BEST BUSINESS INVESTMENT.

Hawke's Bay Tribune, Volume XX, Issue 160, 26 June 1930, Page 9

BEST BUSINESS INVESTMENT.

(To the Editor.) Sir,—Your report in Wednesday’s paper of Kenneth Collins’s speech on the dullness of advertising is true in many wavs. In my experience of 20 years of advertising in ’ numerous places, I feel sure that there are still business men who lack the con- . Hence of taking big space in their newspaper, and supporting this by original window displays and attractive outdoor signs, whilst some go halfway and don’t get the results they should. I have seen a good large series of adverts, in a paper whilst the name of the firm has not been on their place of business! Result: people can’t find the shop. Obviously such a firm will eventually complain that their paper advertising is no good. On the other hand, I have seen firms make, an excellent display in their windows and outdoor signs, but who don’t back it up in the newspaper. As Mr. Collins says this is “a fearful mishandling of the newspaper” in the former case and a failure to get the best out of the outdoor signs, by not advertising iu the paper in the latter case. The world’s greatest business men have all proved that the best business investment is good, sprightly advertising in both paper and outdoor mediums, whilst using one without the other means failure to achieve the results which advertising will bring. No newspaper can guarantee the best results unless backed up by good outdoor publicity, whilst no signwriter can guarantee the best results unless backed up by good ads. in the newspaper. —Yours, etc.. GEO. H. THOMSON. Hastings 26/6/30.