Fifty years since The Australian first landed on doorsteps across the country a flick through an early edition suggests advertising hasn't evolved as much as the industry would like to believe. The cry has been constant 'innovation' Every. Single. Day. However looking back at a 50 year old copy of The Australian, to celebrate the paper entering the golden years, there are a few differences in the advertising, but a lot remains the same.
Native advertising was the buzzword of 2013 and still dominates the advertising rhetoric especially amongst the publishers.
However, maybe it's not that new as it appears that 50 years ago advertisers already understood that if they put an ad amongst quality copy targeted to a specific audience people would pay attention.
In 1964, retail giant David Jones got it by placing an ad in the then aptly named “Mainly For Women” section, which gave tips on how to beat the winter blues with fur collars and then by telling women on which floor fur collars could be purchased, women would want to buy them.
David Jones also signed the tips with the name Jennifer, making those reading them right next to a David Jones ad believe that a trusted friend is telling them that hairdressers are out and wigs are in (seriously).
Will adland ever catch on?
While brands come and go a brand that has stood the test of time is real estate agency L.J Hooker, although they have changed its go to market strategy slightly it seems.
The ad that featured in The Australian in 1964 read, “Hooker Homes – best investment you can make. Features include paths, electric stove, hot water service and titled bathroom.”
In today's social media world, the catch phrase Hooker Homes may not have gone so well.
The Australian celebrate it's 50th birthday next month, watch this space for more blasts from the past.
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