ROAD TO SUCCESS

Evening Post, Volume CXIII, Issue 114, 17 May 1927, Page 5

ROAD TO SUCCESS

MATTER OF ADVERTISING

(From Our Own Correspondent.)

„. ■ • LONDON, 9th April. America is out to capture the trade of the world,' said Lord Riddell, presiding at the annual dinner of,the Periodical Trade, Press and Weekly.Newspaper Proprietors' Association. "She will not do it because 'she-supplies- better- goods than we do, She will do.it because she advertises more, and because she takes the trouble to pursue the customerin his country." He had been visiting-Germany and Holland primarily on hospital business, but, as president of the association, he felt disappointed at the absence of British periodicals from the reading-rooms of German hotels, while American trade papers were well represented. There was one thing in which the Americans were far in advance of us—personally, he thought t was" the only thing—and that was they were better advertisers. He hoped that the trade papers of this country would not let the Americans have things all to themselves, but that they would -take steps to see that the British nation and the British trades were properly represented in Germany, that important country., The same thing applied to Holland. 'What a great field there is for brains m the advertising--world in this country," said Mr. William Harrison, in proposing "The Association." "We are only on the threshold of advertising in this country. The.Press can do a great deal in pushing British goods and British business throughout the world. It can show the manufacturers in this country that if we are to become an -ascendant nation we must replenish and re-equip our factories on American lines. Unless we do, through the Press of this country, impress upon our manufacturers the necessity of scrapping old plant and installing new plant, the future of this country is in jeopardy."