VALUE OF ADVERTISING.

Waikato Times, Volume 109, Issue 18347, 5 June 1931, Page 5

VALUE OF ADVERTISING.

LORD RIDDELL'S CONFIDENCE. IN FUTURE OF BRITAIN. Money saved on advertising In times of depression might very well turn out to be a loss. This was the opinion expressed by Mr Clynes, the British Home Secretary, at the dinner of the Advertising Association held to honour Lord Riddell, the retiring president, and to congratulate him on his recovery from his recent illness; and at the same time to welcome Sir Comer Berry as his successor. Mr Clynes, in his speech, said effective advertising had become an essential part of the trade of the Empire, and experienced and able business houses would not, he thought, neglect it. Coal, shipbuilding and cotton were still deep down in the depths of depression. Cotton had lost lo some extent —not altogether—from the lack of an advertising ideal. “Our great cotton leaders were lulled by their assured success and certainty of markets into a feeling of false security for I heir future, so that we had been beaten out of markets because of the finer shop-window dressing of some of our competitors. It would have been better if they

had been more alert, more alive to risks, and more alive to pursue tbe idea that it was better to profit from uncertainties than always to feel that (he same thing next year would be as it was this year. Increased Prosperity. "I look forward,” added Mr Clynes, “to a period, which I am certain Is nol far distant, when again, there will be a very substantial drop In our unemployed and a very substantial increase In our level of prosperity." He was sure the Advertising Association would make a substantial contribution towards that end. Warm tributes to Lord Riddell’* public services, and more particularly to his great work as president of the Royal Free Hospital, were paid by Sir Gomer Berry and Mr Charles A. McCurdy, K.C., who proposed his health. The delight of the assembly at finding Lord Riddell once more amomt them found expression in prolonged applause when Ills Lordship rose to reply. In his speech Lord Riddell, having returned thanks for the affectionate greeting accorded him, said the assoc; ntion was one of (he first, bodies to recognise that advertising must play an important and growing part in our overseas trade, efforls. He was confident this great country would overcome all her difficulties and would continue to maintain her premier place among the leading nations of tha world.