THE TECHNIQUE OF ADVERTISING
[To the Editor of THE SPECTATOR.] SIR,—It is only because The Spectator enjoys a long life in my home that I came across your very capable exposition on " The Technique of Advertising " in The Spectator of December 28th last. Many of the views expressed- in that article are admirable and reveal an intimate first-hand know- ledge- of the science of Advertising, but one sentence whilst seemingly a contradiction of an earlier thesis is in itself incorrect. Nevertheless, were it not for the fact that the 'article itself is designed to inform the layman of the inner side of Advertising I would not here point out the error.
The two conflicting statements are these :
" One technique is needed for advertising articles of common consumption ; another technique for advertising those which appeal to the few."
and
" Though of course broad distinctions are drawn between popular advertising, class advertising, and trade advertising, these distinctions are often made with very little discrimination."
On reflection, however, it is possible that the writer merely used the wrong word in the first case, and that he meant " One technique is needed for advertisements of articles of common consumption, &c."
This aside, my objection is to the implied suggestion that there is very little discrimination used between consumer " and " trade " advertising. Trade advertising is a thing apart. Such advertising is an urge to the dealer or the retailer to stock the product against the demand which will arise as a result of consumer advertising. The two forms of advertising are poles apart.
But it was not these points that induced me to take up my pen. I want to support the arguments in favour of " class " advertising. Far too great a store is set on huge circulation figures by many advertisers. Figure4 alone mean nothing. Class of circulation means everything. Even in considering publications with a large circulation it is essential to know exactly what types of people read it. A journal with a circulation of two million is of low value if that circulation is chiefly among office boys and juvenile workers.
If your modeSty does not forbid it; I would like permission to observe that The Spectator itself with a net sale ' of ' " merely " 20,000 is the proper kind of medium for the adver- tisement of a worth-while product. It is what is termed a " class " journal and, judged by the charity appeals that are made each year in its Christmas number, a journal of a well- to-do public. I often wonder why it is that many more national advertisers do not use its columns. Leisure Hour publications must provide both the time and the place.— Yours truly, ' C. MAXWELL TREGVETHA.
Monks Barn, Sandy Lodge Way, Northwood, Middlcaex.
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