MODERN BUSINESS
NEED FOR FLEXIBILITY. In these days of rapid business changes, flexibility is a highly desirable element in budget administration. This applies with special force to sales promotion, and in discussing that subject Mr H. B. Le Quatte, president of Churchill-Hall, Inc., well-known American advertising agency, stated: “Newspapers, as compared with other media, have one outstanding point of difference. Newspapers are flexible! And in these days when every advertising pound must do at least 100 per cent, of work, flexibility is more necessary than it has ever been before. . “This combined operation of flexibility in time and flexibility in territory is the essential principle upon which a modem progressive advertising campaign must be built. And it is possible only in newspapers, because only in this medium can you spot the markets at the same time that you spot the days. Newspaper advertising can be stopped or started overnight—it is always flexible to the advertiser’s strategy.’’
Permanent link to this item
https://paperspast.natlib.govt.nz/newspapers/ST19330831.2.25
Bibliographic details
Southland Times, Issue 22108, 31 August 1933, Page 5
Word Count
156MODERN BUSINESS Southland Times, Issue 22108, 31 August 1933, Page 5
Using This Item
Stuff Ltd is the copyright owner for the Southland Times. You can reproduce in-copyright material from this newspaper for non-commercial use under a Creative Commons BY-NC-SA 3.0 New Zealand licence. This newspaper is not available for commercial use without the consent of Stuff Ltd. For advice on reproduction of out-of-copyright material from this newspaper, please refer to the Copyright guide.
Log in