MODERN NEWSPAPER

Greymouth Evening Star, 25 February 1928, Page 8

MODERN NEWSPAPER

“BUYERS’ GUIDE TO VALUE.” “Eighteen yeaits ago,” said Sir Charles Higham, speaking at a London Publicity Club dinner at the Hotel Cecil, “I decided on the policy of using press advertising only for increasing the sales of my clients’ products. The result is that, both for my clients and myself, I have made a remarkable success. Ninety-seven per cent, of all the money I spend today for clients is spent in the press. Press advertising is more productive or results to-day than it lias ever been. The modern newspaper is the buyers’ guide to value. In regard to the future, my firm belief is that the newspaper and periodical will supersede all other mediums for publicity. Women will buy newspapers more than over as a guide to their shopping. Circulations will continue to increase, because more people will realise the advantages of buying goods that can stand the limelight of publicity, and they must buy newspapers to learn about these things. The Dunlop Company ceased to use the road sign and the hoarding five years ago, and spent the money in the press—the results of this policy are apparent to everyone. Advertising is becoming more simple, more direct and truthful. The fraudulent advertiser has practically disappeared,, largely due to the effort of national newspapers; the modern newspapers of standing now only acceptsTidvertising that it knows is honest and reliable. Advertising is now’ an essential part of industry and will grow into much more importance and power within- the next five years.