VALUE OF PRESS.

Taranaki Central Press, Volume IV, Issue 333, 14 January 1937, Page 3

VALUE OF PRESS.

BEST ADVERTISING

Views Of Soap Manufacturer From Britain. i Interesting observations on the improved condition in Great Britain, the trend of advertising generally i and modern developments in soap ( manufacture, were made recently by , ! Mr. L. 11. Hartland-Swann, C.8.E., of : London, managing director of Lever I Brothers, Ltd., and one of the great- | est living authorities on salesmanship a nd advertising, who arrived in Auckland by the Awatea from Syd- . ney. World’s Biggest Advertisers. Lever Brothers, Limited, were probaibly the biggest advertisers in the world and conducted huge advertising campaigns in all the principal countries, said Mr Hartland-Swann. Advertising, of course, was the science of making known various manufactures, and consisted of many mediums, such as radio broadcasting, the films, direct contact with the consumer, hoardings and signs, and the newspapers. Touching on newspaper advertising, Mr HartlandrSwann pointed out that, despite the challenge of other forms of advertising, national advertisers throughout the world still relied very largely on it. It was still a very powerful form of advertising. When one considered the highly organised news service of the newspapers, the very high literary slan- : dard set, and the excellence of the editorials, he could realise the grip the newspapers had on their readers and their ability to give guidance on questions of national importance. One would, therefore, expect that the “trade news” columns would have an equal grip on readers, and, quite frankly, his firm found that such was the case with the best type of newspapers. Therefore they continued to advertise in the Press because they deceived value for their money.