ADS AND NEWS
POWERFUL INFLUENCE PAPERS SETTING PACE WITH INTERESTING COLUMNS ' Thoughtful advertisers are lining the powerful influence of the daily newspaper to awaken - desires of its thousands of readers to the point of Selling them products and services had creating impressions of quality, confidence and prestige, Mr. Carl L. Gibson, of Chicago, Vice-president of the Standard Corporation, told members of the Advertising Club of Indianapolis, recently in an addfhss oil “Pleasing tlic Boss.” The public is the boss and most of 'the buying public are women, Mr. Gibson reminded the advertising men.
‘ 1 Advertisers should constantly remember that newspapers are becoming more and more interesting -to their readers and are thus setting a pace fob theAdvertiser' who expects to share some of the reader-interest,” he said. .
“The advertiser has a wonderful and important ally in the daily paper, '!■ medium through which he can each day ad'flreSs aii audieiufb that eih : braces practically every family in its trade territory. Those people have the habit of reading the daily papers and tlieif dailyoactioiiS, their tliiiiking, their habits,* their desires and their ehlotioiiS are unconsciously influenced and guided and shaped by the things they read every day in the papers. - “ The average advertising man is not doing everything within his power to please the boss, because too frequently lie does net evefi remember wlio is techncally the boss. “The public ns the real .boss, and advertising to be profitable must please the boss. “I doubt if there is-a single-mer-cantile" institution' in this city that could exist on the day-in and day-out needs that people think up for themselves—the actual necessities of I%' which they simply must have.
“The great bulk of your business is the direct result of human desires that- have become so strong that individuals are impelled to buy things which contribute to their luxury,, satisfy their pride ,in their personal appearance, 'their, desire for artistic and comfortable bodies an,d. a dozen and only -other purely s human emotions.” . _
Permanent link to this item
https://paperspast.natlib.govt.nz/newspapers/PBH19270620.2.127
Bibliographic details
Poverty Bay Herald, Volume LIII, Issue 16371, 20 June 1927, Page 11
Word Count
329ADS AND NEWS Poverty Bay Herald, Volume LIII, Issue 16371, 20 June 1927, Page 11
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