THE VALUE OF ADVERTISING

Wanganui Chronicle, Volume 83, Issue 56, 8 March 1939, Page 2

THE VALUE OF ADVERTISING

VIEWS OF EXPERT -LIFEBLOOD OF COMMERCE" The growth of advertising in Ausraiia has been really wonderful in the last year, and prospects for 1939 arc distinctly good. This opinion was spoken by Mr. Frank Goldberg, governing director of the Goldberg Advertising Agency, Ltd., on his arriva . Christchurch recently. “There is in Australia.” he added ’ T distinct tendency toward the adv.rtising methods of the Americar magazines, which in some spheres undoubtedly lead the world, and 1 eec the same trend in New Zealand. The one factor that still astonishes me is that the business leaders in so many walks of life havj not awakened fully to the fact that advertising, and newspaper advertising especially, is one o: the main artciies that make uie life blood of our commerce and industry. “Looking back over more than 2f i--cats in every field of publicity, J note so many changes that 1 am stil ‘surprised at the apathy so many display toward the power and the ser vice that advertising wields in the service of mankind. People 20 years i ago would probably have held up theii hands in horror at the thought of < church using advertising pages tc draw a congregation to worship. To day church aciverising occupies a bi£ place in newspaper space. The use: of advertising to sell concrete, oread milk and fruit have made enormous strides in recent years. Once, living in a world of yesterdays, we were con lent to think that if anyone needec . bread it would be bougnt automati- : caliy. We also fondly believed tha lone went and bought half a dozei ■ oranges and that was the end of it ■ The United Bakers of England startec a campaign to boost bread sales , People bought, in six months, twice as much bread as they had done be , fore. In California the fruitgrower; [combined in an 'eat more fruit’ cam ; paign. In a year the sales of grape | fruit doubled and those of dried fruit • trebled. i "Nothing educates the genera ■ public to better and higher standard of living more than advertising prop erly applied, and gradually evzryom is learning its value to the humai race. Even politicians find use for i to-day, and scientific bodies, cham bers of commerce, and other organisa tions are availing themselves of it obvious advantages. And in the licit of public relationship there is mucl that advertising can still accomplish.'