£1,100,000 EXTRA SALES

Sun (Auckland), Volume IV, Issue 1061, 27 August 1930, Page 11

£1,100,000 EXTRA SALES

“EAT MORE FISH” CAMPAIGN The "Advertiser’s Weekly, of Great Britain, interestingly records how veilplanned, consistent advertising lifted the fishing industry from a state of depression to one of affluence. It says inter alia: “By a levy of one penny a £3 on the value of fish landed British trawler owners hqve increased their revenue for the year by £1,100,000, a twenty-seven-fold return on their advertising investment. “Fish has bi-ought the trawler own-’ ers an average increase of 0.05 of a penny a pound—an increase quite powerless to affect the retail price to the housewife. Yet this increase, trivial as it is, in conjunction with increased sales of 37,000 tons for 1929. has provided the trawler owners with £1,100,000 of much-needed new capital. SHIPPING BOOM CREATED •The whole of the increased revenue has been returned to the industry in the form of new trawlers. Seventytwo new boats have already been launched, and the shipyards which specialise in trawler-building are fully booked up with orders for months to come. x “Not since the war have the owners felt confident enough of the future to increase their fleets, and during that period there has been a steady reduo-* tion. year by year, in the number of boats. Now they are convinced that the increase is not a spasmodic one, but an earnest of future expansion, and are adding to their fleets with all their pre-war vigour. FLEETS WORKING AT UTMOST CAPACITY

“The existing, fleets are being’used —the first time since the war—to their utmost capacity. Till 3 929 practically all trawlers were allowed to' lie idle for many weeks of the year during /i leisurely overhaul, for the demand Tor fish did not warrant their full use. During- 3 929, however, overhauling was finished as quickly as possible, and every trawler put to sea for the fullest possible time. A GAIN TO LABOUR

“Since the fishermen’s pay .is basArd on takings, this intensive use of the fleets and the larger landings have been reflected in higher wages, while dock hands and other shore workers have benefited to a corresponding deMoreover, the prosperity of the fishing industry has brought benefit to other national industries, in addition to shipbuilding. For’ every ton of fish landed four and a-half tons of coal arc used, and British mines therefore received during 1929 additional orders for 150,000 tons of coal —thanks to advertising.”