NEWSPAPERS BEST.

Waikato Times, Volume 121, Issue 20271, 13 August 1937, Page 10

NEWSPAPERS BEST.

ADVERTISING MEDIUMB. INTERESTING STATISTICS. Addressing members of the Canterbury Advertising Club, Mr A. B. Edwardes. director of the Charles Halne® Advertising Agency. Christchurch, said only In two countries of the world, America and Norway, were officially compiled statistics of expenditure on advertising available. In 11>35 the expenditure on advertising in the United States totalled £81.000,000 said Mr Edwardes. Newspapers. which accounted for 37.51 per rent, of the expenditure, provided easily the most popular form of advertising. magazines and other periodical* being next on the list with 26.6 per cent.; radio stations carried 15.16 per cent., and among the others, outdoor forms of advertising, 5.5 per cent. In Norway, newspapers were first, with r»r> per cent, out of a total expenditure of £2.000,000, the next most popular medium carrying 16 per cent. Radio stations were at the bottom of the list with only 4 per cent. Mr Edwardes stated that some firms expected too much from advertising, which very often had to arrest a decline before it could make any improvement. Speaking generally, h* said he was convinced from his own experience that it was most Important that advertising should be Informative, describing a product clearly and straightforwardly, with simplicity a* its keynote. Emphatic declarations of superiority were not sufficient. Summing up, Mr Edwardes said: “Any successful advertiser will tell you that ttie best advertising medium H th« newspaper.”