INDUSTRIES FAIR

Hokitika Guardian, 13 August 1926, Page 1

INDUSTRIES FAIR

Jilt; BRITISH EFFORT. LONDON, June IS. ‘The British Government, is the only Govenmicnt in the world "'vliicli has the good sense and courage to put up an advertising appropriation for the purpose of attracting trade.” Sir Charles Higluun, the- publicity expert, speaking to a “Daily Chronicle” representative at the Department of Overseas Trade, made this comment in reference to the Government decision to spend £25,000 on Press advertising in connection with next year’s British Industries Fair. The fair will be held concurrently at the White City, Shepherd’s Bush and at Castle Bromwich, Birmingham. ‘Our iol) to-day,” said Sir Charles, “is not so much to make goods as to sell them.” “The United States is the most prosperous nation in the world owing to one thing only, that they have learned to sell what they make.” ‘Fifty thousand foreign buyers are expected to attend the fair,” said Mr A. 51. Samuel; Parliamentary Secretary to the Department of Overseas Trade, “and before it opens each of them will receive three letters in his own language informing him of each stage of development. “The fair, which aims at placing the British manufacturer in touch with clients all over the world,” he added, “is one of the cheapest and most efficient means of accomplishing this object, and the way in which many small firms have built up large business on the basis of exhibits at the fair is almost romantic. “This is no exaggeration, because tho small manufacturer, until a stand Bft. square, can obtain all his requirements, including erection of the stand, handling of his packing cases, electric light and his catalogue entry, besides the assistance of a vast advertising campaign and the whole-hearted help of the officers of the Department in every important city and capital of the world, for a sum of less than £20.”