NEWSPAPER ADVTS.

Greymouth Evening Star, 2 December 1926, Page 8

NEWSPAPER ADVTS.

-- GIVE BEST RESULTS. “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 Press representative, the subject under discussion being the best method to adopt for advertising. In view of the first quoted opinion, it was not surprising to leant from Mr Healy that advertising was looked upon as the life-blood of their business. He 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 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. 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 and of the recovery. Me 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 £50,000 per annum.”

Asked what his experience had been with advertising by means of hoard • ings, Mr Healy said: “We have never advertised on hoardings in Australia or New Zealand. I believe our people do so in other countries. I control our business in Australia and New Zealand and practically confine o.iir advertising to newspaper advertising. We advertise in every newspaper worthy of the name in New Zealand. Personally, I don't know of any newspaper worthy of the name that we don’t advertise in; if there are any worthy of the name that we don’t advertise in, I will, be glad to learn of them ! We believe that the New Zealand public is the most intelligent public in the world, and that it would be utter folly for us to continue to advertise to intelligent peopß ii we did not have something worth while to advertise. And the only way we can reach all of the New Zealand public all the time is through their newspapers.”