THE NEWSPAPER.

Hauraki Plains Gazette, Volume XXXIX, Issue 5353, 19 November 1928, Page 3

THE NEWSPAPER.

BEST ADVERTISING MEDIUM.

VALUABLE RESULTS. “There is no advertising medium so useful as the Press, and none that is responded to with such speed and profit,” said Sir Charles Higham, addressing the Business Research and Management Association in London recently, on “Scientific Distribution.” “Newspaper advertising pays better to-day .than it ever, did,’ 1 ’ said Sir Charles. “Most of. the goodls consumed by the; public, are soldi upder a branded name, and tine most economical method of distributing these is by Press advertising, properly done. The dealers will always stock an article which is nationally advertised in the daily press. It has bq/en my successful experience that it is more profitable to convince 5,000,0 : 0(} readers properly than to try to convince 15,000,000 readers ineffectively; concentration of mejdia. is the scientific method of successful selling.”

He said they had ncjt started to use .the weapon newspapers gave for educational purposes, and, as the business of tlte newspaper was to inform, not reform, the reformer could state his case in the advertisement columns. As two striking examples, Sir Charles instanced the valuable results of th'e newspaper, campaigns of ,t‘he Empire Marketing, Board and British car manufacturers.