THE WRITTEN WORD.

Manawatu Standard, Volume LII, Issue 308, 26 November 1932, Page 2

THE WRITTEN WORD.

SPREAD OF INFLUENCE. In an article which appeared in a recent issue of the “Week-end Review” Mr J. L. Beddington states : “The business case for advertising is very briefly that under the present conditions of trading in all capitalist countries you cannot do business without advertising. This does not mean that every product has to have more money spent on advertising it than on making or distributing it. There are degrees even in advertising ; but it does mean that no article will sell itself, though some will do with verbal recommendations, i which are cheap, and others require the written word, which may be expensive. There is nothing new m this. The change is in the variety and extent rather than the fact of advertising. “Owing to the vast spread of education and the extreme rapidity of communications, the written word has become easily available to many mi.lions hitherto free from this encumbrance, This has consequently made adverr.ising, as opposed to the commercial travellers, the. cheapest (even at its present cost) and most efficient method of getting a rapid and widespread distribution of goods. The commercial traveller reaches only the trader; adverti singincludes the consumer as well.”