MODERN ADVERTISING ESSENTIAL.

Hokitika Guardian, 2 April 1928, Page 4

MODERN ADVERTISING ESSENTIAL.

“So long ns agriculturists aiul craftsmen worked for persons dwelling in the immediate vicinity of their homes, and so long as each household provided itself with most of the necessities of life, there was no serious problem in the distribution of commodities,” said Dr 1<; p. Neale in addressing members ot the -Auckland Advertising Club. Continuing a historical review of the progress of advertising, ho said that the articles produced were necessaries for which there was a more or less steady market, due to elasticity of demand and the limitations of transport. Industrial revolution had been associated with increased mechanisation in the field of production and service; also with the local specialisation of production and the extension of markets. and it had led to an export of surpluses. Dealing with instances', he said that only a quarter of a century ago nearly half the industrial effort of the United States was towards the production of the basic necessaries of life. Now the corresponding figure was less than onethird. Modern methods had released labour for other purposes, and progress had been assisted by scientific research. Dr Neale pointed out that where a surplus had to he disposed of. advertising was the only method of securing a market, and an enormous extension of business publicity line! taken place in recent years, principally through the medium of the newspaper.