FAITH IN THE FUTURE

Poverty Bay Herald, Volume LIX, Issue 17871, 30 August 1932, Page 4

FAITH IN THE FUTURE

MANUFACTURER'S SPEECH THE VALUE OF ADVERTISING Faith in our ability to break through economic depression, put business on tlio upgrade, and instil confidence into our business dealings, was recently urged in a striking speech by Mr. W. K. Kellogg, founder and president of the Kellogg Company, the cereal manufacturers. “This past year closes the company’s twenty-fifth anniversary with an unbroken record of progress,” said Mr. Kellogg. “Although we have adapted our business to the changing conditions, we are adhering steadily to the basic policies that have governed our actions in times both of prosperity and depression. This fact, I believe, is largely responsible for the satisfactory condition in which we find our affairs to-day. ‘‘Wo have always believed that all the people with whom we deal should know our policies of doing business so that they may have complete confidence in our prices and in our methods. “The return to prosperity would undoubtedly be greatly hastened if suspicions of ‘the other fellow’ could he buried and confidence fully restored between manufacturers, the trade, and consumers alike.”

Much of the credit for the continuation of the company’s unbroken record of a quarter of a century of steady advance is due to the judicious use of advertising, said Mr. Kellogg., “We are taking full advantage of the flexibility permitted by this medium, which may be used generally, concentrated in certain sections, or employed wherever the need seems to he the greatest. This method will be continued even more aggressively in 1932.”

At the same time, the company has provided an outstanding example of’ industrial adjustment to the new economic conditions. The six-hour working day. adopted slightly more than a year ago, is an established success.

Approximately 400 new and permanent jobs were created by the plan, and, even with the increased wages it provided, tlie system has been profitable. 11 )G company will operate during 1902 with a still more energetic advertisement plan, without any change of basic policies, and is looking forward to a greater business than that we enjoyed 1951,” concluded Mr. Kellogg.