READING—AND BELIEVING

NZ Truth, Issue 1192, 4 October 1928, Page 7

READING— AND BELIEVING

THERE is a jingling phrase which bears a deep significance m the * relationships between "N.Z. Truth" readers and our advertising * columns. It is this: "A drop of ink may, make a million think." Just that, but with what fullness of meaning! How much more so when veracity forms the base-line of an advertisement! When your threepence; passes across the bookseller's counter into his? till, you receive not only a number of brightly-written sheets, but also the implied assurance that "Truth's" advertising columns contain no exaggerated claims, no fraudulent inducements to purchase spurious articles. '. At least, we place every possible precaution to safeguard your faith m us. Consequently, advertisers realize arid appreciate our requirements m this direction, whilst your own, opinion, founded upon, the experience of yourself or your friends, _is never m doubt — the full knowledge that you believe what our advertisers, say about their commodities. That is why the cost pf space m "N.Z.. Truth" is less than one penny per single-column inch for every thousand copies actually sold! The .mission of an^-advertisement is threefold: — to be- seen, to be remembered and to. be believed — and unless the reader feels there is a strong element of fact m the news: columns, how may .a newspaper .directorate reasonably, expect the public to have faith m advertisements? Confidence m the advertising potentiality of .a u modern newspaper is dependent upon the interleaving influence of its editorial, circulation and advertising policies, and the relative influence asserted by each upon the readers. - - -. The definite, unflinching policy of the literary department, irrespective of prospective advertising contracts, ■correlative with the^^ stringent scrutiny of advertising matter, provides an earnest of our good faith and an unqualified desire to protect ybu from the operations of cheap swindles. In short, making readers believers.