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.”
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Bibliographic details
Waikato Times, Volume 121, Issue 20271, 13 August 1937, Page 10
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230NEWSPAPERS BEST. Waikato Times, Volume 121, Issue 20271, 13 August 1937, Page 10
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