LANDSCAPE ADVERTISING CONDEMNED

Nelson Evening Mail, Volume LXI, 1 December 1927, Page 3

LANDSCAPE ADVERTISING CONDEMNED

NEWSPAPER BEST MEDIUM

One hundred and forty-one of “ho largest national advertisers in the United States, and 16 of the lfeading advertising agencies, have agreed that business can succeed without using the landscape for advertising, and have endorsed the policy of restricting billboards to commercial districts, according to an announcement made by the General Federation of Womens Clubs, the largest of the nine co-operating organisations represented on the national committee for the restriction of outdoor advertising. This information is given in a recent dispatch from Washington fo the “Christian Science Monitor.” The value of newspaper advertising, as compared with billboard advertising, is a large factor in this change of policy, according to the letters which the advertisers and agencies arc writing to the committee. The J. 8,. Haines’ Advertising Agency, of Philadelphia, wrote : “We have carefully checked over the various forms of advertising, and found that the newspaper and magazine offer the most publicity for the dollar spentwhile we have hot been able to check any great tangible results from outside billboard advertising. Accordingly, we prefer the newspapers, and cannot see why our beautiful landscape should be marred by promiscuous advertising.” Quotations from other letters follow: “You may add our name to the list of companies have agreed that business can succeed without the use of the landscape for advertising.” “My own attituijb is that nobody would - suffer very., much if all printed signs and billboard advertisements were abolished, as there are certainly enough other forms of advertising available.” . “We realise that advertising which of itself stimulates objections on the part of those to whom it is addressed lias very little likelihood of accomplishing its object.” “I believe that lam conservative when. I say that an advertiser has the odds very much against him for getting the cost of. his advertising back from billboards outside of commercial .sections.”