NEWSPAPERS LEAD

Sun (Auckland), Volume II, Issue 610, 12 March 1929, Page 1

NEWSPAPERS LEAD

BEST FOR ADVERTISING

PROOF BY PRACTICE “Newspapers stand far ahead of any other advertising media as businessgetters. This has been proved conclusively by the biggest advertisers in the world,” said Mr. Daniel Yaffa. of Sydney, in the course of an address on “Advertising and Its Influence,” at the Advertising dub luncheon today. Mr. G. C. Codlin presided. “The problem of the business man of to-day is how to get the greatest results at the least cost,” said Mr. Yaffa. "Nowadays, the* successful merchant asks not how little he can spend in advertising his product, but how much —in the best possible way.” It had been definitely proved by the biggest firms in the world, said the speaker, that competition was not necessarily the life of trade. Advertising and mass production were. “The biggest advertisers in the world have proved conclusively that the newspaper outclasses all other media fdfc advertising purposes All other forms are supplementary.” There were many reasons for this, said Mr. Y’affa. Newspapers entered the home and had an appeal greater than that of any other method. They appealed to all the literate members of the family, irrespective of sex. creed, colour, race or income. They also gave the impulse to immediate action and advertisers could renew their advertisements quickly before local conditions changed, while frequency of issue insured advertisements being put before the public as often as possible.