PRESS ADVERTISING.

Otago Daily Times, Issue 20786, 3 August 1929, Page 31

PRESS ADVERTISING.

A GREAT MANUFACTURER'S TRIBUTE. Sir Halrold Bowden, Bt. (chairman and managing director of the Raleigh Cycle Company, Ltd., and Sturmey-Archer Gears, Ltd.), writes as follows in the London Newspaper World:— • “ What I think ” of press advertising may be best illustrated by the fact that the companies with which I am associated have spent something like a million on advertising in the newspaper press, and the expenditure is growing every year. If we did not find it remunerative should we go on? Can newspaper advertising live if the advertisers do not get a profit on their outlay? All forms of advertising have their value, but no manufacturer can afford to do without the press. The newspaper has become such an intimate part of our daily life. It is the first line of attack in every properly-balanced advertising campaign. To me it is always a matter of astonishment to see how the daily or weekly interest is maintained, I am afraid we do not give journalists enough credit for it. W® take the newspaper so much as a matter of course that wo hardly realise all that is behind it. We expect it on our breakfast table as a routine. If, once in a few years, it fails to arrive, we fret and fume —forgetting all that Has to be done to ensure that bundle- of printed paper lying by the side of our plate. And there «is always something interesting. Even ' when we say “ not much in the papers this moruing ” we have still found something to read of interest. Newspaper life ia hard, and I think we manufacturers owe. a debt to newspapermen in general which we can never repay adequately. For by maintaining the public interest in their production they give us a medium of selling our goods which nothing else equals. That ia secured by constantly maintaining the “ reader interest,” and I would like them to know that at least one manufacturer desires to pay tribute to their unceasing and successful efforts.