IF NEWSPAPERS CEASED

Hauraki Plains Gazette, Volume XXXVII, Issue 4961, 12 April 1926, Page 1

IF NEWSPAPERS CEASED

VALUE OF ADVERTISING. Sir Charles Higham, [speaking, in London recently on “Advertising,” said the printing press was the salvation, of business. Yet few manufacturers used .the widely circulated newspapers. 1 “If newspapers were to cease tomorrow,’’ continued Sir Charles, “goods, and therefore money, would cease to circulate so steadily. Shops would begin to empty. Warehouses would become congested. Machinery would become idle, a,nd we ishould have twice the unemployment in a. month have to-day. We must take industrial conditions as we find them, and if advertising ceased —which it would virtually do without the Pres,s —supply would swamp demand, and economic chaos would be the outcome.”

Sheffield, Manchester, Bradford, Leicester, Nottingham, ■ and other great manufacturing cities could double their • turnover in a year if they would tell the world to buy their goodsu Advertising had taken rapid strides, in the last six ’yeans. “It is possible to-day,” added Sir Charles, “to stock the dealers of this* country with a sound line of goods at a fair commercial price if you tell them you are going to use continuously the great daily newspapers of this country, and you can sell enough goods before the advertising begingi to justify the expenditure a firm is going* to make. Such is the po-wer of the modern newspaper with the dealers of these isjands.” The day of the circular and ‘ the pamphlet, said Sir Charles, was passing. It was too expensive. Too many .of these; sorts of. things-, which they did not read, were pushed into people’s letter-boxes, but when they pa,id a penny of twopence tor their newspaper they read something tor which they had paid, and that was, one ot why newspaper advertising invariable paid the advertiser. t