MODERN PUBLICITY

Evening Post, Volume CXIII, Issue 15, 19 January 1927, Page 6

MODERN PUBLICITY

(To the Editor.)

Sir.—Your remarks under "Topics of the Day" in last evening's "Post" seem to excuse the Government for laxity in this direction owing to funds not being available. Funds are not available owing to the want of-sympathy of the Prime Minister, who recently stated that lie did nof .want New Zealand turned into a second' Switzerland. Time and -again I have pointed out that we are losing upwards of five million pounds sterling on our tourist traffic. , ...

Speaking in round figures pur outward tourist traffic is about' seven millions while our inward tourist, traffic is between two. and three millions.-Until'this debit is turned into a credit our Publicity Department must be regarded as a rank failure, y'lt stands to the credit of the Publicity Department that they have _taken advantage of Mr. Zane Grey'B visits to New Zealand, but how much better it would be for this country if this propaganda was handled (or assisted) by the astute business men referred to in your article. You suggest ,that private interests should give something more than advice. This has been done in the past May I point out that the Wellington Chamber of Commerce' was practically snubbed and inferential^ told to 'mind its own business by the Minister of Publicity, when it brought forward its splendid scheme whereby £100,000 per annum would have been spent advertising thiswonderful country abroad., Mr. Zane Grey, Captain Mitchell, and other members of their party informed a few of us in conversation with them to-day that they were tremendously impressed with beautiful New Zealand.. There would be no unemployment,' immigrants would very soon find work, pessimists regarding our future would be knocked into the proverbial high hat if the publicity of this country was ; carried out in a businesslike manner. Our chief publicity expert 'is, to all intents and purposes, wasting \iis time in England. New Zealand has Tjeen well advertised by its soldiers and footballers. The people of England \inforturiately have debts to liquidate, 'instead of spending money as tourists. . ■'.:

' Our chief publicity expert, and other experts should be spending the limited^' funds at their disposal in Canada and the ; United States. We : should study the methods of the motor-car manufacturers and the film producers of the' States;' they do not wait for us"to go to them; they come here and find it very profitable, informing us air about their cars and pictures. It is just as well to remember also that our population is only a million and a half. If we copied their methods we would be talking to one hundred and ten million's of people, '. possessing untold wealth, looking for ways to spend it. If _we indulged in one-tenth of their energy, informing them what a" unique country this is, we would turn our tourist -traffic into-a wonderful asset instead of it being as at present a. very big liability. Our Government must, shoulder the whole responsibility for lackadaisical methods ■ in this-connection. —I am, etc., ■''.'.' „,;.-.:'■'; > W. STUART WILSON". I