"GLAXO" AND ADVERTISING.
PRESS, THE MODERN SALESMAN. At the annual meeting in London on April 28 of Joseph Nathan and Co., Ltd., the chairman (Mr. L. J. Nathan), in the course of his review of the affairs of the company for the year, said: "The additional Glaxo factory mentioned in last year's speech has been duly completed, and is now in working order. This will help us materially to meet the present demand, but it is as well to warn the proprietors that further provision will have to be made for the growing trade. Tho new building for packing, storage and distribution will, we hope, be meady in fifteen months' time. Your proprietary article "Glaxo" has now become a necessity in many a home where there is a baby or an invalid, and it is in constant use in approximately 1000 infant welfare centres. We have been trading on a narrow margin of profit, due to the high cost of material and prime cost of milk. Because we are large advertisers the general public think we must therefore be making excessive profits, but such is not the case. This misconception is due to a want of knowledge of the function of economical advertising. Press advertising is the modern form of salesmanship by which one brings to the notice of the thousands or millions of readers of the journal or paper the knowledge of the utility, merit or service of the article advertised. It is true that the purchaser has to pay for the advertising, just as he has to pay for the milk, cream and milk-sugar in Glaxo, but by virtue of the increased turnover due to the advertising greater economies of distribution and selling are made than would be possible by any other form of expenditure when it is judiciously made, as in the case of your article "Glaxo." In spite of the apparently great outlay under this heading, it does not exceed 6d for every 20s of Bales. Therefore, (rentlemen, I think we can justly claim that your money in this direction is spent both with profit to you. and to your customen."
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Taranaki Daily News, 16 July 1919, Page 8
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355"GLAXO" AND ADVERTISING. Taranaki Daily News, 16 July 1919, Page 8
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