ANTIDOTE TO DEPRESSION COMPLEX

Evening Post, Volume CXIII, Issue 10, 13 January 1932, Page 11

ANTIDOTE TO DEPRESSION COMPLEX

Striking ©yidenoo L ..pf the. power^ -ol advertising to bveicbiho "trade depression was produced by Mr. W.-S. Garnett, a New South" Wales delegato to the Federal. Viticultural... /Congress, which met in Melbourne recently. _■■■." He showed graphs based on. the results obtained, during the depression, which struck America in 1921, by 20 American companies which had increased their advertising, and,. 46 companies which had retrenched on their advertising, .expenditure' .for: the same period. ~.'.■ pven in'thc depth of the depression, said Mr. Garnett', the companies which had- embarked on tho moro oxtensive advertising campaign, had suffered only a" slight temporary setback, and then profits had soared to'new.high levels. The "cautious"- ones, on. the other hand, had stiffered a catastrophic fall in.profits, generally- to the point of heavy deficits. ' - . He commented that his" data provided a fine antidote to the- (< depression complex," and tirged the adoption by the wiiVe; industry of a five-year plrin of co-operative advertising to increase, the national consumption of Australian table-wines. A local example of this is supplied by Aladdin Industries, Ltd.; who advise tliat^ by maintaining their customary advertising appropriations at the present time they have had an increase of 17 per cent, of sales on the month of September, 1931, over the same month of last year, and approximately 20 per cent, increase for the first half of October, 1931, over.tho same period in 1930. —"Newspaper News.?' v -