HOW ADVERTISING PAYS

Taranaki Daily News, Volume LV, Issue 199, 11 January 1913, Page 2 (Supplement)

HOW ADVERTISING PAYS

SOME GOOD ILLUSTRATIONS. How advertising pays was we'd illustrated in the London Law Courts a fewweeks ago, when Mr.F. Meredith Clease, a New Bond street physical eulturist, was defendant in an action in. (he King's ■Bench Division, Messrs John Beale, Son arid Danielson, Ltd., printers, claiming £202 ,'ls ltd for printing a million magazine iiiM'ts in the shape of a ligure of the defendant. Mr. Olease's case was that his figure was so bad'.y cut and printed that instead of making a profit out of the advertisements there had been a loss, and he counter-claimed for £440 damages. Expert, witnesses declared that.for a ''cheap advertising job the work was reasonably well done. Mr. Clease. in the witness box, said he had made a study of physical culture, and had made his living out of it for ,j

years. He 'had been ten years in his present business, for which he found advertising absolutely necessary. His experience was that liis reeeipts'amounted to double the cost of his advertising expenses, but out of those receipts he would ■have, to pay the printing bill. Mr. (.'lease gave some interesting ligures of the results of his advertising in various newspapers for nine, months:—Newspaper No. 1. spent £245. enquiries received SIKS, cash received t!,")4.">; Xo. 2, spent £2OO, eni|uiries received ">,il, cardi received £400; No. 3, spent £2OO. onftiiries received 424, cash received £2So; No. 4, spent ,t!)8, enquiries received 388, cash received £;io(i. lie agreed under cross-examination that his whole success depended, upon his advertisements. Mr. .fustier. I'hf.limore entered judgment for plaintiffs for £!)(! Ills, with costs, i and dismissed the counter-claim without costs.