Page 7 Advertisements Column 2

Stratford Evening Post, Volume XXXI, Issue 100, 24 November 1916, Page 7

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 (18). Formosan - Wepner. (St Ledger-Forme) (Musketry-Mistral) Half brother to Sir Solo, winner of the Auckland, Wellington, and Manawatu Cups. Toy Gun is the Sire of that smart sprinter, Rongora. Good grazing at New Plymouth free, TERMS—£4 10s. Further particulars apply

J. BOND, Gill Street, New Plymouth. O stand the season at the County Stables, Stratford, the Trotting Stallion, GENERAL JOUBERT, By Commander (Rothschild —Effie) out of Rosa Bloom (Foulshot—-Punrl Mare). General Joubert is a rich bay horse, standing 15.3 in height, of great courage and beautiful conformation; thoroughly sound, and possesses great speed and stamina, which ho has demonstrated by winning many important races in good time at Auckland, Wanganui, and elsewhere. As will be seen by his pedigree, this horse possesses two of the greatest strains ot blood in Australia—viz.. Rothschild and Musket. FEE for Season: £4 4s, payable before January Ist, 1917. For further particulars apply to H. JONES, t County Stables. Stratford.

m s& S?isc. sSE? T?^ .<# "«s&5 s*s» #- *s3* M ci^ rv S^ m 'A A-Host-of-Cr can-be-made-S* I I > I A 4 • CHRISTMAS CAKE. lib. batter, lib. currants, lib. raisins, lib. sultanas, ilb. mixed peel, ilb. almonds, 4 breakfastcups flour, 2 breakfastcups sugar, 10 eggs, 1 heaped teaspoon EDMONDS' BAKING POWDER, wine glass brandy. Beat butter to a cream, add sugar, then eggs one by one unbeaten; mix baking powder with flour, and put in, then fruit dredged with flour. Brandy. Cook 4} hours, moderate oven. \ T one ot his recent lectures on advertising given at Liverpool, England, Thom' Russell, of London, emphasised strongly ti value of newspaper adveftisin ir. "The time," bo said, "was ripe for a frreu' extension of advertising, and newspaper advertising must always be the mainstay of publicity." lie illustrated the fact that scientific adver tising did not add to the coat oi 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 u\, the quality. Certain articles of great value to the puhlir could never have been manufactured at all had it not be n that advertising ensured a sale large enough to warrant the putting down oi the elaborate and very costly plants Advertising was the cheapest method yet devined by the wit of mau for the sale of honest S-oort* The great commercial discovery of the age was that it did not pay to advertise unlebfl the roods advertised were honest goods, while nothing which was not true was good enough to out into an advertisement • The "Commercial Review" points out toatr"Undoubtedly the first and most potent adveriorce of the present day is the newspaper. Here is a field so vast and so complex that it needs the condition to accurately estimate its poaaiWlitio*, and a whole army of specialists and all branches of aaryice b»r« come r v o being-