FIGHT FOR TRADE

Poverty Bay Herald, Volume LV, Issue 17227, 5 April 1930, Page 15

FIGHT FOR TRADE

—i», WITHIN THE EMPIRE LECTURE ON ADVERTISINGLONDON, Jan. 50. In conjunction with other representatives of tlio Dominions, Mr. H. T. B. Drew, Now Zealand Publicity Officer, addressed the members of the Regent Advertising Club at Caxton Hall last evoning. The club is the largest of its kind in Europe, having 1500 members. The, subject under consideration was "Trade and Advertising Within the Empire." Mr. Drew said that advertising, and particularly newspaper advertising, could help very materially, but first it was necessary' that the manufacture! should provide the Dominions with the goods they wanted, when they wanted them, and how they wanted them, and unless the manufacturer was prepared to study the problem from that angle, advertising could only do a certain amount of good. They would realise from what ho had said that the competition from foreign nations was very keen. The advertising expert could materially help the manufacturer by submitting schemes to him which disclosed a full knowledge, of market requirements, and how and in what form his goods should be advertised. But the advertising expert could only do this if he himself made a very careful study of the market be was catering for. Were organisations such as the Advertising Club encouraging this close, study of the Dominions? It was a most import ant matter. Indeed, he believed it would well repay from a financial point of view any young man to make it bis life work. It was no good taking a superficial interest in the Dominions. Tt was. indeed. the dutv of those engaged in commerce to devote more than a passing interest to this great heritage—our Empire. Winlet foreigners have this field of study to themselves? So far as advertising campaigns were concerned, there were representatives of the most important New Zealand papers and advertising agencies in Loudon to-dav who enuld be consulted, and, furthermore, the Dominions Offices themselves-and he would particularly mention his own country—were only too willing to assist with knowledge mid information. Tt was no use. for instance, a big firm of motor-car manufacturers'apportioning £SOO for each centre nf Now Zealand for advertising its [roods if an. American firm sent out its chief representative to studv the conditions there, and then spend £20,000 in pushing its cars. A manufacturer must personally seek acquaintance with his market. He would add a. word regarding trade papers of this country. Much more could be done by them in receivim: week by weok or month by month the klest trade information from the Dominions. But this could onlv be done iiv the appointment of their own special correspondents, and he would suggest {bat papers upon which manufacturers, merchants, and others depended for trade information, would find it well worth while to fulfil this obligation. Some of them did so. but only a yorv few. He believed also that the British dailies could help the manufacturers over here by devoting space to intelligence matter written bv experts regardin" markets overseas for British goods Post correspondent.