WAY TO PROSPERITY

Manawatu Standard, Volume LIII, Issue 238, 5 September 1933, Page 8

WAY TO PROSPERITY

INDIVIDUAL RESPONSIBILITY

BUSINESS EXECUTIVE’S OPINIONS

The pressing need to stimulate buying desire on the part of those who could afford to increase their purchases was stressed by Mr Frank Goldberg when interviewed yesterday on his arrival by the Maunganui from Sydney. Mr Goldberg said that the greatest known creator of buying desire was advertising. It was an essential force which, he considered, would give velocity to money, leading to greater business activity. “Since the days of the World War, no single problem has dominated a greater concentration of international and national thought than is now being trained upon the economic recovery,” said Mr Goldberg. “After nearly four years of adversity, it has been made painfully clear to all of us in Australia and New Zealand, in fact in every country throughout the world, that we are not going to be rescued from our predicament by any automatic device. “The present economic situation is unlike any other in history. The natural recuperative or curative forces upon which we have relied in the past are not working freely. It is human nature that when in trouble we look for help from a higher authority; and during the past three years we have seen this manifested in the imperative demands in all countries that the Governments should do this or that to banish the depression.

STARTING THE WHEELS. “We not only want somebody to lead us out of the wilderness, but the trees cut down. Innumerable plans, indus trial panacea and governmental nos trums have been proposed, outlining how prosperity should be restored. “Prosperity is a normal condition under which everyone acts normally. confidently and ambitiously. Now we want our Government to make us act that way, although no government in history has ever been able to accomplish "that for its people. When our system has broken down, there are a number of reconstructive measures which must be taken by central authority. Much of this has been done in most countries, and more i 3 being accomplished with stimulating speed and courage, but actually starting the hum of the wheels of industry is up to us as individuals, business men and consumers, manufacturers and producers “Business is not a huge unified machine which can be started and controlled from a central power house. It is made up of many thousands of units, each of which is controlled by human beings, subject to the fears and fancies, whims and vagaries of the moment. Each of these units depends upon the emotions of a multitude of consumers. These individual units or machines in the vast structure which malces nations must be set in motion, and the only way in which this can be done is through increased sales of the products of both primary and secondary industries.

POWER OF ADVERTISING

“Many point to the necessity for the greater purchasing power of consumers, as if this were the only way to economic salvation. The purchasing power can be increased only by greater business activity. There is no way to expand business activity, except through the greater use of such purchasing power as now exists. Millions of people possess unused purchasing power which must begin moving through channels of trade before conditions will improve. These millions need many things which they.will buy, when they have the right combination of desire and' confidence. •

“The most pressing need we have in Australia, and you have in the Dominion, is to stimulate buying desire on the part of those wlio can afford to increase their purchases. The greatest known creator of buying desire is advertising—in good years and in bad, there is nothing like well-planned advertising to help people to make up their minds to buv the things they need. In this way advertising is accom. pli.shi.ng its designed task at that crucial point from which permanent recovery must proceed. “The advertisers of honest products are performing a most important public service. Their advertising messages are the vitalisers of business .in its persevering climb to prosperity. It is an essential force which will give velocity to money and bring forth from safe deposit boxes, where it has ceased to function, money which will create employment, increased consumers and, with these, greater business activity.”