The Value of Advertising.

Manawatu Herald, 1 July 1897, Page 2

The Value of Advertising.

Time and again instances are made public of the great gain made by those business people who have understood how to advertise properly. The English papers for Aprii contain a prospectus of the A. J. White, Limited Co., with a capital of one million pounds. A. J. White was the man who, only as far back as 1877, commenced the business of making and selling " Mother Seigel's " syrups, and the bnsiness increased so quickly tbat in 1884" a private company was formed. The auditpr certifies that the past four years a profit of £89,421 a year was made. The present White Company sells to the proposed new company everything they have for £960,000, leaving only £40,000 to carry on the new business witb, and as it is declared that the £40,000 is amply sufficient for the purpose, it shows what enormous profits must have been made in the past. How has all this been achieved ? No doubt by the manufacture of a good and saleable article, but good as it was the sales were hastened by judicious advertising, as the prospectus states " in the building up of this business more than one million five hundred thousand pounds sterling has been judiciously expended in advertising." As the business was only started in 1877 the proprietor has paid away over £75,000 a year in advertising and found it exceedingly profitable.

At the last meeting of tbe Borough Conncil the Mayor made a statement as to the shares each division of the Licensing district would have to pay to-watd* the expenses bf the election, as follows : — Marton, £49 4s ; Bulls, £2 12s ; Foxton, £7 10s 6d ; Shannon, £11 2s ; Levin, £1 19s ; Awahuri, £5 18s lOd ; Rongotea, £5 2s 9d ; Turakina, £4 163 ; Sandon, £5 Is.

Though winter is not yet half through the wattle blossoms of spring are now in full flower in shaded nooks.

Messrs Abraham and Willialhs hold a stook sale at Levin to-morrow, and one at Shannon next week.

Mr 0. Dunk's commodious woolshed at Bainesse was totally destroyed by flre between 12 and 1 o'clock on Tuesday morning. The shed was insured for £125 in the New Zealand Office. The fire also destroyed wool press, scales, horse power chaff cutter, a dray, four Bets of harness, chaft, wool bales, and a quantity of sundries. Mr Dunk estimating his loss at fully £100.— Standard.

At the inquest on the man Bidges the jury brought in a verdict of suicide whilst temporarily insane.

. The colonial troops were delighted with Sir Henry Irving's invitation to attend the Lyceum Theatre. The veteran actor played " Matthias " in " The Bells " and he also gave " A story of Waterloo."

The Judge has ordered Dr Gillon to pay taxed costs in conneotion with the recent divorce case. Counsel for Dr Gillon has intimated to petitioner's counsel that he intends to appeal. He alao gave the other side notioe that Dr Gillon could not*pay alimony at the rate he had been paying.

At the Dublin Military Tournament, Haroua, of New South Wales, won the firat prize in tent-pegging, and the second in sword versus sword and mouuted tilting competitions.

The drought has completely broken up in the south-western districts of Queensland.

Patrick Gorbett, a shepherd who recently arrived at Wanganui from Hawko's Bay, hung himself at the rear of liis dwelling on Monday morning. He had been drinking lately, and was despondent on account of being unable to procure work.

A number of Chinese miners, with Australian experience*, are being sent from Hongkong to tho Gold Coast Colony, at that colony's expenso, to prospect for minerals.

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