EFFICIENCY OF DAILVI NEW SPAPER ADVERTISING.

Wanganui Chronicle, Issue 12881, 7 April 1913, Page 8

EFFICIENCY OF DAILVI NEW SPAPER ADVERTISING.

Immensely Powerful Is the Daily Newspaper as an Advertising Medium—lt Will Sell Anything That Can Be Sold— 1o Anyone Who Has -the (Money to IJuy Tt—Advertisers1 Who Use the Daily Newspaper Make -No Mistake.

i^By ALFRED WILLIAMS in "Judicious Advertising.")

Endlessly rages tho battle over the - Question of what is the best .advertising medium. • ■ Periodicails of all styles and classes. Vrll-bonrds.. ©lectric signs, street cars! painted signs, circulars, schemes and Hunts" without number have their eharonqns,. - Authentic reports can be had of great - successes achieved by the use of various vehicles of Bublicity. Some of, these re-j-orts are of value. Many.- however, are inspired by so much self-interest that -dependence upon them is more or less ■unsnfe. An honest and painstaking investi>alion will inevitably lead to the conviction that the one agreed, indispensable).' .-*ndeffective advertising medium under -practically all conditions is the Daily ■Newspaper. ■ s. Tho possible exceptions to this are -national mail order campaigns, and campaigns addressed to dealers in some 1 "pacific line of, trade. .. -n Y m l~ tTxi? '^K-gb*' criwiiifioation the !»aily Newspaper furnishes an. elastic responsive and . immediately effective wlvertismg vehicles, the many and var-' hki advantages of which are" however but imperfectly appreciated by some advertisers. THE FIELD OF THE DAILY - NEWSPAPER. > ..* With very few exceptions at may.bo -stated that every famrjyin every locality reads the Daily Newspaper. And ?ne exceptions axe of people so circum-' ctanced and so (situated that they are .ysunJljr beyond consideration as' proha"ole buyers of a product marketed' through ordinary channels. ■ Therefore, asiar'oa the manufacturer as conoerned, EVERY POfisjTm p* BUYER OF HIS I^UCT fc^to •£« influence of advertising through the Daily ■ Newspaper. •:' '■ .•°- ■•■..■ *To read hia Daily Newspaper as as much « part of the daily, life of the modern, up-to-date individual as to breathe. ■ Qr--fco put it another way— the Daily Paper is bread, and meat and vegetables. Other publications are iound on his reading table, to be scanned m leisure time and when occasion Clfers. .They may be considered as the dessert, the sweets, the luxuries. But the daily paper is a necessity. It is in Us hands the first thing in the morning -nnd the last thing at night. And at • every odd minute through tho day th« newspaper is his first thought. Ihe wealthy man and the day labourer read the daily newspaper. And vimte frequently they read the same paper. Because each finds in it something that appeals to him. Tho women road it, the boys read it - even the children read it. ' In some homes the morning paw ' most valued and closest read. Because *t is delivered early and can be. scanned nt odd minutes all through the day. vvlnle the evening paper is frequently merely glanced at by the head of tho housft on the street car or before leaving , *h e office or store, and other occupations and engagements of the evening •absorb the interest of the entire family. In other homes the evening paper 'is the mam dependence, and the mornino paper is carried away by the man of cho house when he leaves for his daily work. But whether morning or evening, the daily paper is justly .'entitled to be oall«i t>r. Universal Reading Matter of the ' family.