Page 10 Advertisements Column 4

Press, Volume LII, Issue 15746, 13 November 1916, Page 10

NEWSPAPER ADVERTISING " Universally acknowledged to be the leading form of media All advertising Is good, but some advertising Is better than others. Newspaper advertising Ib 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 the same force as editorial and news. Newspapers are within easy reach: other advertising matter must actually be forced upon the attention. THE PRESS 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 first essential to success. He knows full well that the merchandise which he oflers 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-elast newspapers reject announcements which do not properly represent the character of advertised merchandise. The Executive of the Newspaper Proprietors' Association of New Zealand has dealt with the question of protecting the honest advertiser and the general newspaper reader as far as possible from deceptive or fraudulent advertising. It realises that advertising must be clean, must be truthful, must be honest. So long as newspapers continue to be read by the great mass of the public, so long will the newspapers continue to be the best mediums for advertising.

Advertised Goods Are Standard Goods The World Over. WHV? "DBCA.USB there most be, i* advertised goods, * uniform high qualify otherwise the advertised article not being up to the standard claimed for H wfQ not be purchased again and the advertisement will be unprofitable. Advertising is Insurance, therefore, that the goods are as represented and good value. The consumer who boys advertised goods rarely makes a mistake. "The Press" reader* will profit by a careful perusal of its advertising column*.

Amateur gardeners should nev miss the Gardening Notes P ubll^j. T '•The Evening News" every FnWAuthoritative and complete.