NEWSPAPER ADVERTISING.

Taranaki Daily News, 29 March 1916, Page 7

NEWSPAPER ADVERTISING.

UNIVERSALLY ACKNOWLEDGED TO BE THE LEADING FORM. 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 the 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 tho same force as editorials and news. Newspapers are within easy, reach; other advertising matter must actually be forced upon the attention. The newspaper to-day requires very little to recommend it as the advertising medium par excellence. Its merits are obvious, and are so thoroughly recognised that the most enterprising merchant considers an outlay on publicity in its columns the lirst essential to success. He knows full well that the merchandise which he offers to the public has the best chance of securing popularity through a newspaper which possesses the confidence of purchasers, and his goods participate in the reputation enjoyed by the newspaper. It has come to be generally understood that high-class newspapers reject announcements which do not properly represent tho character of advertised merchandise.