Page 8 Advertisements Column 4

Stratford Evening Post, Volume XXXIX, Issue 95, 27 August 1923, Page 8

the public KOKGETS 1 EVIDENCE that "the shortest thing In the world is neither a mosquito's eyebrow nor a gnat's whisker," is presented in a series of booklets published by a well-known motor car manufacturer in an effort to get dealers to see the value of t,jut>lcsi«nt advertising. The shortest thing in the world is the public's memory. "Ask the next man you meet, some of these questions on national events and see how many correct answers you get," continues the argument. It asks what was the U-boat that sank the Lusitania, what was the disaster that Halifax suffered from, and it might have included a query about the name of the present vice-president of the United States. Public memory is short. The rank and file soon forget. Advertising has a umulatlve effect. Keep everlasting'/ at it and the memory will lingti—but Advertise once or twice and then quit, and what wan advertised is soon forgotten. There is a favorite saying around newspaper offices that nothing is so old as yesterday's n«ws. So old. in fact, that the newspaper readers as a class have forgotten most of it. Try remembering what was in day before yesterday's paper. Not so easy, ie It? That's Just the reason why A D VERT I SIN G MUST BE CONti N UO I S.'