PROOF OF EFFICIENCY.

Hauraki Plains Gazette, Volume XXXIX, Issue 5224, 9 January 1928, Page 4

PROOF OF EFFICIENCY.

CO-OPERATIVE PUBLICITY.

EFFECTS ON THE PUBLIC. . Co-operative advertising by an industry and community advertising by a town are the sharpest proofs of efficiency. The inefficient dare not advertise. Advertisers, whether' they are vendors of a food, oi' a great industry commencing its service, or a town proclaiming its attractions to touiisjts, do not risk exaggeration; flor if they are not as efficient as they claim to be the public would punish them severely by leaving them alone. But co-operative advertising by industries which give the public good value; for their money is always successful —for the industry and for the No leaders in an industry spend money in ■ advertising unless they know that the public can and will buy more of their product, if they are only told of its merits. The more, efficiently they produce in the mass the cheaper can they s,ell in thq unit. The more efficiently they advertise in' the mass —i.e., co-opera-tively—the lower will be theii' selling costs, and the lower, therefore, the prices paid by the consumer, whatever the goods may be. The idea of co-operaitve advertising by industries applies with equal force to the efficiency of towns. If one town has tlie wit and courage to publish abroad its natural, beauties or its fitness as a centre fox’ locating new industries, you may be sure it is an efficient town, with a council bent on enlarging the prosperity of ratepayers- In the United States the cities vie with each othex- in proclaiming their merits. So f?r we in this country have seen such activties adopted mainly by holiday resorts. — Six- Lawrence Weaver, in the London Daily Mail.