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The New Zealand Railways Magazine, Volume 7, Issue 3 (July 1, 1932)

Watching the Field

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Watching the Field.

At railway headquarters a constant watch is kept over the whole field of operations, and each of the many kinds of railway service is brought into prominence by publicity on due occasion so that the use of that particular service may be encouraged.

An analysis of actual expenditure by the Publicity Branch during the financial year ended 31st March, 1932, shows the following proportions in the three main groups under which advertising may be conveniently classified:—

Percentage of Total.
Newspapers, magazines, etc. 70%
“Catch the eye” advertising (hoardings, signs, screens, etc.) 20%
Railway publications and miscellaneous 10%
As an examination of the figures over a number of years shows very similar proportions, these percentages may be page break
New Zealand Railways Publicity Branch (Rly. Publicity Photos.) Publicity Branch Staff. Centre: Mr. Geo. G. Stewart, Publicity Manager, and Editor, “New Zealand Railways Magazine; top; (left) Mr. I. K. Fleming, (right) Mr. F. A. J. Goodall; below: (left) Mr. E. J. Barrett, Sub-Editor, “New Zealand Railways Magazine,” and (right) Miss M. Denison, typist.

New Zealand Railways Publicity Branch
(Rly. Publicity Photos.)
Publicity Branch Staff. Centre: Mr. Geo. G. Stewart, Publicity Manager, and Editor, “New Zealand Railways Magazine; top; (left) Mr. I. K. Fleming, (right) Mr. F. A. J. Goodall; below: (left) Mr. E. J. Barrett, Sub-Editor, “New Zealand Railways Magazine,” and (right) Miss M. Denison, typist.

page break
(Rly. Publicity Photos.) (1) Rowsley electric double-sided plan printing machine; (2) Mr. D. Hooper, Head Plan Printer, operating the photostat camera (with mercury vapour lamps); (3) Mr. W. J. Reedy, Plan Printer, at work in the blue print trimming room; (4) Mr. L. Hinge, Head Photographer, in his workroom; (5) a corner of the storeroom; (6) Mr. R. A. Sanders, Asst. Photographer, using the vertical enlarger in the dark room.

(Rly. Publicity Photos.)
(1) Rowsley electric double-sided plan printing machine; (2) Mr. D. Hooper, Head Plan Printer, operating the photostat camera (with mercury vapour lamps); (3) Mr. W. J. Reedy, Plan Printer, at work in the blue print trimming room; (4) Mr. L. Hinge, Head Photographer, in his workroom; (5) a corner of the storeroom; (6) Mr. R. A. Sanders, Asst. Photographer, using the vertical enlarger in the dark room.

page 22 accepted as a fair approximation of the relative value of these mediums for railway advertising purposes, especially as they are somewhat similar to those of progressive railway undertakings in Great Britain and elsewhere. That the most desirable proportion, under present conditions, conforms closely to this ratio is proved—in the New Zealand case, at least—by the fact that much of the advertising was arranged according to the needs of the moment and for special and frequently short-term campaigns with complete freedom in planning and without direct reference to any pre-arranged ratio.

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