THE TIME TO ADVERTISE

Hauraki Plains Gazette, Volume XXXX, Issue 5401, 18 March 1929, Page 2

THE TIME TO ADVERTISE

WHEN TRADE SLACK. VALUE OF PUBLICITY. “Where can I. c,ut down expenses ?” That is the first thing, that strikes, the cautious business man. whqp tirade shows any signs of dullness; The thought is only natural, for in many ways small, economies; can be effected which in their sum total mean, a great deal when the balance-sheet comes to bq prepared. But in the important direction of cutting down expenses and> conserving resources it is doubt-, ful policy to interfere, first of all many do, with the publicity department (says the Toy Trader). We have heard business, men. remark that it is no use advertising “because trade is so slack.” Is it not rather much more logical to ass.ume that the slack time is the proper- time for a go-ahead publicity campaign ? However, quiet business may be, it is the experience of that whatever orders, are passing go chiefly to those who, by energetic and striking schemes of advertisement, endeavour - to arouse the buyer’s interest.

It seems to us rather unwise, to say t,he least, to remain voiqeless jusfy When it becomes more urgently imperative to secure fresh clients. When tr a.de falls off it is of little use mer.ely to sit down and bemoan one’s experience. Obviously the thing is to be

up and doing. Publicity to-day is an advanced business science. Properly studied, it. never fails to bring in its return, and a return which is, as a rule, out of all proportion to the; small expenditure involved.

It is truly said that marking time means losing time; so the astute manufacturer, dealer, or, whatever he be, should look in m.alny directions for sourc.es of retrenchment before he attempts to restrict his publicity.