NOTES AND MEMORANDA.

Stratford Evening Post, Volume XXXII, Issue 19, 16 December 1916, Page 8

NOTES AND MEMORANDA.

Lost horses advertised for. Messrs R. Hannah and Co. inform their customers that, owing to dif-' ficulty in procuring boots and shoes, no goods will he allowed out on approval during the Christmas rush. j Newton King will hold his usual stock sale in the Inglewood yards on Wednesday next, at 1 p.m., when an exceptionally large yarding ol steers, heifers, and forward cows will be sold. The New Zealand Loan and Mercantile Agency Co., Ltd., wish to intimate to clients that their Matau sale which was to have been held oil 21st December, has been postponed,) the next sale being held on 19th January, 1917.

Hemingway and Roherston’s Correspondence Schools of Auckland are among the largest advertisers in theDominion. Asking his opinion as to the host form of advertising, the Director of the Schools recently stated that his experience was there was nothing to equal the newspaper. ■Through its medium a greater number of people are reacted per diem than through any other channel. He went on to state lie was surprised that more business men did not make greater use of the press. Many, particularly smaller business men and tradesmen who spent considerable sums in advertising, could spend this money to greater advantage if they used the advertisement columns of their local paper. Advertisements in newspapers are read, and this in the case of New Zealand is due- in no small measure To the lact that compositors seems seem to take greater trouble in setting up their copy than is the case in Australia. They also endeavour to make a small advertisement appear “newsy”, which doubles its chance of being read. “We have had,” said the Director of Hemingway and Robertson’s Correspondence Schools, “well over 16,000 successful students through our hands; these students heard of us largely in consequent? of newspaper advertising.” The Director went On to lay stress upon the necessity of statements in modern advertising being strictly correct. “The New Zealand people are an educated people,! even an exaggeration will ofieiid them, and probably do the advertiser more barin'’'than good.” He wont on to ‘ state* that tsblnetimes results are so phenomenal that when iccorded in cold print they fiound exaggerated. This is a very difficult matter for the advertisement writer. For instance it is hard to write a convincing advertisement in a little country like New Zealand, to the effect tjjiat a hushman of a few years ago is today a successful lawyer—or that a former butcher’s assistant is to-day a successful accountant. Yet such has been accomplished through Hemingway and Robertson’s Correspondence Schools, and there are many more such The other day ft Mr Ingram was travelling from Grey mouth to Reefton. A fellow passenger reading one of Hemingway and Robertson’s advertisements which stated that that firm has found a position ’for a qualified student at £250 a year. fffiThe reader said he doubted 'the truth of this. Mr Ingram, however, to the strangers surprise; was able to say “1 know it is true, for I was offered the identical position myself, and only refused it because, thanks to Hemingway and Robertson, of Auckland, I was already suited.” To all those in business, particularly in a small way, the advice is study on proper lines—theji to advertise through the press what you can do or sell—and then do it. The result is success.