BIGGER BUSINESS

Sun (Auckland), Volume II, Issue 343, 2 May 1928, Page 13

BIGGER BUSINESS

ADVERTISING RESULTS SHOULD BE OBTAINED ACCOUNTANT’S ADDRESS The necessity for business people demanding the certified circulation of all publications they advertised in, was emphasised by Mr. G. W Hutchinson, in an address given to the Auckland Advertising Club yesterday on the subject of “Accountancy in its Relation to Advertising.” “Many firms take the precaution of checking everything they purchase in order to see they obtain full value,” he said. But do they do it with advertising?” He strongly urged all members of the club to insist upon certificates of circulation by auditors, and that the results of all advertising be ascertained as far as possible.

“To-day there are so many booklets and minor periodicals in existence, I am inclined to think .that many business men sign advertising contracts just to get rid of canvassers,” he remarked.

Dealing with modern accountancy, Mr. Hutchinson said the old-time accountant who presented a statement every two years had disappeared forever. He had been replaced by a capable man who constantly watched the life blood as it flowed through the veins of the business. He was the engineer who kept the business train running on schedule time and averted accidents. ACCOUNTANCY REGULATED The standard of accountancy in New Zealand, remarked Mr. Hutchinson, was as high as anywhere. With the exception of South Africa, New Zealand was the only country where accountancy was governed by legislation. The agreement made by the Accountants’ Society with the University of New Zealand to conduct its examination had also raised the standard. At the present time there were 530 public accountants and 237 registered accountants. This, he said, was the reason why more accountants did not take part in public life. They were so busily engaged in a struggle for existence. A hearty vote of thanks, moved by Dr. Neale, was carried by acclamation. There is nobody who advertises Auckland better than Mr. G. W. Hutchinson, said the Rev. A. M. Niblock, secretary of the club. As secretary of the Auckland Automobile Association, he said, he carries out a most tiseful form of advertising—that of advertising motor-car routes. On many occasions he had reason to bless the activities of the Automobile Association, and he was sure that its efforts were generally appreciated.