THE SHORTEST ADDRESS

Dominion, Volume 19, Issue 86, 6 January 1926, Page 2

THE SHORTEST ADDRESS

NEW COMMERCIAL DEVICE.

In an after-lunch lecturette to the members of the Glasgow Publicity Club, Fir. W. 11. Jones dealt with "The Flonomurk.” He said bo approached the subject with a certain dithdence, as up to the present the scheme was not an established fact; it was merely au idea. Ho wade tiio claim, however, that it was one of the most wonderful things that had ever emanated from the brain of man. it was as wonderful as the telephone or the radio. Briefly, "The Monomark” was the shortest officially recognised name and address in the world, and thoso who applied for a Monomark to Monomark House would be allotted one that would consist of not more than four characters —letters or numerals, or both. As there mere d0.0W.000 Monomarks, it would ensure that no two were alike. Companies were going to be floated in most civilised countries of the world. “8.F1./ would mean British Monomark, “I .Fl. French Monomark, and “A.M.” American Monomark, and so on. Fir. Jones went on to indicate the adv.antages of th© system for. marking personal property. If a case, suitably marked, were to go amissing during a train jouruey, tho finder would simply have to address a postcard to the Monomark, Loudon, W.C., stating that the Caso could bo had at the place concerned. The postcard would, then be sent on, in an envelope, to the Monomark subscriber. Mr. Jones instanced a number of examples to show- the working of the system; anil in regard to the commercial sphere indicated that the term “8.C.F1.” would bo used to signify British Commercial Monomark. In that connection it was not designed to supplant the trade mark, but rather to aid in efficiency. It was only necessary to register in one country. The advau‘tago of the system was that it put the source of supply and the consumer in direct touch. , . Iu reply to a number of questions, Mr. Jones pointed out that there was only to bo one clearance house, and that a certain number of letters would be .allowed for this subscription, after which the subscriber would be charged. He mentioned that tile Monomark was no guarantee of quality; it was a mark of the source of supply.