NEWSPAPERS BEST

Hawke's Bay Herald-Tribune, Issue 183, 20 August 1937, Page 14

NEWSPAPERS BEST

Company Chiefs Teli "We find newspaper advertising our best method of promotion and we propose to spend the 'bulk of our increased advertising budget this year with tjhe newspapers,'/ Sir Geo.'Sehuster, newlyelected president of Thomas J. Lipton, Inc., said recently in New Yorli. "We favour newspaper advertising in preference to radio and magazines because newspaper space allows us to focus the advertising "better. Newspapers also bring us much quicker action. We have found that we get results right now instead of having to wait a month or more. Our surveys of advertising rc-sults liavo" niadc us oelieve definitely in newspaper advertising as the quickest, most effective and best-controlled method of promotion." Of all the ways that motion pieture and film personalities are exploited, newspaper .advertising has been proved by test and experience tho most effective, Mr Joseph M. Schenek, chairman of the board of Twentieth CenturyFox Film Corporation, told dclegates to the corporation 's world saies convention in New York during June. He declared that "there aro many mediums through which wo advertise our product, but none has so far proven as far-reaching and effective as the daily newspaper. "A large part of our saies and theatre attendances has been traccd directly to newspaper advertising, proving conclusively that this medium is far' suporlor. Convinced, wo have prepared our advertising budgets accordinalv."