THE Hauraki Plains Gazette With which is incorporated THE OHINEMURI GAZETTE. Motto: Public Service. MONDAY, WEDNESDAY, & FRIDAY. MONDAY, MARCH 20, 1922. ADVERTISING PAEROA.

Hauraki Plains Gazette, Volume XXXIII, Issue 4392, 20 March 1922, Page 2

THE Hauraki Plains Gazette With which is incorporated THE OHINEMURI GAZETTE. Motto: Public Service. MONDAY, WEDNESDAY, & FRIDAY. MONDAY, MARCH 20, 1922. ADVERTISING PAEROA.

In common with other provincial centres, Paeroa has now had two publicity campaigns in the Auckland city dailies, but it would be safe to say that few, if any, of the business people think that these “ boosts ” have done the place the slightest good; in fact, the display in a recent issue of the “ New Zealand Herald” has in all likelihood given outsiders the worst possible impression of Paeroa. The photographic reproductions were simply shocking. One of the photos was, it is stated, taken over a decade ago, and was described as “A Street Scene in Paeroa.” It depicted a building which was burned down seven years ago; the street was bare, save for a forlorn-looking Maori leading a horse which appeared to be the prototype of the cab-horse described in Charles Dickens’ “ Pickwick Papers,” that “ would fall down as soon as he was ‘took ’ out of harness.” Of course, outsiders would think that the photo represented a present-day street scene in Paeroa. We have heard some very sarcastic remarks by Aucklanders about that “street scene” —and still more sarcastic comments by local people! Had the “Gazette” supplied that wretched photo, we should have expected the Chamber of Commerce and the Borough Council to launch an action against us for defaming the town. The photos of the new premises—the ones really in existence at the present time— were abominations. No one who saw that medieval - looking display would ever come to. invest in property in Paeroa; the whole thing was a ghastly reflection on the town.

However, let the dead past bury its unsightly dead ; we must set about repairing the damage by running ' a publicity campaign worthy of the town and district, and of a permanent nature. ‘‘ A flash in the pan,” especially at a time when many other centres are “ flashing,” is of little or no benefit. There are methods by which good results can be obtained, and if the Chamber ot Commerce carries out its intention of forming an advertising committee, we have no doubt that a presentable, permanent, and comprehensive advertisement of Paeroa and district will be compiled, and distributed in quarters where it is likely to prove effective.