ADVERTISING MEDIUM

Hauraki Plains Gazette, Volume XXXIX, Issue 5327, 17 September 1928, Page 1

ADVERTISING MEDIUM

newspaper the BEST. ' As the years have gone by and advertising, has entrenched itself as a proved sales weapon, it Js remaykabl® to no,te the varying forms of publicity that have been offered to the advertiser (writes Hilton Warwick in the “Newspaper World,” of July 14th.). Some of .the forms have bee|n novel in conception and forceful in .application. Others have merely possessed th,cs virtue of novelty ;a.nd have not proved themselves'when the acid test of results has been applied. It is ,sugniticent tha,t despite, all forms of competing media, the; newspaper remains the greatest advertising medium we have. This statement is one t,hat may be; easily challenged, but after mature consideration one is' driven to the conclusion that the .nfewspaper is still the greatest advertising medium when, advertising problems are viewed on a broad basis. More and more the newspaper has become a national necessity, and it is interesting tc> note thaj while - many other forms of advertising have been objected, to on various grounds, there is never an, objectiojn to the appearance of advertisements in. a newer paper. The mentality qf the potential buyer.—whether he is a buyer qf shaving soap, bedsteads, or beer —accepts the fact that a newspaper may carry advertisements without los:; of dignity and wi.tlio.ut, iitj any sense, decreasing its value as the, conveyer of news. .The same mentality dqes not so favourably react towards, certain other forms of advertising but in the, general acceptance of tjhe newspaper as an arlverti.sipg medium lies the strongest argument fOir maintaining the high status of Press advertising, and fc ; r ensuring that in. no way ie the- standard lowered.