LIFE-BLOOD OF BUSINESS

Evening Post, Volume CXIII, Issue 57, 8 March 1932, Page 5

LIFE-BLOOD OF BUSINESS

MANUFACTURER'S TESTI-

MONY

. "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 wecopid-close up our business- in six months."-. '• ■ ■, ■' . •

The speaker was Mr. T; V. Healy, managing director of Wrigley's, 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 ■ lots looked upon as the life-blood of tfedc business. He claimed that the whpi& vorld 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 willbe a factory in New Zealand before long," .Mr. Healy added. ■

When jasked 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. We 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 ?md 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 firm in the. world. The Australian company, ■with headquarters at Sydney, which also supplies New Zealand, is capitalised at £300,000, and the amount spent in newspaper advertising alone in Australia and New Zealand is close upon £30,000 per annum."