Our Industries

Manawatu Times, Volume LV, Issue 6763, 22 January 1932, Page 4

Our Industries

MANUFACTURERS ’ ALLY.

NEWSPAPER ADVERTISING.

“POWER HOUSE” OF BUSINESS.

Newspaper advertising as the powerful ally of the manufacturer was referred to by several eminent and successful business men who attended the annual dinner of the Advertising Association iield in London last month. The slogan “Advertise to restore British prosperity,” was very popular and was taken up by all the speakers. Among those who spoke wore Sir Charles Higham, Sir George Penny, M.P., Sir William Crawford, Sir Gomer Berry and Lord Leverkulme, the new president of the association and one of the biggest advertisers in the? world.

Sir Charles High am said that British, manufacturers uow had tho opportunity t of a lifetime to brand and push their goods. “Britain has a. chance to recapture her markets at Homo and lo capture a. good share of business abroad,” he said. “But the makers of British goods must toll tho world what they, make, and the public why they should buy them.” A Golden Opportunity. Sir George Penny, Vice-Chamberlain of the Household, paid a. warm tribute to tho part advertising could play in the present crisis. “It would do no harm,” ho said, “if your association were to advertise the fact, even more than it has done hitherto, that manufacturers have now a. golden opportunity such as may never occur again, and should strain every nerve to take advan ta go of it.” . Sir Charles Higham said there had bcc-n no slump in the sale of advertised commodities in tho last two or three years. With advertising it was as easy now to make a success of a, good product as it was four or five years ago. It was no use manufacturers believing that under any notional system of protection they could lapse into a state of coma. Those who would succeed must make use of tho newspapers, the hoardings, or whatever might bo the means of gaining publicity. “Above all,” he said, “it is the press that returns the best results to tho advertiser. ’ ’

Sir Gomer Berry said the advertising convention held in Glasgow in June had done good work for the betterment of advertising, bringing its value. forcibly before manufacturers and business men. “I started life.” he concluded, a.v an advertising man, and I hope I shall always remain one.” The Need for Enterprise.

Sir G. Penny praised tho association’s “invaluable stimulus and help” to the “Buy British” campaign. The patriotic action taken by tho newspapers in connection with tho campaign, he said, would bo largely stultified if manufacturers did not take advantage of the new atmosphere and play their part loyally. British articles must be so displayed a.s to bo easily discernible from foreign competitive articles, and manufacturers must realise that they must rely upon their own initiative, effort and enterprise and not upon legislative enactments. Be-fore the end of this decade was roadbed he believed they would see

the Mother Country and her people the most prosperous in the world. . Power of Advertisement. Lord Leverbulme held that the association’s aim was to raise advertising to a high plane of good taste, reliability and truth, to free it from all jvestigCs of charlatanism, quackery and misrepresentation. “Advertising is not the Cinderella business department,” said Lord Levcrhul'me. “It is far nearer the truth to say that it is to the whole business what the power house is to the factory —the force that sets in motion and keeps in motion the wheels of distribution by creating demand.’' Every British manufacturer who advertised his own goods was playing his part in that campaign. If he was advertising them abroad he wa.s helping to increase British exports; and if in. the home market, he wa.s helping to reduce tho amount of imports.