SENSATION OVERDONE.

Thames Star, Volume LVII, Issue 15887, 27 July 1923, Page 6

SENSATION OVERDONE.

AMERICAN PAPERS. MASTERS OF ADVERTISING. The press of New Zealand, as compared with that of America, was made the subject of an interesting interview with Dr D. H. G. Beattie, who recently returned from the United States and who, by reason of his business dealings with the various newspaper offices in the land of the Stars and Stripes, was enabled to see the American press from the inside, as it were. When interviewed by a representative of the Manawatu Times, Mr Beattie said: “Let the people of New Zealand know that they have not one of the finest newspaper organisations in the world, but absolutely the finest press on the face of the earth —-only they don’t advertise themselves sufficiently.” “ Step Bight In, 80y,,’ When in San Francisco, Mr Beattie called at one of the big daily paper offices, and when his business was completed he expressed h'is desire to look around. “ Step right inside, boy, and we’ll sure open your eyes,’ was the nasal though courteous welcome. “ And then I learned something,’ said Mr Beattie. “ For a start, the city editor said, “Name one of your well-known New Zealanders.’ I mentioned Sir Joseph Ward as a statesman, and in 14 seconds there was a column obituary notice already waiting to flash into print. Mr Massey’s death is also provided for in the matter of his history,’ said Mr Beattie. “ The reference library was truly wonderful, and everybody of Importance had his obituary notice already typed out. '< Mountain From Molehill. J

“ But in New York they simply took the bun,’ explained Mr Beattie. He explained that he was a New Zealander, and they put him aside for a story, or, rather, as they say, ‘ nailed ’ him. Mr Beattie was not inclined to speak, and frankly told the reporter so when he called at his hotel, Mr Beattie’s reticence being due to business reasons. * “ Look here, sir,” said the Yankee, “you hold my job by holding your tongue —I want a story.” Mr Beattie explained that by loosening his tongue he might lose business. “ Say, New Zealand is a fine country,” said the scribe, as he felt for the door handle.

The reporter not only.said that New •Zealand was a fine country, but wrote r,3 the extent of two columns around ithe simple sentence,” —the biggest amount of piffle I have ever read,” said Mr Beattie. “It included mostly what I had not said, partly what geography books said, and even embodied my alleged opinions on the dress of American ladies. Proportionately, if I had spoken, I suppose I could have expected about ten columns to be devoted to my opinions.” It Pays to Advertise. However, if the Americans had mastered anything at all to lead the world, it was advertising. Their systems are wonderful. A huge revolving scroll from the top of a six-storied building to the ground floor, containing a precis of the paper’s news, in big black letters three feet square, was one of the wonderful yet perfectly simple things the visitor saw. Sporting news received by wireless was published, and on the street 300 miles away, fifteen minutes after the race had been run, was common nowadays, while one was able to see a game of baseball in miniature, and indicated by colours and numbers, being played miles from the playing area, the device being controlled by electricity and manipulated at the match. Goods, Articles, Sales. Illustrated advertising was, in short, the highest branch of art in America to-day, and the big illustrated journals paid fabulous sums to artists; but the pictures were worth looking at, and the artist was not ashamed of attaching his signature; but in spite of all the expense the advertiser indubitably reaped a gain many times over for his outlay. Advertising in America created interest, stimulated desire, and the rest, as the American would say, w r as 1 just easy money, boy.” However, the important point was that the advertisers must satisfy the big firms they dealt with as to the merits of the article or commodity which was going before the public. So everybody was satisfied. Rugby Influence Spreading. New Zealand’s national game was creeping in all over the United States, and Mr Beattie was well received when he gave some high school teams a few hints. Needless to say, the visitor’s photograph was not long out of print alongside another literary “ masterterpiece ” from some very fertile brain. Fortunately the teams he had coached won the day.

Money, But. Not Too Happy, Mr Beattie shares the opinion that America, with all her money, is at a loose end, and the big financial institutions were “ not too happy.” “ The .best thing I saw, after leav-

ing the land of the ‘ guessers,” ” said

IVlr Beattie, “ was the dear rugged old coast of New Zealand. Why, the sea smells different, and the grass is more green here; but that’s probably tcause I ant a New Zealander.”