NEWSPAPER ADVERTISING.

Northern Advocate, 10 May 1915, Page 6

NEWSPAPER ADVERTISING.

UNIVERSALLY ACKNOWLEDGED

TO BE THE LEADING FORM OF MEDIA. All advertising is good, but some advertising is better than others. Newspaper advertising is the best method of obtaining publicity, because everybody reads a newspaper. No matter what may be the sphere of .activity in which men and women are engaged, the reading of a newspaper is a fundamental part of their daily education, and we are so constituted in this age that advertising matter appeals to the intelligence with the same force a3 editorial and news. Newspapers are within easy reach; other advertising matter must actually be forced upon the attention. The newspaper to-day requires very little to recommend it as the advertising medium par excellence. Its merits are obvious, and are so thoroughly recognised that the most enterprising merchant considers an outlay on publicity in its .columns the first essential to success. lie knows full well that the merchandise which he offers to the public has the best chance of securing popularity through a newspaper which possesses the eonlidence of purchasers, and his goods participate in the reputation enjoyed by the paper. It has come to be generally understood that high-class 7!t;wspapers reject announcements which do not properly represent, the character of advertised merchandise. The Executive of the Newspaper Proprietors' Association of New Zealand has dealt with the question of protecting the honest advertiser an.l the govern 1 newspaper reader as far as possible from deceptive or fraudulent advertising. It realises that advertising must be ('lean, must be truthful, must be honest. So long as newspapers continue to be read by the great mass of the public, so long will thy newspapers continue to be the best mediums for advertising.