Page 2 Advertisements Column 5

Hauraki Plains Gazette, Volume XXXIX, Issue 5334, 3 October 1928, Page 2

K Speaking at the anWl general meeting of Benni Brothers, Ltd., Sir Ernest Benn said: “Every commercial transaction prbduc.es reaction or by-products, .and; most of. the difficulties and mysteries of the science of economics arise in this rv.ay. It is not always possible tq judge ap econcrnic, situation from a surface: view. Thus Ernest, Benjn, Ltd.., while' offering to us, as its chief proprietors a prospect of profits and dividends, is also- rendering us another very vital' and less obvious service. That cc>m.P ia Py is. a very big buyer of advertising space. It has incr.eajsed its surnc in , boo,ks from £BO,OOO two. or three, years ago to •Pearly a quarter of. a, million sterling, and this increase c.an very largely be attributed to judicious advertising. Thus a situation arises in which this linn, through'ita trade papers, ig sefling layge quantities, of advertising space, and, through its bqok sales department,' is braying the s,ame cCjmm'odity. We hfive never hesitated l i n the past to rwcommend advertising expenditure to others, but our. 'Confidence in the ‘artieje that jvc| spU is now immensely, strengthened by the wonderful practical experience 'that we. have acquired as advertisers. ®prsetlves.”