THE WIND OF TRADE

Wanganui Chronicle, Volume LXXXIII, Issue 19989, 4 November 1927, Page 3

THE WIND OF TRADE

VALUE OF ADVERTISING FEUIT AND THE PRESS. LONDON, Oet. 23. Another triumph for newspaper advertising is revealed by the fact that the Fruit Trades Federation has decided to spend a further £40,000 this winter to popularise fruit-eaving throughout the British Isles. The signing of the new contract marks the fourth consecutive year of the “Eat more fruit” campaign, and brings the total expenditure to £200,000 —a record for co-operative advertising in this country. “The campaign is a record in two ways,” said; Mr Gordon Boggon, the organiser, “for though we have spent nearly a quarter of a million pounds, the trade has had record returns. During the past three years advertising has turned fruit-eating from a luxury Into a national habit, and the Board of Trade returns show that over £5,000000 more has been spent on its consumption since the newspaper advertisements first appeared. The whole trade agrees that the campaign has increased business by at least 25 per cent. Australia and New Zealand now co-operate in the advertising, and the British scheme has been copied in America, Germany, and Sweden. Advertising i s the trade-wind of to-day. There are no doldrums in a business that knows how to advertise.”

The new campaign, following the advice of the New Health Society and other authorities will be devoted to advertising the vitamin and “sunshine value” of fresh fruit.