.8 on September 9. This still shows a better position than for last year when on November 12 the index stood at 69.1. Pro¬ duction in basic industries continued to decline contrary to the usual seasonal tendency. Automobile production slowed up ma¬ terially due primarily to anticipation of new models. The Index for car-loadings was 60.2 on November 11 as compared with 69.3 on October 14. Prices showed renewed firmness following a slight recession in recent weeks. The Bureau of Labor Statistics’ Index of wholesale prices for the third week of November was 71.7, approximately 20% above the low of last March. Retail trade conditions continued to be uncertain with some slight recessions. Encouragement is to be found in the fact that October automo¬ bile sales were estimated by the National Automobile Chamber of Commerce to be 103% above those of the same month of 1932, in spite of a 16% decline as compared with September. This was the first time in five years that October sales were greater than in the previous October.
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