Untitled

Wairarapa Age, Volume XXXI, Issue 9079, 1 May 1908, Page 4

Mr J. VV. Stannard: writes in "System" on an English, advertising maker, Mr Waroham, Smith, who, at. 32 years of age, has. risen from the position ofi a youth addressing envelopes in a. city office to-be director of the biggest newspaper combination in t!ie world,, and the most; aggressive power in the development of modern advertising in Europe. In ten years; Waceham S>r.ith has risen from almost the humbSest position in the Harmswouth organisation to a seat oni the directorate. It wais about seven, years; ago that Wareham Smith became a real power in British advertising;. The first difficult proposition he iackled was store adv.eutisi.ngr. The second was a campaigm on the railroads. For 18 months ha carried on a campaign to induce the railways to advertise, apparently, with total failure, but one day he received an invitation to appear before the directorate of one of the reading English railroads for the purpose odi expounding hi 3 views on uajfroud advertising. He returned to the "Daily Mail" ofiice with the first full-page railway advertisement ever published in England, and from that time railways have spent more and more in advertising. Mr Wareham Smith not only believes in big spaces himself, but he makes everyone else believe in big spaces too. Last year he'indueed an old-established, conservative tobacco house, which rar.dy advertised its products, to pay £370 for a whole-page advertisement on the front page of the "Daily Mail." It was written, printed, and thousands of copies were issued weeks before it appeared, and many, many times its cost had been taken by the advertisers in profits from increased sales to dealers before it ap-pea-ed in the "Daily Mail" at all. It had done is work before publication. These things make Mr Stannard declare that Wareham Smith

has done more fur the development of British advertising than half the advertising organisations in Great Britain combined.