THE BEST MEDIUM.

Lake Wakatip Mail, Issue 4324, 27 July 1937, Page 3

THE BEST MEDIUM.

“New Zealand, with, a population of only 1,500,000, lias 60 daily newspapers. One would assume that number quite enough., but everybody who runs a society wants to publish a book, and then they come to us business men and expect us to advertise in it,’’ said Mr S. H. Thomas, in an address to members of the Canterbury Advertising Club a few weeks ago, on “Planning Advertising Camoaigns.” Mr Thomas said that he considered newspapers as good a medium for appealing to the public as one could get in New Zealand. Most readers picked up a newspaper when their minds were in a receptive fornix Hence they assimilated its contents, and advertisers had a reasonable chance that their advertisements would be read. Figures of circulation proved that one person In every two must buy a newspaper every day in New Zealand. The circulation of the leading newspapers was accordingly appreciably large. At one time newspapers were rcticient about their circulation. To-day, however, the larger newspapers freely supplied their advertisers with audited circulation figures, and, moreover, told them what districts their circulation covered, which was a very important factor.

Another point made by Mr Thomas was that it was a generally accepted truth that quality, allied with judicious advertising, would help to sell goods more than anything else. Today the public must have quality — price, witMu reason, was a secondary factor.