BRITISH GOODS

Poverty Bay Herald, Volume LV, Issue 17436, 7 April 1931, Page 12

BRITISH GOODS

EMPIRE MARKETS DRIVE STATE AID FOR ADVERTISING LONDON, Jan. 29. A State-aided campaign to advertise British goods in the Dominions ana Colonies, reciprocating the efiorts of the Empire Marketing Board here, IS one ot the main proposals of the recent British Trade Mission to South Africa. In its report, which lias just been published by the Stationery Olliee, the Mission, which was headed by Lord Kirkley, states: "A greater effort to concentrate world-wide interest upon United Kingdom manufactures could not fail to be ot great value to the United Kingdom exporter, but co-ordination of eil'ort in tins held is most desirable. "That being so, we would suggest that the Department of Overseas _ trade should be entrusted annually with the expenditure of a special sum voted for the purpose to enable that department, either independently or in co-operation with United Kingdom industry, to undertake or to participate in activities devoted to that end." The mission declares its conviction that price is the most important single factor in the steady dwindling of our share of Southern Africa's import trade. The view is expressed that Umted Kingdom firms, while not allowing cheapness to become synonymous with poor quality, mav well reduce the standard of finish and quality when they are higher than the market calls for. The essential soundness of quality and durability must, however, bo retained. VOLONTARY PRKFERENC E Throughout South Africa, the report states, the sentiment of the market, is wholly favorable to United Kingdom produce. The productive power of the country is well established and increasing, and the report lays stress on the significance of the mineral development of Northern Rhodesia and the great possibilities of trade with the native population as it becomes more highly civilised. Among the recommendations made by the mission are :—■ Expert investigation of the native market. New Trade Commissioner post for Northern and ' Southern Rhodesia and Nyasaland. Additional Trade Commissioner at Capetown Whole-time expefft investigators for British industries or trade associations, assisted at the start by Government grants. Investigation of alleged inequitable freight rates from the United Kingdom compared with those for similar classes of goods shipped from foreign ports. A Government mission to study the possibilities of developing home markets for the products of Smith African cattle breeders. SALES ORGANISATION The. mission expressed the view that the system whereby the manufacturer relied* on the men bant to market his goods was out of date, and the British manufacturer must, now take, a more direct interest in the ultimate destination of his products. The importance of the adaptation ot* designs and selling methods is emphasised, together with tho value of branding goods. The mission is prepared to concede that criticisms are frequently frivolous, and reproduces and quotes as fill example the native agent who wrote to a home manufacturer :- '■Dear Sir.—Why you no send handle with pump just received? My customers holler like Hades for water.—Yours, truly into the box I find the handle." Another quotation in the report, of unusual sprightliness in a Govern nl publication, is the following stanza on salesmanship :■ — "A man who's got some news to tell ''Does not whisper down a well; "He climbs the highest tree that's near. "And shouts for all the world to heat'."