Page 7 Advertisements Column 2

Stratford Evening Post, Volume XXXI, Issue 83, 4 November 1916, Page 7

.0 stand the season at the Countj Stables, Stratford, tho Trotting Stallion, GENERAL JOUBERT, By Commander (Rothschild—Effie) out of Ross Bloom (Fouishot— Puriri Mara). General Jolibert is >i rich bay horse, standing 15*3 in height, oi great courage and beautiful conformation; thoroughly sound, and possesses great speed and stamina, which he has demonstrated by winning many important races in good time at Auckland, Wangantii, and elsewhere. As will bo seen by his pedigree, this horse possesses two of the greatest strains oi blood in Australia—viz.. Rothsc'iild I and Musket. FEE for Season: £4 4s, payable before January Ist, 1917. For further particulars apply to H. JONES, County Stables, Stratford. TO STAND THE SEASON AT NEW PLYMOUTH, AND TRAVEL TO . STRATFORD, REMAINING ALL DAY ON THURSDAY'S AT DAVEY'S STABLES, The Thoroughbred Horse, TOY-GUN (T 8). Formosan - TVepner. (St Ledger-Forme) (Musketry-Mistral) Half brother to Sir Solo, winner of the Auckland, Wellington, and Manawatu Cups. Toy Gun is the Sirs o< that smart sprinter, Rongora. I Good grazing at New Plymouth free. I TERMS—£4 10s. Further, particulars apply J. BOND, Gill StrwJt, New Plymouth. BUTTER'- WRAPPERS.—To Dairy j Farmers who make their own butter: your butter-wrappers at the "Stratford" Post" Job Printing Office, >■ srdtu ■■'. • ■ i

TIK:C(H2OiSSeffI3HHU ?m®mmM&®®Xii The " real " and the " ideal " are frequently |ji very dissimilar, but the "real whisky periec- Am lion" is the "ideal" Efu Bottled in Scotland by the Proprietors D. & J. McCALLUM, EDINBURGH Established 1820 Obtainable at all Hotel* ) iV,.'iWi! *£(*£ iBH Sole Distributing Agents for D. and J. McCallurn's Perfection Whisky A. EATTIICK ANn CO.. LIT)., WATTATtA.

tJS \ T one ot bis recent lectures on advertising given at Liverpool, Rutland, ThornRussell, of London, emi/hksised strongly t? va)n« of newapaper advertising. 'The time," he said, "was ripe for a gtea 4 extension of advertising, and newspaper advertising must always bo toe mainstay of public ity." He illustrated the fact that scientific advertising did not add to the cost of , goods but secured a material reduction of price. Indeed, the more an article was advertised the cheaper it became, and the more self-interest compelled the manufacturer to keep up the quality. Certain articles of great value to the P?bho could never have been manufactured at all had it not be -n that advertising ensured a sale large enough to warrant the putting down ol the elaborate and very costly plants. Advertising was the cheapest method yet devised by the wit of vasL for the sale of honest goods. The great commercial discovery of the age was that it did not pay to advertise unlets the goods advertised were honest goods, while nothing which was not true was good enough to put into an advertisement. The "Commercial Review" points out that—- " Undoubtedly the first and most potent advertising for™ of tbA present day is the newspaper. Here is a field so vast and so complex that it needs the most careful study of efvery varying condition to accurately estimate its possibilities, and a whole army of specialists and all branches of service have come Ho being.