NEED FOR ADVERTISING

Otago Daily Times, Issue 21710, 30 July 1932, Page 20

NEED FOR ADVERTISING

“CANNOT AFFORD TO ECONOMISE” SIR H. AUSTIN'S VIEWS. (From Our Own Correspondent.) LONDON, June 17. Sir Herbert Austin, the motor car magnate, was one of the speakers at the Advertising Convention. , Economic conditions, he said, # dictated a rigid policy of retrenchment in manufacturing and distributing expenditure; while on the other hand the manufacturer could not afford in such times to economiso on advertising and other sales aids. Indeed, if anything, he had to increase his outlay in those directions. In the fabric of advertising the chief strand was undoubtedly the press. They must all feel proud of the .general high standard of British newspapers, not only for the quality of their printing, but for their layout and general news value, coupled with a dignity that was missing in most other news sheets of the world. Owing to the squandering incompetence of succeeding Governments, the purchasing power of the people had been depleted to” an unprecedented extent, and advertisers had carefully to consider in newspaper advertising value of the^ particular papers, because of the possible increase in waste circulation. . “In the present difficult time, concluded Sir Herbert, “ I am sure that advertising and its sister craft, printing, are going to play a much greater part than they have in the past.” As had been said, this is indeed a year of opportunity for us, for the Ottawa Conference, and the introduction of a tariff policy should together open up possibilities of Imeprial and foreign trade such as we have not enjoyed for years. It is necessary, however, if a trade push or advertising campaign is to be successful, to increase our market research, especially in foreign countries.”