THE BUSINESS SIDE

Nelson Evening Mail, Volume LIV, Issue LIV, 23 February 1920, Page 3

THE BUSINESS SIDE

STATE ORCTI EXTRA'S TOUR. The .statement, just issued concerning the splendid success of itho New South Wales SUite Orchostra.’s tour of New Zealand is very gratifying to those who have boon concerned wi ; hj the or ganiaation an ( ] conduct of the enter prise. Ijt' will] he remembered that before the OrcHiostira came to* New Zealand considerable doubt existed amongst the public to whether sudi a tour could be earriedi through .success fully, especially from a financial point of view. Pirobably these foreboding® would have proved well founded if the business side of the enterprise had i.ot been under the direction of capable and? experienced bnainass men. _ There ran be no doubt. .that one of the secrete of success in these maiAns is judicious advertising on a liberal sca'e. Few people realise the tremendous amount of work entailed in the adver Using arrangements for a tour compris ing over 30 conceits in 13 towns, all perfumed before great bouses. In the advertising of Vcrbrugghen’s Orchestra the number of individual advertisements? appearing in various .papers totalled nearly 500. The Orchestra bad to be advertised in each town it had: ho visit for some time ahead, and the advertise iuent B had to be changed from da v to day, as the date approached, whilst varying programmes -were inserted in the different centres, These also being changed from concert to conceit The task of conducting such van ad vertiaing scheme proved; a very com p'ex one. as advertisements were appear ing simultaneously from one end 1 of New Zealand to the other, all referring to different concerts, on different dates, in different places, and 1 these had: to be changed daiiy in the 49 newspapers concerned. It is interesting to know’ _ that the total number of single copies of news paper,* containing .Orchestra advertise me nits amounted C> over eighlt and a half -million, which gives some idea of the ‘'gross’ 1 circulation of a proper.y planned modern advertising campaign. I.L would' he obviously impossible Jor any member of the Orchestra’s staff to attend to the multii)lic’t v of detail con nected with such publicity, and tor this reason the entire arrangement of the adverting was placed; in the hands of The Charles Haines Advertising Agency, Ltd., who conducted the campaign from beginning to end without a single hitch. In addition to the ordinary announcements in the advertising co’nmns. the generous support given ‘to tire Orebec? tra’s tour by the who’e press of !N : ew Zealand is •acknowledged by the Com miit-oe. Realising the Orchestra’s edn rational value t.:> the public of the Ho minion, the newkoauei's throughout /the cofuitry supported the scheme liberally by means of leading articles, musical rot views, and adequate reports of the Orchestras/ progress from town to town.