The Daily News. MONDAY, MARCH 8, 1920. ADVERTISING NEW ZEALAND

Taranaki Daily News, 8 March 1920, Page 4

The Daily News. MONDAY, MARCH 8, 1920. ADVERTISING NEW ZEALAND

A valuable and interesting discussion took place at the cpnference of Chambers of Commerce last week, at Wellington, on tlie motion introduced by Mr. J. T. Martin (Wellington): "That the necessity be urged on the Government for an organised and effective publicity campaign to advertise New Zealand and its products in Great Britain and in other overseas markets." "Our soldiers," said Mr. Martin, "have broken the ground, and directed attention to the country of their splendid physique and valor, and have constantly preached the Dominion's wonderful resources in agriculture and in mineral wealth, the grandness of its natural scenery, and its splendid climate.'' In this way they have prepared the ground for that publicity, or national propaganda which operates so insidiously and through such devious channels. An unthinking person may ask: "Why should New Zealand be advertised? If Canada and Australia find it pays to boom their countries, it stands to reason that New Zealand must suffer loss by not following their example. Admittedly, advertising by itself is not going to achieve the desired result. There are other important steps to be | taken both in the Dominion and by the High Commissioner's department in London (the re-or-I ganisation of which is long overj due). One important phase of the question was stressed by Mr, | Martin, who said:

"The demand for agricultural products was so keen at present and the prices were so high that New Zealand people were a-pt to overlook the fact that hefore the war th»y had to compete with other producing nations in the open markets and actually received less for their goods than the quality warranted. So dilatory and out-of-date were our methods, that a large proportion of our primary products actually lost their identity, instead of being retailed as New Zealand butter, cheese, lamb, and mutton. All sorts of schemes were resorted to by the people who handled the produce abroad, and in many cases labels and markings were destroyed in order that the New Zealand produce might be sold at the high prices which better-known and more widely-advertised lines commanded. It is something to our credit that the quality of our products is so high that ■ they can satisfactorily be sold in markets where the highest and choicest quality is demanded by the consumer, but it is really a grave reflection on our management and control of our national business when the producer at this end cannot get the parity value for his quality." Testimony of this description certainly indicates that our butter, cheese and meat have all been sold at less than their proper jralue—owing to lack of advertis-

ing. We recently commented in this column on the methods that are being adopted by the Motherland in bringing British manufactures before the world by means of organised fairs, travelling shows, and the cinema. In these days the people of all countries are impressed by hustle and enterprise, and the picture theatres afford ideal conditions for bringing before the outside world not only the natural attractions of New Zealand, but its primary industries. We have only to contrast what the Australian High Commissioner's department is doing in this direction, and the masterly inactivity so conspicuously apparent in New Zealand's London office, in order to realise the disadvantages under which the Dominion suffers. Australia House is one of the most striking buildings in the busiest and most frequented thoroughfares in London. It is always brilliantly lit at night, and keen attendants are present to show the visitors and explain to them what the Commonwealth produces—a comprehensive selection, arranged with much skill, beirg always on view. Besides this crowds are attracted by the free cinema shows that give to the life a definite object lesson of all that is likely to prove an attraction to people to make their home in Australia. New Zealand's office is so respectable that the blinds are drawn, and though the building may bo open, those in charge are so lamentably ignorant of the Dominion's affairs that practically no business is doing. Mr. Martin evidently confirms this state of affairs by the testimony of Lieutenant H. T. Brew, who stressed the fact that the High Commissioner's office was not directly responsible to any Department in New Zealand, it had no New Zealanders attached to it with recent knowledge of Dominion affairs; employed no expert in publicity methods; allotted no money for publicity purposes, and issued few pamphlets, except what was perfunctorily supplied from this end. It had some photographs of New Zealand cities—taken eighteen years ago. America has set a striking example of publicity by means of the cinema, her activities being familiar to all who attend picture shows in the Dominion. It pays America to advertise in this way, and there is no question that the advertising value of the film should be exploited by the New Zealand authorities to its fullest extent, through the medium of the large producing houses. In addition to this, there is an urgent need for the appointment, as part of the High Commissioner's staff, of a journalist of push and initiative, one who is thoroughly conversant with the capabilities and possibilities of the Dominion from all points of view, who can be relied upon to keep New Zealand and its affairs as much before the public of Britain as British affairs are brought before the people of the Dominion. If the right means of publicity are adopted, not only >-. l the right class of people be attracted to the Dominion, but capital also, while our produce will not be subject to the frauds that affect its value. New Zealand stands high in the estimation of the Empire and the Allies, but is far too often taken to be part of Australia, owing to being included in Australasia. The time is opportune for an educative campaign that will once and for all time enlighten the world as to the resources of the Dominion and its high class products. Money spent in this direction will be a splendid investment, especially if directed by the best intelligence that can be procured, and assisted by a department at Wellington that will keep the London office constantly supplied with the latest facts that will help forward the objects in view. It is time New Zealand emerged from her bashfulness, and demonstrated by pushfulness and enterprise that the goods she has to offer, at Home and abroad, are well worthy of acceptance.