ADVERTISING VALUES

Evening Post, Volume CVI, Issue 81, 3 October 1923, Page 4

ADVERTISING VALUES

The position of the restaurant in the New Zealand pavilion at Wembley may appear a question of little importance. Consideration will show, however, that it may involve a great deal. According to our London correspondent, there is a difference of opinion between the New Zealand Exhibition Committee and the High Commissioner. Sir James Allen wishes to h&ve the restaurant in the front of the building, where a charming view of the lake and the grounds may be obtained. The committee thinks it may well be placed at the back, so that the front will be available, presumably, for display purposes. The arguments for a restaurant in front are that most visitors to the Exhibition will be casual sight-seers, and that one of the effective ways of attracting them will be the provision of good food ,in pleasant surroundings. Most ; visitors will desire to eat somewhere, and if the New Zealand pavilion has the most attractive restaurant, it wiil draw the crowds. They will thus learn what this Dominion supplies in foodstuffs, and, after all, the advertisement far and wide of our primary products is one of the chief benefits we hope to obtain Irom the Exhibition. But visitors will not .stay in the restaurant -all the time They will visit other parts of the pavilion, and all exhibitors will thus share in the benefit derived from the restaurant attraction. If may be argued that this suggests a light view of public interest—that the visitors to the Exhibition will be serious, intent upon study, arid more anxious to Jearn the progress of the Dominions than to delight themselves with, food and scenery. Some may be; but the great majority will not. Of course, the New Zealand Committee may have other plans for >a striking exhibit which will bring everyone to the front of the building, and afterwards inside. In this there may be some merit—but a pyramid of preserved meat tins or butter-boxes or rugs would not meet the need. However, we have only mentioned some considerations which should be weighed in deciding the question. How far these apply can scarcely be determined at this distance from Wembley; but Mr. Massey is in London now, and it would be advisable, we think, to ask him to view the site and'the plans, and then give a decision