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Thursday, 17 May 1973
Page: 2358

Mr Bourchier asked the Postmaster-General, upon notice:

(1)   Does advertising by his Department at present usually appear in major city newspapers rather than country newspapers.

(2)   Are the costs of advertising in country newspapers much lower than in the larger city newspapers.

(3)   Is any information available to him which would indicate that country people are more likely to take notice of advertisements appearing in their local newspaper.

(4)   Will he ensure that post office advertising is spread to local newspapers in country areas.

Mr Lionel Bowen (KINGSFORD-SMITH, NEW SOUTH WALES) - The answer to the honourable member's question is as follows:

(1)   Departmental advertising uses all media, press, magazines, radio, television, outdoor media and direct mail. National campaigns because of expenditure limitations are usually confined to the mass media. Provincial and country newspapers are more generally used for matters of local interest and for recruitment, tenders and advice concerning new or improved services.

(2)   No - based on the cost of reaching each 1000 readers, they are much higher.

(3)   No.

(4)   The Department will continue to place advertisements in country newspapers as appropriate.

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