Below is the OCR text representation for this newspapers page.

A Dollar’s Worth For A Dollar ('1 li<> natch iron! of Atlanta Advertisers (luring 1930) There are times when business is unnaturally good and when judgment in advertising space buying is not subject to the same acid tests as prevail when business is thought to he more exacting. Many advertisers have felt for the last few weeks that every care should he taken in spending advertising money, because there is no big boom in business to protect errors in hasty judgment. The practical business of space buying has therefore been a careful procedure. Talk about 1929 advertising records has meant very little during those weeks just past. During January 19 30 the words of the advertiser has had weight, because they have come from careful judgment. During January local display advertising in Atlanta newspapers suffered a loss of more than 45.000 lines. Practically the entire brunt of this loss was borne by the morning newspapers, which LOST over 50.000 lines as against January 1929. ONLY THE GEORGIAN showed a gain. The Geor gian’s gain of over 1 3.000 lines is conspicuous because it was made in a closely competited market when every ad was carefully considered before release. These 19 30 figures should be impressive to advertising space buyers. The business course of 19 30 is still uncharted. By wisdom in spending advertising money, Atlanta mer chants will he able to bring their good ships safely through the coming months into a successful harbor. The Evening Georgian covers every day more than half the city of Atlanta; The Sunday American has the largest circulation ever attained by a southeastern newspaper.