ADVERTISING IN THE NEWSPAPERS

Sun (Auckland), Volume I, Issue 215, 30 November 1927, Page 15

ADVERTISING IN THE NEWSPAPERS

NOT SO DICTATORIAL Addressing the Advertising Club at its luncheon yesterday, Mr, A. J. Hutchinson laid the experience* of a big firm in advertising before * large assembly of member*. The foundation of the advertising of the goods of the speaker’6 Arm was, he said, the daily newspaper, and he knew of no more economical method. His firm carried on campaigns throughout the world, and he believed that one might as well keep money in one's pocket as use it for spasmodic advertising. Firms often made a mess of advertising by writing it for themselves or giving too short time to its production. and then they blamed the newspapers for something that was not their fault. Of the world campaigns carried on in newspaper advertising by the speaker’s firm it was not expected they would result in direct sales, but they broke down the sales resistance and saved 25 per cent to 33 1-3 per cent, of their salesmen’s time. Appealing for a better standard of advertising matter and for less crowded space, Mr. Hutchinson remarked that for a long time the newspapers in Auckland had taken a dic- ! tatorial stand, but nowadays — he • paused—they were a little more reasonable. If newspapers had to face the i same competition as general business i they would not be able to dictate.