WHAT ADVERTISING DID FOR THE BRITISH ARMY.

Oamaru Mail, Volume XLII, Issue 12823, 15 April 1916, Page 1 (Supplement)

WHAT ADVERTISING DID FOR THE BRITISH ARMY.

With characteristic modesty Sir Hedley Le Bas disclaims the honour of being the first to advertise for recruit* for the Army. He did this at a luncheon given in his honour at the Savoy Hotel, the arrangements for which had been made by the Aldwych Club. Lord Northcliffe presided, and was supported by Lord Eotherniere, the Lord Mayor, Air Sheriff Touehe, Mr .Sheriff Snead, Sir Henry Dalziel, M.P., Sir Thomas Dewar, Mr E. L. Harms worth. M.P., Mr T. P. O'Connor. M.P., Mr R. D. Blumenfeld, Mr Robert Donald, Mr J. L. Garvin, Mr Thomas Marlowe, Mr Ernest Parke, Mr Neil Turner, and many other gentlemen. In proposing the health of Sir Hedley Le Bas, Lord Northcliffe paid high tribute to the work the new knight has done. "I am one of those who believe," he said, "that, had Sir Hedley had his way, the great controversy about compulsion would never have arisen. Had the authorities

had the wisdomto act on hia suggestion to push more vigorously their system of raising soldiers, there would have been no necessity for recent legislatkm." The school and university of Sir Hedley Le Bas, Lord. Northcliffe went on, had been the Army. For seven years he served as a private soldier in the 15th Hussars, and one of the most pleasing telegrams received that day was from Captain Wilberforce Bell, his company commanding officer. Other telegrams had been received from the Permanent Secretary of the War Office and Lord Derby. Sir Hedley Le Bas, in responding, gave reasons for his disclaimer of being the first organiser of Army advertising. They were embodied in the following advertisement, which appeared in 1802: (To the warriors o£ Manchester- (lr): In these times of common danger, when the Plunderer of Nations would convert English Liberty into French Oppression, there is no alternative between resistance and slavery. We must all be soldiers ; our services will be thankfully received either in England or abroad. You, therefore, who feel a pleasure in .seeing foreign countries (lr), have now an opportunity of. visiting Gibraltar, where soldiers are looked upon as kings,, and are so much "respected that Spaniards come into the garrison, and, re.turning to their friends, cry, "Who would be a Spanish prince that had the power to be an English soldier?" Here you will be envied by the men. ' You will he courted and adored by the women (lr). Would you make your fortune with the fair sex? Here are ladies from all countries to choose out of. Love speaks for itself—(renewed lr), and they know that Englishmen excel in its attributes. J Warriors of Manchester! Clothe yourselves in red and convince these ladiee

you are Englishmen. In addition to these advantages, Gibraltar affords many peculiar comforts; a fine healthy climate subject to no excess of heat or cold; plenty of provisions, such as beef, mutton, and potatoes, etc.; best port wine three pence a quart—(laughter); rum, gin, and brandy tenpsnee a quart; tobacco at one shil-

ling a pound. Li short, the luxury is so self-evi-dent that when he sees a fat soldier, it is a common proverb to say, "Such a one has been living in Gibraltar." (Laughter and cheers.)

Sir Hedley told how he first came io take up the work of advertising ior recruits. Two years ago he saw Colonel Seely, who wanted 35,000 recruits a year to keep up the Army. In that year he was 7,000 short. He submitted an advertising scheme, and this was an immediate success. .There had been various estimates as to its cost, ranging from £IO,OOO to £50,000. ..(Lord Northchfie: "Shame!" and laughter.) After he had got to work, when the war began, 35,000 t men enlisted in one day, in September, 1914. (Cheers.) Explaining how the last war loan was advertised, Sir Hedley said he saw Mr McKenria at 8 o'clock in the morning, after he had spoken in the House of Com-, mons, and laid before him. a scheme of advertising the loan, which was at once adopted. Its success was colossal. Sir Hedley paid a warm tribute to the patriotism of the' editors and managers .of. newspapers, who had taken his advertisements at rates below those charged for ordinary Government announcements. By these means a sum of £75,000 had been saved to the nation, which was really a very handsome gift from the newspaper pioprietors. (Cheers.) . ._ During the proceedings an illuminated address was presented to Sir Hedley Lc Bas by Lord Jforthcliffe. This had been signed" by many hundreds of hjs friends and admirers in recognition of his splendid work in, obtaining recruits for the Army