APRONS OF TRADE

Gisborne Herald, Volume LXVI, Issue 19979, 3 July 1939, Page 7

APRONS OF TRADE

BETTER THAN WAR KIT VALUE OF ADVERTISING NEWSPAPERS AS MEDIA LONDON, June 23. The chairman and managing director df the Abbey Road Building Society, Sir Harold Bellman, in his presidential address at the Advertising Convention at Blackpool, tea id British, peoples still preferred the / aprons of trade to the uniforms of war. “Careful and systematic advertising pays through good and bad times,” he remarked. “It is not so much a luxury of prosperity as a necessity of depression, as the balance-sheets of enterprising advertisers so eloquently prove. • “Business and- industry more than •ever to-day should plan constructively and extensively to reach both new and familiar markets. Advertising specialists should quicken the

advertising consciousness o'f buyers and sellers. The purchasing power of the mass market is likely to increase. “Newspaper advertising is still in the forefront of advertising media, •its pulling power remains as effective to-day as at any time in its history. We are living in a period •when a war might be won or lost before a single propeller begins to revolve. Therefore, planned propaganda .is Britain’s fourth line of defence.”

The Mayor of Blackpool said that , advertising had developed Blackpool from a fishing village Into one of the world’s leading seaside resorts. The Parliamentary Secretary of the Department of Overseas Trade, Mr. R. S. Hudson, said: “There is still ■ignorance of, and failure to appreciate, our system o'f government. Our .national habit of self-depreciation pre-disposes many to listen to dismal pessimists. The increasingly severe competition demands more aggressive selling methods, accompanied by research organisation and after-sales service."