It Pays to Advertise

Radio Record, Volume III, Issue 50, 27 June 1930, Page 2

It Pays to Advertise

Practical Proof | ° se enunieneeannend Quits an interesting lesson for the electrical trade is contained in the experience of the British fish industry. To stimulate the consumption of fish, the trawlers agreed to a composite levy on themselves over a period, such levy to be devoted to advertising. The levy was on the basis of 1d. per pourid’s worth of fish landed. Sir Gomer Berry, in presiding at the annual dinner of the National. Advertising ‘Benevolent Society in London, ‘quoted the experience of the fishing ‘industry in the expenditure of this money. Last year the total levy amounted to £40,000, and the results of the campaign that was launched have been amazing. The gross revenue of British trawlerowners has been increased over previous years by no less than. £1,100,000, .and the sales of fish. increased in the year by 37,000 tons. ‘Trawlers which in the ordinary way Sgere laid up for a considerable part . @£ the year were provided with fulltime capacity. In addition, 72 new poats were launched to engage in. the industry, and. other craft. were laid aown for the same purpose. As another’ important effect of this campaign, those trawlers and boats during the year fourned an extra 150,000 tons of British coal, thus providing more work for British miners. The experience of this collective ef- » fort’ on the part of business interests is illuminating, and suggests that the . time is more than ripe for the initiation of concerted advertising on be- . half..of electrical interests in New _ Zealand. The position in the Dominion is that the supply of electricity is now ‘on a fairly well-organised basis, but it ¢an be considerably expanded with : profit to the supplying authorities and benefit to the consuming public. The * plectrical trade stands to benefit mark- ’ @dly. As the use of electricity in home appliances expands, the public benefits ~in ‘increased economy in labour and added home comfort. Three major interests are concerned, viz., the Governpent, which is the source of supply forthe mdjor power schemes; secondly, the distributing power boards and electrical supply authorities; and thirdly, the wholesale and retail electrical trade itself. Effort was made earlier to establish a joint advertising fund. ‘ The benefits to be derived from proper use of this field are so great that it is. sincerely to be hoped: that nothing will hinder the consummation of the plans laid. The experience of the British fishing industty should give heart to all in its proof of the value of conGerted advertising. ¢ 4