ADVERTISING.

Timaru Herald, Volume CXXV, Issue 18201, 28 February 1929, Page 12

ADVERTISING.

A VITAL FORCE IN BUSINESS, .'lit F. GOLDBERG INTERVIEWED. Mr Frank Goldberg. J.p j,- jr jj IrivevtV' 8 d ‘i' ector 01 the 'Goldberg r ™ t,hm «. Asenqy, passed through J imaru on his way to Dunedin’yesterda\ .. Mi- Goldberg is at present makAlStin hu r n !u tour Nc " Zealand, and T S ■ companies' agencies, aJ „ C « 3 P >ec , t “ to retu ™ to Australia at «m early date. In conversation with a “Herald” reporter yesterday, Mr Goldberg menGonhed that his last visit to I imaru ua* some three years ago, but even in that short time he could see a marked difference, m the town. “The town is making very rapid progress,” lie said ami some of the new buildings compare very favourably with those in the lar-.-er centres. ° Discus: «ng th : subject of advertising, Air Goldberg stated that it was becoming more and more a recognised vital orco in the business world. Asked if he thought a manufacturer could get a fair share of his market to-dav without advertising, Mr Goldberg said that He considered it most improbable, because there were so many products to earn about, and the world was such a busy place, that manufacturers had to make known the merits of their products through some form of advertasmg’ otherwise countless prospects would never know of such products “However continued Mr Goldberg, “i am no reckless believer in the power of advertising. It certainly materially assists in getting us out of the vicious bad trade circle, as manv New Zealand manufacturers are beginning to realise, but like most other things, can be executed in eitner an undignified illogical maimer, or a judicious, profitable manner. Advertising is not merely taking space in a medium, and pulling your name before the public as boldly as possible— and it is not a glorified form ot salesmanship that works wonders in a day, simply because a certain amount of money is involved. It is salesmanship with a multiplied opportunity, and the acknowledged typographical technique and clesi recreating copy must be incorporated in every advertisement, if it is to sell or

Mr- Goldberg, continuing. mentioned ’th«t next to good goods, one of ilm • greatest factors to successful advertising. was tin; selection of appropriate media. This was a most difficult and important undertaking. It looked easy, but, nevertheless, it presented countless snares and pitfalls. Questioned as to the media most suited to New Zealand conditions, Mr Goldberg emphatically replied in favour of newspaper advertising. “Of course.” he continued, “there were other forms of advertising, such as oirect-mail, hoardings, etc., to be considered where big campaigns wore concerned. but at their best, these mediums were only supplementary to newspaper efforts, except in very exceptional circumstances.’’ There was no doubt that the sparsely and widely populated areas of New’Zealand presented considerable difficulties to c-er-time. those manufacturers had a wonderful selection of up-to-date and efficiently organised newspapers to choose from, and with the present progressive delivery system, were not only assured of an effective and practically complete coverage at a minimum cost. but an instantaneous one as well. ‘‘Summed up.” Mr Goldberg further •stated, “advertising is that vital business force which is steadily and surclv revolutionising the world of commerce, and those manufacturers who ni.-v today see no need to advertise had better begin looking to their laurels, otherwise they will likely meet with strong a ■ progressive competition when least exP<’Hcd, and never rerove. Iron, h.“