O'K. SAUCE
Served in the best places
Library, Supreme Court
Jongkong Jang
Hongkong Daily Press.
ESTABLISHED· 1857
Registered as a Nowspaper at the General Post Office in the United Kingdom.
RT Banett
N. LAZARUS
OPTICIANS
18, Queen's Road Central
No. 22685. Af±±☎ *#¶¶** HONG KONG, TUESDAY, APRIL 14, 1931.. # # Price Single Copy, 10
Drambuie
ま
DRAMBUIE
PRINCE CHARLIE'S 'LIQUEUR,
The origin of "DRAMBUIE” and
the basis of its production, give it a character distinct from other Liqueurs.
Brought to Scotland by a follower
of Prince Charlie in 1745, the recipe was given to a MacKinnon of Skye,
and the secret has ever since remained in one family. The MacKinnon of that day employed the materials which were available, and in place of Brandy a fine old Whisky was used. This, along with heather honey and herbal ingredients of recognised value as aids to digestion produced a Liqueur which soon gained the post of honour on the tables of Highland Aristocracy and is now known world-wide.
Agents
CALDBECK, MACGREGOR & CO., LTD.
Prince's Building, Ice House Street.
Tel. 20075.
HONG KONG, CANTON AND MACAO STEAMERS.
JOINT SERVICH OF THE HONG KONG, CANTON AND MAGAO STHAMBOAT CO., LTD., AND THE CHINA NAVIGATION CO.,LTD.
HONG KONG-CANTON LINE
(Sundays
Ballings from Hong Kong Daily, at8&H. & 10.00P.M., 10.00 r..only)-
(Sundaye Sailings from Canton: Daily, at 8.A.M. & 4.80 P.M. (4.80 P., only)
C
HONG KONG MACAO LINE.
BAILINUS From HONG KONG-Daily at 9 a.m. & 2p.m. (Sandays excepted) SAILINGS From MACAO Daily at 8 a.m. & 2 p.m. (Bundays exceptai)
SPECIAL SALOON FARES.
WEEK DAYS.-Singlet $3.00; Return: $5.00. SUNDAYS and EXCURSIONS-Bingle: $2.50; Betara : 34.00,
EXCURSION TO MACAO:-
ON SUNDAY, THE 10TH APRIL, 1931 8.8. "SUI TAI"
Will depart from the Company's Wing Lok Street Wharf at §) A.M., and from Medao at 4.00 PM.
Not-All Steamboat Company's Steamer ́are fitted with Wireless.
THE HON. TREASURER,
HONG KONG BENEVOLENT SOCIETY,
525, THE PEAK.
Enclosed please find cheque for twelve dollar. being subscription to your Society for the current year,
FACTS AND FIGURES
For the Busy Business-Man.. interested in Hong Kong and South China. The Hongkong Weekly Press and China Overland Trade Report (Price 30 cents) will be mailed for a year to any place in the world for $18: Send for a specimen copy.
"HONGKONG WEEKLY PRESS,” 11, ICE HOUSE Street.
DIARY OF LOCAL EVENTS.
To-day.
(April 14.)
Easter Law Sittings Begin. Annual Meeting, Shareholders & Subscribers of the City Hall, Jar- dine's Boardroom, 12.30 p.3.
II.K.F.A. Council Meeting, 5,30
1.m.
Rotary Club Tiffin, Lane, Craw ford's Restaurant. Sponker: Rev. E. G. Powell on "Community Ser- vice."
Sanitary Board Meeting; 4.13
p.m.
Hong Kong Cricket Club, Tennis Tournament-
Open Doubles:
THE ECONOMICS OF ADVERTISING.
AN INTEGRAL PART OF DISTRIBUTION.
SOME FACTS AND FIGURES.
Thore are still those who ridicule It does sound like a paradox, but advertising and rail at the amount sit
This in a question that cannot be. of space taken up by it in our raagazines and newspapers, writes side-stopped. It cannot be answer. Gilbert T. Hodges, President, ofed with glittering generalities. It the Advertising Federation of will not do tu answer the qucation America. There are those in high dogmatically. We must have tho. places who contend that advertising frota.
The Bureau of Research and M. W. Lo and M. K. Lò . Ho is exploiting the consumer, making Ka Lau and Yow Man Kit
him boy what he does not need, and Education of the Advertising at an exorbitant price. If there is Federation of America has brought. one charge are than any other to light some information which that is hurled at the heads of ad-seems to prove that the advertising vertising men, it is that advertising bill is not really paid by the con is an expensive huxury, adding sumer at all, even though the greatly to the cost of things which advertiser does not pay it out of people buy. But so does produe | his profits.
Handicap Singles "A":
:::
H. J. Armstrong (owe 15) v. N. 1. H. Railton (roo. 4/6).
Foley (scr.) v. R. M. Henderson (roe. 2/0).
Handicap Doubles:
Stock and Humphreys (rec. 6/3)
Nash and Hill (owe 2/6),
S. E. Green and D. 8. Green (owe 16) v. Leo and Stabb (scr.)..
II. Owen Hughes and G. R. More (owe 15). Low and Dowley (rec. (5/6).
Club Championship:
A. L. Sullivan e. R. H. Wild. Handicap Singles "B";
Ferguson (uwe 3/6) r. Rodger (owes 3/6).
Queen's Theatre: "Remote Con- trol."
World Theatre: "On Your Back,"
Star Theatra: 4 Devils." King's Theatre: "Tom Sawyer." European Mail:-Outward: Europo via Biberia (Pres. MoKin- ley) 6 p.m.; Europe via Marseilles (Angers) 9.30 p.
.
Wednesday.
(April 15.)
H.K. Realty & Trust Co., Annual Meating, Exchange Building, 11.30 St. John Ambulance Brigade (St. Jouph's Division) Concert and Dance, Hotel Cecil, 8 p.m.
Hong Kong Cricket Club, Tennis
Tournament:
Open Doubles
C. A. Rumjahn and J. A Cassumbhoy . winners of the tie P. Kong and W. T. Loe v. H. Lo and Tu Tak Cheuk. Handicap Singles "B":
Womack (owe 1/6), v, Jensen (rec. 5/0).
warehouse and
:
tion add to the cost. So do travoll- Advertising is. not " thing ing salesman, jobbers, retailers, separate and distinct from business. transportation. It is an integral part of the die And still these crition of advertistribution machinery which bringa ing seldom complain 'against any, the products to the consumer.
of these other charges.
And why is thin?!
It is but one of the items making up the total cost of distribution có It is 46 the ultimate coniumor. logically and economically a part
THE
HONGKONG"
PENINSULA HOTELĮ?? .HONG KONG HOTEL REPULSE BAY HOTEL, PEAK HOTEL.
AND
SHANGHAI
ASTOR HOUSE HOTEL; PALACE HOTEL;
HOTELS,
LIMITED,
IN ASSOCIATION WITH TRE GRAND HOTEL DES WAGONS
LITS, PEPING.
The Only Hotel in CANTON Directly under European Management.
libly of the two billion dollars of the price of an artiplo as is the THE VICTORIA HOTEL
To impress the public with the importance of advertising, we apeak
spent annually for advertising.
erat of the locomotive which hauls it to market, or the cost of the machine which makes it, or the labour of the mechanic who runs the machine.
Extravagant Luxury Chargo. Appropriations of five, ten, and even fifteen million dollars to sell the most ordinary commodities are commonplaces to-day. Small won-
There prevails a serious miscon der that the average man on the ception of how much divertising ex- alrect is staggered by the mention pense goes into the retail price of a of such amounts. They are quite commodity. Recently a prominent Wyond his comprehension. Can we authority made an effort to com binne him if he concludes that ad-pare the public's idea about the sertising is an extravagant luxury cost of advertising with the facts. for which he and every other con- Business men, students and house. holders were asked to write down. umer must pay!
what they thought they were paying for advertising in each purchase of
The question is a vital one to the consumer, and we must protect the consumer, for he is the corner-stone of our national prosperity.
Not long age the Fedoration re- crived a letter from the Dean of an
Gordon (owa 3/4) v. winner of the tia Ferguson (owe 3/8) v. Rod.important school. He wrote:- cer (ów 3/8).
Ilandican Doubles:
"I can
Dever understand tho.
magic by which a million can be spent odvertising
for
without
Wood and Lennox (rec. 13) v. Keyserling and Jensen (scr.).
Humphreys and Wild (owe 3/3) throwing the burden upon some
Buttress and Woodman (rea. one."
5/0).
Sowell and James (owe 3/6) v. winners of the tie H. Owen Hughes and More (owe 15) v. Low and Dow loy (rec, 5/0).
Mixed Doubles:
L. Goldman and Mrs. Grimble (owe 15). Waring and Miss Hut- chison (owe 3/0).
Like many other uninformed fcritics, he thinks there must bo some magio at work when millions of dollars can be spent for advertis
various articles in common use.
Consumer Estimates.
In the case of a well-known so the average guess of these repre
entative consumers was that out of every seven cents they paid for a cake of this soap 1.4 cents went for advertising it. The fact was that
the company was spending only one-fifth of a cent per cake, The estimate in this case was six times too high.
The estimated cost of the advertin- ing in a 850 suit of clothes was ing which results in larger profits 88.21. The actual cost of the ad for the advertiser and smaller vertising was only $1 per suit.. prices for the consumer.
(Continued on Page 4)
Buy your Biscuits, etc., at
Lane, Crawford's
GINGER NUTS CUSTARD CREAM MILK
DESSERT BOSTON CREAM
90 cents a tin
Corner House
RATAFIAS
GARIBALDI PETIT BEURRE
BUTTER FINGERS
90 cents a tin.
SODA 70 cents a tin...
FAMILY
MIXED CREAM
AFRICAN
BUTTER PUFF
·TEA
ALL
OUR OWN MAKE.
90 cents a
tin.
SHAMEEN
Gulden
· and Trips arranged for
and Special Care. Taken of TOURISTS.
Gubbs Addream: "VICTORIA."
Per Month, $3.
THE HONG KONG SPORTING
ARMS & AMMUNITION STORE,
5-6, BEACONSFIELD ARCADE.
Sporting and Athletic Goods
Movie Cameras and Accessories
Hunting Wear
Shooting Equipment,
YOUR
ARE INVITED TO INSPECT OUR STOCK OF
ASIATIC, FOREIGN AND COLONIAL
POSTAGE STAMPS IN BETS, BINGLE PACKETS, BAGS AND IN APPROVAL SHEETS.
GRACA & CO., DEALERS IN Postage Stamm, PHILATELIC Goons, PIOTVARA
Pordaani, Tora, &c.
10, WYNDHAM STREFT,' P.0; Bax No. 690. HONG KONG
TELL THE SHROFF
to make out a Chit for 30.00 and send it with your Hone Address to 11 Ice House: Streal, In return, we will send you the Weekly Fres for Six Months.
Courtesy, Comfort, Service
and Luxuries of Modern Hotel Construction
1HE HOTEL RIVIERA
MACAU
Cable Address pa“ Riviera, Macau,
THE STANDARD LIFE ASSURANCE CO.
Anturanos by Monthly Payments.”“”. Boneßite of Life Assurance brewight within roach of those to whom the payment of a larga ma posely," half-yearly or quarterly may be an inconvenience. Liberal conditions as to Losu, Surrender, and Puid-up Feliny Valno.
Apply to
The
DODWELL & CO., LTD.
est altitude of all transconti-
Canadian National Rail- ways crosses the Rockies at the easiest gradient and lowi
nentalne and ka full slucht of the Canadian Rockies' highest peaks. View the choiceat gema of rugged mountain scenery, etag spd glacier, entornet canyon, fitop off at Jasper National Park, the Algina paradiso of Canada. See the golden wheatfickis, mighty _Inland acas, the soumla mara..
wels of the east, among. them, Niagara Falls. Andi all the while, travel in ut most comfort.
· Λάμπτη, 2, QUEEN'S - BUILDING.
Scenic Route
Across CANADA
Via
Vancouver
Prince Rupert
Bally Trans-Continental Trxis from Vancouvet or Prince Rupert, West alletsel equipment, radio-equipped, observation cars and manpassad and moderately priced dining ekr Suvic
Through bookings on all steamship lines
For valan, Muraders and information soply MABLATIC BUILDING HONGKONG
CANADIAN NATIONAL
The Largest Railway Syftem in America
GEMPARATE AND DISTINCT, FROM KANADIAN PACIFIC RAILWAY)