ADVERTISING.

Shannon News, 20 March 1928, Page 4

ADVERTISING.

NEWSPAPER THE BEST MEDIUM.

MR. FRANK GOLDBERG’S OPINIONS. “Almost every day I am asked the question, ‘Who pays for the advertising?’ The answer, in a nut-shell,-is ‘The man who doesn’t,’ ” said Mr Frank Goldberg. Governing Director of the Goldberg Advertising Agency, when interviewed by a reporter from The Press recently, on his own special subject, advertising. “I have found, without question, all over the world that the best medium of advertising is through the newspapers, which, with - their huge circulations, bring before the public the goods most on demand, and also introduce new linos to their notice,” continued •Mr. Goldberg. “In support of my contention that the newspaper is the best medium, I would ask one question, and that is, ‘Would the world’s largest manufacturers,- retailers, financiers; and others use the newspaper for advertising to the exclusion of practically every other medium, if it did -hot pay well?’ The executive of these big-con-conns have 'passed ‘the experimeintal stage, as far as successful advertising is concerned, and, they have .proved the newspapers to be the only way' to advertise.”

Mr. Goldberg .said that newspapers win elections’, float companies, build K businesses, and turn failures into success; they can make or break. Buying space in the newspapers was but the first step .towards successful advertising. Good copy and the right illustra; tious were essential if anything like success was to be obtained. An advertisement which suggested an effort To sell on any* other basis but that of merit was fa Pal. Many newspaper advertisements had been “killed” by a single unfortunate .phrase, , /usually a selfish one, indicating ulterior desires, and such desires repelled. Firstly, the newspaper was issued daily with the object of giving the news of the day to the public, and nows items were found amongst the! advertisements. By this method of breaking, or mingling 'news with advertisements, the public was made to notice and read the advertisements, and hence the success of the newspaper advertisements. Any other method, such as posters, was merely glanced at, but not absorbed. The newspaper advertisements were read, for they were interesting, and by being interesting, ' their main object was achieved. “Good, truthful newspaper, advertising is the surest way possible to make profits. The more advertising of the 1 right kind a business does, the greater will be the net profit.' Successfulenterprise have been built up by newspaper advertising,” said Mr. Goldberg. . “Newspaper advertising, carefully planned, correctly designed, conscientiously' backed by good goods, and containing the correct appeal, is the very ; back-bone of successful business. Let " me repeat -that word ‘every,’ because there is no exception. The tailor, the tinker, the candle-stick maker simply cannot go far without the aid of newspaper 'advertising. '