THE “ADVERGRAM.”

Shannon News, 30 November 1926, Page 2

THE “ADVERGRAM.”

LATEST WIRELESS ACCOMPLISHMENT. An advertising event of considerable importance to newspapers and commercial houses took place on the very eve of the general strike. This was the transmission and publication .of -the first ‘ ‘ Advergram” or wireless pictorial advertisement. It is now possible to tell the story of the achievement. The illustrations and letter press was sent by Messrs John Wanamaker, the great storekeepers of New York and Philadelphia, to a number of English and Continental newspapers. It took the form of a three column display advertisement measuring 21 inches in length and 'containing two illustrations and some five hundred words of letterpress. . Despite the exceptional delays due to abnormal conditions, only 36 hours elapsed from the time the ‘copy’ was handed to the Radio Corporation of New York for transmission by wireJess until newspapers containing it were being sold in the streets of London and Paris. Moreover, it was proved that, given normal conditions, the feat could easily be a< ccmplished in six hours. This achievement has opened up a new field for news advertising and commercial application and Messrs Wanamaker were also the first to rise it in another direction, Photographs of the latest Parisian fashions, sent by wireless to New York in .than an hour, are used to reproduce exclusive models in gowns and millinery.