BIG FACTOR.

Hawera Star, Volume XLVII, 12 March 1928, Page 7

BIG FACTOR.

IN BUILDING BUSINESS. NEWSPAPER ADVERTISING. SYDNEY, Feb. ‘23. “Advertising is the big factor that has- built up the- retail selling as we know it to-day. “Use big spaces—-spaces that will dominate- the page compel, attention and hold the interest.” That advice was given to a meeting of the Country Traders’ Association of the Commercial Travellers’ Club last night by Mr. Arthur 0. Richardson, F.I.P.A* ; author of “The New Era in Advertising,” and examiner in. advertising to the Royal Society of Arts, London. “It is the big gun method and not pea-shooting that wins trade- to-day,” he said. “Concentrate on mediums which have the biggest circulations and do not fritter away your advertising expenditure on advertising space which looks cheap. “It is the newspapers which gi ve retailers their greateLst opportunities for developing business and speeding up sale*. “When the object is mass selling, the newspaper is- easily the most effective, the most dependable, and the soundest investment. In result-giving power it is immeasurably superior to any other form of publicity.' Through no other medium than newspapers can advertisers- have the advantage, of the very latest hour before insertion and of complete courage in any desired territory.”