PESSIMISTS REFUTED

Hokitika Guardian, 11 September 1930, Page 6

PESSIMISTS REFUTED

LORD RIDDELL ON THE OUTLOOK “There is delusion current among commercial men that when trade is bad advertising should stop. That is a complete error.' You should advertise more than when trade is good.” With these words. Lord Riddell Introduced his speech to the Publicity Club in London. America was doing well; he continued,, because, she advertised, because, she was creating, an Amt, rican atmosphere.,, Britain was not doing so. well as we would-- like- to -do, bq'citastejlie British .manufacturer, as a general,rule, did, not believe in .advertising. !, ... “We 'advertising people,” his Lordskip ' said, “have a serious responsibility. It is up .to-us to see that on» country ! is properly represented abroad, that a proper mechanism is created ioi selling British goods abroad, and that our manufacturers.can secure experienced advice in placing goods on the market in the best manner. “I am convinced that the future oi British trade abroad depends on efficient advertising. “I am not one of those who think business is getting worse. I think, on the contrary, that we are not doing so badly .If you will look at the records of the public companies you will realise that most of those companies have done better in 1929 than they did in 1828. “I am not speaking on this subject because I am afraid of our country. This is, of course, an extraordinary country, with an extraordinary background and witli an extraordinary export position. We have an excess ol imports over exports of merchandise. You have to remember that we have large sums owing to use from abroad. Whereas with such a country as Australia an excess of imports over exports Spells ruin, with us it is, in many respects a sign of prosperity. “It is a very extraordinary fact that a British importer wants information about foreign markets lie must go to an Ameircan advertising agency to get it That is not as it should be. “It is a very difficult thing for us to appreciate that other countries have changed during the last 10 years almost in the same proportion as tins country has changed. It is very difficult for traders who do not go abroad to realise that the selling methods that are required in foreign countries have changed, that advertising has advanced there as much as it has over here.”