CONTINUITY

Otago Daily Times, Issue 21383, 10 July 1931, Page 10

CONTINUITY

ESSENTIAL OF ADVERTISING A. Atwater-Kent, president, AtwaterKent Manufacturing Company, in discussing his company’s advertising policy, says, inter alia:— “ One of the essential principles of advertising is continuity. Money spent for advertising without consideration of this principle may well be wasted. Advertising should follow a given theme and should be continuous. ‘ The pursuit of such a policy is bound to be effective." ■

The native king of Tone, Uganda, was recently crowned. But he is not a new king. The coronation is an animal event. The ceremony- takes place- ron .top of King’s Hill, where King George Rukidi meets his chiefs and people. The king, who has visited England and been received at Buckingham Palace, is six feet tall. The King’s coronation rqbest include a great cowrie shell headgear, with a long, silky-white colobus monkey skin beard attached. On top of his enormous headdress is placed the actual crown,, which is a small reed cap. The most impressive part of the ceremony comeh when the King walks alone to a small hut, before which, amid silence, he stands motionless and looks across his country for three minutes. After the ceremony the King changes into a European suit, and the Princess and the Queen Mother receive European visitors, while the King talks in English to his guests and a football match proceeds outside.

A Polish newspaper three months ago published an admirable photograph of the Leaning Tower of Pisa, erect as the day it was built, bearing the startling legend, “ Straightened by order of Mussolini.” The date of the issue of the paper was April 1.