1928-02-17 — Page 11

FRIDAY, FEBRUARY 17, 1928.

GH

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CHINESE ART

LITERATURE

FOLKLORE

CUSTOMS

Do these things interest you? If

so, then write at once for a free sample copy of

THE CHINA JOURNAL

A high class, profusely illustrated monthly magazine that deals with these and other subjects of value to people interested in China and the Far East.

APPLY TO THE OFFICE OF

THE CHINA JOURNAL

8 Museum Road.

CHINA YEAR BOOK.

MR. WOODHEAD'S INTERESTING

ADDRESS.

HOW IT WAS BORN.

tou

a

and his first leader appeared in i

THE CHINA MAIL,

ADVERTISING.

ITS POWER, HONESTY AND CHEAPNESS.

ALL SUBCONCIOUS,

"Advertising, has made commer-

Bell was leaving and going home, and he himself resigned to accept the position of acting correspond- ont of Reuter's News Agency In Peking and the opportunity thus arose of really trying to do some- thing to realise their project, Mr. Bell undertook to approach London Mr. H. G. W. Woodhead, editor of publishers and do the chapters the China Year Book, gave an in- which could be compiled from exist-

Ing books, geography, geology,cial honesty because it does not pay teresting account of the birth of fauna, people and language, trade to sell an article which will not that well-known work of reference statistien, shipping, religions, etc. all itself a second time without ad- at a recent meeting of the Tien-His (Mr. Woodhead's) share was the

vertising," said Sir Charles tsin Rotary Club. He said his only compilation of the chapter which. Higham, addressing the members of excuse for talking about the China had to be done on the spot and

the Incorporated Secretaries' As- Year Book was that he stood warts it in the position of a par search and original werk, e.g., Posts

which required a good deal of resociation, at the Cordwainers' Hall,

Cannon-Street. ent towards his offspring and

and Telegraphs, the Chinese Gov-

Advertising was no longer a parent was allowed a certain mea ernment, Army and Navy, Finance, theory or experiment, but it was sure of pride towards his offspring Education, Pablic Justice, Consti- the most powerful and the cheap- and moreover, he was also allowed tutional Reform, etc. He went up cat force for selling known, and yet to bring in a personal note with to Peking In May 1911 to take up nig trade who had not commenced there were hundreds of firms lick- reference to his own child. He Reuter's Agency. He found very came out to China, continued Mr. Woodhead, when he was just about soon that one of the essential facto use it. All advertising was sub- I was "put ovar1· tors was the quite elaborate amount conscious. 19 years of age as a junior on the of translation from Chinese that through the subconscious mind. "North China Daily News."

He was somewhat ambitious and Was necessary in shaping the Year Tha fraternity with which he was he early started to submi: leading Book but Reuter's had at that time associated was responsible, through #first-class translator, Mr. Mu, the use of advertising, for the em- articles to the Editor, the late Mr. who undertook to devote an hour or ployment in the British Isles of Robert Littic, who was charitable

two a day, at a reasonable rate and not less than one and a half mil- enough occasionally to take one, he read off-translations of laws and Ilon people, who would be out of work but for advertising. There April 1903. From then on until 10070cuments which he (Mr. Wood-were to-day probably at least one when Mr. Litle died he contributed head) took down in shorthand.

hundred entirely different occupa- Mr. Bell at home did his share of tions in the advertising business. various leading articles. Mr. Bell! the new Editor, was naturally more the work and arranged with some

Eighty per cent. of advertising willing to accept assistance in the London publishers to publish it on passed through the offices of the form of leader-writing than a man

a royalty basis, the effect of which agents engaged in it, and at least of Mr. Little's long experience in was roughly that both Mr. Bell and one hundred and fifty millions a China, and so it became a custom he got sixpence per copy sold! The year was spent in the British Isles that once or twice a week he shoul Book duly appeared in January alone in advertising, in one form write the leading article to the 1913. It was a little yellow book or another, with trrenty thousand "North China Daily News" His with about 450 pages and about people engaged in it. There were 200,000 words (the 1928 edition alx. advertisers in the world who subject was chosen for him

contained some 950,000 words) and each spent one million a year for was generally somewhat dull difficult to write about.

was very well received. The pub-that purpose, the British Govern- lishers printed 1,500 and then re- ment being one of the six, while printed 500 and he got about £50 there were, atores in London alone

$500 ES his sharo

of spending half a million pounds the prospects of which he yearly in the same way. had to spend about $350 translations, etc., 30 his As time went on its struck him on

net profit was about $150! They that there was absolutely no de. pendable work of reference on produced five China from which one could get Books 1912, 13, 14, 16 and 19, the most elementary statistics and the War interfering between 1916 so about 1907 or 1908 he drew up a and 1919. He took his share in prospectus of what he thought should be contained in a "China Reference Book" which he suggest- ed be published annually or every

Dealing with various aspects of two years. He took it to the Man As the arrangement with the the compilation of the Year Book, ager of the "North China Daily London publishers was not profit. Mr. Woodhead said there were cer- News" but he scoffed at the whole able, he (Mr. Woodhead) conceiv-tain standing chapters which re- idea. The Editor of the paper, Mr. ed the idea of bringing the Book quired annual revision only. Such Montague Bell, took a more kindly out. to China and he approached were the Customa statistics. Rall- view of the enterprise. and sug the Tientsin Press who agreed to ways, Posts, etc. Others needed re gested, if it was over possible to install the necessary plant. He writing or very substantial revi| proceed with it, that they should proceeded to produce the Book on sion, eg, Finance, Public Justice, work in collaboration. The matter an entirely different basis and in-Shipping, Trade and Commerce, was in abeyance until 1910 when stead of it being entirely written Defence, etc.; and in addition, in the speaker went home on leave, by one or two men he engaged and each edition he tried to include approached Sir C. Dudgeon (who retained the services of experta and some special feature to make the died only last week) and tried to paid them what they considered a Book of permanent value. Thus get the China Association to fin- reasonable fee. He started the the 1928 Edition contained the Re- ance and take some interest in the work in June 1920 and finished on port of the Extraterritoriality Com- work. Sir C. Dudgeon thought the August 1, 1921, and the result was mission, the Mixed Court Rendition idea of the book was quite a good the first Blue Book of 1921-22. The Agreement, the Boxer Indemnity one but he did not see how the prospects were then excellent, aa Report. Nanking Outrages, Han-1 China Association could help. The general idea was that the Book must appear first.

To Peking. On his return to China, continued Mr. Woodhead, he found that Mr.

and

and

ra-

Anyhow, he (Mr. Woodhead) ther established a reputation for digging out facts hard of reference either from reference books or the newspaper files

or

of these Yellow

four of them but the 1919 volume with the assistance of the Chinese was done by Mr. Bell in London

Legation.

Mr. M. B. Shelley has arrived in Singapore from Kuala Lumpur, and will succeed Mr. L. McLean Colonial Treasurer.

49

American agents. cluding the bankruptcy of his

the invitation to the Washington kow and Klukiang, Concessions, Conference was issued in August, Treaty Revision, Sino-Russian Rela- and the Walchiaopu ordered 200 tions, and such matters, and a long, copies in connection with that Con- and very interesting chapter on ference. He then narrated the un- the history of the Kuomintang by) expected abstacles that arose, In- Mr. Geo. Sokolsky.

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