TO MEET SLUMP

Evening Star, Issue 20985, 26 December 1931, Page 9

TO MEET SLUMP

LONDON CATERERS’ METHOD BIGGER ADVERTISING J. Lyons and Co. Ltd., well-known London caterers, have this year increased their advertising appropriation. “ This is our way of overcoming trade depression,” said Mr W. Buchanan Taylor, publicity and advertising manager of Lyons.

“ We have booked an additional series of half-pages in the ‘Daily Express,’ the first of which will appear very shortly, and wo have our advertising in tho ‘ Daily Mail 5 and ‘ Evening News ’ by respectively 37 per cent, and 17 per cent, more than last year’s appropriation. “ This increase in advertising appropriation is no reckless gesture. It is part of our constant effort to gauge and encompass changing conditions. The first move was to reduce the prices of our products wherever markets permitted, without in any way interfering with quality. The second, and equally important, move was to advertise these pi'ice reductions as widely as possible. “ We planned our additional advertising campaign with the meticulous care that circumstances demanded, choosing the media most suited for tho wide appeal wo wished to make. “ For instance, all tho half-pages booked in the ‘ Evening News ’ will be used to advertise our teashops. The ‘ Evening News ’ has its largest sale in London and Greater London, and the majority of onr teashops are situated in that area.”

Mr Buchanan Taylor added that continuity in advertising was one of the all-important factors to ho considered. It was tho fashion to decry tho mouths of August and for advertising purposes. In his opinion there was no “close” season for advertising; in fact, tho series of half-pages hooked by Lyons actually falls in parts of these months., v