THE WHEELS OF TRADE.

Auckland Star, Volume LVI, Issue 162, 11 July 1925, Page 14

THE WHEELS OF TRADE.

" ADS." MAKE THEM GO ROUND. SIR C. HIGHAM PRAISES PAPERS AS THE BEST MEDIUM. "Keep on advertising, and advertising will keep you," is an axiom to the observance of which many a great business owes much of its prosperity. But only a small proportion of tho public who, often sub-consciously, are subject to its influence, realise the great role that publicity plays in modern civilisation. Sir Charles Higham, a great expert practitioner of the art. states that the world's annual expenditure on advertising is £500,000,000 or £600.000,000, or about twice the yield of the present British income tax. This is one of the facts given by Sir Charles in his latest book, "Advertising —Its Use and Abuse." The little volume is as fascinating as it is informative; of as great interest to the layman as to the expert engaged in solving that important present-day problem of how best to make known and distribute merchandise. Sir Charles Higham deals concisely, yet eloouehtly, with every aspect of advertising—its history and romance, its psychology and morality, its art and its technique. Though giving due attention to every medium of publicity, he submits, and proves, that the Press is "by far the most valuable." adding the acute observation: "Although newspaper space is very costly, no other channel of communication gives such bisr or immediate results, so that, properly used. Press advertising is the most economical."