The Waipukurau Press. PUBLISHED EVERY EVENING, MONDAY, MAY 23, 1932. TIME FOR INCREASING!

Waipukurau Press, Volume XXVIII, Issue 126, 23 May 1932, Page 4

The Waipukurau Press. PUBLISHED EVERY EVENING, MONDAY, MAY 23, 1932. TIME FOR INCREASING!

“In times of depression many business men turn first, not to avenues for maintaining sales, but to the expense account in search of reductions,” said Mr. H. J. Crocker, a director of the Johannesburg Publicity Association, in a recent article in a South African journal. “Unfortunately, a cut in the advertising appropriation is such a simple operation —just like walking downhill—that many a business man falls easily into the trap. Foi’ it is a trap. . . . I state my conviction that, in times of economic recession, it is the course of wisdom to increase advertising rather than reduce it, and that at least advertising should be maintained. When the tide is adverse, the oarsmen must row harder. When buyers are timid, the advertiser must raise his voice. In the field of business the other name of courage is advertising. Business would be better for many if they would let it be better.” That there is a wealth of wisdom in the authoritative advice thus tendered is patent to any person conversant with the subject of publicity and, the call for striking an optimistic note. A MATTER OF OPINION That it would be a case of “Goodnight, Nurse!” for the farmers, and bankruptcy for the Dominion, if the primary producers were not immediately relieved of the economic ills piled upon them, was the declaration made by the retiring president (Mr. Colin Mclntosh) in his address to the annual conference of the North Canterbury branch of the Farmers’ Union recently. He said that the raising of the exchange rate to 12 5 or 130 per cent, would be a direct advantage to the farmer and to the country generally. A rise of 20 per cent, in exchange would mean a further increase in the gross receipts of farmers of from £6,000,000 to £7,000,000 on the present basis of exports. “By far the most vital question affecting the farmer during the year has been the Exchange Pool,” stated the president. The primary objects of the pool were (1) to secure for the Government the amount of exchange necessary to pay its overseas commitments; (2) to prevent the exchange rising by reason of competition to a high figure, which would mean that the Government would have to pay more to liquidate its overseas debts. EMPIRE SERVICE LEAGUE “Patriotism, both real and spurious, is very much to the fore, and it is pleasing to note that the manufacturers in New Zealand are being so -well supported,” comments a writer in the “New Zealand Financial Times. “Not so very long ago a young lady started from the North Cape to walk to the Bluff, with the laudable intention of thus advertising New Zealand made goods. Now we have an Empire Service League, evidently an organisation of Christchurch origin, and it is reported that a successful campaign to enrol members in Wellington has been accomplished by the general secretary Mrs. Hotchkin, of. Amberley.' The ladystated to an interviewer that she had visited several factories in the North Island and had obtained samples of goods the existence of which she had not known. Either

Mrs. Hchkin has not studied the advertising columns of the dily papers or the manufacturers of the goods do not make use of those columns, which is probably the case. Most manufacturers believe'themselves too poor to advertise what they have for sale, yet expect the consumer to give preference to New Zealand made; goods.