JOINT ADVERTISING.

Shannon News, 20 December 1929, Page 4

JOINT ADVERTISING.

TO FOSTER USE OF ELECTRICITY. HOROWHENUA POWER BOARD JOINS IN SCHEME. SUPPLY AUTHORITIES, GOVERNMENT AND TRADERS CO-OPER-ATE. Particulars of a co-operative scheme of advertising, to educate the public of the Dominion in the advantages of electricity, were before the Horowhenua Power Board on Tuesday, and after a general discussion the Board decided to become a participant in the campaign, at a" cost to itself of about £4O a year for three years..

The Chairman (mr J. A." Nash) and the Secretary (Mr T. F. Martin) of the Power Boards Association forwarded a circular which stated that the Electrical Federation and the Government had agreed to a combined advertising scheme to stimulate the use of electricity throughout New Zealand, and to the payment of their respective shares of the total cost, of th. 3 scheme. The Power Boards' executive considered the matter in detail oi November 6th, when a scheme from the Goldberg Advertising Agency, Ltd., was dealt with. This scheme had already met. with the approval of tlu Combined Advertising Committee, and the executive passed a resolution in favour of it, at the same time authorising the Goldberg agency to approach the 'individual supply authorities and secure their consent. The Power Boards Association was not an incorporated '.body and could not enter into a contract of that description. The agency would obtain the necessary contract" direct from the supply authorities, with provision that the money be paid, into a special trust account, of which jir F. T. Kissell (chief electrical engineer of the Public Works Department) is chairman. The executive recommended the scheme to the favourable consideration of the Boards. Detailed information on the scheme was rei nved from Messrs Goldberg, together with a list of recommended newspapers, which the Board's secretary (Mr P. W. Goldsmith) said seemed to comprise nearly all the papers circulating in New Zealand. The proposals contained in the firm's circular letter were as follows: —

(1) That? a combined co-operative advertising scheme involving a minimum 'expenditure of £20,000 be launched early' in 1930. (2) That the campaign be spread over a period of three years. (3) That the cost of the campaign be distributed as follows: —New Zealand Government (two-fifths) £8000; supply authorities (two-fifths), £8000; electrical trades (one-fifth), £4000; total, £20,000.

(4) That the campaign provide for (a) a large volume of advertising in newspapers circulating in the territories covered by the various supply auth : orities, (b) attractive and powerful posters in some of the leading hoardings sites in New Zealand; (c) folders and other mailing pieces distributed through the localbodies, and (d) other general propaganda.(5) That the Goldberg Advertising Agency, Ltd., be appointed to conduct the campaign.

The agents added that they already possessed the necessary letters from the Government and the electrical trade to the effect that their quota of the cost was authorised and available. It now remained to arrange for the contributions totalling at least £BOOO for the various Power Boards. Under the basis of contribution adopted, the Horowhenua Board was asked to subscribe the sum of £ll9 14s —for the three years' campaign or £39 18s per year, this amount to be payable in quarterly instalments, commencing as from January, 1930. A list was also received from the firm of the contributions so far received from supply authorities. These inAuckland £1795, Wellington £969, Christchurch £895, and Dunedin £578.

The Chairman (Mr G. A. Monk) said that the scheme had been "in the air" for about three years, and had come before the Association on sever a", occasions. He thought that there were some other Boards that were in a similar position to this Board, in that the necessity to ( advertise had r.oi? been very evident'in the past. This Boar-1 bad perhaps had a little more in the way of installations this year than it could economically handle —a state of affairs probably brought about because there had been a change on certain lands from one class of farming to another. That, however, would not go on for all time, and there was an aspect apart from the -Board's own dealings with the public. When one bore in mind the use of electricity throughout the Domiuion, it should be realised that, while the Board might spend on this scheme an amount that .would not be quite warranted in view of the increased consumption in its district, it had to be considered how the campaign Avould affect the whole Dominion and reflect itself in the greater use of current, with a subsequent reduction iii the cost of the power to the Board. They had been told repeatedly that it depended on the maximum load how soon the Board could get a reduction. He thought that it would pay the Board to enter into this scheme and have, it apply to its district, even though the Board had had such a splendid response from the people of the district. Many of the power authorities had speivt considerable sums in advertising and in • publishing booklets. This Board had only done so to a very small extent and what it had spent in , this direction was very small. Personally, he thought that the Board would be justified in going in for the scheme. •

Mr A. E. Hyde suggested that the Board should have some power to ad-

vertise in a certain way, such as to advocate the greater use of electricity during the afternoon and night, when it was off the peak load. The Chairman: That would apply specially to our district. Mr Hyde: If we could advertise reasons why cooking should be done in the afternoon or at night, it might persuade people' to go in more for the system.

The Chairman: Have dinner in the evening.

The Engineer (Mr J. A. Smith) mentioned the case of a household in whicn the current was never used at the same time for cooking as for milking, because the consumers recognised the advisability of easing the peak load. He said that if more people could be induced to take this into consideration, it would make matters much more convenient for the Board. A fairly brisk demand for electric ranges was being experienced. Mr Hyde: The line the advertisement will have to take is that electricity will be cheaper after 2 p.m.; wo may be able to make it cheaper. Mr A. Seifert said he considered that the purpose of the scheme was to | place the benefits of electricity before the public generally. He had fouu-l ■ that various people in Palmerston N. did not seem to understand the advan tages of electric ranges. One user had said that the elements often burnei out. In the speaker's house there had been an electric range for two years and four months, and in that time only one element had burned out. If people knew how little trouble there was with these ranges, more of them would be used, and that would create a diver- N sity of load, which was what the Board was looking for. The action of the Government in undertaking to pay twofifths of the total cost of the advertising scheme . showed that they recognised that it was a great advantage to the country for more current to be consumed. Another benefit to be derived from the scheme was that the public would" have the facts placed before them.

Mr E. Bryant: Is the power limited?

The Chairman: No. That was previously the case, but there is plenty o'f power now. Mr Seifert remarked that the power plants at Arapuni and Waikaremoana could be extended at very little expense. Mr ,W. B. Barber said that, though the time might be inopportune in regard to this Board's area, he thought that generally the- scheme Avould be a good idea. He had attended a very interesting electrical exhibition in the Wellington Town Hall; and as a result he. realised that people had a lot to learn about the uses of power.. He thought that the scheme was a good one.

The Chairman said that one innovation that must grow to a large extent was the use of electric ice-chests.

The Secretary (Mr P. W. Goldsmith) stated that the present cost of electrical appliances was a drawback to the rapid use of current, but if there were increased consumption, lower rates, and a greater demand for these appliances there ought to be a diminishing charge for the goods supplied. If the Boards went in for this advertising, scheme, they should have some say as to a fair distribution of the advertising. Mr T. G. Vincent: The best advertising is cheaper rates. The Chairman: I quite realise that. Mr Biyant spoke in favour of demonstrations.

Mr Hyde: 11 Very often heavier lines will have to be put in and our peak will be raised; but the cost of £4O a year for advertising, for a concern like this is trifling. Mr Hyde .moved that the Board adopt the scheme.

Mr Seifert: You Avould stress the diversity of load? Mr Hyde: It could be a Jeeorameudation. The Chairman: Yes, and probably it could be done locally; but I could no', promise anything definite. Mr Seifert seconded the motion. Mr Hyde stated that the power line, judging by his own experiences, was overloaded. The Chairman: It is a very good fault. We will, remedy it. We have had a good deal of it, but it is a very good ;ign. Mr J-unkhorn: I don't think that, in tlrj case.of our Board, it is necessary to spend 15s a week, but we have to back up this scheme. The chairman said that, in responding to the representations of the agents, the suggestion as to the special form of advertising to suit this Board would be placed before them. If the project was not'taken up by the necessary number of Boards, the agency was prepared to return this Board's contribution. The motion was then carried, in the following form: "That the co-operative scheme of advertising as submitted by the Goldberg Advertising Agency, Ltd., to cost this Board £3O ISs per year for a term of three years, be agreed to, and this Board join in the scheme under the terms as'set forth in their circular, dated December 6th, and that the Chairman and Mr Blenkhorn sign the agreement on behalf of the Board."