NEWSPAPER ADVERTISING.

Shannon News, 19 July 1927, Page 2

NEWSPAPER ADVERTISING.

ITS GREAT VALUE TO BUSINESS. “The greatest vehicle that the business man has for advertising his goods is the daily press,” said Mr A. G. Lunn, president of the Auckland Chamber of Commerce, at the luncheon which preceded the opening of the Advertising Exhibition in the Town Ilall recently. “It gives us inestimable service in placing the news of the Avorld before us, but fifty per cent’of its value to the community as a whole lies in its advertisements. ” Mr Lunn said there were many forms of advertising, but newspaper advertising was clearly paramount, possessing numberless advantages over any other form. There were three essentials of good advertising, and the first of these was absolute truth. If a man made false statements about the goods he had for sale he injured not only his oavii business but also those of all other advertisers. If a false advertisement led the public to buy useless goods the public would think that all advertisements were false.

Mr Lunn expressed the hope that the Auckland Advertising Club would become powerful enough to**be able to check any large advertisements, whe--1 ther appearing in the press or on boardings. A certificate from such a body saying the advertisement did not overstate its case would be of great value. In making an appeal for greater beauty in advertising, the speaker said it was a subject capable of artistic treatment, and lie thought the press in New Zealand should make efforts to follow in the footsteps of English and American journals. A third appeal was for economy of statement in advertising. It should be made simple; words and figurative language had to be used economically and superlatives sparingly. Mr J. A. C. Allum, president of the Auckland Manufacturers’ Association, also spoke on the value of newspaper advertising and publicity, which, he said, was advertising in a more subtle form.

Mr C. E. Clinkard, president of the Auckland Advertising Club, alluded to advertising as “the surest passport to success that any firm could have.”