HOW ADVERTISING PAYS

Dominion, Volume 10, Issue 2954, 18 December 1916, Page 4

HOW ADVERTISING PAYS

Hemingway and Robertson's Correa--pondenco Schools, of Auckland, ara among tho largest advertisers in tho Dominion. Asked his opinion as to the best form of advertising, the director of the schools recently stated iliat hia experience was thero was nothing to equal tho newspaper. Through its medium a greater number of people are reached-per diem than through any other channel. ITc went on.to state ha was surprised that moro business men did not make use of the Press. Many, particularly smaller business men and tradesmen, who spent considerable sums in advertising, could spend their money to greater advantage if they used the advertisement column of their local paper. Advertisements in, newspapers are read, and this in New Zealand is due in no small measure to the fact that compositors seem to take greater trouble in setting up their copy than is tho ease in Australia. They also endeavour to make a small advertisement appear "newsy," whioh doubles its chance of being read. "Wo have had," said the director of Hemingway and Robertson's Correspondence Schools, "well over 16,000 successful students pass through our hands; these students heard of us largely in_ consequence of our newspaper advertising." The director went on to lay spresa upon tho necessity of statements in modern advertising being strictly correct. "The New Zealand people are an educated people, even an exaggeration will offend them, and probably do tho advertiser more harm than good." Ho went on to state that sometimes results are so phenomenal that when, tecorded in cold print they sound exaggerated. This is a, very- difficult matter for the advertisement writer. For instance, it is hard to write a convincing advertisement in a little country like' New Zealand to tho effect that a bushman of a few years ago is to-day a successful lawyer, or that a former butcher's assistant is to-day a successful ant. Yet such has been accomplished through Hemingway and Robertson's Correspondence Schools, and there ara many more such instances. Tho other, day a Mr. Ingram w»s travelling from' .Greymouth to Reefton. A fellow passenger, reading ono of Hemingway and Robertson's advertisements, which stated that that firm had found a position for a qualified student at £250 a year. The reader said he doubted ths truth of .this. Mr. Ingram, however, to the stranger's surpriso, was able to say, 'I know it is true, for I was offered the identical position myself, and only rofused it because, thanks to Homingway and Robertson of Auckland I "was already suited." To all those in business, particularly in a smaH way, the advice is study 011 proper lines—then to advertise through the Press you can do or sell—and tlien do it* TJi© i result is success.