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Auckland Star, Volume LIV, Issue 50, 28 February 1923, Page 15

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TB E MOBAT. OF DAT AND MARTIN. HISTORIC FIRM TO CLOSE. irro ro 0»r Soeeinl Cnrresponrtent.l LON'IT'N". January in. • tale with n mora] \ i-ibh attached .."it is revealed hv the «t.,rv of tlie Utorie firm ot Day and Martin. The wrfness known tho world over-has it t b _ en po universally known that no cpli-rcsperting novelist from Dickons tarn could even see his hero's shoe, "lined without the intervention of Day L Martin?—is about to be sold. And it is to bp M,,ti bt>ca u»e the firm .alerted to keep v,p the advertising methods which made it so widely known. Lh v at leaßt ' i? the °P inion of its Lnagin" director, who now confides ft, story of Us fall to the world. "Cp till 1804, he said, "Day and Martui had the world at their feet t_rc-B_-adverti_ing. -From that time remitted to keep telling the public .bout their goods, with the result that flw are in the market. "You have to advertise and go on and on'and on." In the days when the firms headHHjrters were at High Holborn, Day and jbrtia were great advertisers. Iheir emissaries, dressed up as footjun used to parade the streets of London, and call at the boot shops to aqnire if the I'proper blacking" was leing sold. / This ia how Day and Martin's blacking first came to be put on the market. The original Mr. Day was a Doncaster liiriresser who did a good turn to a .oldier going "off to the wars." When the soldier returned he handed i recipe to Mr. Day, say fag: "Make bkeki-g as it says there and you will juke s fortune at the same time."_ Mr. Day took the paper to a friend, Mr. Martin, and they started to make flu fortune. Dickens was worth lots to Day and jUrtin for'he advertised them for love, lot of them, hut because he hated their jfrals for whom he had worked in that mild portion of his life which he describes in David Copperfield. Few fcer, because unsolicited and naturally Introduced, advertisements can be reei_ed than that which Dickens gave to D»y and Martin, when in the playwright's sense he "discovers" Sam feller shining Mr. Pickwick's boots at tte White Hart Hotel. .go it will be with a sigh that we read tie old firm will have to put up its flutters. A meeting of the shareholder. . «*Ued for next week, and they •will be iiked to consent to this melancholy itep eince further capital for reconitraetion, which has been asked for, is lot forthcoming.