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The New Zealand Railways Magazine, Volume 2, Issue 4 (August 1, 1927)

Railway Publicity

Railway Publicity.

Publicity has now been recognised in New Zealand as essential to railway prosperity. Here at Home the railway advertising departments display much enterprise and initiative. This year's summer publicity campaigns have produced a vast collection of attractive advertising matter, among which tastefully illustrated and appealingly worded booklets are much in evidence.

The general practice in holiday advertising is to issue one large volume, dealing in general fashion with the whole of the resorts served by the railway, supplemented by less bulky publications each covering some particular district or resort in detail. Among the principal all-line guides published in England, the “Holiday Haunts” volume of the Great Western is especially interesting. This book runs to some 1,000 pages, and has been issued annually since 1906. Scores of artistic illustrations from photographs are included: and the preparation of the current issue called for the circulation among Great Western station masters of no fewer than 91,000 printed forms, upon which to summarise the attractions of the various resorts and the accommodation for visitors there available. The issue runs to 175,000 copies, and 215 tons of paper were employed in its production.

Double-headed newspaper special, London and North Western section of London, Midland and Scottish Railway, passing over water troughs south of Carlisle.

Double-headed newspaper special, London and North Western section of London, Midland and Scottish Railway, passing over water troughs south of Carlisle.