NEWSPAPER ADVERTISING.

Manawatu Standard, Volume L, Issue 113, 9 April 1930, Page 12

NEWSPAPER ADVERTISING.

A SEARCHING SUMMING UP. The Sydney Morning Herald of a recent date printed the following from a contributor: Last October, in Detroit, I put this question to officials of the Ford Motor Co., the General Motors, and the Chrysler Motor Car Co.:. “ /Wliat-iwas the greatest single factor in the development of the automobile industry during the past quarter of a century: what brought about the universal interest of th<? people and madei the enormous Sales - possible?” In "each case the answers were practically the same. To sum them up each answer was this, an'd with empbksis: “News : paper advertising.” In elaborating each. one said in effect:—“While some may think newspaper advertising expensive, we do not look, upon it in that way at all. When we think ,of, the marvellous results we'have obtained from our millions expended iii newspaper advertising, ve feel that we had the best of the newspapers for our investments,-in their advertising cbldmns paid us many hundreds of per cent, in profit.” This is a literal quotation from what the president of one of the divisions of the General Motors told me. I asked a high official in each of the .first companies mentioned above if they expected to advertise as vigorously in England and other European countries as they have in the United States and Canada,, after they get their factories across the Atlantic well started. “Yes. we are planning to use full pages in the newspapers over there. Our advertising campaigns in Europe will be practically the same as we have had in the United States for several years..'We are told .that, the psychology of the people in the old and conservative countries across the sea is different from that of the people in the United States and that the British and other automobile makers over there have, never believed in heavy advertising like 'Thai on this side of the Atlantic.'Nevertheless, our appropriations for advertising in the European countries will be sufficient to 'set those countries on fire,’ as one of our publicity men expressed it,” 6aid this motor magnate.