WHAT CAS BE DONE?

Press, Volume LXVIII, Issue 20623, 12 August 1932, Page 12

WHAT CAS BE DONE?

RECORD SHEFFIELD

CAMPAIGN

A striking illustration of what could bo done to stimulate the demand 'for New Zealand produce throughout the country if funds were available is provided by the success of New Zealand's recent campaign at Sheffield (states the "New Zealand News"). The campaign centred around the Dominion's tenancy of the Empire Marketing Board 'a shop, which was situated in the most popular shopping street of Sheffield. This shop was rented by tho Empire Marketing Board, and each Dominion and colony in turn was given a fortnight's tenancy, making its own display at its own cost, and also placing in charge its own staff. In the fortnight's occupancy of the shop 34,322 samples, of -sow Zealand butter, cheese, honey, and apples were sold and thus introduced into that number of new homes in the Midlands. Seven thousand of these samples were of butter, 11,000 of cheese, '3500 of honey, 8000 of apples, and 1400 of tinned tongues. Tho total value was £466". New Zealand thus put up a record for the shop, Canada having disposed of 21,000 samples, and Australia 23,36(5. The 8000 samples of apples represented a sum of £2OO, and the 3500 honey samples an amount of £BB.

There is no doubt that New Zealand's greater success was due to the campaign that surrounded her occupancy of the shop. Almost everr clay the local paper? published short articles regarding New Zealand produce. These articles were in addition to the three special pages which were published at intervals during the fortnight, and which contained altogether over 8000 words of New Zealand matter. In addition, the 1000 posters in various parts of the town and district called upon people to visit the shop and try samples of New Zealand produce, and also urged them to ask for it in the shops if it met with their approval. This appeal was strengthened in the newspaper articles by emphatic references to the consistent- with which New Zealnnders bought the'manufactures of Sheffield and surrounding towns, of which, indeed, they were the greatest per capita purchasers in. the world. Emphasis was on two points—tho quality of the produce, and tho return of the money spent in its purchase to buy Sheffield goods, and thus assist employment in the local mills. This was also the main theme of the High Commissioner's Publicity Officer's two lectures in the large Y.M.C.A. hall, both of which were well attended, notwithstanding the appeal of the long summer evenings to remain out of doors. The lectures were illustrated with lantern slides and film. Amongst the meat retail shops there was an active canvass by the "outside" representatives of the Meat | Board, directed bv Mr 11. S. Forsyth. This undoubtedly- had a wonderful effect in stimulating further trade. Almost all the shops exhibited New Zealand advertising material in their windows. -Mr Forsyth ran a window-dressing competition amongst butchers, for which there were 24 entries, the prize being a silver cup. The Lord Mayor of Sheffield paid an official visit to "the shop On Juno 14th. As the High Commissioner was at Geneva at the Lausanne Conference, ho was represented by Mr Forsyth, who was accompanied by Mr H. T. B. Drew (Publicity Officer")-. In presenting the. Lord Mayor and Lady Mayoress with a basket of New Zealand produce. Mr Forsyth gave an interesting statement oi the" desire of New Zealand to extend her markets in the Midlands, emphasising also tho extent of tho Dominion's trade with the Mother Country, and the quality of tho produce. Subsequently the Lord Mavor attended the presentation of the window-dressing prizes, which he himself handed to the winners. As in the case of the Leeds campaign, tho four New Zealand Produce Boards provided the necessary finance, and the organising and co-ordinating of the effort into a national campaign carried out under the direction of the Hign Tlommissioner and the Boards bv the Government Publicity Officer.

BANKING PROFITS.

A SERIOUS REDUCTION. In his exposition of the part played by the banks in carrying out the Premiers' plan, tho chairman of the Associated Banks of Victoria (Mr E. H. Wreford) said that tho reduction ot rates of interest on advances by 1 per cent, on October Ist last year had led to a serious reduction of profits. What this loss of revenue- by the banks since the introduction ot financial emergency legislation means niaj be judged by an examination ot w accounts of five Australian banks which have been issued recently. Two of tne banks, the National (of Australasia) and Adelaide, balance at the end ot March, and tho other banks balance at tho end of June. Aggregate net profits of the fivo banks amounted to £868,738 in the last year, a tall or £660,837, or 43.4 per cent.; in tho previous vear the total profits amounted to £1,535,575, compared with £2,015,657 for 1930, a fall of 23.8 per cent. As the banks have built large reserves in the years of prosperity, it has been possible for them to pay reasonable dividends, on the actual amount ot capital paid up. but.tbo return on the total of capital, reserves, and undivided profits has been very small. Net profits of thp banks show an average return on shareholders' funds of about 3 per cent., compared with about 5 per cent in 1931. Following'is a comparison or net profits of the five banks and of tne return per cent, on their total' funus employed in 1930-31 and 1931-32:

Return on Decrease Shareholders' Profit from Per funds. 1033. 1931. cent. P.O. P.A. £ £ 1931. 1932. Adelaide .. 68,770 .25,037 27.2 4.0 5.9 Commercial 159,670 108,780 ?5.3 4.89 8.14 Com. Svd. 233,566 187,660 t;>.s 4.89 2.96 ViHintinl".. "■"'»"<' 2W. n r7 fi.7 3.0 QM. Nafonal T1,588 C 0,708 45.9 5.1 2.7

DRAPERY FOR NEW ZEALAND. A HOME COMMENT. Drapery exports to New Zealand, states the "Drapers' Record," have risen during the month of June, and a e'efinite improvement over, the amount sent out this time last year is reported by a big city wholesale shipping house. "If you could have seen our packing rooms last week you would have been very much impressed," said the manager. "In times of such stringency as these we find that the wholesale shipper does reap a certain benefit," he added. "Export business then largely depends on his activities. "Retailers abroad cut down or stop buying direct from the manufacturers in'tbis country, and rely on the wholeFnle shipping houses for their supplies. The improvement we are enjoying is duo partly to this and partly to seasonal increase, though our business is restricted to New. Zealand,"-