NEWSPAPER ADVERTISING PAYS.

Northern Advocate, 14 December 1916, Page 2

NEWSPAPER ADVERTISING PAYS.

Hemingway and Robertson's Correspondence Schools, of Auckland, are among the largest advertisers in the DoniinioJi. Asked his o|»inion as to to the best form of advertising, the director of the schools recently stated that his experience was there was nothing to eoual the newspaper. Through if-- medium a, greater number of people are readied per diem than through any other channel. He went oi) to state he was surprised that more business men did not make preater use of the Press. Many, particularly smaller business men ami tradesmen; who spend considerable sums in advertising could spend this money to greater advantage if they used the advertisement columns of their local paper. Advertisements in newspapers are read, and this in New Zealand is due in no small measure to the fact that compositors seem to take greater trouble in setting up their copy than is the,- case in Australia. They also endeavour to make a small advertisement appear 'newsy, , ' which doubles its chance of being read. "We have had," said the Director of Hemingway and' Robertson '» Correspondence Schools, "well over 1 (1,000 successful students through our hands; these students heard of us largely in consequence, of our newspaper advertising." The Director went on to lay stress upon the necessity of statements in modern ad-..•ortii-itv-T !>eing strictly correct. "The ?Vv •'(.-<tl'SQd'pi:O|'ir ; *..•«. an <-d>i<-,i + eH

people, even an exaggeration will offend them, and probably do the advertiser more harm than good. Sometimes results are so phenomenal that when re(iorded in cold print they sound exaggerated. This is a very difficult matter for the advertisement writer. For instance it is hard to write a convincing advertisement in a little country like New Zealand, to the effect that a bushuian of a few years ago is to-day tt successful lawyer-—or that, a forinel" butcher's assistant is to-day a success-i ful accountant. Vet such lias-been accoinplishiM" through Hemingway and Robertsoir's Correspondence.- Schools, and there are many more . such instanccfi. The other day a 'Mr Ingram was travelling from Grey mouth t<l TCeeftoii. A J'ellow passenger iread one of ilemingway aijd Kobettyon's advertisements which stated that that firm had found a positioji for a qualified student at £-s<> a year. Tbe reader said he doubted the truth of this. Mr Ingram however, to the stranger's surprise, was able to say "I know it is true, for I was offered the identical position nivself, and only refused it because, thanks to Hemingway ! ""f Robertson, of Auckland, I was already suited." To all those in business, particularly in a ■small way, the. advice is to study on proper lines —then to advertise through the I'rcss what you can do or sell —ainl then do it. The result is Success.