IF NEWSPAPERS CEASED.

Manawatu Standard, Volume XLVI, Issue 110, 9 April 1926, Page 2

IF NEWSPAPERS CEASED.

VALUE OF ADVERTISING. Sir Charles Higham, speaking in London recently on • •Advertising," said tne printing press was tile salvation ot business. ret lew manutacturers used tno widely circulated newspapers. •'ll newspapers were to cease to-mor-row,” continued Sir Charles, "goods, and therefore money, would cease to circulate so steadily. Shops would begin to empty. \\ alehouses would become idle, and wo should have twice

tho unemployment in a month wo have to-day. \Vo must take industrial conditions as we find them, and if advertising ceased—which it would virtually do without the Press—supply would swamp demand, and economic chaos would be tho outcome.”

Sheffield, Manchester, Bradford, Leicester, Nottingham and other great manufacturing cities could double their turnover in a year if they would tell tho world to buy their goods. Advertising had taken raped strides in the last six y ears. “It is possible to-day,” added Sir Charles, “to stock tho dealers of this country with a sound line of goods at a fair commercial price if your tell them you are going to use continuously tho great daily newspapers of this country, and you can sell enough goods before the advertising begins' to justify tho expenditure of a firm is going to make. Such is the power of the modern newspaper with tho dealers of these islands.” Tho day of tho circular and the pamphlet, said Sir Charles, was passing. It was too expense. Too many of these sort of things, which they did not read, were pushed into people’s letter-boxes, but when they paid a penny or twopence for their newspaper they read something for which they had paid, and that was one of the reasons why' newspaper advertising invariably paid the advertiser.