TONE OF TRADE

Nelson Evening Mail, Volume LXVI, 9 April 1934, Page 9

TONE OF TRADE

DISTINCTLY ON THE UP'GRADE To envisage the immediate outlook for industry in Britain as anything m the nature of a ‘‘boom ’ would he blnn follv, writes Lord Nuffield. Conditions are definitely improving: money is circulating more freely, and t ‘ ie country is crawling out of the tyougli of Despond on to firm ground. But world conditions are far too iluid and unstable for there to be a sudden recovery that will attain unprecedented heights. In planning for business during 1934 the spirit of enterprise must be mixed with well-judged prudence, for the welter of disorganisation through which we have passed in recent years had been too severe to enable complete recovery to be effected in one single bound. That we are on the right road, however, there is not the slightest doubt in my mind. The sales executives of my organisations all report a healthy atmosphere of resiliency. The public are responding and reacting to selling efforts in a nay that is markedly different from the dull lethargy that was experienced last year and the year before. That mysterious something usually styled tiie “tone of trade” is very much on the up-grade.