“ Consistency ” Spells Success

Manawatu Times, Volume LVI, Issue 7107, 16 March 1933, Page 4

“ Consistency ” Spells Success

The power of newspaper advertising was extolled by Mr. E. .Stanley, Lcatkerby, head of Costers, Ltd., a big linn of drapers and clothiers, with establishments at Plymouth, Exeter, and Torquay, in a business talk last month on “Publicity,” to members of Plymouth Young Men’s Christian Association. “Any success that has attended our efforts is tho result of advertising space we have consistently utilised for nearly a quarter of a century in our local papers, ” he said. “My qualification for speaking on the subject,” he remarked in introduction, “is that I have-spent a considerable sum every year on advertising. Whether that sum was spcDt to the best advantage is open to question, but I can submit that it has been so far satisfactory as to justify an increased amount being devoted to it every year.' “My practical experience has been confined almost, if not entirely, to newspaper advertising, and I beliovo the Press to bo the most powerful publicity agency in the country. I emphasise ‘consistently,’ because while some believe in the ‘big appeal’ inserted intermittently, we have rarely, if ever, missed a day when our name and merchandise have not been displutyed in some corner of the Press.”—ChristcYlirch Press.