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Hauraki Plains Gazette, Volume XXXX, Issue 5517, 23 December 1929, Page 1

Advertising is the great stabilising force, because it is where the public “talks things over” (says “Printers’ Ink”). The machinery of advertising is so sensitive to echo that it can get and interpret the public replies or response. Advertising dictates that it shall carry a sincere note of intelligent conservation as well as a strenuous and persuasive note of promotion. Advertising, like finance, does not always recognise its communal obligation to be sincere. That is almost its only weakness. In periods of financial stress advertising invariably shows, to those who will see, that it has benign power. How does it show that ? Do distressed financiers rush to advertising as a saviour ? Rarely, indeed. At such times they can’t afford it. But the soundly progressive advertisers stick to the job and come through the crisis, more important and better established than ever. This has happened again and again. This may require the temporary use of a surplus, but every soundly , run enterprise should have a surplus, and that is one of the most important places to use it.