Soviet Union: Ads for Ivan

Now that the Soviet Union is thinking more of consumers, it is borrowing another approach from the consumer-oriented capitalist world—advertising. The Russians have made a deal with the small Manhattan firm of S.S. Koppe to place ads from U.S. companies in Soviet trade publications. Purpose: to step up trade with the U.S. by stepping up trade promotion. Although the U.S. has exported some $30 million worth of goods (excluding wheat) to the U.S.S.R. so far this year, it remains to be seen whether many U.S. companies want to buy ads there, and whether such ads would produce much business.