WAR-TIME ADVERTISING.

Taranaki Daily News, Volume LVII, Issue 144, 12 November 1914, Page 4

WAR-TIME ADVERTISING.

We reprint from the Westminster Gai 'zette one of the admin-able articles put Jut daily by ileasrs Selfridge and Cte., Ltd., which hits off the present situation exactly. "BUSINESS AS USUAL."' The advertisement canvasser entered the manager's office breezily; then he said "(iood morning," and plunged int* the latest war news without more ado. As he talked ).<■ noticed thut there were three cards oi various ishape and design hung round the office; boldly displayed on tiiem was the motto "Carry On."< Over the manager's head, hanging from an electric light bracket, was another sign, framed, and bearing the phraee "Business as Usual." On the desk between the two men were a number of little poster stamps bearing this latter cheery passage. The manager was evidently sticking them on his letters, tot; before answering the advertisement canvasser, he took one of his tongue, placed it on the top corner of a sheet of letter paper, and slammed his clenched fjfit on it with the double object of sticking \t firmly to the letter and of impressing his visitor with his iron resolution. BUT JS'O ADVERTISING. "•No sir," he exclaimed ponderously, '"lou cau't persuade me to spend money on advertising Just now—why, with thia war, and nil the disturbance of trade it brings, I wonder at your lack of perception in coming hero and wasting mj time by asking mo to spend mora money!" . "But" returned the canvasser, look ing round at the typographical decorations, "from these mottoes I expected to. And you really ready to do your share of 'carrying on,' and as you usually advertise rather extensively in the coming months, I naturally concluded-that you were prepared to put into effect the 'Business as usual' motto you have adopted." e

"So I am doing,' replied the business man; "in every way possible. None of my employees has been discharged, those on active service will iind their positions awaiting them on their return, and the wives of those of them who are married will receive half their husband's salaries during the war; 1 have made adequate arrangements for a continuous supply of British-mode goods in place at the usual German and Austrian supplies, and in no case are the prices increased. If that isn't 'carrying on,' I don't know what isl But, of course, one has'to draw in somewhere, for a time at all events, and advertising, unfortunately, is such an expensive item that it will have to bear the brunt of the economic disturbances." THE CANVASSER AMUSED. The canvasser started to laugh. "You don't seem very displeased about' it," observed the manager. "Excuse me," replied the other, "but your view really has its amusing side. The one factor in your business you can least afford to do without, vou say is •too expensive, and will have to bear the brunt—' yes, it will -have to bear the brunt,' but not in the way vou mean. '■Whj', the changing conditions of commerce present new problems, new selling points for your methods and your goods. They enable your business to show its adaptability--you have shown it to me but are refusing to show it to the public. You say that advertisine is expensive.' But you do not advertise in time of peace because it is expensive, but because your customers look to yon to tell them news that will interest them and save them money. If you suddenly choke that source of news, the public are left to infer anything they please about you. In f ac t you are makmg a handsome present to those of vour competitors who, besides making all preusual' 0 " 3 t0 e ° ndUCt thcir bl,aincss M ALSO SEE TO IT THAT THE PITRrTr KNOW THEY HAVE' M4DE SUCH PREPARATIONS. UU * "You admit that publicity ig one of the most valuable weapons* that commerce has at her command in times of I peace,;" 'Yes, 1 admit that." Ihen what impression do you think the Allies would make upon 4e enemy if they sent their men to ti... fm,,f ready for 'W,,:, .., ~„ ~,„..,■ ...:,,, r „.-,, out umiM!Nitit:i:V"' ' "''.'" • • . Don't answer—advertise!"'