SIXTY-EIGHT YEARS AGO

Dominion, Volume 25, Issue 222, 15 June 1932, Page 13

SIXTY-EIGHT YEARS AGO

Old Trading Methods In T. G. Shaw’s book on wine, published in 18(14, there are some trenchant leniarks apropos of the increase of the advertising type of wine merchant, says a correspondent in “The AVine Trade Review.” Reviewed nowadays, they show that the writer mentioned —he was a wine merchant of long and practical experience —had a keen sense of vision as to the future of the trade and of the possibilities attaching themselves to advertising methods. Thus: — “A considerable portion of the wine trade is now (18G4) in the hands of what are called advertisers : some of whom are highly respectable and rich; and who, besides buying very cheap kinds to ‘attract customers,’ purchase as good qualities as other dealers. It is the fashion to speak disparagingly of those who advertise, but it must be admitted'that they try to accomplish publicly what others seek for by importunities, by letters, by circulars, and by personal applications or supplications with which gentlemen are now beset: some vying in style with the effusions of ‘Moses' and ‘Holloway.’ But there is no doubt that, however these may be laughed at. they are the men who have studied, and who act upon, the credulity of human nature, knowing that assertions, often repeated, will, like a drop of water on the hardest rock, in time make an impression.” Shaw might, however, if he were alive to-day, be astonished to note the number of firms of the highest standing who have realised the absolute necessity of publicity for their brands of wines and spirits.