THE BUSINESS SIDE.

Taihape Daily Times, Volume XI, Issue 3416, 21 February 1920, Page 2

THE BUSINESS SIDE.

I T S’.I‘AT.E ORCHESTR-AYS TOIIR. TI-IE V.»\l'.L7E OF ..\I)vEP.TIsINGI _ TllO st'3.l‘omonl‘ just issued c‘rmcCrn—- ' ing the splendid suc(‘c.s_-_.- of the New South Wales Ol'cllestra.’s Tour of New ?Zealand is very ,9;l'a.tifyillg to those

i who have been concerned with the orlganisation and conduct of the enterxprise. It will be remembered that lbefore the orchestra. came to New ‘Zeal'a.nd considerable doubt existed l amongst the public as to whethersuch la, tour could be carried through sucicessfully, especially from ‘.l financial lpoint of view. Probably these forebodings would have proved well-found M ed if the business side of the enter- ; prise had not been under the direction jof capable and experienced business i men. i There can be no doubt that one of lthe secrets of success in these mate ters is judicious advertising on a libl eral scale. Few people realise the tre‘lllClldoll>.‘- amount of work entailed in Ithe advertising al'l*lli7g'eniellts for :1 tour comprising over forty concertsiu l.h'-.rteen towns, all performed before great houses. In tire advertising of Verbruggenfvs Orchestra the null';b(—_=r of individual advel‘tisenlents'. appearing in various papers totalled ne‘3.l'ly live llun(,ll'CLl. The orchestra had to be advertised in each town i:'l'onl day to day, as the (lay approziched. whilst Vuryiilg pi'ogl‘:l.llnlie:e were inserted in fill». dill}:-ruil. (:elllre.~r, tliese also being

c...-.rag,eti irnm concert to concert. Tire task of conducting such an 2.16.vertising scheme proved a very ‘complex one, as tul‘.'(.‘l"[l.sClllClll’s were appearing simultaneously from one end of New Zeal-and to the other, all re-ferrin-g to dilt'erent concerts on difi‘.'er—exit dates, in dit't‘er'ent places, and these had to be changed daily in the fortynine nL*\\‘spapel‘S concerned. lt is interesting to know that the total number of single copies of newspzipev.-,,~ corrtairriiig orclrestm advertisen:n'nx's fiunounted to over eight and a halt’ millions, wllicll'gives some idea of the “gross" circulation of -.1 I)l‘Op*‘ erly planned moderii advertising Cainpnigir. It would be obviously impossiblc for any inember ot‘ the orchestra statt‘ to’ attend to the multiplicity of detail con'n.ecte(l with publicity, and for this reason the entire arraiigement of the advertising was placed in the hand of the Charles I-laines Advertising Agency, Ltd., who conducted the cmnpaigii from l)Cg‘lI11ll1]g to end without :1 single hitch. In addition to the ordinary announcements in the advertising col; umns, the generous support given to the orchestra by the whole Press of New Zealand is acknowledged by the Committee. Realising the orchestra’s educational value to the public of the Dominion. the newspapers throughout the countr_V supported the scheme libtrally by means of leading articles, musical reviews, and adequate reports of the orehestra.’s progress from town to town. . __ (_ "sgg