ROADSIDE V. NEWSPAPER ADVERTISING

Pukekohe & Waiuku Times, Volume 9, Issue 520, 6 April 1920, Page 3

ROADSIDE V. NEWSPAPER ADVERTISING

People with goods to sell are more liscriminating in the way they spend noney for advertising than they ised "to be. A great deal of money ms been snent in the past ior advertising on the sides of barns, sign.--erected along highways and railroads, mileage posts, etc. But it does not conform to the principles of sci(ntific advertising. . accomplishes results in ||o ways: First, by giving reasons for buying an article that will appeal to a'man's judgment and common sense. Second, by conveying a general impression that a dealer is wide awake and enterprising and doing a Dig business. , It is manifest that wayside advertising cannot make good on the first basis. People pass a roadside sign too quickly to examine it and reflect over any argamenat it may present. 'Particularly in these days when the travelling p&blic hurry past m curtained automobiles at 20 miles an hour, a signboard makes only the most fleeting impression, and it makes no appeal by argument 01 Sign;) exposed to the weather quickly deteriorate and look unsightly vhat advantage is lost unless th signs are carefully kept repainted or repapered, which costs .a lot of W Also, give that impression, the wording and ideas of a stgn oiigh constantly to be changed When '»H!inn erects a sign and lets it sianci 'there without change for month 'after month, it ceases to make an ! impress ion. But to keep changing t so as to convey new ideas would be meet, .11 these objections. It gives a man all IS! Lace necessary to address a peithe spa And it can be changed whenever necessary to give »' ™ ,er > >ri,e ™" 'wide-awake spirit. I —Fourth Estate.