"KEEP ON ADVERTISING"

Waikato Argus, Volume XXXVI, Issue 5768, 19 November 1914, Page 3

"KEEP ON ADVERTISING"

MR SELFRIDGK'S ADViCE TO TRADERS.

Under the auspices of the Incorporated Society of Consultants, a largely attended meet ing of adve tisers and agents was held in London to consider the present depre>sion or business in advertising and to suggest a remedy.

Mr G irdon ?elfridge, who presided, emphasised the wisdom of keeping advertising "at its normal point" luring the war, even if to do no required as much courage as was being manifested at the front He urgtd that business should be continued as usual, and th it the great motive power—Advertising -hould be kept at normal or above normal pressure. War required two forces one at the front to fight the enemy, and another to keep the lifeblooi of the nation to carry on the wo'k of making and providing. Mr Thomas Russell, the president of the Society of Advertising Consultants, attributed the slump in advertising to panic. It was not the loss of German trade which was paraly ing our industry, but loss of confidence "1 he onlv way to get confidence back," he declared, 'is by advertising. Everyone who ceases to advertise is assisting to create unemployment." Mr C. F. Higham also insisted that the present was an opportune moment fori advertising, and suggested the formation of a committee to approach manufacture! s as well as to raise a fin d for bringing home to the public reasons for buying British advertised goods and for acquainting the public with German goods which the British should boycott. Irtcidently Mr Higham declared, amid loud cheers, that " the Government are taking care of its responsibilities as well as any man or woman in this room can expect." Other speakers pointed out that there was no reason for panic, but rather a great opportunity to regain the trade that has has been loss to Germany. By advertising they should let the world know that what Germany could make we could make. There sould be no holding up of payments by which manufacturers would be hampered To keep factories at full time was a national duty A manufacturers' fund was suggested to advertise reasons for buying British goods, and possibly to publish a list of German goods people ought not to buy.