AMERICAN METHODS

Wanganui Chronicle, Volume LXXXIII, Issue 19845, 20 May 1927, Page 2

AMERICAN METHODS

PURSUING THE CUSTOMER IMPORTANCE OF ADVERTISING. "America is out to capture the trade of the world,” said Lord Riddell, presiding at the annual dinner of the Periodical Trade Press and Weekly Newspaper Proprietors’ Association, in London. "She will not do it because she supplies better goods than we do. She will do it because she takes the trouble to pursue ihe customer in his country.” Lord Riddell said he had been visiting Germany and Holland primarily an hospital business, but, as president of the association, he felt disappointed at. the absence of British periodicals froi.i the reading-rooms of German hotel:;, while American trado papers were well ; represented. There was one thing in which the Americans were far in advance of us—personally, he thought it was the only thing —and that was they were better advertisers. He hoped that the trade papers of this country would not let the Americans have things all to themselves, but that they would take steps to see that the British nation and the British trades were properly represented in Germany, that important country. The same thing applied to Holland. "What a great field there is for brains in the advertising world in this country,” said Mr. William Harrison. "We are only on the threshold of advertising in this country. The press can do a great deal in pushing British goods and British business throughout the world. It can show the manufacturer in this country that if we are to become an ascendant nation we must. I replenish and re-cquip our factories on | America lines. Unless we do, through the press of this country, impress upon our manufacturers the necessity of

scrapping old plant and installing new plant, the future of this country is in jeopardy.”