OUR PUBLICITY PROBLEM

Auckland Star, Volume LVI, Issue 112, 14 May 1925, Page 10

OUR PUBLICITY PROBLEM

DEFINITE NEED FOR EXPANSION. THINK BIG ON ADVERTISING PUBLICITY WILL WIN PROSPERITY

(By A. J. HEIGHWAY.)

The Wembley Exhibition has roused popular interest in national publicity. The object of these articles has been to focus that interest on the real elements of our publicity problem, and if possible clarify the popular thought on the subject.

Publicity in New Zealand has not yet attained that recognition as a scientific service that it has won in the United States and Canada; but the tide is beginning to turn. New Zealand, in Government and commercial circles, is just beginning to realise that publicity on the scale we require is a specialised and scientific service. Non-recognition of this fact is the real underlying cause of the Wembley complaints.

Division of Responsibility. A detailed analysis of the four main problems concerning New Zealand oversons publicity showed that the duty of advertising primary products overseas devolved in detail upon the. producer bodies concerned. The Government in equity cannot touch this problem. Some of the producers are recognising their responsibility and opportunities, and are getting on to a basis of organisation to permit of advertising being done. In this connection a most important ideal to aim at is that of perfect collaboration in advertising expenditures between these different bodies, and their advertising representatives in London.

The establishment of a voluntary board of publicity for New Zealand products in London to secure both cooperation and interchange of ideas would bo of tremendous value. Its evolution will almost certainly come in time.

The duty of attracting the immigrant is essentially one. to be undertaken by the Government itself. Our needs are so comparatively limited that any big campaign comparable with those of Canada and Australia would not be justified. The general fame of New Zealand, and the development of minor immigration schemes for the attraction of juveniles Uy interested producer bodies, together with the existing immigration activities of the Government will probably suffice to supply that quota which New Zealand can satisfactorily absorb. The co-operation by the Government in the commercial advertising organised by the producers

would give it the opportunity of achieving effective publicity that certainly should not be missed. This again would constitute desirable efficiency to achieve national ends.

What Publicity Can Do.

But the most important aspect of the Government's duty in relation to publicity is in the development of the present comparatively neglected tourist industry. Some little attention has been given to this matter, but on a quite unsatisfying scale. The possibilities of the -future are so immense and national rewards, so great that an entirely new conception of the position fs needed. ■ TJiis .industry cannot be created in a, day. Tlie mental vision of this country must be attuned to an advertising allocation on a scale hitherto undreamed of in our philosophy. A programme of expenditure should be drawn up extending over a periotl of years, gradually increasing in magnitude as development was secured. This programme of publicity should be balanced by a programe of equipment within the country lo care for the trade it has created. This will call for an expansion of accommodation at the Government tourist resorts, and the encouragement of private enterprise, because no one interest can hope to dominate or serve this coming trade.

The possibilities of this work are so great that Cabinet will ' doubtless entrust its supervision to the most practical "visionary" amongst its members — the man with the most constructive imagination; the man with the highest courage, the most initiative and the highest organising ability. It is work which calls for business ability on the highest scale.

Effect on Private Enterprise. From the Government point of view objection might, be made that such a widely organised campaign from national funds would benefit private pockets. The objection has some grounding. It would. Private pockets would certainly benefit, but no more than private pockets have already benefited by (iovernment actions calculated to further the best interests of the people as a whole. Private pockets would certainly benefit (and their tax paying capacity increase), nnd, recognising this, it would be a fair thing for the private interests most directly involved—viz.. the shipping interests, the motor interests which will rapidly develop as roads improve, and the hotel interests—to themselves allocate, through their collective organisation, funds for publicity purposes to supplement the Government campaign. With the Government showing the possibilities of the situation, that private support would speedily follow.

In this field also, co-ordination of effort should be the aim. A voluntary publicity board might be established in New Zealand to link up publicity campaigns to attract the tourist into one harmonious whole. The progress leagues, municipalities, and similar bodies of each district possessed of scenic beauties will increasingly desire their charms to be made known. Their funds could be utilised to better advantage if guided in their expenditure by consultation with the body administering the central publicity funds of the country. They, on their part, would welcome nnv service of this nature because it would lead to fullest efficiency.

The means to be adopted to "tell the world" of New Zealand's charm would be many and varied. Press and propaganda,' both paid nnd unpaid, might be launched directly in overseas journals. Famous lecturers and magazine writers might be invited to visit our shores at our own expense so that they may give to their listeners nnd readers their own story of our beauty. Scenic films, varied and well selected, might be shown throughout Britain and America, and followed at regular intervals with more films. Competent lecturers should be despatched to chambers of commerce and representative bodies, and be followed up by more lecturers. Eolders and leaflets skilfully prepared and well printed could be adequately distributed through the hotels, tourist offices, and stcniiifhip routes of the world., and followed by more folders when the last lot get stale. By all t licfc means a strong and consistent impression can he made upon the tourist traffic of the world. !!_____

National Credit Won. And in doing this we would be attaining the fourth objective of ovrr national sales polf?y—the advertising of our national wealth and credit as security for developmental finance. Credit is based on knowledge. Investors of tho world would know New Zealand as never before. New capital would be attracted to us; new industries would spring up. We could absorb more immigrants, and develop our home markets more satisfactorily; all this could be done by judicious publicity. Publicity is only knowledge—concentrated and driven home. We have the goods—let us tell the world. The decision rests with you, the people, first of all, and the Government last. Press home publicity, both national and sectional!