False Economy
A paper by ftir Charles Higham was read on the resumption of tho International Advertising Congress at Milan in September last. Discussing advertising im the Press, Sir Charles wrote: "Although newspaper space is very costly, no other channel of communication gives such big or immediate results, so that, properly used, Press advertising is the most economical. "It is false' economy to stint tho money spent on filling the space when if has been purchased. This is an excessively foolish habit common to too many English advertisers. 'They will spend tens of thousands of pounds in newspaper space and quibble over the few extra guineas for the illustration, the copy and the type-setting that would make the .announcement a bip liant success.”
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Bibliographic details
Manawatu Times, Volume LIX, Issue 7486, 9 June 1934, Page 4
Word Count
123False Economy Manawatu Times, Volume LIX, Issue 7486, 9 June 1934, Page 4
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