AN ECONOMIC FORCE.

New Zealand Herald, Volume LXIX, Issue 21100, 6 February 1932, Page 12

AN ECONOMIC FORCE.

THE MODERN NEWSPAPER. In an address to tlio Palmerston North Rotary Club recently, Mr. \V. .Appleton, a well-known \\ r oll injjjton business man, drew attention In the advantages of Press advertising. The daily newspaper had become so inlerwoven with our daily existence that it would be a I must inconceivable to imagine our living without it. lie said. Hint, really was llio reason why the I'ress offered the finest possiblo vehicle for tho dissemination of an advertising message. i People were in a receptive frame of mind when thoy read a newspaper. There was a conscious desire on their part to absorb tho contents, and subconsciously thoy also took in an advertiser's story if it wore attractively presented. "One of tho groat advantages of all daily Press advertising is the time factor," said Mr. Appletun. "In the matter of a few hours an advertise l, can reach 90 per cent, of liis customers, whereas to try and get a personal message in any other wav would take days of preparation, qirto apart from the cost factor. The wonderful organisation of the Press enabled an advertiser to get a message to the general public at a cost, less than Iho actual printing of a circular in many cases. Then,- too, no other form of advertising carries the same conviction,"