Ad Men's Pal

Hadley Cantril 'sB, associate professor of psychology and director of the Public Opinion Research Project at Princeton University, who is currently engaged in a study of the effect of the war on American public opinion, has been granted a leave of absence to aid in the examination of markets and media in South America which the American Association of Advertising Agencies is undertaking under the sponsorship of the Office of the Coordinator of Commercial and Cultural Relations Between the American Republics (Nelson Rockefeller '3O).

In the project, approximately 900 Latin American newspapers will be studied for their commercial as well as editorial policy and subsidization, if any, by foreign governments and an effort made to determine the newspaper reading habits of the various racial groups.

Mr. Cantril will serve as executive vice president of the export information bureau, assisted by Lloyd Free, editor of Public Opinion Quarterly, and an advisory committee of technical experts prominent in the agency field and members of the 4-A's. Most of the essential data will be gathered by field men who will be selected and trained in this country. Active aid is also expected from the larger South American publishers, advertising agencies in this country who have branches in South American cities, and consular officials.

First reports on the study, are expected in about six months and will be made available to American exporters and advertisers through the 4-A's and the Department of Commerce. It will include information as to which newspapers are under Nazi influence or domination. The study will be continuing and South Americans will be trained to carry on using the techniques developed by the 4-A'S men.