FASTER LIVING

Hokitika Guardian, 18 July 1931, Page 6

FASTER LIVING

PROSPECT OP THE FUTURE' '

“Business Now and in. the Future” was the subject of an adress to mem bers of the Wellington Advertising Club by Mr F. W. Mothes, who recently returned from England to take over the general managership of the Goldberg Advertising Ageniy, Ltd. “From now on,” said Mr Mothes, “the speed of civilised life is going to increase so rapidly that in 25 years we shall probaJdy-jlje living at least twice as fast as wffio now. One of the .factors in this increased speed is the growth of air transport. Our present speed on land of 40 to 60 miles an hour will be slow compared with future speeds of 200 and 350 miles an hour. This is an important fact not only from the stand point of physical transportation—it is important to everyone in business, because of the increased mental speed that goes with it.

“Another factor will be the increased speed and flexibility of communication. Where we how ship or rail films, manuscripts, prints, proofs, mats., etc., we shall presently flash these things,. News, pictures, stories, advertisements, will be transmitted instantaneously. Already pictures and advertisements' are being telephotographed; • One of the latest inventions is a machine for setting type by wire. By. this machine a ‘comp,’ sitting jn New York, can work his key-board y which sets the news and editorials in a chain of newspapers. And when the last word of his story is clicked off in New York the type will beset ready to go to press in offices thousands of miles away. . '

“Newspapers and periodicals will be delivered to all pionts at express .speed. Then will come television, creating a new advertising medium—fast, graphic and universal is its language, a new competing medium for the publisher and lithographer. All this means that business will be accelerated. “Men will , know markets better because they will know places better. They will know people better because they know more of them—in more different places and in more countries. This means more intelligent sales administration. •' -

‘Market opportunities will be: increased. The distance between the great centres of food-consuming population and the ocean, with its fish foods, and the tropics, with their perishables, will be cut in half. Inaccessible sources of new materials will be moved out of their inaccessibility and brought within minutes and hours of the centres where they are most needed. Styles and habits will spread twice as fast; ' and penetrate more and more into all quarters of the globe. “Advertising will he one of the most potent factors in the new speed of business,- because it will act as quickly as thought. It will creat new markets, develop new needs, meet new competitions, establish new names even as it is now doing—but to-morrow it will do these things twice as fast.