SLOGAN FOR EMPIRE

Waikato Times, Volume 121, Issue 20255, 26 July 1937, Page 12

SLOGAN FOR EMPIRE

LORD BLEDISLOE’S VIEW. “BRITAIN FIRBT, EMPIRE BEOQND.” (From a Correspondent). LONDON, June 25. A new slogan, “Britain first, Empire countries second, foreign countries third,” was suggested by Vlsoount Bledisloe, a former Governor-General of New Zealand, when addressing the •Empire Advertising Convention at

Brighton. He pointed out that there was a growing desire, as far as was practicable, to “keep business in the family.” Of the increase of £72,000,000 in Great Britain’s exports since 1933, £53,000,000 was due to the higher demand from Empire countries. hi 1935-36 New Zealand bought half her Imports from this country, and, in all, 73 per cent of her Imports came from within the Empire. “The Empire is by no means a saturated market for British goods. What applies to New Zealand applies in greater degree to other parts of the Empire.” ■Lord BledJsloe asked If it were generally realised that over 40 per cent of the exports of the United States still went to the British Empire. If they wished to combat that trade by advertising they must start, first of all, in Britain herself, and secondly, in Canada. “There is a growing conviction that if the lasting contentment of consumer and producer is to be secured and, with it, the stability and continuity of commodity exchange within the Empire a comprehensive plan must be evolved*. Reciprocal Trade. “Under this plan, subject to considerations of national security, each part of the Empire shall be expected to provide to every other part those commodities which soil, climate, natural resources and other material faotors enable it to supply in the highest possible quality, in adequate quantity and at a reasonably low price. “This principle is applicable alike to primary production and to secondary industries.” Lord Bledisloe also stressed the paramount importance of friendliness and confidence between Great Britain and the United States. “Indeed, I am certain that if this were intimate, sincere, and based on mutual economic advantage and steadfast co-operation in international affairs there would, be no need for a •League of Nations, and the futility of multiplying armaments at colossal expense to all nations would become apparent. “For if the British Empire and America said emphatically to the world, 'There shall be no more war; we won’t permit it,’ there would be no war. Preference to America. “But this connotes some concession In the matter of mutual trade relations; some slight, modification of the principle embodied in the Ottawa Agreements. Let us stick to the trade slogan of 'Britain first, Empire countries second, and foreign countries third,’ but, in view of our AngloSaxcrn cousinship, our common traditions and ideals, and, above all, the paramount Importance of peace, let us put the foreigners in two categories, giving some definite preference in the matter of Imports to the United States.’’

Speaking of home agriculture, Lord Bledisloe declared that the prolonged poverty and ever-increasing paucity of our rural community were due " to the myopic Government policy in the past and the Insecurity of capital invested in the Industry.

These things had deprived our manufacturers, through lack of purchasing power in the British countryside, of what should be a valuable and remunerative outlet for at. least one-fourth of the products of their factories.

“This unfortunate trend seems likely now to be permanently arrested by the realisation on the part of British Governments of all shades of opinion, as well as of our urban communities. that from the standpoint of physical fitness, the availability of ! fresh food of a health-protective ! character, and. above all. of security In time of war. food production on a larger scale must in future be confidently pursued,. ‘ Such a policy must carry with it an assured margin of profit, to all those who employ skill, capital, and experience In conduefine: the process under suitable conditions of soil and climate.” Selling What la Wanted.

In a reference to the value of advertising. I.Td Bledisloe remarked that while It paid to advertise, worthless drugs and preparations, purportI ne to cure incurable disease. Mere , being foisted on a credulous and j pathetically ignorant section of sufferj ing humanity. j 'dvertlsinfit was not effective, how- | ever, jn selling our goods unless we | supplied what was wanted. • The | British farmer lost the British trade in bacon to the Danish farmer bei cause the British consumer and. espej cially the Welsh miner, preferred lean ! bacon to fat. and the British farmer I faded to supply it. I When he was Governor-General of | New Zealand he found the same factor oprratlnsr. to Ih£ detriment. of | such British trades as motor-cars, hats, tennis shoes, and barbers’ cutlew- Careful investigation as to the precise character of the local demand “Invited t.o Sacrifice Trade.” Sir Stanley Reed, president of the Association of British Empire Newspapers Overseas who was in the 1 chair, observed that in speaking of Empire trade we were referring to the buying power of 500.000.00,0 people Since 193 2 there had been'a reorientation of Empire policy by the Introduction of tariffs and prefer-

The Empire overseas to-day buys more of our manufactured goods than the rest of the world put together, but the fact remains that it still buys foreign goods to the value of £209,000,000 a year. Yet we are invited to-day to sacrifice some of our Empire trade policy as a gesture of good will to the United States, which is spending £32,000,000 a year direct from the Treasury, apart, from enormous grants in other directions, in subsidising attacks on the British shipping industry.

Mr Beverley Baxter, M.P., said: “Trade is the very basis of peace, and advertising is the gospel of trade and to that extent is also the. gospel of peace. Where there is trade there is competition, but competition in trade is not war. The lack of trade leads to war I” Referring to the value of th° films in advertising, Mr Baxter declared that this country had badly bungled the whole question of film production, and that, failure was partly the fault of the business men. "A Very Serious Thing.” If the Government and industry had grasped the importance of films to this country there would have been a far* stronger film production here. “Has British industry ever tried to utilise the British film? The complete surrender of our film industry to American competition is a very serious thing, and it is partly the fault of the Government and, gentlemen, it Is partly your fault. I think the weak spot in your organisation is that you have brilliant men, but who are your spokesmen?” Professor Arthur Plant, of the London School of Economics, failed to carry the Advertising Agents’ Session with him in his suggestion that a body of experts should be appointed to consider the merits of commodities about to be advertised. Speakers objected that this suggestion had little likelihood of receiving the approval of manufacturers. Professor Plant, expressed surprise that experts should advise people how to back racehorses but that no such authoritative assistance vas given to the buyers of merchandise. I