MONEY TROUBLES

Rotorua Morning Post, Volume 2, Issue 542, 27 May 1933, Page 3

MONEY TROUBLES

A WAY OUT LEADING BUSINESSMEN ADYISE INCREASED EFFORT IN AD YERTISIN G. INTERESTING VIEWS. Christchurch, Saturday. In Christchurch to-day there is to be noted an increasing tendericy for business men to get together and talk over their problems. Successful re•tailers are earning the respect of their competitors, and are not as chary as they used to be in the matter of passing on their knowledge gained in the sch'ool of experience. All v this ic so much to the good, iand' Mr. Beveridge, managef of Messrs. A. J. White, Ltd., struck a useful note at a function on Friday night when he said that more informal gatherings of the kind would he an advantage, enabling men to know and understand each other better, and each other's problems. Mr. R. M. Burton, manager of th'e Army Stores, gave his recipe for successful xctailinioj. "I attribute a great deal of my suceess," he said, "to advertising in the newspapers. I can't see how manufacturers or retailers can hope to extend their business without advertising, and I wa.nt to say at this time in particular how fully I appreciate the wonderful manner in which the Christchurch newspapers and the members .of their advertising staffs have h'elped me along the way. There are many firms in this city to-day who have good stocks, but are short of customers and are worried financially. If they will only advertise they will get the customers and end their difficulties. It may be that they allow the cost of advertising to deter th&m, but they •must be prepared to make a plunge. All they need is confidence, and the rest will follow judicious advertising. If they will only 'give it a go,' many businesses can be improved, and money difficulties will vanish. I have found that increasing , the volume by ■ advertising enables me to sell at fair prices and these prices add further to the volume. In a couple of years our bsuiness has grown from the employmen of one man to a staff of fifty foutf people." "The Tea Went." Mr. Burton related one of his early experiences in advertising, many years ago. It was in Dunedin. An importing firm was "up against it." Stocks were heavy, bills were pressing. They had enormous stocks of tea, which wouldn't sell. It was good tea. Mr. Burton was asked if he could sell it. "One morning at about three o'clock — my wife must have thought I whs 'batty' — I got out of bed and wrote an advertisement. I put it in half-page space in the Dunedin papers, and in one or two other centres. In a month the tea had all gone. We didn't cut the price. The public got good tea, I got my commission, and the firm got enough money out of it to end their worries. And I've since been a firm believer and a big user of advertising whenever I wanted to sell goods quickly in a big way."