VOICE OF THE PEOPLE

Taranaki Daily News, 16 August 1934, Page 7

VOICE OF THE PEOPLE

VIEWS ON CURRENT TOPICS ADVERTISING NEW ZEALAND. A NEGLECTED NECESSITY. (To the Editor). Sir,—The action of the Hon. Adam Hamilton' in' convening a conference at Wellington to discuss ways and means of attracting tourist traffic to the Dominion is commendable, but none the less tardy. It has been a source of constant wonder to New Zealanders who have been fortunate enough to visit the worldfamed tourist centres of other lands that the attractions of their own land should remain comparatively unknown, while comparing intrinsically with the world’s best This stubborn disregard for the value of advertising is evident not only in such relatively minor matters as “ the promotion of tourist traffic, but in every phase of national industry. Despite what the New Zealand public hears about New Zealand butter and New Zealand mutton, the fact remains that in a tremendous majority of cases the consumers of New Zealand butter and New Zealand mutton are not even aware of the origin of the product they consume. It is an axiom of business that the best selling v lines are lines which have been given an individuality by judicious and intensive advertising—“A” brand soap or “B” brand oatmeal Advertising has been proved capable of creating a demand for a certain product. If advertising is a sound policy in a private business, why should it not be an equally sound policy in a national business? Why should an essential principle of commercial success be neglected by those in control ofnational commerce?

It would no doubt be interesting if some statistician were to determine the ratio of advertising expenses in any successful factory and compare it with the ratio of advertising expenses in the na- ■ tional' butter' industry. New Zealand’s apathy in advertising her scenery abroad —now the subject of a grave convention by the Hon. Adam Hamilton—is no more than a bucketful in the. pond of political apathy which leaves the sale of national produce to chance demand rather than promoting it by the application of a proven commercial principle for success.. Let us hope that a “New Zealand” drive will be undertaken in the near future on a scale at least in proportion with that which a sound factory executive would undertake’ the marketing of a new breakfast food or make of braces. —I am, etc., BUSINESS MAN. New Plymouth, August 15. SCHOOL PHYSICAL DRILL. (To the Editor). Sir,—ln certain New Plymouth primary schools physical drill plays an . important part in the daily routine. This in itself is perfectly alright. However in one school at least a costly practice (to the parents) has crept in. Children are required to produce sandshoes for drill, or, as an alternative the children may go bare footed. Recent climatic condir tions have been' such that the children not possessing shoes have suffered considerably from the cold. In fact many have taken off their boots and drilled in their socks. One can quite understand the consternation of the mothers of these children , when darning-day comes around. Surely the practice constitutes a lack of consideration for the parents of those children unable to provide sandshoes. All parents are unable to provide their children with such extras as drill shoes, and it is these parents that should receive every consideration and help from the teaching staffs.—l am, etc., FATHER OF THREE. New Plymouth, August 15.

AN ACCLIMATISATION MATTER. (To the Editor). Sir,—The “stream pollution,” often referred to by the acclimatisation society in the district in which I live, produced, during the first season of the operations at the hatchery, a full batch of ova and great quality of fry. Moreover, fish were reared in thousands, ranging in size from 4i inches to 9 inches, at the end of February. Professor Percival was much interested in the latter, and. took away specimens when he made his visit. I am, ete ” PISCATOR. Waikouaiti, August 14.