ADVERTISING THE DOMINIONS.

Taranaki Daily News, Volume LVI, Issue 222, 19 March 1914, Page 4

ADVERTISING THE DOMINIONS.

Tliis is an advertising age, and as such it should he described by historians. From a country containing millions of inhabitants, like Canada, down to the smallest article that is offered for sale, recourse is had to advertising, which has practically become one of tlie fine arts. Moreover, success is so much dependent on advertising that no smart business man, be he trader, manufacturer, politician or head of a State, considers he can do without advertising in some form or shape—and he does it. As everyone is aware, there are various means of accomplishing this end—theatrical, dramatical, sensational, personal and practical—but the result >s always the same. The farmer, who is the primary producer, is almost alone in the non-advertising world, for he places his goods on the market, -and any desirable advertising is done by the middle-man. It is not surprising, theiefore, that new countries awaiting development, or anxious to attract eitlr.-r settlers or visitors, should have recourse to advertising, which is the only way whereby they can hope to obtain what is needed. Admitting the truth of the basic principle, the question arises as to the most effective means to be em-

'ployed. Canada and, Australia have botli taken great pains in evolving a somewhat comprehensive and expensive system devised to attract settlers, especially those with money, whose aim in life is to carve out a fortune and possibly a career. Efforts have also be"ii made by these dominions to attract workers, for without this class development is impossible. Both these countries can offer land on very favorable terms," and, in spite of climatic disadvantages, their advertising ventures have borne good fruit. New Zealand'.? inducements are not so favorable, for there is not enough land to go round, and the labor market is at times congested. The chief need in New Zealand is for money, not only for development of the primary. industries, but also, for industrial purposes. Some of our labor conditions are, however, such that until adjustment-takes place it would seem useless to endeavor to pursue a policy of make-bi Ueve enticements to invest capital in manufacturing enterprises. The High Commissioners can, and do, form an excellent medium for disseminating information as to the resources of the dominions, and, in order to make their efforts more successful, a scheme has' been propounded by Earl Grey and others for domiciling the representatives of .overseas Governments on a prominent site in the Strand, one of the busiest and most traversed thoroughfares in London. To advocate the advantages of this scheme, Earl Grey is visiting the- several dominions interested, but has,', so. far, not achieved much success. New Zealand has already entered into an agreement for occupancy of offices, in London, to be buiit to suit requirements, but there is much to be said in favor of Earl Grey's scheme, both' f'om 'commercial and Imperial points of view. The underlying idea is certainly to* be commended, but it must be evident to the meanest comprehension that i the chief matter to be considered is not so much where the dominions' London offices are to be situated, as/the means to be adopted to make known the attractions and resources of the several States. Much harm may be .done ,by indiscreet and misleading statements lieing made with the object of getting people-to migrate to Australasia under false impressions as to what are. the real conditions prevailing, an.l it. is to be hoped that the New Zealand Authorities will exercise the greatviit flare in this direction.