THE HIGHER READERSHIP
Sta,—Strix, in your issue of July 30th, comments on the Press advertising of the British Electricity Authority. Incidentally, the Central Electricity Board to which he refers ceased to function on April 1st, 1948. The continuity strip—the method in which B.E.A. advertisements are pre- sented—is known to get higher readership than most other forms of presentation in every known publication. This has been proved by readership research. To get their advertisements noted and read is one of the first tasks that advertisers—whether private enterprisers or public corporations—are faced with. In any case, unread advertisements are a waste of money, however dignified and pleasing their form may be to what is inevitably a small portion of the population.—Yours, &c.,
STANHOPE SHELTON
(Director, Mather and Crowther, Ltd.). Brettenham House, Lancaster Place, W.C. z.
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