NEWSPAPER BEST

Northern Advocate, 18 October 1920, Page 6

NEWSPAPER BEST

FOR PAYABLE ADVERTISING

In "Success in Retail Advertising" N T isbet> by 1 nomas Russell* an enlarged edition of a former issue, the superiority of newspaper over, other forms of advertising, notably cir«;uiurs, is strongly emphasised. An instance is provided in the case of a s.i.gle advertisement in a London daily offering a cookery book for 2d. It instantly fetched 18,000 replies by post, each with 2d. The writer points out that since "readers of a newspaper pay for the newspaper they can -be trusted to read it. Wi ! -h circulars, in addition to the loss from trvose that are. wasted before thoy reach the ibuyer at all, there is 'a further loss dn those that are throw;* away without being read. A newspaper is almost always-reaTd by more than.one person; few copies are read ty less than three; as rule, only one person reads a- circular, and then it is, destroyed.- The newspaper lies aibout until it teas been read by. ail'the family. An-advertisement in it is seen over and over again. A circular may reach the reader when busy; it is an annoyance. People grumble at having their letter boxes stuffed with circulars. X newspaper is taken when the purchaser and his family want ito read it. They are in a receptive mood, at leisure, pre l pared to ibe interested. . If an advertisement in a newspaper deserves to be read, it will be read and acted