Page 7 Advertisements Column 2

Star (Christchurch), Issue 1123, 17 December 1914, Page 7

NEWSPAPER ADVERTISING. At one of his recent .ectures on advertising, given at Liverpool, England. Thomas Russell, of London emphasised strongly the value of newspaper adver"The time," he said, "was ripe for a groat extension of advertising, and newspaper advertising must always be the mainstay of publicity.' He illustrated the fact that scientific advertising did not add to the cost of a;oodB, but secured a material reduction of price. Indeed, the more an article was advertised the cheaper it became, and the more self-interest compelled the manufacturer to keep up the quality. Certairi articles of great value to the public could never have been manufactured at all had it not been that advertising ensured a sale large enough to warrant the putting down of the elaborate and very costly plants. Advertising was the cheapest method yot devised T>y the wit of man for the sale of honest goods. The great commercial discovery of the age was that it did not pay to advertise unless the goods advertised were honest goods, while nothing which was not true was good enough to put into an advertisement. The " Commercial Review'' points out that:—" Undoubtedly the first aid most potent advertising force of the present day is the newspaper Hero is a flold so vast and so complex that it needs the most careful study of every varying condition to accurately estimate its possibilities, and a whole army of specialists and experts in all branches of service have come into being."