Page 20 Advertisements Column 5

Otago Daily Times, Issue 21360, 13 June 1931, Page 20

Why the Newspaper? NEWS AND ADVERTISING SHARE INTEREST. One Enriches the Other and Together they Role the Onward March to Prognos. Mr Norman S. Rote, Advertising Manager of the fanrane international daily newspaper, The Christian Science Monitor, of Boston, says:— “WHY THE NEWSPAPER? Well, for one reason because newspapers publish news, and an advertisement is news. If it isn't, it should be. The best advertisement is the best news. “ The reader of a newspaper reads it because he wants to know what is going on in the busy world. He is after information. Up and &nvn the columns he goes, Ending on one page something startling, on another something interesting, on another something educational, “ While he is in this attitude of mind the newspaper advertiser is privileged to address him. His eye travels from a news item to an advertisement, his thought travels with his eye. If the advertisement offers him an attractive piece of news, if the headlines or its opening phrases impress upon him that here is something he may well know about, then he is quite likely to read the advertisement and to digest the in formation it offers to him.” This is true the world over. In New Zealand ear experience shows that SOUND ADVERTISING in the NEWSPAPERS is Most “ Pulling ** —Most Prompt—Most Profitable