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The Way to Advertise.

We have been considerably amused, if not edified, by an article which recently appeared in the London ' Weekly Bulletin,' a Saturday penny paper established two or three years ago and devoted to finance and investment. The • Weekly Bulletin ' was amongst the papers selected by the Midland Railway Company for the publication of their prospectus in connection with raising the money for carrying out the undertaking. The paper did a great deal more than publish the prospectus. It took up the scheme in the warmest manner, and the article to which we refer is certainly a gem in its way. The Midland Railway has from time to time had Borne fine things said about it in the Christchurch papers, and we hope that one-tenth part of the favorable predictions may be realised. But we cannot forget that notwithstanding all the laudatory evidence, assertions, and prophecies, a number of competent authorities have told a very different ttory, and that, a Royal Commission reported against it. In the face of those facts we cannot agree with the ' Weekly

Bulletin ' that " the position of the Midland Railway is exceptionally advantageous —indeed, so much so, as to be almost unprecedented in the history of railway enterptise." But the general description is a beautiful piece of " high falutiii','' and must, we fancy, have been inspired by some agent of the company and handsomely paid for. fo anyone who knows the country and its capabilities the whole is supremely ridiculous. The following extract is a fair sample : " One extremity taps a country with a splendid harbor (Lyttc-ltoo), where corn and meat and all provisions are very cheap; possessing no mineral wealth, very inferior coal, no maiketablo timber, but where manufactures and industries arc rapidly developing, and requiring only cheaper fuel to take still greater strides. Within fifty miles of this rich agricultural and manufacturing country the line enters one abounding in coal, in gold, and in timber, where provisions are dear, aud manufactured articles still dearer ; where labor is in great demand, and where large pecuniary rewards have been reaped by the few enterprising settlers. For half its length the Midland Railway runs through a country of which the resources have as yet been barely scratched, a country which possesses in amazing abundance not only gold, but the chief products which go to form the permanent wealth of population—coal of a quality higher than in any other portion of the Southern Hemisphere, timber within five days' sail of the huge treeless plains of the Australian Continent and of the island of Tasmania, where a large, wealthy, and increasing population are compelled to draw their supplies from distant Norway and the Baltic. And, finally, at its northern extremity the line enters the garden of New Zealand—a district of fruit and flowers, where labor is comparatively cheap, and to which the climate and the beauty of the country attract the permanent resident who seeks quietude and pleasant surroundings. Add to all these advantages the development of grazing and dairy farms in the rich valleys of the Grey, the Inangahua, and the Buller, and the attraction of good inns and splendid alpine scenery, such as the Bealey, or on lovely tvooded lakes like Brunner; the entire absonca of any drawbacks in the shape of insects, reptiles, or unruly Natives, ana the probability of the discovery of tin, iron ore, and silver in paying quantities; and it must be admitted that, even were there no land grant, the prospects of the railway for its Bhareholdera are at least as favorable as that of any line ever projected." The time will come when the promoters and all interested in the undertaking will have to acknowledge that an enormous amount of exaggeration, not to say downright lying, was put into print about the Midland Railway. It is much to be regretted that the Government and the Legislature are in such a position in relation to the construction of the line that they can do nothing towards making the truth known to people in England. The publication of all these misleading statements must by-and-bye do the colony much harm.—' Timaru Herald.'

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The Way to Advertise., Issue 7940, 22 June 1889, Supplement

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The Way to Advertise. Issue 7940, 22 June 1889, Supplement

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