STILL GETTING MARRIED

Sun (Auckland), Volume IV, Issue 1073, 10 September 1930, Page 11

STILL GETTING MARRIED

WHAT IS WRONG WITH BUSINESS? When the post-war depression was at its height in America a director of tho Congoleum Company convinced the other members of the board that the depression gave the company an unprecendented opportunity to invest one million dollars in advertising. And the Congoleum Company did spend one million dollars for advertising that year, although many of the directors trembled in their shoes. But the policy was proved right when the turn came a few months later. The' Congoleum Company was so far in the lead *that competition never overtook it. What the Congoleum Company did has been followed with success by other big business concerns who decided that the time to put on the gas was when they were coming to a hill. As one American writer has put it: “Young folks are still getting married, having babies and setting up housekeeping. Human wants are no fewer than they were a year ago, clo.hes are wearing out just as fast as they used to, men and women are eating just as much as they did last year, possibly more, because there is not so much dieting since curves came back. True, there are *ome people out of work, but after all it is a very small percentage of tho population. Even unemployment can be depended upon to dwindle as the season advances. The truth is business is about normal and uo may as well realise it and get busy.’’ \ If ever there was a time to advertise that time is now. If ever there was a time to leave good enough alone so far as sales policies are concerned tha time is now. Changing horses in the middle of the stream is still considered a good way to drown. What businessmen should do is to increase their appropriations for sales promotion expenses (which includes advertising) rather lhan curtail it; they should ake the money they spent for advertising in 1929, add to it the profit they made from advertising in 1929. and plough it right back into their business. CHICAGO WHEAT Reed. 9.5 a.m. CHICAGO. Tuesday. Wheat.—September, 82J cents; December, 88 cents; March, 91 7-S cents; May. 914 cents.