ADS. AND NEWS

Wanganui Chronicle, Volume LXXXIII, Issue 19866, 14 June 1927, Page 11

ADS. AND NEWS

POWERFUL INFLUENCE PAPERS SETTING PACE WITH INTERESTING COLUMNS. Thoughtful advertisers are using the powerful influence of the daily newspaper to awaken desires of its thousands of readers to the point of selling them products and sendees and creating impressions of quality, confidence and prestige, Carl L. Gibson of Chicago, vice-president of the Standard Corporation, told members of the Advertising Club of Indianapolis, recently in an address on “Fleasing the Boss.” The public is the boss and most of the buying public are women, Mr. GibSon reminded the advertising men. “Advertisers should constantly re-; member that newspapers are becoming more and more interesting to their readers and are thus setting a pace for the advertiser who expects to share some of that reader-interest,” he said. “ The * advertiser has a wonderful and important ally in the daily paper, a medium through which he can each day address an audience that embraces practically every family in its trade territory. These people have the habit of reading the daily papers and their daily actions, their thinkipg, their habits, their desires and their emotions are unconsciously influenced and guided and shaped by the things they read every day in the papers. “The average advertising man is not doing everything within his power to please the boss, because too frequently he doesn’t even remember who is technically the boss. “The public is the real boss, and advertising to be profitable must please the boss. “I doubt if there is a single mercantile institution in this city that could exist on the day-in and day-out needs that people think up for themselves —the actual necessities of life which they simply must have. “The great bulk of your business is the direct result of human desires that have become so strong that individuals are impelled to buy things which contribute to their luxury, satisfy their pride in their personal appearance, their desire for artistic and comfortable homes and a dozen and one other purely human emotions.”