NEWSPAPER ADVERTISING.

Taranaki Daily News, Volume LVII, Issue 208, 11 February 1915, Page 3

NEWSPAPER ADVERTISING.

UNIVERSALLY ACKNOWLEDGED TO BE THE IJDADIXG FORM OF MEDIA.

All advertising is good, but some advertising is better than others. Newspaper advertising is the best method of obtaining publicity, because everybody reads a newspaper. No matter what may be tile sphere of activity in which men and women are engaged, the reading of a newspaper is a fundamental part of their daily education, and we are so constituted in this age that advertising matter appeals to the intelligence with the same force as editorial and news.

Newspapers are within easy reach; other advertising matter must actually be forced upon the attention. The newspaper to-dav requires very little to recommend it as as the advertising medium par excellence. Tts merits are obvious, and are so thoroughly recognised that the most enterprising merchant considers an outlay on publicity in its columns the first essential to success. He knows full well that the merchandise which he oilers to the public has the best chance of securing popularity through a newspaper which possesses the confidence of purchasers, and his /roods participate in the reputation enjoyed by the newspaper. It lias come to he generally understood that high-class newspapers reject announcements which do not properly represent the character of advertised merchandise.

The Executive of tin 1, Xewspaper Proprietors' Assoeiatioii of Xoiv Zealand lias dealt with tile question of proieetin,ir tho honest advertiser ami tho ■ornl newspaper reader a< far as pos*Tbh- from deceptive or fraudulent advertising. Tt realises that 'advertising rrrn sf, he clean, must he truthful, must he honest. So lonji; as newspapers continue to he read by tho j.>rf?£ r/,ass o!* tlio puhlio, so lon:,' will tho >»««wi:]iapcvs continue to bo tho host mediums for ad vertisiiifi.