ADVERTISING.

Nelson Evening Mail, Volume LIII, Issue 81, 5 April 1919, Page 2

ADVERTISING.

bUPKKILAL'Y OF THE -NEWS* wm “Five minute* after word had come that an armistice had been signed, the American people were advertising. ! They were advertising their joy and tfwiir faith in‘the future. i believe 1 the •spontaneous outburst of the Ameri- , can people reflects the attitude of American business towards the future.’’ ’ | 'this was the answer giVem by T'homas H - Moore, associate director of the Hu- j reau of Advertising, American A'ews* ; paper iTibJishCrs Association (says a . New York paper)-, when asked for hie as to the immediate future for ; newspaper advertising. rjontmuing, ha | said;- ■ | ! “The newspaper will bo the import- j apt , medium for the expression of adver- 1 ■ Using thought because the -war -ha® .farther emphasised its dominating pdsi tioa. j ‘‘Kyeryone will, admit the supremacy of the newspaper asa medium ■ for the ■ lopat^advertwer.’■ There is'nothing that will so completely reach the people"; there is . nothing that"-, will’ carry the advertising' ? m«wpge' ■pi the storekeeper at; fiuch : a •'’•small 'cost and with such immediate and Such large returns. /“I can, ■ incidentally, illustrate the relative cost of a newspaper advertising [message by quoting an advertiser who was figuring whicJh/.wonldV&Mt; tho T«i#' —to [place, a sample of: hfg gppdain ‘400)000’ 'homes. in a large td u«d advertising space, in the newspaper of that #y.. v " [, ’ J ‘‘Ho found, that the money it Would ! . take [to place one sample in each house | would send '£i page* of newspaper, advertising ;to ,these [eagie houses., . i “Th© argument in favour ,b,f ‘ news- 1 j paper advertising res's on facts. - The j ■'basic fact is that everyone, ever Where, j dvejry jjay, reads a daily newspaper. I They hot only read it, [blit refer to it . as ; a constant. reference book.. ' . j “Indeed, Che last year ha® dfanon-1 strated that people absolutely will not do without. 1 newspapers, Newspaper .. price*,, fiavie been doubled and tripled : sizes have been. cut down,, and, every effort made to keep down circulation, because of a serious paper shortage. Yet in most instances newspaper circulation fl are larger’ than ever * before. ” ,