LANDSCAPE ADVERTISING

Taranaki Daily News, 5 December 1927, Page 14

LANDSCAPE ADVERTISING

THE PRACTICE CONDEMNED. NEWSPAPER BEST MEDIUM. One . hundred and forty-one of the largest national advertisers in the United States, and 16 of the leading advertising agencies, have agreed that business can succeed without using the landscape for advertising, and have endorsed the policy of restricting billboards to commerical districts, according to an announcement made by the General Federation of Women’s Clubs, the largest of the nine co-operating organisations represented on the national committee for the restriction of outdoor advertising. This information is given in a recent dispatch from Washington to the Christian Science Monitor.

The value of newspaper advertising, as compared with billboard advertising, is a large factor in this change of policy, according to the letters which the advertisers ami agencies are writing to the committee. The J. IL Haines’ Advertising Agency, of Philadelphia, wrote: — ‘‘We have carefully cheeked over the various forms of advertising, and found that the newspaper and magazine offer the most publicity for the dollar spent—, while we hare not been able to cheek ft ”-- o-reat tangible results from outside billboard advertising. Accordingly, we prefer the newspapers, and cannot see v.'vr our beautiful landscape should be marred by promiscuous advertising.” Quotations from other letters follow: ‘ You may add our name to the list of companies who have agreed that business can succeed without the use of the landscape for advertising.” “My own attitude is that nobody wculd suffer very much if all printed signs and billboard advertisements were abolished, as there are certainly enough other forms of advertising available.” “We realise that advertising which of itself stimulate; objections on the part of those to whom it is addressed has very little likelihood of accomplishing its object.” “I believe that T am conservative when [ say that an advertiser has the odds very much against him for getting the boards outside of commercial sections.”