1924-08-26 — Page 2

Page

BURTONOMTRENT

LEYGART

BANG

VER THE P

DR.

TRE

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TELEPHONY G. 135.

1

SOLE AGENTS:

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GANDE, PRICE & Co., Ltd.,. Wine and Spirt Merchants,

HONGKONG.

DAIRY FARM NEWS.

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Haddock

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60

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55

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J]

Refuse

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TEL. 345.

THE PHARMACY,

No. 18, QUEEN'S ROAD CENTRAL.

HONGKONG DAILY 'PRESS, TUESDAY, AUGUST 26TH,

NEWSPAPERS AND THE ADVERTISER.

"OHEAPEST AND BEST."

possible ideale Advertisement-mau- ager who knew his business, approached bis quarry tactfully. He admitted that advertising was intrinsically expensive though comparatively cheap. He would point out that an advertisement in the That the newspaper constitutes, newspaper was really at extension of cheapest and most effective advertising the trader's shop window; that it car medium was the burden of the speeches ried that ship window right into the that were delivered at the World's Adver- home of the potential purchaser; that it tising. Convention in London on July reached him not when he or more gene- Lach.

Sir Andrew Caird, of the Daily Mail, rally she was busy, but when he had settled down quietly to read the news: whose speech dealt with the daily news-when he was in a receptiva mood. There papers of London, said that even in fore the trader must be taught to dress 1001 The Daily Telegraph had a whole is advertisement space as carefully as page devoted to the establishment of the he dressed his shop window, to change Taller, and it consisted mainly of the the contents of the space as frequently insertion of the word Tatler 1,500 as he changed his ship window. tinies. (Laughter.) In the Times of On the thorny question of puff' September 7th, 1901, in an advertisement pare," Sir James expressed the opinion of 100 lines the word "Maple" was repeat that an advertiser should receive and ed seventy-six times. And it was some enjoy the space he paid for, and that years later before the West-end drapers if he wanted a reading-matter advertise- began to advertise properly. One fra ment he might fairly be asked to pay that had bought an odd line of 1.000 coats reading matter rates for, the privilege. took a half page to advertise them, and (Cheers.) sold them so quickly that the bankrupt factory which bud sold them to the

Mr William H. Rankin, who was in- draper restarted operations, and 14223 still making coats to-day. (Cheers.) troduced by the chairman 45 "the Sir was a revolution when Harrods took Charles Highan of America" auswered four pages at pace, and the Great West Sir James Owen's query as to why the Railway Company another four small town newspaper in America par pages to tell the story of their beautiful ried larger advertising than its opposito line. But a great deal of the impans number in Great Britain. He said that to these changes was caused by the half until ve years ago the men who seld penny paper, which made large circula-magazine advertising knew how to well tions, which in turn made big adsertis much better than the newspaper men ing, big prices, big fortunes for allver-knew how to sell theirs, but the great tisers and advertising agents-and magazine men had since become converts living for the journalists. (Laughter.)advertiser that if his agency would

to the newspapers. They convinced the The newspaper industry in Fleet Street

pre- to-day was the best paid industry in pare attractive local copy and send it to Great Britain, with the possible excep. the newspaper publishers those people tion of the brickmaking tadi.Laugh. would take it to the dealer in the small town, who would use it to avertise in

ern

ter:)

THE AMERICAN NEWSPAPER.

*

sure

AMERICAN METHODS.

Sir Andrew asked what was the tenthe local paper the national product he dency for the future-bigger sales or was selling. In this way Henry Ford bigger papers! He was not sure that was spending this year $2,000,000 in bigger papers made for big salen; they This sort of thing was one cause of the 15,000 small town dailies and weeklies. would not pay if they meant the slaughtering of rates, and he was small newspaper's properity in America, he had the support of every agent pre-but the main reason was that the ad sent when he said the proper thing to ertisers and agents prepared the copy do was to keep the rates as sound, sand sent it to the advertising managars high, and as steady, as possible. (Cheers.) of the small papers in order to belp make nasional advertising pay. Que man could make that space worth one Mr. Louis Wiley, business manager of cent, another could make it worth" a the New York Times, said the British dollar to the advertiser. The profit way papers for the most pare laid oupas proportion to the ability of the man on facts and on matters of importance.who wrote or illustrated the cops.' Some of the American papers, on the Aud in proportion to the advertiser's other hand, had carried to excess the profits." so he paid the writers and illus- passion for the story

that would trators salaries ranging from $10,000 to thrill, and had over-emphasised the value $100,000 per annua—and even at the of a raciness of language. (Laughter.) figure they were underpaid. Declaring As Stephen Leacock put it in bis ams that the newspaper afforded the adver ing Discovery of England," in chap-tiser bis theapest medium and the best, ter devoted to the British Press, With the speaker contrasted its, cost with that us in America the great thing is to get of postal advertising, and reminded his the news and shout it to the reader; in hearers that the newspaper went into the England they get the news and then break home on invitation: it was paid to go it to him as gently as possible." (Laugh.in, ter.) The British paper, be weat of to

16.

HELLING WOMEN'S WEAR

リ

explain, was designed to be read quietly Mr. C. F. Tomkinson, advertising man- at a slow breakfast in the corner of aager of Harrods, Ltil., spoke on the "re: club, whereas that on the other site wassults from the newspaper advertising in to be read whilst a man was hanging ou Great Britain." In his preface he re- the strap of a clattering, subday ex-ferred to the unconscious British dis press, or while getting a shave, or about like of novelty, and said that this

THE LOCAL FIELD.

to have his teeth drawn by a dentist. characteristic had had a direct and ever (Laughter.)

powerful influence on the methods and Students of journalism, commented presentation of advertising. The higher the speaker, differed in their opinion type of English mind was not to be as to the effects of single ownership dragooned, be the advertising ever so of many papers, similar in typography brilliant, into believing a thing to be and in editorial policy. Newspaper in-good merely because it was new, but dependence could be preserved only by but rather the reverse. That, he be- prosperity, but there was no influence lieved, was in contrast to the attitude more dangerous than that of a subsidised of our American friends, for whom the papery, which lost its value as a leader fascination of a novelty was well-nigh of intelligent, unbiassed opinion. The irresistible. This British absence of identification with the city or locality enthusiasm went far to explain the ap of publication was essential to the in-pearance of conservatism possessed by fluence and success of a newspaper. '. much of our departmental store ndver- tiaing. The higher the grade of the Fouse, the more exclusive its appeal, the Sir James Owen (pust president of there cautious it had to be to avoid tax Newspaper Society) dealt with the deveing the redulity of the cultured British lopment of the local opportunities of mind. Experience, moreover, had shown British provincia! newspaper. In his them that it was unwise to introduce that opinion the reason why the development not of familiarity that beart-to-heart of the local field here had been so much aspect, which was said to be acceptable slower than the development of the local to the American, but which our people field in America, was that the British instinctively resented. Press tradition was not created and Of the milliona äpent annually in ad established by business men, but vertising in Great Britain, went on Mr. by literary men. In some newspaper Tomkinson, by far the bulk was devoted olliers to-day the literary side still to the selling of, women's wear, and the looked down upon the commercial side results obtained gave ample evidence of (Laughter.) When he was a younger the growing confidence which women had man the advertising department was in advertised goods. This type of adver definitely of lower status than the editisement divided itself into two classes. torial department; it was regarded as They had the modes for the Million, for necessary evil, something to be tolerated, whom price, coupled with 能 but, as far as possible, ignored. (Laugh- stylishness was the main consideration, ter.) The advertisement canvasser was and they had le leruier ef for the woman, a person of no consequence whatever, a of fashion for whom only the latest Paris sort of hanger-on. an excrescence upon and London efforts were good enough. the polished beauty of the mirror of Here, then, were two separate and dis- public opinion. (Laughter.) Things were inct problemas, for the advertising me, altered to-day. The status of the adver and they required totally different treat- tisement department had been enhanced, ment in totally different media. For the and it was no exaggeration to say that more popular grades of merchandise they in the opinion of many newspaper pro-had the Zaily Mail, the Baily Express, prietors. the advertisement manager was the Daily News, the Daily Mirror, the the keystone of big business. (Cheers.) Evening News, and the Star," while for It remained, nevertheless, that the basis the more exclusive fashion appeal they of the advertisement structure was the looked naturally to the Times, The Daily position and prestige of the newspaper Telegraph, and the Morning Post, and as a purveyor of news, the interpreter to the illustrated weeklies like the Tatler, of the public opinion of the area which Ere, the Sketch, and the Queen. it served. (Cheerk.) A cardinal fact to be reckoned with was, that even to-day the average tradewdid not understand advertising Some-a diminishing num- er-did not believe in it. There were others who were convinced that advertis ing could be made to pay. Owing to inck of skill, or pre occupation in other directions, however, they did not prepare the right sort of copy"; their adver tisenfeats had no particular appeal. Consequently, they did not relion the

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themselves entitled, a time they dropped out. An advertiser who drop- ped out was infinitely more to be deptor- ed out was infaitely more to be deplored than a trader who had never corac in. (Cheers.)

It was here that the skilled advertise ment man had his great chance. The aim of the provincial advertisement man nger and canvasser should be to gain the confidence of the trader, so that he be- came in effect,, an advertising adviser to the community. This was not an in-

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"ONGKONG, HANSARD REPORTS at the MEETINGS of the LEGISLATIVE COUNCIL - for the Session 1923.

PRICE

Revised by the Members.

Tant Pizes Orriar

}