THE HIGH COMMISSIONER’S OFFICE.

Otago Daily Times, Issue 19761, 12 April 1926, Page 8

THE HIGH COMMISSIONER’S OFFICE.

The value of publicity in all departments of business is receiving a greater measure of recognition. One of the first essentials of successful publicity necessarily is to strike the eye of the general public. The site occupied for a good many years by the offices of the High Commissioner in London has the merit that it is in one of the busiest thoroughfares in the great metropolis, for the Strand is a main avenue of communication between the City and the West End, and it carries a vast voluriie of traffic. It is also an advantageous site in the respect of its proximity to the British Government’s offices. But it is considered that as the building does not occupy a corner site it does not sufficiently impress the public with a Sense of the importance of the Dominion. Moreover, the frontage of the building is inconsiderable and the premises are not sufficiently large to meet the requirements of an expanding business. These considerations prompted the decision to dispose of the balance of: the lease of the premises that are now utilised by the High' Commissioner and to secure other offices. As the premises which have been acquired occupy a site at the corner of Agar street and the Strand, the change that is to be affected is not, in one sense, of very great importance. The offices will be retained in the political heart of London, at .a small distance only from the present offices but rather nearer to Whitehall. The change will, however, be in the interests of the Dominion not only in the respect that a comer site—always an important matter—has been secured but also because the premises have other material advantages over those now in use. Thus, the building to which it is proposed to remove consists of .six; storeys, fend, .will 'be much more commodious than the premises now in use. Moreover, it is recommended by the fact that it has five ground-floor show windows, the commercial advantages of which are obvious. As it is said that the cost of the purchase wilL compare favourably with that of the premises occupied by the representatives of other overseas dominions, the change that is contemplated seems to be distinctly desirable. One effect of it will be that Sir James Parr, when he assumes the responsibilities of the office of High Commissioner, will be provided with better opportunities than any iof his predecessors had for displaying the products of the country and for bringing its scenic and sporting attractions effectively under the notice of the teeming thousands from all lands who daily pass up and down the Strand.