A BUSINESS MAN'S EXPERIENCE.

Taihape Daily Times, Issue 219, 15 December 1916, Page 5

A BUSINESS MAN'S EXPERIENCE.

Hemingway and Robertson's Correspondence Schools of Auckland are among the largest advertisers in the Dominion. Asked his opinion as to the best 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 reached per diem than through any other channel. He went on to state he 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 their money to greater advantage if they used the advertisement columns of their local

newspaper. Advertisements in news-

papers are read, and this in New Zealand is due in no small measure to the fact that compositors 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 chances 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 consequence of our 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 offend them. c\ud probably do the advertiser more harm than good." He w r ent on

to state that sometimes results are so phenomenal that when recorded in cold print, they sound exaggerated.

Tins is a very difficult matter for the

advertisement writer,

For instance

it is hard to write a convincing advertisement i,> a little Country like New-

Zealand, to the effect that a bushman

of a lew years ago is to-day a success-

ful lawyer—or that a former butcher's

assistant is to-day a successful ac-

countant. Yet. such has been accomplished through Hemingway and Robertson's Correspondence Schools, and there are many more such instances. The other day a Mr. Ingram was travelling from Greymouth to Reefton. A' fellow-passenger, reading one of Hemingway and Robertson's advertisements, which stated that a firm had found a position for a qualified student at £250 a year. The reader said

•he doubted the truth of this. Mr. Ingram, however, to the stranger's 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, 1 was already suited." ,To all these in business, particularly in a small way, the advice is study on proper lines —then to advertise through the Press what you can do or sell —and then do it. The result is success.