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Poverty Bay Herald, Volume LXV, Issue 19759, 13 October 1938, Page 15

A popular theatric-til manager once remarked that a play was like a cigar. If it was good everybody wanted a box; if it was bad 110 amount of puffing woidd make it draw. Same tiling with advertising. If the article advertised is good, advertising will help to boom its side; but if it's bad printer's ink will never sell it. Apropos of this look at the triumph achieved by the manufacturers of toasted tobacco -the reward of merit—for there is no tobacco like "toasted." Grown in specially selected localities of the Dominion, carefully matured and bleu.led with extreme care these brands appeal irresistibly to smokers everywhere; not only on account of their superb bouquet and delightful fragrance but for their remarkable purity ensured by the toasting of the leaf and the consequent elimination of the nicotine in them. The production of the live famous blends Cut Plug (No. 11l (Bullshead), Navy Cut No. 3 (Bulldog), Cavendish, lUverhead Gold and Desert Cold now constitutes an important and rapidly expending industry. Brands come, brands gu—"Toasted" is here to stay.