Advertising.

Press, Volume LXIII, Issue 18919, 7 February 1927, Page 8

Advertising.

There il 6fie feature of the New Zealand number of tile London Timet, of Which we pfinl Borne account in another column, which is certain to strike Canterbury people pretty strongly. The thitty-twd page* of articles and advertisements wholly davotcd to Now Zealand are an admirable piece Of newspaper production, and arc certain to secure for the Dominion the interested attention ot* scores of thousands of people throughout tho Empire. The advertisements are beautiful, strong, and dignified—admirable examples of the art of advertisement lay-out. The foreign reader will learn from them a great deal about soind Of the chief commercial, financial, and •hipping interests of the Dominion, but will alto—and this is the Occasion of our present writing—learn that there are only two cities, Auckland and Wellington, for each of these cities ia represented in tho advertising action by two full page*, magnificently illustrated, and packed with facts and figures concerning the growth and progress and equipment of port and hinterland. Christchurch and Duhcdin have no place in these pages, except in 10 far aa they are represented in ! thi advertisement* of The Press; and the Otago Daily limes. When the proposal waa made to the City Council that It should take some space in the number, the Council did not take long to decide that it waa Wasteful to spend four or live hundred pounds in order to provide some publicity for Christ* chuwh in a publication of which the circulation will be at least a quarter of a million. When Councillors See the paper, they will perhaps not be long in Wishing that they had been less short-lighted, for if they have more than a little regard for the City they will envy Auckland and Wellington the enterprise shown by their Councils. The general effect of this difference between the policy of the Northern tlttea and the policy of our own Council will be that thousands of people in other parts of the Empire Sjtt think only of Wellington and

Auckland, and not at all of Christ- ' church, when they are projecting dealings, in busincis or in pleasure, with New Zealand. Fit years people in this Wand have been omiphiining that visitors from oversea do not often cross Cook Strait, that busine.-s houses and foreign trader- pivi'er the Xorthorn ports to our nun. that, in short, this I?lnnd is neglected in tin- iidvan(ai;n of our Northern neichhotirs. Here was an excellent' opportunity -indeed, an unpnrnlleled opportunity t" d" something to «'ciiinlnn«i Ibis ailver-e lendeni-y. and the opportunity wn< missed. Auckland and Wellington snv at once I In- va!m- •>!' publicity of the best and most effective .-or!: t'hnMehtireh saw nothing at all. Anil miles* this unenterprising ami frame of mind give- way to >onie:hing heller, nnle.-s aelinn and energy arc brought to the support of complaint, this Island will continue l<> -ul'tVr at (he rxpenv id' the North.