Page 10 Advertisements Column 5

Star (Christchurch), Issue 18578, 28 September 1928, Page 10

Reasons for “STAR’’ Advertising THERE is a saying that ** There is a place for everything and everything should be in its place.” Certainly, from the standpoint of advertising media, the newspaper has earned for . itself " a place. What place the newspaper best fits in solving particular problems must be determined by each individual advertiser. While no one medium can solve all advertising problems the newspaper possesses certain advantages not obtainable in any other. For example: To meet competition a leading manufacturer of automobile tyres decided overnight on an immediate reduction in price. An advertisement announcing the reduction was telegraphed to the newspapers, and appeared from coast to coast the next day. This ability to immediately broadcast a printed message to the country is obviously inherent only in the newspaper as an advertising medium. The Advantages Further advantages accruing to the user of newspaper space are : (1) The ability of a manufacturer to confine the advertising to territories in which he has distribution. (2) The ability to put extra pressure on a given market whenever desired, and conversely to lighten the effort at othei points—paralleling the advertising effort with the market conditions. Along with this goes the possibility of restricting the advertising expenditures to the amount warranted by market conditions at any given point. (3) The ability to concentrate and confine the advertising effort in favourable seasons for a long or short period as desired. (4) The ability to stop as well as to start the advertising over night where necessary. (5) The ability to send the prospective customer to the store where the advertised merchandise may be secured, by listing names fnd addresses of dealers in the community, served by any given newspaper. (6) The ability to queue e*#et retail P nce § ip y *WO community, if pricas vary ip different sections of tfie country. (7) The comparative willingness of the dealer to stock or display the merchandise advertised in his local newspaper.