CROOKED WATS OF ADVERTISERS.

Lyttelton Times, Volume LXXIV, Issue 9166, 28 July 1890, Page 3

CROOKED WATS OF ADVERTISERS.

Many people complain of the crooked way in which advertising is done nowadays. They begin to; read what appears to be an interesting newspaper article, and first they know they run plump 1 into a trap set by some advertiser. Nothing short of the most wearing strain, they say 1 , enables them to distinguish beforehand between the editorial matter and some of the advertisements. It would seem as if a column headed telegraphic news ought to be a bondfida news column, kept free from all wandering advertisers. It is a fact, however, that even such an unsuspiciouslooking column as our headed telegraphio newß may be gotten up for the Bole and single purpose of saying half a dozen words in favour of some patent medicine. One of the most exasperating articles of this kind is the one which lets you elide clean through without letting you know whether it is an advertisement or not. The time wasted in looking back and re-reading to find where the advertising came in, is something we shall never cease to regret. We came across such an advertisement recently. It was headed " Women'* Eights" Now if there is anything we are interested in it lothe-rights nt:me mothers and sisters, so we sailed in.. The for*ard end of the article looked all right. It set forth the rights of Her |Majesty!s female subjects in language that would have done honour to Mrs Livermore herself. Along about midships, howeverilwe began to be auspicious that .ve/fwere being led into another, advertising trap. We looked at the stern end of the article. Not finding the usual patent medicine rudder, we resumed our reading. Alas, we were in for it again. Everything went all right till we reached the quarter-deck, but there we found it. There, looking out at us with an" I've caught you this time" expression,.Btood the advertisement of the new Bhort-wiud Waterbury watches. Now, we have written all this for the sole purpose of informing suffering humanity how we have escaped the discomfort wrought upon us. by. this particular advertising scheme. We bought one of these watches, and it has pleased the whole family bo much that we now read with pleasure whatever the advertisers say of its merits. It is music to ourears.