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Hokitika Guardian, 7 October 1931, Page 4

Sih Thomas Linton whose death was recorded on Monday will always he associated with the history of the America Cun contests, in which he endeavoured to wrest the trophy from America. His first challenge was made in 1889, and since that he has on five other occasions sent a yacht across the Atlantic to represent- British .sportsmanship in what must be regarded as the greatest classic yacht race in the world. If the will to win were the criterion by which success is judged, Sir Thomas Linton, though lie did not regain the trophy, was successful. It was, at least due to his generosity, his unfailing sense of snorting etiquette, and his attractive personality, that the contests for the America Cup have been lifted from the. somewhat acrimonious atmosphere in which, at one stage, they were Hold. And after Ills last unsuccessful American venture Sir Thomas brought back to England a cup, dedicated by all classes of Americans to the “world’s best loser,” which in its way surpasses in value any trophy that might be won in competition. Sir Thomas Lipton will be remembered a-s one of the pioneers of mcdpvh, advertising. Only the bitter would suggest that has association with the America Clip ritebs had a calculated motive of obtaining, publicity, though publicity was a consequence of it, but lie certainly realised before most of his competitors, that a product of domestic consumption must be brought ,prominently and repeatedly fto the notice of the people before they buy it. He was a consistent and a resourceful advertiser, and bis commercial success must to a large extent be attributed to bis bold publicity campaigns in a period when the power of advertising was loss generally recognised than it is to-day.