BUSINESS PUBLICITY

Taranaki Daily News, 25 July 1931, Page 9

BUSINESS PUBLICITY

NEWSPAPERS PREFERRED. '

AMERICAN EXPERIENCE.

There is ample evidence of the predominance of newspaper advertising over other forms of publicity in the United States and Canada, according to Mr. David Cody, director of the Charles Haines Advertising Agency, Ltd., who has just returned from a visit to these two countries. “By far the major portion of practically every advertising campaign was devbted to daily papers,” lie stated- “ Through this medium, manufacturers in the United States of America and Canada —who, incidentally, are probably the keenest buyers of advertising value in the world—found their most effective and economical approach to the great buying public. The amounts spent on advertising in America are tremendous. There, perhaps, more than in any other country, have business executives grasped the enormous potentiality of advertising and turned ft to the utmost account, Americans regard advertising in the same light as they do salesmanchip, and the best selling commodities in every field are, without exception, heavily advertised.

FAITH AND COURAGE REWARDED

“The businesses that are getting thenfull ehare of trade despite the depression are those that have not relaxed in either their selling or advertising efforts. The manufacturers, of a leading cigarette staggered competitors by their announced intention to spend. sixteen million dollars on advertising in 1931. Such a step called for faith as well as courage, but its sponsors have; been rewarded. by seeing their product leap into first place in sales ih a very short period.” . , Mr. Cody said that he was gratified to find that advertisers had universally thrown overboard the eccentric, futuristic style of illustration and lay-out so much in vogue a little while back, and had instead adopted a more direct, simple and practical class. of adveitisenicnt. Drawings in advertisements were relevant to the subject, straightforward and appealing in their appearance, while the text was invariably presented in clear, wood-sized legible type that, was easy and pleasurable to read. TRIBUTE TO NEW ZEALAND NEWSPAPERS. “While on this subject,” ,-aaid Mr. Cody, “let me pay a tribute to New i Zealand newspapers. Without any question of doubt publishers of daily newspaper® in this Dominion render a superlative news service to their readers, 1 did not appreciate this till I Tried to o-et the same world news out 6f American and Canadian newspapers. Not until this country put Canada on the general tariff did I see a single piece of news about New Zealand in American newspapers. The international nature, of the intelligence presented by the average daily paper in New Zealand is remarkable?’