THE LIFE-BLOOD OF BUSINESS.

Bay of Plenty Times, Volume LX, Issue 10825, 23 March 1932, Page 3

THE LIFE-BLOOD OF BUSINESS.

AUSTRALIAN MANUFACTURER’S

“The reason that we are big newspaper advertisers is that we have proved to our own satisfaction that if we did not advertise in the newspapers we could close up our business in six months.”

The speaker was Mr T. V. Healy, managing director of Wrigleys, Australasia, Ltd., and the remark was made in the course of a chat with a representative of the Press. In view of the first quoted opinion it was not surprising to learn from Mr Healy that advertising was looked upon as the life-blood of their business, Ho claimed that the whole world had been converted to the use of chewing gum as the result of sustained advertising. Consequently there were factories not only in America, but in Canada, England, Germany, Japan and Australia. “And if business continues to grow in New Zealand, as it has grown during the last ten years, there will be a, factory in New Zealand before long,” Mr Healy added. When asked how he was able to speak so positively regarding the importance of newspaper advertising to his business, Mr Healy said: “I can only answer you by telling you that we have tested it at different periods. Wo have stopped advertising on occasions in the newspapers and there has been a consistent falling away in business; and we do know that immediately newspaper advertising is resumed there are immediate results. We have satisfied ourselves that there is no other explanation of the drop and of the recovery. We believe that we spend more money in newspaper advertising for an article which reaches the public at threepence, than any other linn in the world. The Australian company, with headquarters at Sydney, which also supplies New Zealand, is capitalised at £1500,000, and the amount spent in newspaper advertising alone in Australia and New Zealand is close upon £30,000 per annum.”