A PUBLICITY MEDIUM.

Hauraki Plains Gazette, Volume XXXV, Issue 4728, 23 July 1924, Page 3

A PUBLICITY MEDIUM.

“THE EMPIRE’S DAIRY FARM.” WORLD-WIDE OPINIONS. So much comment has recently appeared as to the lack of effective publicity of New Zealand products overseas that it is interesting to record tlie considerable measure of succvss iicnieved by the distribution of a booklet upon the dairy industry entitled "The Empire’s Dairy Farm, of which 25,000 copies were recently distributed in actual and prospective markets. As an outcome of that distribution some remarkable expressions of appreciation of the rapid rise and importance of New Zealand’s dairy industry have been received. Hundreds of recipients of the book have written expressing their coidial appreciation of the high-class publicity undertaken, and of the information conveyed. Some of these letters give an interesting insight into the overseas conception of New Zealand, and show the need for and the value of publicity secured by the distribution of knowledge concerning the Dominion.

In the United States the almost unique effect has been achieved of extracting ungrudging praise and the confession that in this industry, at any rate, some country other than the United States leads. Mr C. 'E. Carpenter, president of E. Houghton and Co., and famous the world over as editor of "The Line, ’ wrote: "You certainly have the United States outclassed in every way in your particular industry, and you have our best wishes for your continued success and improvement.” Mr 0. E. Williams, of the United States Department of Agriculture, Washington, writes : “1 have been amazed, in reading this booklet, at the magnitude of the progress that has been made by co-operative dairying in New Zealand. The story is wonderfully told, and extremely interesting.” The president of the B. F. Sturtevant Company, Mr C. C. Hardy, writes: “I should judge from a perusal of your booklet that you know all there is to know in this field of endeavour. The booklet is splendidly designed and executed, and is extremely interesting. The writer personally did not conceive of the magnitude of the work done, and doubts if many people in this country realise what you are doing in this line. ’

.-is was to be cxpecied, a partictudiiy cvruiul iccepuon was given uiv „ouniut iu Gieac Britain, UiiOuguva. which country a very wiue di»m»unun was made to all. leading wlloiebaie uisirioutois, ami, by special request oi tne empire Advisory UOuiivil, a special supply was made avauab.e ai die Aew Zealu'iia stull, at diencmuiey Exliibiiioii.

Appreciations have been iecei>e.i xium many uulsiue trade circles, roi instance, the head ol a large scii-oi wrote: ’’lour meliiod rs the pio,-ei method ui making your pruuucts Known throughout Britain. lam hoping tor the time to come when we at Home ..ill purchase the bulk of our luotistuils from our brother culoni.is, aii'i u.i hope that iu the near future preieiential iraeatiueiit will be given iiiuse colonies which make it their ijusiiiess to provide -for pur wants. J shall continue to instill into the nimds ui my pupils the excellent work oeiiig none in the Dominions and to push forward the claims of our colonies. Sir Leslie Scott, K.C., wrote ; “Your book illustrates in- a striking way now much easier it is to make agiicultural co-operation a success where the market is an overseas market, and export conditions almost necessitate combined action for growing, packing, and marketing. The reason we have so much difficulty here in England in getting farmers to co operate is that the exigence of the export interest is absent, 1 shall always be glad to receive any information about New Zealand. With joui views about Empire development 1 am in entire agreement.”

“Koi our part,” wrote a large distributing firm ,‘‘l would like to say that we always endeavour lo show prominently in our windows all col onial produce, more particularly New Zealand butter and New Zealand lamb. We are of opinion that the British public would much prefer colonial produce so long as the quality offered is equal tc that supplied by other countries.” Another wrote : "1 can assure you that we shall always give preference to goods produced within the Empire, and New Zealand in particular occupies a very warm corner in our hearts.” Liorci Leverhulme, head of Lever Bros., after remarking that he had been very interested in reading of the splendid record of the industry, complimented those responsible upon the excellent means taken to secure publicity throughout Great Britain. Frank envy was expressed by the Superintendent of Dairying Eor South Africa. "I consider the book,” he wrote, "to be one of the best productions I have seen for a long time, and it depicts the enormous strides in the dairy world since I was in New Zealand in 1914. It makes one’s mouth water when one looks at the slow progress with which we are faced in this country owing to continued droughts and locusts, the need tor better cattle, and a few thousand more energetic dairy farmens.” An appreciative reception was given in the sister Dominion of Canada, and a special review' running to a column in lei gth was given in the leading daily paper at Vancouver through the medium of Mr C. B. Tisdall, Mayor of that city, whose brother is a leading citizen of Hamilton. In his letter Mr Tisdall congratulated the industry upon the splendid publicity secured by this booklet.