ADVERTISING
WHY THE NEWSPAPER? A DVERTISING in one form or another has ever been the adjunct necessary for the extension of business, and those who had things to sell have, in all ages, availed themselves of such means —crude as they were—to proclaim to the public the extent and good quality of the waxes they stocked for vending. Retailers in the various trades placed signs over their shop fronts, stood outside, themselves or their apprentices, bawling out to the people to come and buy of them, and endeavoured by other rough and naturally exceedingly limited means to attract to them those within their influence—all to very scant purpose. It remained, however, for that very great power, the newspaper, to serve the peoples of the world by coinbin ing the publication of news, local as well as foreign, with the equally important information as to where the public can procure their many requirements. thus raising advertising to the status of a science. An advertisement is news which serves the buyer and seller alike, and the best advertisement is the best news. The newspaper reader reads because he wants to know what is going on and because he is after information generally. The advertisinb columns are full of information of vital interest. To him aud his eye, travelling to an advertisement dealing with something he requires. i$ gripped by ik and his attention is held. The advertiser, he feels, is interest ing him. and if the advertisement offers him an attractive piece of news and he is impressed that here is something he may well know about, then he will read the advertisement as carefully as he has read the other news, and he will digest the information it offers him.
The newspaper, which is an intimate part of the home, and which is searched diligently by every one ol his family, is the onlv effective medium of advertising. That has been found true by business men the world over, and in this country undoubtedly it is the most prompt, profitable and powerful means of establishing and of extending the movements of anv business concern with business hrains at the head of it.
Permanent link to this item
https://paperspast.natlib.govt.nz/newspapers/HBTRIB19271001.2.69.3
Bibliographic details
Hawke's Bay Tribune, Volume XVII, 1 October 1927, Page 10
Word Count
361ADVERTISING Hawke's Bay Tribune, Volume XVII, 1 October 1927, Page 10
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