“MADE IN NEW ZEALAND” WEEK

Otago Daily Times, Issue 22260, 12 May 1934, Page 19

“MADE IN NEW ZEALAND” WEEK

TO TUB EDITOB Sir,— As one interested in the success of the " Made in New Zealand ” week, I thint there is one factor that hag been very considerably underestimated, and upon the adequate use of which success largely depends—that is, the creation of atmosphere, the arousing of an eager anticipation of the- week’s happenings. This can only be done by plenty of newspaper advertising. I see that the Manufacturers' Association proposes to utilise film advertising, but this, is only secondary publicity. The first line of attack is in the newspapers. Most people go to the pictures at intervals, but they read the newspapers every day. Window tickets and all that kind of thing are very desirable and very helpful,—the more the better, —as contributing to the end desired, but nothing? will create the necessary atmosphere, that' atmosphere without which the desired success cannot be obtained, like plenty of advertising in our newspapers. Onc.-epecipl issue is- very good in its own way, and worth all it represents, but, what- i$ required is plenty of space every- day, from within 10 days of the opening of the campaign until the close of the samfe, I have no special brief for the newspapers, but I know the best force for influencing business, and I suggest that plentiful newspaper advertising will give the biggest return in the creation of. a successful “Made in New Zealand ” week. -I am, etc.. One Who Knows. ,i Dunedin, May 11,