(S1) The poster ranks high as a medium of publicity. (

• P Advertisement can be displayed before a much larger number of persons for a longer time by means of a poster than by the expenditure of the same amount of money in the Press, and it is, therefore, often found to be the better means of keeping them in the public eye. (
• Q Nor must it be forgotten that a newspaper is bought by the reader, and on that account enjoys an enhanced value; and further, that the purchaser usually takes the paper home where it is perused by the whole household. (
• R It has, by reason of its size and the facilities which it affords for the use of colour, a very powerful effect on the public mind. (
• S It must, however, be remembered that the attention received by a newspaper is much closer and more intimate than that accorded to a poster. (S6) If more is desired than the instantaneous impact on the mind, the advertising value of the poster falls sharply.