The Way to a Man's Heart

Manawatu Times, Volume LIV, Issue 7192, 26 June 1933, Page 2

The Way to a Man's Heart

In earlier days cooking was an art entrusted to men alone. Now the less arduous duty of consumption and criticism, "becomes-■ man’s lot, but every house wife knows the persuasion which a husband’s taste still exercises in the kitchen. ■Food advertising which overlooks this fact', misses an essential element in its appeal. As previously shown, men read newspapers to a far greater extent than magazines. Newspaper advertising of food products sells not only to the'wife who does the marketing but the husband whom she buys to please. One of the most successful food advertisers in the country, the Kellogg Company, makes its newspaper appeal to men as -well as women, suggesting for example, that Kellogg Cereals provide energy for business and sports. The full Kellogg schedule uses approximately 1800 newspapers. "I wish I knew how to toll you just how much the newspapers have helped —not. only in an advertising way—but •ini their enthusiastic co-operation,” writes C. L. Jordan, vice-president of the agency in charge of the account. "Also in the remarkable reports of tie-in advertising! It. has been a splendid tribute to the commercial power of the Press. “It justified, in every way, the Kellogg Company’s belief that a heavy increase in newspaper advertising—even in these days—can and will produce satisfactory sales results on Kellogg products, And we are happy to say that plans are being continued to carry on this aggressive programme for all Kellogg cereals.”