Page 5 Advertisements Column 1

Waikato Times, Volume 101, Issue 16947, 9 November 1926, Page 5

TREAT RHEUMATISM JNTERNAi-LY. An illness wlilon Has been proved to be caused by an excess oi' uric acid in the blood cannot be helped by being treated bv massage or rubbing, it. must be treated internally. HHEUMO was formulated to counteract the uric acid. It lias been successfully tested in thousands of cases of severe rheumatism. It seldom fails to drive the uric acid from the system and cleanse the blood stream. A few doses usually relieves the distressing twinging pain and generally brings relief also to the kindred ills—Gout, Lumbago, and Sciatica. A week's course wil prove it. In large bottles, from all chemists, 4s 6d.

Win© An interesting and thoughtful reply to this question was supplied by Mr C. Harold Vernon, one of London's leading publicity experts, at a recent business dinner : Who pays for advertising? The question has been asked before, but I am not satisfied that it has ever been answered satisfactorily. Assume that "A" and "B" are two manufacturers in the same line of business, approximately equal in size. "A" begins to spend money on judicious advertising. " B " does not. Soon "A," by the force of his advertising, increases his output, enlarges his productive plant, buys his materials in bigger quantities, and therefore at better prices; instals new machinery, reduces costs, pays a little better wages, sells a little more cheaply, and, ■with it all, makes more profit. "B," in order to hold his trade, has to reduce his prices to the level of " A's " without reducing his costs or increasing output. Consequently, he makes less profit than before. Now, who has paid for "A's" advertising? Not " A," because his profits are bigger than before. Not the consumer, because advertising has resulted in lower prices. The man who has paid for " A's " advertising is his friend " B." A desirable product, manufactured with skill, pushed with persistency, and backed by sound advertising, can hardly fail to win success.