THE WAY TO A MAN’S HEART

Wanganui Chronicle, Volume 76, Issue 135, 10 June 1933, Page 2

THE WAY TO A MAN’S HEART

In earlier days cooking was an art entrusted to men alone. Now the less arduous duty of consumption and criticism becomes man’s lot, but every housewife knows tho persuasion which a husband’s taste still exercises in the kitchen. Food advertising, which overlooks this fact, misses an essential element in its appeal. As previously shown, men read newspapers to a far greater extent than magazines. Newspaper advertising of food products sells not only the wife who does tho marketing but tho husband whom she buys to please. Ono of tho most successful food advertisers in the country, the Kellogg Company, makes its newspaper appeal to men as well as to women, suggesting for example that Kellogg Cereals provide energy for business and sports. The full Kellogg schedule uses approximately 1800 newspapers. “1 wish I knew how to tell you just how much the newspapers have helped —not only in an advertising way—but in their enthusiastic co-operation,” writes C. L. Jordan, vice-president of the agency in charge of the account. ‘Also, in the remarkable reports of tiein advertising! It has been a s; 'endid tribute to tho commercial power of the Press. “It justified, in cverv way, the Kellogg Company’s belief that a h vy increase in newspaper advertising—even

in these days—can and will produce satisfactory sales results on Kellogg products And we arc happy to Bay that plans arc being -ontinned tn carry on this aggressive programme for all Kellogg cereals.”