AN ECONOMIST’S OPINIONS

Taranaki Daily News, 25 September 1930, Page 10

AN ECONOMIST’S OPINIONS

NEED FOR ADVERTISING. Ceaseless advertising by manufacturers is necessary to sell their products to the new customers represented by the daily population increase, bays Roger W. Babson, noted econ'omist and statistician. This great growth menus a new national market of prospective customers each year to which the manufacturer - must tell his story and sell his product. “And to (his new section advertising is real news,” Mr. Babson said on June 7 in an interview with S urges Dorrance, president of Dorrance, Sullivan and Co., of New York. “Because 1930 is a census year it is

interesting to speculate wjiat the censu“ statistics will tell us about ‘Advertising as a Force in Business.’ “Every day new customers to whom your goods are absolutely unknown! Every day new people with whom you must start all over again and tell them your story aud teach them to use your products! It has always seemed to me that this is the greatest argument in the world for ceaseless advertising.

You are not addressing a stationary audience, a fixed assembly, but you arc taking, to a passing procession. “Therefore, although advertising is measurable by statistics, it is essentially not sta'tic, but dynamic. Figures show that a period of good business is marked by enlarged advertising that a period of poor business is marked by curtailed advertising. ’ — Reprinted from the Fourth Estate.