VALUE OF ADVERTISING.

Hauraki Plains Gazette, Volume XXXIV, Issue 4551, 16 April 1923, Page 3

VALUE OF ADVERTISING.

EVIDENCE IN COURT. The action brought by a retail grocer against the daily newspaper of a town in the Western States of Canada, for failure to print his advertisement, alleging loss ot sale s to the. exnletoi 1000 dollars, is indicative of the value he places on advertising as a means of stimulating business. In his statement of claim he declares that he does depend very largely on advertising for business, and on account of the non-appear-ance of his advertisement his sales were 500 dollars less than they would have been had the advertisement appeared. He asserts that on the Saturday preceding, and on which day a- similar advertisement appeared, the sales made by the plaintiff amounted to 650 dollars, and that while on the following Saturday, the day on which the advertisement was not run in the paper, although furnished and requested to be run by the plaintiff, the sales were 350 dollars. On this day business was generally better, due to Labour Day following on Monday, and on account of the failure/to insert the advertisement, the plaintiff claims that he was damaged in the sum of 1000 dollars.

The outcome of the suit is not yet known, but is interesting to note the definite turnover that this merchant credits as directly due to his advertising. The use of newspaper space as a means of stimulating sales and keeping the name of a merchant before the public cannot be underestimated, and when coupled with display of the proper sort and effective selling talks, is always productive of results.