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"Translation Bureau".
319
Such news contained in
the "Bulletin" as is suitable for Chinese consumption is translated daily and sent to some 38 to 40 newspapers in Canton. The flimsies of telegrams received by the "Bulletin" are sent across at once to the "Translation Bureau", and the matter published in the "Bulletin" at noon, is sent in Chinese to Canton by the afternoon express, arriving in time at the newspaper offices to appear in the following morning's issue.
We are now publishing British advertisemente
in from 12 to 15 papers a month, and we average at present about 25 advertisements a day. Each month a two-page British section of advertisements appears in Chinese in the "Tsum Wan", the leading Chinese newspaper in this Colony. The "Translation Bureau" is now getting out a Chinese-English Directory of Hongkong. This is the first Directory of its kind, and it some as though it would be a great success. We have some 15,000 names classified under 200 heads, and we have already received some 3,000 applications from subscribers. The Directory will be sold at $3 a copy. The cost of printing will be about $4,000 and we shall receive about $1,000 from advertisers.
If this Directory is a success, and we think that it will be, we propose next year to issue a Directory for Canton and also possibly for Shek Lung and Fat Shan.
5.
It is admitted that the best propaganda service is one which does not appear to be propaganda. Give the newspapers good reliable news; do it regularly and get them
to believe in the reliability of your service, and then when the time comes, you can get them to insert anything you choose to send them. we have now got into touch with the Chinese vernacular press and are not regarded with suspicion, We hope to give them more and better news in the near future if the schemes, which I have mentioned above, can be worked out.
It must be remembered that the period of extreme
trade depression, through which we have been passing, has had an adverse effect on our advertising agency. We have, however,