PUBLICITY NEEDED.

New Zealand Herald, Volume LX, Issue 18548, 5 November 1923, Page 6

PUBLICITY NEEDED.

Tributes to New Zealand coupled with regret that the attractions of the Dominion are not more widely known to the world are constantly being made public. Another is added to the list to-day. Most New Zealanders returning from abroad confess to a feeling of almost humiliation at discovering that their country, the centre of the universe for them, is not even known by name in many parts of the world, even where the English language is spoken. The recent multiplication of these experiences has been quite striking, the occasional scraps of evidence to the contrary being much less imposing in volume. There has long been an openly expressed wish that the business of informing the world of New Zealand's identity, attractions and possibilities should be taken in hand systematically. There are more substantial foundations for prosperity than the revenue from tourist traffic ; such a source need not therefore be despised. Other countries can turn their endowments of natural beauties and natural wonders substantially to profit. New Zealand reaps some similar benefit, but, it is generally agreed, not nearly so much as might easily be obtained. The forthcoming Empire Exhibition will provide an excellent opportunity of advertising New Zealand. The proposed utilisation of it- is excellent, so far as it goes. The great need, however, is for continuous, organised, intelligent publicity. New Zealand is a small and isolated country, far from the great centres of a busy, preoccupied world. Continuous effort is needed to keep its name known and its characteristics in mind. The demand for organisation and energetic prosecution of this necessary business has long been pressed, but little has been done, while instances of the want of it multiply. Until it is taken vigorously in hand, the Dominion will suffer in competition with, other countries which show more enterprise in demanding attention from the pleasure-seeker, th' business man and the potential settler of the right type.