THE £1,400 PAGE.

Hauraki Plains Gazette, Volume XXXVII, Issue 4929, 22 January 1926, Page 3

THE £1,400 PAGE.

THE LONDON “ DALLY MAIL.”

WHAT IT ACCOMPLISHES. Mr Charles E. Wiles, publicity director of Messrs Harrods, Ltd., in an interesting lecture on “-Economy in Advertising” at the Drapers’ Chamber of Trade Summer School at Ba'llibl College, Oxford, pointed out the great value of advertising. Mr Wiles continued : "Proper selection of media- is a- greiat factor towards, economy in advertising. It may prove very costly to 'let enthusiastic newspaper advertisement canvassers sweep one off one’s feet, and as a general rule it is safer to restrict the number of papers, jand to ‘do them well’ than to spread the advertising .thinly over a big list.

“For instance, for an article of national appeal, The Daily Mail, with its remarkable circulation and its undoubted power,, may alone suffice to create demand for that article from one end of the country to the other. It is' true tha,t the thought of paying £l4OO for a (single front page of The Daily Mail is enough to ‘harrp.w l up thy soul, . but .the point about that £l4OO-page is that it is prob.ably the quickest and most economical way that exists of getting one’s products sufficiently impressively before the entire country. In case any of you should contemplate rushing out to book this page I ought to add that it is the very dickens of a. job to get it — aj® likely as not you’ll have to queue up for a ye,ar or so before your turn comes round.” The real worth of judicious advertising is shown above. There is no doubt that the man, or men who pay £l4OO for a single page of a newspeer for one insertion are fairly certain they are going to get their money back, and a great deal more, because they know the paper in which they display their advertisement reaches every home that concerns them in their business.

The Hauraki Plains' Gazette can never hope to receive £l4OO for its front page. The world will be ended before that time. New Zealand newspapers, commonly print full pages* for drapers and others, blit they do not receive £l4O0 —not even half: bu,t the advertisers pay a large sum all the same, and continue to do so year in and year out. Why? because it pays them. It pays everyone to advertise their wares, or how in the name of goodness are >the people to know what they have to s,ell, or what their are compared with other houses. There is an ol ( d : spying that “it pays to advertise,” and no truer woi;ds were ever spoken. The Hauraki Plains' Gazette, which is nearing its fortieth year of publication, must be the local means of advertising as far as, concerns the Thames Valley and Hauraki Plains. Forty years is a long time, and all that period the “Gazette” has been finding its way ajnongst the people in .the remotest parts. Thus we claim that pur advertisers receive full value fbr all they expend with us. We have space to sell, and our rates are not £l4oo' per page. We can meet you on any reasonable terms, but don’t give us an order for a fu'H page and a cheque for £l4OO !