Expert Advice.

Kaipara and Waitemata Echo, 12 June 1914, Page 8

Expert Advice.

A man was denouncing newspaper advertising to a crowd of listeners. "Last week," said he, "I had an umbrella stolen from the place provided for them by the side of my pew at church. It was a gift, and, valuing it very highly, 1 spent double its worth in advertising, but I have not recovered it." "flow did you word the advertisement ?" asked a merchant. "Here it is," said the man, producing a slip cut from a newspaper. The merchant took it and read :— "Lost from Church last Sunday evening, a black umbrella. The gentleman who took it will be handsomely rewarded by leaving it at No. —, High-street." "Now," said the merchant, "I am a big advertiser, and have always found it paid me well. A great deal depends upon the manner in which the advertisement is put. Let us try your umbrella again, and if you do not acknowledge that advertising pays, I will purchase you a new one."

The merchant took a slip of paper from his pocket and wrote :— "If the man who was seen to take the umbrella from a pew of Church last Sunday does not wish to get into trouble and have a stain cast upon the Christian character which he values so highly, he will return it at once to No.—, Highstreet." This duly appeared in the paper, and the following morning the man was astonished when he opened the front door of his residence. On the steps lay at least a dozen umbrellas of all shades and sizes that had been thrown in. Many of them had notes attached to them saying that they had been taken by mistake, and begging the loser to keep the little euair quiet.