BUSINESS TODAY

Evening Post, Volume CXI, Issue 130, 4 June 1931, Page 13

BUSINESS TODAY

FUNDAMENTALLY SOUND POSITION IN AUSTRALIA " All over, the world merchants may be divided into two classes," said Mr. Prank Goldberg, governing director of the Goldborg Advertising Agency, Ltd., on his arrival from Sydney by tho Marama on Monday. "There arc thoso who view the current period as ono fraught with difficulties which militate against business success, aud there are those who set it as one studded with opportunities. They see in. the automatic elimination of much of the competition a Heaven-sent opportunity to maintain the effectiveness of their own advertising and selling programmes—and maintain it economically. "The firm which eliminates, or radically curtails its advertising at a. time liko tho present pursues a suicidal policy," said Mr. Goldberg. "Thorp are still thousands and thousands of families whose aggregate spending amounts to thousands of pounds per week. At this juncture, advertising- and tho institution of aggressive selling methods.arc to national business just what. initiative, resourcefulness, and courage aro to the individual. HISTORY WILL REPEAT^ITSELF. "A study of the operations of reprepresentative groups of Australian Tianufacturers proves the soundness of their policy of doubling their energies' and improving the effectiveness of their selling activities. Despite the period of temporary adversity through which Australian business is- passing, many manufacturers who have maintained their marketing vigilance report a very gratifying regularity in the volume of their output. It follows, too, that those distributors who guard against a slackening of sales-momentum will secure a much larger share of the resulting business when conditions begin to approach normal.

"The elements of a sound policy of reconstruction are being put into practice both in Australia and Now Zealand. It is ridiculous to continue in the impression that we can remain aloof from the rest of the world and accomplish a return to prosperity by Parliamentary enactments. Australians are beginning to realise that their national affairs can only be reconstructed by an intense national effort on the part of all classes of the community. The various sections of the Australian political machine are sinking their ■ differences and allying their activities in a common aim—that of balancing budgets by reducing expenditure. A HELPING HAND. "Overseas financial interests are following the trend of affairs in Australia and New Zealand with close interest and sympathy. Their natural impulse is to lend a helping hand, in view of our kinship in, and our membership of, the British Commonwealth of Nations. Australia is rapidly proving herself credit-worthy, to the decided I improvement of business in general. New Zealand, by her more immediate realisation of the difficulties which confronted her, is already more than halfway towards assuring continued prosperity." ________________