NEW ZEALAND.

Taranaki Daily News, 25 July 1921, Page 5

NEW ZEALAND.

A MAIRKET FOR BRITISH GOODS, ♦

Mr. Frank Goldberg’s advice on ’country and how to advertise in it. “I have come over here to tell British.' business and advertising men about New Zealand, to explain to them the magnitude of the market, the wealth of the people even if comparatively few in number—in abort, to show them what a splendid opening the count, y offers for ■ the right kind of goods. New Zea- • landers like British goods, but thofle who would supply the goods must understand what the people want.” The speaker was Mr. Frank Goldberg, of the Goldberg Advertising Agency, of Wellington New Zealand., now on a visit to Great Britain, and the remarks were made in the course of an interview. Mr. Goldberg is London-bora, but went out to the Dominion when a boj and in due course founded the prosperous advertising agency which now bears his name. This is his second visit to the Old Country. He came to England via the United States, and about the end of July will return by the ; same route. This has enabled him to j get a very useful impression of cani ditian s in the States, and it may j interest our readers to know that he I thinks business conditions worse there j than they are in tills country, apart, 'from the coal strike, for America is badly overstocked with goods, he says, and is anxious to unload them at almost any price. ! This rather by way of digression, foi j it was about conditions in New Zealand Jhat we wanted to learn Mr. Goldberg’s ' Views. Admitting that the country is •differing now from something of a ■ reaction after the great prosperity of i the war and Immediate post-war period, I Mr. Goldberg thinks it will soon recover ! by reason or the inherent wealth of its I natural resources. ' Here are a few figures which he gave |us as evidence of the agricultural I resources of the country. “Wtih an ' area of 103,581 square miles, over two- | thirds are in occupation, and the t otal i capital value of the land occupied is < £470,000,000. On the 15,831,000 acres of grassed land there are pasturing about 25,000,000 sheep, 26,0C0,GU0 cattle, • 375,000 horses, 280,000,000 pigs. In the j elevon months to November JOth last | the country exported 289,700 cwt. of butter, 1,193,000 cwt. of cheese, 035,000 ! cwt. of frozen beef. 3,350,000 cwt. of j mutton and lamb, and nearly 150,000,000 ilb of wool, jgether with hides and other products. I “I don't want to load you up with . more, figures,” Mr. Goldberg proceeded, I “but let me remind you that while we have no one very rich we have none v ery poor, and. the average working man in New Zealand is better paid, better h used, and better clothed than the workui of any other country. i “There is a constant and growing demand for all the produce of the country and the highest*prices in the best markets tro always assured her. New Zealand is peopled by a highly intelligent, well educated and progres- ! sive race. They are ameng the finest I speciments of virile < ivilisation in the i Empire to-day. Keen, alert, intelligent, I with a wonderful producing country i behind them, they are a race with whom j trading possibilities are almost un-imit-cd. The New Zealander is always ready I to spend' his money on anything that 1 interests him, and the country provided I opportunities q.' very great magnitude •to the wide-awake iqanuacturer It is an ideal place for marketing a useH’4 product.

“But while the country is so prosperous and offers such a. lino market, 1 do want tn impress on British exporters and advertis ig agents that tl(ey must go to work in the right way if they want to find in the Dominion the fullest market for their goods. It is very largely to impress that fact that'l have come over here. I ha><* come to talk of media, as well as of markets, to impress that the copy must be written m the right way it it is to he effective. Since I have been over hero, I have seen, a lot of copy prepared on quite the wrong lines, copy, for iii-Ltnce, to be inserted in the New Zealand winter season as though it were the summer season, forgetful that our winter is your summer. *

I want, to ram homo the fact, «o often impressed in The Advertising World, that the copy should be written by the man who knows th° market, hv the man who understands local conditions. Also the agent on the spot will know whether the article- is suited to the market.

I “There is another thing I want to ; impress on agents and advertiser,’ who I seem strangely slow to realise the -fart. ■ it is that the general British idea that what is united for Australia is suited for j New Zealand is wholly wrong. Copy I intended fcr Australia .s quite unsuited ■ for New Zealand. People in Great ! Britain forget that the two cnun.ries are separated by 1,200 miles of water and that the steamer journey from New Zealand is 4J days to the nearest Australian port. £ou cannot treat New Zealand as a country which an Australian agent can cover in n. week-end i trip. It takes three months properly i to travel through the Dominion. I “Then I want to impress on Britishers ithat though,the population is .mall, the Il buying power per heed is as groat as jft. any part of the world, save the United States. The people are very well off and have money to spend. The imports to New Zeaalnd for the fir,-t eleven I months of 1920 totalled £55,‘557,0(K‘, equal to £l‘J 6s per head The total trade for ‘the eleven months was £88000,000.” Referring to his personal impressions of Great Britain. Mr. Coldbc.g said that while our business men complained that just now business was dead he found .hem willing to listen to any business proposition. They are anxious to extend business. But he did regret that they were often so difficult to approach, and so conservative in their outlook. It was not so in the United States. j “We have at present no Audit Bureau ,of Circulation in New Zealand.” Mr. i Goldberg proceeded, “but I think 4 w !l i come before long. Already of the Unapers arc living net safes c rtifk-ates. .In Australia, too, they have started the [Plan. As to rates I may add that -rv- ( eral business men whom I have cut during my- stay in Great Britain 1 ~ • : asked me whether J think idv> y; i uiv rates will come down. T must ;<< i ,k, ‘not see any immediate prospect/ <•; it. Newspaper owners have bought h:-e stocks of paper at high prices, and Jut , is one of the factors that keep prices