MORE PROFITABLE

Nelson Evening Mail, Volume LXI, 12 November 1928, Page 5

MORE PROFITABLE

PRESS ADVERTISING

"There is no advertising medium so ' useful as the Press, and none that is | responded to with such speed and pro? 'fit," said Sir Charles Higham, addressI ing the Business Research and Management Association in London recently, on j "Scientific Distribution." 1 "Newspaper advertising pays better to-day than it ever did," said Sir Charles. '"Most of the goods now consumed by the public are sold under a branded'name, and the most economical method of distributing these is by Press advertising, properly done. The dealer will always stock an article which is nationally advertised in the daily Press. It has been'my successful experience that it is more profitable to convince five million readers properly than to try to convince 15 million' (readers ineffectively; concentration of media is the scientific method of successful selling." He said they had not started to use (he weapon newspapers gave for educational purposes, and that, as the business of the newspapers was to inform not reform, the reformer could state his case in the advertisement columns. As two striking examples, Sir Charles instanced the valuable results of the newspaper campaigns of the Empire Marketing Board and British car manufacturers.