EOLVING WORLD PROBLEMS

Waikato Times, Volume 112, Issue 18804, 28 November 1932, Page 11

EOLVING WORLD PROBLEMS

IMPORTANCE OF PUBLICITY. In an article in the Auckland Chamber of Commerce Journal Mr C. E. Clinkard, M.8.E., makes sonic interesting references to the Ottawa Conference. He stated — “The politicians will be there as tho mouthpieces, but it will be the business men and Hie llnanciers boliinG the scenes who will dictate the policy': Never before lias business been regarded as so essentially the life-blood of nations. And in this struggle for commercial ascendancy the advertising man is the business man’s ablest lieutenant To-morrow he will be his principal adviser. No industrial captain will embark on a trading venture without an advertis'ng pilot at tho helm. The time is coming when the advertising man will not only be' consulted, but lie will have to he satistied that any proposed new line will appeal to public fancy, before lie allows even raw material to be ordered for its manufacture. And once a line of goods Is decided upon lie will have full power to see that popularity and publicity are manufactured into these goods at every stage of production."