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mu' The Soi JTHERN IsRAELITE At this time, when advertising money is being spent very conservatively because of the absence of any unnatural boom in business, the advertising of local Atlanta merchants indicates what they are finding to be true about the pulling power of Atlanta newspapers. During January The Georgian gained more than 1 3,000 lines, while the morning newspaper lost more than 50,000 lines. When this is being written (February 28) it is impossible to give the exact losses and gains for February, but The Georgian s gain will be more than 65,000 lines, while the morning newspaper will again lose more than 50,000 lines. Those figures for local display advertising in Atlanta are up-to-date. As stated above, these figures are more im portant as a gauge of the relative pulling power of the Atlanta newspapers, because merchants are not taking the chances on what their advertising MIGHT do, as is the case when business is booming. Local merchants check the results of their day by day advertising, and the newspaper which shows the most power is able to show gains even in a dull season. Atlanta is an evening newspaper town, evidenced by the fact that the single morning newspaper, with no compe tition in the morning field, cannot carry as much advertis ing as the leading evening newspaper. The two evening newspapers used together thoroughly cover the city. Be cause there is a minimum duplication between the two even ing newspapers, merchants who use them consistently are able to sell to the full potential Atlanta market.