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Southland Times, Issue 19256, 21 June 1921, Page 6

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PLENTY OF MONEY FOR “BACKBONE” PROPOSITIONS. AN ORGANISER INTERVIEWED. Sir Alfred Kidman, Sir Thomas Robinson, Sir John Luke, and many other titled and untitled wjse men have been telling the downcast and pessimistic that the overseas dominions are experiencing only a passing depression, and that the silver lining to the cloud is the solid irrefutable fact that New Zealand is essentially a food and wool producing country, and that as long as the world swirls through space its peoples must be provided with these necessities of life. The considered conclusions of such men has been strikingly borne out in New Zealand in the result of the recent financial campaign of the New Zealand Farmers’ Co-oper-ative Association, which has succeeded in raising not only the £250,000 originally proposed but over £500,000 in probably what is a record period of time. The good news came to hand in the form of the following letter to the organiser of the campaign, Mr Will Appleton, of the Charles Haines Advertising Agency, Wellingtmi : “It is with a great deal of pleasure that we place on record our appreciation of the excellently-organised advertising campaign which was carried out by your firm on our behalf, in connection with the recent Bond Issue. We have passed the half-million mark and, considering that the campaign was only opened on the 29th April, it is a remarkable achievement, especially when the prevailing conditions are considered. “From the moment that your Mr Will Appleton took up the work, nothing was left undone to tnake a success of the scheme, and we would ask you to extend to him on our behalf our fullest appreciation of his services.” The achievement is so remarkable that information was sought from Mr Appleton as to how it was done. That gentleman stated that the origin of the idea was due in a great measure to Mr E. W. Relph (Superintendent) and Mr A. W. Jamieson (General Manager), of the Farmers’ Association, who outlined a Bond proposal. The notion was'worked up into practicable shape by Mr W. S. Newburgh, of Newburgh, Best and 'Co., Public Accountants, Christchurch, in association with Mr Appleton. They advised that they thought the money was available in the country if the proper means were taken to secure it. The knowledge of the successful flotation of large sums of money in England in a similar manner by such big concerns as Selfridge’e, Dunlop’s, and Lever’s, gave the notion of a properlyorganised publicity campaign, the details of which were handed over to The Charles Haines Advertising Agency. Originally the Association had the modest idea of raising £150,000, but were wisely advised to make it at least a quarter of a million with authority from the directors to go to £500,000. “That decided upon,” said Mr Appleton, “we commenced the work in earnest, and with the valuable assistance of the Press, to whom the whole background of the proposition was at first submitted, we have been able to achieve results that, whilst gratifying to ourselves, simply go to show that there is plenty of for investment, where the security is the backbone of the country—the land! We neglected no place in the dominion. Every nook and corner in the country was appealed to, and with what result the above letter shows.” SOME STRIKING RECORDS.

“Did the money begin to roll in from the start?”

“Not for the first few days, but as soon as the publicity matter was thoroughly digested, the flow commenced, and within fourteen days of the actual commencement of our publicity campaign £190,000 had been received. Naturally, all concerned were more than pleased with the result, and, with the necessary authority to raise a much higher sum, the campaign was continued. Money streamed in from all parts of the dominion, much from little-expected quarters, and within forty-two days from the start, the £soo,ooo*was reached.” , “I am confident,” said Mr Appleton, “that such a large sum of money could never have been raised without the assistance of judicious propaganda which, after all, only told the people the bare bedrock facts. And I really believe that the people of New Zealand do realise that the sum of their every-day happiness, comfort, standard of living, and security in life is wrapped up in and inseparable from the land. I submit that is, in a large measure proved by the response to this proposal. The subscribers number 1832, representing no fewer than 170 occupations, so that the average sum invested was £255 per person. Raising half a million in forty-two days means an average of £11,850 a day, or £8 5s per minute, day and night.” FROM ALL RANKS. “I mentioned that the subscribers included 170 trades and professions. It is interesting to con the list, as showing the confidence that people in all walks of life had in the proposition. Here are a few, taken direct from their application forms:— Assayer, blouse-maker, collar-maker, butter merchant, clergyman, cream and milk tester, farmers, domestic duties, golf professional, University professor, seamen, malster, journalist, stereotyper, and fish merchant. in addition to all the ordinary trades and professions. Here is one gives his occupation as 'unemployed’ (£200), yet he has the wisdom to get the most for his money. ‘Domestic duties’— those private savings that even ‘hubby’ does not always know about—headed the list with £72,000. Farmers, always loyal to the soil, invested £64,000, and I dare say, feel quite cheerful about it.” THE RETURN OF FAITH.

“The search for money extended into all parts of the dominion, with some surprising results, notable good returns coming from the small towns of the West Coast, and even from far-away Stewart Island. Without undue optimism, I believe that there are prob ably £10,000,000 of money in New Zealand, that could be liberated into trade channels with a little encouragement, but it is regrettable that there are here and there amongst us those who will take the long-faced gloomy view of things. Anyone, to hear them, would think that eating food and wearing good woollen clothing was going out of fashion in the big outside world. It is such nonsense! Look what our little campaign has done for Canterbury alone. The retailers of Christchurch state that the movement has actually increased their trade, and the Co-op. itself is doing a much brisker trade than was the case three months ago. It is simply a return of faith.”