THE AMERICAN BUSINESS MAN

Auckland Star, Volume LIV, Issue 270, 12 November 1923, Page 9

THE AMERICAN BUSINESS MAN

I LOOKS AT EUROPE. WASTEFUL ORGANISATION. frrom Oiir Special Correspondent.) I LONDON, October 3. ! Mr. Gordon Selfridge. the head of the famous American store in London, gave a dinner last night to distinguished American visitors, and the latter in their speeches discussed trade concerns in their relation to the work of retailing goods. Oie of the American speakers, Mr. Filene. has only just returned from a four months' tour of Central Europe, and in view of the fact that the settlement of conditions there is the predominant issue of tlip moment, it is worth quotinjr what he said: "Great Britain and America." he said, "were interested in the stabilisation of '■■ Europe on every ground, material and i otherwise. Big advertising was the most • scientific and best devised means of securing trade. There must he mass production, which meant a large'number of consumers, and to obtain these they ■ must advertise. Half the cost of every ! article that was produced was wasted in management and organisation before it reached the consumer, and the methods of distribution must be improved. This required more careful and more scientific ; advertising, and there would not be permanent peace in Europe unless and until i there was bijj advertising on the C'ontii nent as well as here."