NEWSPAPER ADVERTISING.

Press, Volume LXV, Issue 19726, 17 September 1929, Page 12

NEWSPAPER ADVERTISING.

IMMENSE INCREASE IN NEW ZEALAND. In an address to the Dunedin Rotary Club Mr H. J. Lonsley, a director of the Charleß Haines Advertising Agency, spoke on "The Newspaper and Modern Commerce," giving an interesting analysis of why newspaper advertising is the most effective form. The business man was no fool, said Mr Louslejl. He advertised that which the public wanted, or for which a demand could be created: and the fact that they saw in the newspapers of New Zealand, on one page, large advertisements for motor-cars, motor spirit, and motor oil, on the next page huge drapers' advertisements featuring fur coats, evening gowns, satins, and other expensive ladies' attire, and on the next page advertisements for picture theatres and other amusements, showed that New Zealand must be in a very prosperous state Lord Dewar, in one of his famous epigrams, said "Advertise or fossilise," and, judged by the tremendous amount of activity that was taking place in the advertising columns of the newspapers of New Zealand, the country was very far from a state of fossilisation. Indeed, it must be remarkably wealthy and remarkably progressive, for it had been computed that over £ 2,000,000 was spent in newspaper advertising m New Zealand annually, possibly £.3,000,000. This was divided amongst some 300 newspapers, and, when he said newspapers he meant not only daily newspapers, but weekly and monthly publications. This was a tremendous sum of money, and was more than we spent on sugar or tea —or a host of necessaries of life. The fact that New Zealand spent some £2,000,000 or £3,000,000 per annum on newspaper advertising was not only a tribute to the value of the newspaper as an advertising medium, but it also showed what a healthy state its trade must be in. And the tendency was for newspaper advertising to increase. Long ago, he had thought that saturation point had been reached; as a matter of fact, it seemed to be further off than ever. Some ten years ago the average newspaper published in the four centres of New Zealand ran into some sixteen or so pages; in most cases those sixteen pages had grown to twenty-four or twenty-eight, and the extension of size had been brought about largely by the necessity of finding accommodation for an ever-increasing number of advertisements, It was very difficult to visualise exactly what _ £3,000,000 spent in newspaper advertising represented. They all knew that the cost of newspaper space was not light, yet, if they were to place all the advertisements that appeared in every publication in New Zealand for twelve months, and stretch them out in a straight line, the width of a newspaper, there would be sufficient to go round the world no fewer than five times. One naturally asked why such large sums were spent every year in the newspapers of New Zealand. There were various reasons, but the mam ones ■were —first, New Zealand's remarkably high spending power per capita; and second, the intense competition that existed in each section of businesscompetition amongst retailers, competition amongst merchants, competition amongst manufacturers, and, again, competition amongst overseas manufacturers, all of whom were striving for a share of New Zealand's lucrative trade. The advertising columns of the newspaper presented the most effective and most economical means of defence and attack in the great business war that was ruthlessly carried on year in and year out. There were, of course, numerous other forms of advertising in New Zealand, such as the poster, the dodger, the catalogue, the circular letter, all of which served their particular purpose; but the newspaper had advantages entirely its own as an advertising medium. PRICE OF BUTTER. (PRESS ASSOCIATION TELEGBAH.) AUCKLAND, September 16. Auckland distributers announce an increase of one penny a pound for butter, making the prices: First grade. Is wholesale. Is 9d retail: second grade, Is 5Jd and Is 7d. There has lately, been forward buying for London nt Is sjd for September make.

SMITHFIELD MARKET. The New Zealand Meat Producers' Board has received the following cablegram from its London office, dated September 13th, advising Smitbfield delivered prices averaged for tbe week ending that dato as follows (prices for the two previous weeks are also

enquiry. Mutton—Market remains steadv. Demand is improving for ewes, but prices remain nT»chan?cd. New Zealand Porker Piss—Nominal prices. New Zealand Baconer Pigs—Quiet. HAURAKI MINES. The battery clean-up of the above mines last week yielded 180 ounces of gold recovered from the ore won from the stopes on the Stockwood reef at the 400 ft level over an area of 100 ft in length and about 30ft in height, the average width of the reef being about Ift. Gold is showing in the back stope in two places. The stopes at both ends of the 200 ft block are now being extended in both directions 50ft. Going seaward a rearing end is being made at the deviation point for the Green Harp reef. The stopes at the north end are being carried along to the rise connecting with the Tangye winie. The reef in this end is improving in indications for gold. Following the Green Harp reef from the deviation drive is progressing with the rock drill, working one shift. So far the country penetrated is a mass of quarts stringers in country favourable to gold. A quarts hopper is being built to facilitate the transit of the ore from the mine to the battery.

shown): — (Par ib.) Sept. Sept. Aug 13. 6. SC d. d. d

N.Z. Wethers and Maidens— Canterbury quality. Selected brands: SG-under 6 J 64 64 57-64 ej 6 6 65-72 H 52 51 Other brands: 56-under .. .. 64 64 64 57-64 Si 5| 52 65-72 51 51 5§ N.Z. Ewes— 04-under ±1 *1 44 N.Z LambsCanterbury quality: 36-under 8i 81 84 37-42 8i 8 8 43-50 8 71 71 Seconds ?i 74 7i Selected brands: Sft-under 81 84 84 37-42 8 11 71 Other brands, First quality: S6-unde<-8i 8J. 84 37-42 n 11 "2 Second quality: 30-32 average »• Australian Lambs— ii 78 71 (sew season's) * Victoria^, First quality: S6-under 81 84 — 37-42 .. — 71 — Argentine Lambs — First quality: Sfi-under 74 7i 7! •87-42 7 7 7 Argentine Chilled BeefOx fores 48 4| 48 Ox hinds 71 7* 74 Australian Frosen BeefOx crops,, over 1001b .. 4 4 4 Ox hinds, over 1801b .. 51 5i 5 * 5TZ. Froseu PorkPorkers, 60-POlb 8i 81 81 Porkers, 81-99lb 8 8 8 Porkers, 100-120lb 8 8 71 Baconers. 121-180lb 8i 81 8 Lamb—Market steadier, with better