Newspaper Advertising

Horowhenua Chronicle, 19 April 1915, Page 2

Newspaper Advertising

At one of liis recent lectures on advertising, given at liverpool. Euglaud, Thomas Russell, of London emphasised fctrongly the value of newspaper advertising. "Tlic , time,' , ho said, "was ripe for a great extension of advertising, and newspaper advertising must always be the mainstay of publicity." He. illustrated the fact that scientific advertising did not add to the cost of goods, but (secured a material reduction of price. Indeed, the more an article was advertised the cheaper it become, anil the more .self-interest compelled the manufacturer to keep up the quality. Certain articles of great value to the public could never have been man 11 far lured at all had it not been that advertising ensured a sale large enough to warrant the putting down of the elaborate and very costly plants. Advertising was the cheapest ifiethod yet devised by the wit of man for the •sale ol' honest goods. The great commercial discovery of the age was that it did not pay to advertise unless the goods advertised were honest goods, while nothing which wae not true was good enough to put into an advertisement.

The "Commercial Review" points out that.—"Undoubtedly the first and most potent advertising force of the present day is the newspaper. Here is a field so 'vast and so complex that it needs the most careful study of every varying condition to accurately estimate its possibilities, and a whole army of specialists and experts in all tranches of service have come into being.