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Otago Daily Times, Issue 22630, 23 July 1935, Page 13

Musical fish live in the Gulf of Mexico. Called the sirens, the little fish give off a tinkling sound, like the ringing of tiny bells, at sunset. Advertising is accepted as a necessary part of modern business promotion. It has won a place for itself in virtually everv industry. Rightly directed and prepared, advertising has proved that it can return a profit to the advertiser. But advertising should always be considered as a business enterprise, and not as a magic formula for unearned success.