“CONSISTENCY” SPELLS SUCCESS

Nelson Evening Mail, Volume LXVI, 10 March 1933, Page 7

“CONSISTENCY” SPELLS SUCCESS

The power of newspaper advertising was extolled by Mr E. Stanley Leallierby, head of Costers, Ltd., a big firm of drapers and clothiers, with establishments at Plymouth, Exeter, and Torquay, in a business talk last mfciitli on

“Publicity,” to members of Plymouth Young Men’s Christian Association.

“Any success I lull Inis attended our efforts is the result, of advertising space we have consistently utilised for nearly a. ipiaiter of a century in our local papers,” he said. "My cpialificaliou for speaking on the subject,” he remarked in introduction, “is that 1 have spent a considerable sum every year on advertising. Whether that sum was spent to the best advantage is open to rpiestion, but I can stilimit that it has been so far satisfactory as to justify an increased amount being devoted to it every year.

“My practical experience has been confined almost, if not entirely, to newspaper advertising, and I believe the press to he the most powerful publicity agency in the country. I emphasise ‘consistently’ because, while some believe in the ‘big appeal' inserted intermittently, we have* rarely, if ever, missed a day when our name and merchandise have not been displayed in some corner of the press.”