ADVERTISING PAYS

Northern Advocate, 7 August 1934, Page 6

ADVERTISING PAYS

POST OFFICE EXPERIENCE. NEWSPAPER PUBLICITY READ. Tho value of advertising in the Press was emphasised by Sir Kingsley Wood, British Postmaster-General; speaking at a banquet at Leicester in connection with the 10th annual Advertising Association Convention, . “Advertising/* lie said, “has certainly well paid the Post Office, In connection with the new telephone drive, we shall again fully utilise the valuable medium of newspaper advertising. “In my judgment, it is one of the most effective and economical moans of informing thousands of potential telephone subscribers of the new and valuable facilities which the Post Office is now able to offer.** It was some two and a half years ago, said Sir Kingsley, when the Post Office first utilised the newspapers, and the first thing they found was that the public did read the advertisements and assimilate their contents. Another point was that advertising was necessary and as valuable in bad times as in good. Last year Post Office advertising was extended to include the ajv mail services, and it lias been a great contributing factor to a record increase.

The recent economic depression, from which he believed the country was now emerging, had proved the power, value and of aflvtertising. “We should never forget that advertising is a great force in moulding public opinion,” Sir Kingsley Wood added. Mr F. Howard Potter, at the afternoon session of the advertising agents’ section, said the daily press was still the cheapest and most powerful advertising medium in the country. Mr Sinclair C. Wood said that fiO per cent of the wasteful advertising in Britain until recent years was due to the fact that the manager regarded his factory first and his goods second. “Yon have to suit your goods to the people yon want to sell them to,” he said, “but make your goods and then find people to buy them.” Advertising, ho said, had done real servliec to manufacturers in getting them to change their point of view and put people in front of goods.