CHEAPEST AND BEST.

Star (Christchurch), Volume LXVI, Issue 20539, 14 February 1935, Page 9

CHEAPEST AND BEST.

Newspaper Advertising Reviewed. “ A difficulty confronting most business men when they commence to advertise is to decide on the particular form of advertising they should adopt,” states Mr Frank Goldberg, governing director of the Goldberg Advertising Agency, Ltd., who is a visitor from Sydney for the annual New Zealand newspaper conference. “ You can advertise in the newspapers, in magazines, on hoardings, programmes and in scores of novel and apparently 4 clever ’ ways, some of which offer the illusory advantage of cheap first cost. But wHile many of these forms of advertising can be used to advantage under special circumstances it has been the universal experience that the national daily newspapers offer the soundest and cheapest form of advertising that even a comparatively small business can use. 44 And there is another strong reason in favour of the newspapers which has special force in a country with the scenic beauty and pleasant social life of New Zealand. Advertising that disfigures the countryside, interrupts the jrdinarv course of business and pleasure and generally makes a nuisance of itself is not desirable from any point of view. Advertising will do its work far better if it is well designed, well written and concentrated in places where people expect it and look for it as they do other news and entertainment.”