On Monday, Lord Leverhulme opened the new London building of
Messrs. Samson Clark and Co.—the largest building in the country devoted solely to advertising. Lord Leverhulme's remarks on advertising were most interesting. He pointed out that though the present conditions were very difficult for starting a new enter- prise, yet in a sense difficult conditions provided the best opportunity for advertising. His experience was that those firms which had continued to advertise during the past few years had weathered the storm better than those which had invested their profits in gilt-edged securities. But imagination, brains, ingenuity and atten- tion to detail were as necessary for success in advertising as in other enterprises. The " amount of thought " which the advertiser brought to his campaign was even more important than the " amount of money." Adver- tisement is a science as well as an art, and every practitioner of it should be a psychologist.
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