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Hokitika Guardian, 15 December 1933, Page 4

“Advertising is the voice of business and is an essential factor in the making of profit, To think of it as a re* grettable expense and look forward to the day when it might be eliminated from your accounts is to misunderstand its function and its power altogether,” said Sir Francis Goodenough at the recent conference of the British Commercial Gas Association. “It is as essential for an industry to learn to advertise as it is for a child to learn to talk. It would he as costly a bhinder for a business not to spend money on advertisig as it would be for a parent to refuse to spend money on bis boy or girl learning to speak and write.. Bv some business men advertising is looked upon as an expense mainly' connected with putting n proposition or a product before the public, and they hope to ‘cut it out as soon as the business has got running. You might as well cut out the petrol supply when you’ve got the engine running—and you could if you were only going downhill all the time. But to keep going full speed along the level and surmount the hills when you come to them, you need an ample and constantly replenished supply of driving force. As a nation and as an industry we have plenty of stiff gradients to climb out of the valley of depression and over the hills of competition, and we have need for' steady progress when we get back on the high road and uplands of prosperity; so we simply cannot afford not to spend enough to give us all the driving force that advertising can provide Sound, educative, informative, reliable (advertising Is needed to-day more than ever for the building up and maintenance of sound businessbusiness based on efficient service, thnt will be profitable alike to buyer and seller ard therefore to the nation, which together they constitute.”