Page 2 Advertisements Column 2

Northland Age, Volume IX, Issue 18, 5 December 1939, Page 2

Late Casuals ■<k 'pHE Annual Meeting of the Waipapakauri Sports Club will be held at Waipapakauri next Monday night at 8 o’clock. NOTICE OF INTENTION TO TAKE ADDITIONAL LAND FOR THE PURPOSES OF A NATIVE SCHOOL IN BLOCK XI, WHANG APE SURVEY DISTRICT is hereby given that it is proposed, under the provisions of the Public Works Act, 1928, to take the additional land described in the Schedule hereto for the purposes of a Native school ; and for the purposes of such public work the land described in the Schedule hereto is required to be taken. And notice is hereby further given that the plan of the land so required to be taken is deposited in the post-office at Whangape and is there open for inspection ; and that all persons affected by the taking of the said land should, if they have any well-grounded objections to the taking of such land, set forth the same in writing, and send such writing within forty days from the first publication of this notice, to the Minister of Public Works at Wellington. SCHEDULE Approximate area of the piece of land required to be taken : 1 acre 0 roods 11 perches. Being portion of Whakakoro A No. 2 Block. Situated in Block XI, Whangape Survey District. In the North Auckland Land District ; as the same is more particularly delineated on the plan marked P.W.D. 100542, deposited in the office of the Minister of Public Works (P.W. 31/283). R. SEMPLE. Minister of Public Works.

Typographical T. R. I.C.K.S WE, as professional typographers, are unalterably opposed to typographical tricks. Said a New Yorker : “ The cleverest advertisement I ever saw is the electric sign at Times Square the one with the girl in the swing. Every time I see it, I stand for several minutes to watch it. That’s an ad. that gets attention. Think of the millions who see it ! It must sell a lot of ” “ Of what ? ” he was asked. * “ Why, er, Chesterfield cigarettes, I guess, but I’m not sure.” The same rule applies to typographical tricks. They may attract attention and arouse interest, but they don’t sell merchandise. Flesh and blood salesmen dress neatly bid quietly, speak clearly and concisely, and try to impress with the quality of merchandise or service they are selling. Flesh and blood salesmanship is the best salesmanship in the world, because it is personal and because it is possible for a salesman to modulate his voice, and by methods of expression, give emphasis, power and conviction to sales arguments. Display advertisements can copy the flesh and b'.ood salesmen by appearing neat and dignified, by being v.ltra easy to read, by segregating the various divisions or units of display, and by restrained, attractive, effective use of type. Advertisers have returned to sanity, and the cubistic, modernistic freaks have practically disappeared from advertising. The fact that professional typographers opposed this throughout is evidence that the science and profession of typography is built upon sales and common sense. The NORTHLAND AGE Phone 37 KAITAIA P.O. Box 45 “ The Best Advertising Medium For The Far North ”