1928-04-23 — Page 3

MONDAY, APRIL 23, 1928.

Phone C. 22

FOR

CLASSIFIED ADVERTISING

Twenty-five Words three insar- tinns prepaid $1. Every addi- tional word four cents for three insertions.

TO LET.

"TO LET-FURNISHED ROOMS, single or double, with board. Modern sanitation. Apply No. 11, Chatham Road, Kowloon,

TO LET.—Fully furnished two- roomed flat in desirable part of Nathan Rond, modern conveniences, reasonable rental. ́Apply Box No. 542, e/o "China Mail."

FOR

FOR SALE.

SALE New Orthophone

Can

Cabinet, excellent tonc. play eight récords at one wind- ing. Price only $150. Apply Box No. 541 c/o "China Mail."

TUITION GIVEN.

MME. BARONELLI, ARTISTE,- School of dancing for children and adults in character, classical, ex- hibition, fox-trot and Charleston.

Special Attention to stout Ladies who are desirous of regaining their youthful figure, Address 31, Ashley Road, Ground Floor, Kaw- loon. (Back of Star Theatre),

MISCELLANEOUS

YOUR VISITING CARDS neatly zind promptly

NOTICES.

CHINA SUGAR_REFINING COMPANY, LIMITED.

TH

NOTICE.

NOTICES.

ST. STEPHEN'S COLLEGE:

LAYING of FOUNDATION STONE

Kong.

The TRANSFER BOOKS of the HONG KONG JOCKEY, CLUB Company will be CLOSED from 17th to 24th April, 1928, both days inclusive.

THE CHINA MAIL,

PUBLICITY POWER.

1

(Continued from Page 2)

The

advertisements with fire preven-

tlon service, the company feels it)

or

has been most intense,"

A Concrete Example.

•

3

PARTNERS I LIKE. THE EMPIRE KNOWN.

WOMAN DANCER EXPRESSES

AN OPINION.

AN IDEAL PARTNER.

ex-

HOME PUBLICITY ·

EFFORTS.

OFFICIAL STATEMENT.

as possible in London and one two other centrea' where branches have been established. It is no secret that this company employs whole-time representa- by H.E. the GOVERNOR at Stanley shown the public the importance

tives dealing direct with the Feninsula on FRIDAY, April 27. of fire prevention methods.

members of the publle, and dur 2.15 p.m. H.K. Hotel Buses and Cors campaign has proved to be a valu- ing the early part of 1926 these THE FIFTIETH ORDINARY

leave Blake Pier (Fars $1

representatives were continually jable contribution in impressing in-

The dance partner is out of for double journey).

An official of the Overseas ANNUAL MEETING of the 3.30 p.m. Stone-laying by H.E. The dividual, responsibilities in combat-

met by the statement, I have fashion.

Settlement Department of the Shareholders of the above Com

Governor.

ting the national fire danger.

nover heard of your company." A

Seasonal partners were really Dominions Office, in an interview, pany will be held at the Office of 4.00 p.m. Ten on the site.

At the beginning of 1927 it was useful when dancing was new and discussed suggestions which had the General Agents, Peddór Strost, 4.15 p.m. First bus returns to liong very low loss ratio has bean enjoy-

already manifest to these repre- intricate and when few men danced been made concerning the pro- ed by the company in comparison on TUESDAY, 24th April, 1928, at The Band of the Queen's Regiment with other oflees. In giving due

sentatives that this statement woll Noon, for the purpose of receiving by the kindness of Col. Boyd and Off-credit to the Press campaign, and

was being made very much less dancer as expressed in an

is the opinion of a woman blem of Empire settlement.

In the "Daily Telegraph" Mr. frequently. At the present time change. I had one, she continues that the establishment of an Em- the Report and Statement of Accers, will play before and after the to the agents who connected up the

E. T. Campbell, M.P., suggested counts for the year ending 31st Ceremony.

it is hardly ever made in those I wasn't in love with him; but helpire Publicity Board, on the same December, 1927,

districts where the advertising had a repertoire of steps as large lines as the Empire Marketing: Is entitled to its opinion that any-

as mine, we suited one another's Board, might prove useful. His thing that contributes to a reduc-i

dance style, and so we partnered. od loss ratio most certainly pays.

letter was followed by one from Te-day, however, it is likely to Mr. Charles Wright, hon, secre- · I suppose there are few among and An outcome of the national adver- us that have not read the adverbe kindly said of a girl who tary of the British Passengers. ENTRY FORMS for the tising of this company and other tisements of the Sun Life Assur-turns up to two or three dances Agents' Association, at Chester, FOURTH EXTRA RACE MEET-leading United States fire com- ance Company of Canada, If any running with the same man, ING to be held on SATURDAY, panies for that matter-Is

and urging the vital need for educa- 5th May, 1928 (weather permit- their representation is found to be this country should know whether Jill, she finds it so difficult, to at means should be found for publi one in the insurance profession in all the time with him, "Ah, poor tional propaganda, and that ting) may be obtained at the Race more desired by the best type of, it pays to advertise, surely tract men....." Course, Hong Kong Club, and local agents,

city on board lines. should be Mr. J. F. Junkin, the) Causeway Bay Stables.

The Aetna Casualty and Life general manager of the company. my partner is unusually attractive. Settlement Department of the I don't mind these days, when The official of the Overseas Entries will CLOSE at 6 p.m. Companies, up to 1919, Included a This is what he says:

whether he mistakes a tango for a Dominions Office pointed out that on FRIDAY, 27th April, 1928, coupon in each advertisement. In

"We have advertised regularly peculiar sort of waltz, or robs me each of the High Commissioners Hong Kong, 21st April, 1928.

five years nearly 100,000 coupons) and consistently in Great Britain of my favourite Charleston with ajof the Dominions has a depart- asking for Insurance Information

for 19 years. and have had such mumbled apology about "not being ment specially concerned with were received by the company, and excellent results that my adver-up to these new steps." directly traceable, quite apart from about $150,000. in. premiums. were

settlement and the giving of in- tising appropriation for this field, On the other hand, if a man is formation to prospective settlers, has been incrassed almost every onc considerable indirect results. Pre-

of those perfect dancers in and spends a considerable sum in INTER-UNIT ATHLETIC MEET- sent-day "Aetna", publicity relies

year during that period.

whose arms one begins to under- publicity. The Overseas Settle- For the last 15 years we have atand what the poetry of motion ment Department, he explained, kept a strict account of all the really means, his personality does not itself advertise exten- ly traced to advertising, and find! scarcely counts. This explains the sively, in view of what is already that the saving in commission on dancing partners which so puzzles, making known the fact that it is feminine tolerance of professional being done in other directions; but every opportunity is taken of

JARDINE, MATHESON & CO., LTD., General Agents.

DRAFT PROGRAMMES

Hong Kong, 12th April, 1928.

HONG KONG GENERAL CHAMBER OF COMMERCE.

THE ANNUAL GENERAL

T MEETING of Members will

be held on TUESDAY, 24th APRIL, THE SOUTH CHINA COMMAND. 1928, at 4 p.m. in the CITY HALL for the following purposes:

that

(1) To receive the Report and Ac-ING will be held at Sookumpoo entirely upon the general value of counts of the Committee for on TUESDAY and WEDNESDAY, advertising to make the company's the Year ended 31st December, April 24th and 26th, 1928.

1927.

(2) To clect a new Committee. (3) To transact any General Basi-,

By Order,

nesa,

M. F. KEY,

Secretary, Hong Kong, 17th April, 1928..

LAMMERT BROS.

AUCTIONEERS, APPRAISERS AND SURVEYORS,

Admission Free. Teas supplied by Lane. Crawford, Ltd., are ob- tainable on the ground.

Iname better known and its protec- tion all the more acceptable, and the results are satisfactory. The company is convinced that part, at Price:-60 Cents,

least, of its progress is due to the) The Band of the 2nd Bn. The maintenance of a consistent policy King's Own Scottish Borderers, by of advertising. kind permission of Lieutenant The year 1927 for the Standard Colonel L. J. Comyn, C.M.G., D.S.O., Accident Insurance Company of and the Officers, 2nd Bn. The Detroit promises to be the great- King's Own Scottish Borderera, cst in its history, part of which will play during the Afternoon of success is attributed to an increas- the 25th.

ing use of advertising. The last five years have shown the largest progress made by this company, and this period coincides with the organisation of its advertising on scientific and consistent lines,

Life. Assurance. Turning to the life side of the question, it is worth Joseph Burn at the International while recalling the words of Sir,

Congress of Actuaries held in Lon- don last year, when he said:-

Hong Kong, 23rd April, 1928.

THE COMACRIB

printed."ChinaPublic Auctions- DIRECTORY OF CHINA

Mall" Once, No. 3a. Wyndham St., Telephone Central 22,

HOME TUITION,

TESTOVER

STEVENAGE Within an hour from London, ¦

In healthy neighbourhood. SCHOOL for GIRLS and SMALL BOYS. A few Boarders received in the House of the Principal Individual care and attention. For Particulars Apply to:

MISS RUTH CULLEY

(Camb. Higher Local). (Camb. Teachers' Diploma).

MISS GERTRUDE TURNER -(National Frodel Higher Certificate).

UNCLAIMED TELEGRAMS.

THE EASTERN EXTENSION AUSTRALASIA & CHINA TELEGRAPH CO., LTD.

THE Undersigned have received A Few Extra Copies Tin Unieke lave receiblic

Auction

ON THURSDAY, the 26th April, 1928. |

commencing at 2:30 p.m.

at their Sales Room, Duddell Street.

wat VALUABLE COLLECTION OF

CURIOS. Comprising: Porcelain Vases, Jurs, Bowls and Plates of Ancient Dynasties, Old Bamboo Ware, Jade Articles, Ivory Figures, Crystal Lions, Amber Beads, Agate, Bronze, Lacquer and Soap Stone Ware, Mandarin Coats, and Skirts, Old Embroiderles, and Blackwood Tables, Chairs,, and Cabinets, etc., etc.

On View from Wednesday, the 26th April, 1928.

Catalogues will be issued, Terms: Cash on Delivery.

LAMMERT BROS..

Auctioneers. Hong Kong, 21st April, 1928.

THE

THE Undersigned have received instructions to sell by Public

The following Unclaimed Tele- Auction grams ara lying in the E. E. Telegraph Co. office, Hong Kong:-)

George Chen, Kremlin, from at Macao..

Harloe, King Edward Hotel, from Shanghai

Danglade, Care Dickson, Mer- chant, from Alexandria.

Lobo, Hotel Savoy, from Macao. Francis Greene, from London. Rajawalikhan, Havildar No. 25, Military Police, from Quetta. Rose Lau, from Saigon. Mrs. Lo Yuk-shan, 38, Cheong On-str., Kowloon City, from Shang- hai

E. A. LEGGATT,

Superintendent. Hong Kong, 20th April, 1928.

ON FRIDAY, the 27th April, 1928, commencing at 2.45 p.m... No. 42, Humphreys Buildings,

Kowloon.

A Quantity of VALUABLE HOUSEHOLD

Hong Kong, 21st April, 1928.

THE

CAN BE HAD AT

EXCELSIOR CO., 16, D'Aguilar St.

AND AT THE

COMMERCIAL PRESS,

37, Queen's Road C.

Price

*

$10.00.

ONLY A LIMITED NUMDER IN STOCK,

LADIES!

WHY SHOULD YOU RE EMBARRASSED BY

PIMPLES.

Pimples and all skin diseases are easily cured by Poo On Chinese Herb; treatment. POO ON CHINESE HERBS Co. 65, Queen's Road Central.

"DUD” CHEQUES:

SIX CHARGES OF FALSE PRETENCES.

assurance

business which can be definite-

such business amounts annually' to a

¦ and shocks, our menfólk, sum at least equal to that!

the centre of information. Inter- spent in advertising, so that on

The Ideal

viewers who are experienced in actual balance it costs us no- Still, I Can define my Ideal the life of each Dominion are con- thing.

partner. He is the man who is stantly in attendance to see in- "I attribute our success in this, lean, attractive without necessar- 'quirers. respect to the fact that we en-ily being handsome, smooth in The Department works in close deavour to give information motion, intent upon me when he is association with about insurance that is really of weaving through the throng, cool, voluntary societies, which are in over thirty interest and use to our readers, and leisurely.

turn centres of information, and

ณ

that is, we endeavour to render He must not be a stunter, but at are kept, supplied with accurate them a service which they seem the same time he must not be one information on the subject and to appreciate. For the last few of those complacent males who go furnished every month with years about 26 per cent of our round on two steps tirelessly re-copy of the department's bulletin, new business is directly trace peated. You know the type "Oh, the "Overseas Settler." able to advertising..

"1927, in every way, has been round, ha, ha!"

I don't know any steps; I just walk

had. In other words, I attribute the most successful year we have

But while he must be excellent in a quiet way, he must not this to the fact that we are more polished and perfect in the profes- information of any fresh develop and more feeling the benefit ofgional style, because that spoils ments in accumulative publicity.

be

There is also, he pointed out, the valuable publicity afforded through the Press. Not only does the Department regularly send to the Press of the United Kingdom

overseas settlement We believe that the the essential subtle illusion which

work, but it issues a series of principal reason why there is not makes him the Ideal partner--the pamphlets and handbooks, from a larger volume of new business underlying suggestion that his which those contemplating settle- written annually in this country dancing is only one facet and not ment in the Dominions may find is that the public are not suff- the sum total of his personality accurate and unbiased informa- clently educated to the many ad- and accomplishments. vantages of life insurance and

we firmly believe that if each of

our competitors spent as much in

tion. These are issued free, and are now being widely circulated throughout the kingdom.', "I should like to acknowledge," said amongst its the official "the great help which the Press affords us in presenting

publicity as we do ourselves, we but to-day they are should find it easy to write a staunchest supporters. much larger volume of business,| The campaign has been highly news concerning the Empire and and that each of our competitors successful throughout, and the pro-overseas settlement to the would have the same experience. greas of life assurance in Canada public,”

"In America, our colleagues have gone a long way in creating an atmosphere favourable to in- surance. Their more general, adoption of collective advertia. ing appears to be a direct out- come of their endeavour, to teach the underlying principles of in- surance. They appear to have come to the wise conclusion that it is wasteful and foolish for each company to try to impress upon the public that it alone is worthy of consideration, when by We believe the field to be cul-is made evident by the following Another means of publicity is .combining they can BO much

tivated only to a very small frac-figures compiled by Mr. J. H. the organisation of lectures, more effectively and truthfully tion of its possible fertility." Castle Graham, of the "London meetings, and cinema shows advertise that they all supply Such an eloquent tribute to the Life" in Canada. In 1900 the throughout the country, with the what everyone neede and what value of advertising, from the com- amount of business written was object of creating local interest everyone will have in increasing pany that has been for many years less than 70,000,000 dols. In 1926 and giving a realistic picture of volume as its necessity is more the most consistent insurance ad- it was considerably over 700,000,000 life in the Dominions. These lec- And more clearly recognised. vertiser in this country, speaks for dols. In 1900 the amount of as-tures have been extended to the The growth of all branches of in- itself.

surance in force was less than military commands, and soldiers, aurance business, particularly

450,000,000 dola-slightly more before leaving the Colours, have life assurance, in both the Unit- Making Insurance Benefits Known than 50 per cent. of the 1926 an opportunity of considering the ed States of America and Canada In the United States there are figures-and at the end of 1926 it question of settlement in the Is truly amazing."

numerous examples in which the was more than 4,500,000,000 dols, Dominions. The figures Sir Joseph Burn promotion of life assurance

has

The latest statistics indicate that A further line of activity is an quoted showed that three decades been aided by advertising. We new life business in Canada for endeavour to make known to boys ngo the amount of life assurance find the life companies are amongst the twelve months ending Septem- and girls of school age the oppor- per head in the United States and the heaviest advertisers in the land, ber 30, 1927, shows an increase of tunities offered to them by this country was virtually the and in the matter of "copy" their 8 per cent. over the preceding future career overseas, The De- same; to-day the American carries skill ranks as second to none in year.

partment realises that it would about three times as much as the that country of good advertising.

be to the highest degree undesir- Summary. Briton, a difference due to the bet- The Prudential Insurance Com- In whatever direction we looki able to attempt to use either the ter educational and publicity pany of America commenced adver- advertising is

teachers or the schools for pro- found atimulating). methods of our American friends. tising extensively from 1896 and all kinda of useful endeavour, paganda purposes; but it was In fact, according to the Agures of three years later, in 1899, it was creating higher standards of liv-agreed amongst educationalists Mr. William Penman, F.J.A., ac- able to announce that it had ing, forming habits of thrift, pro-able the

themselves that it was very desir- fullest information

*

careers.

new

FURNITURE. Comprising:

"You are an extremely danger Heavy Teak Chairs, Tables, Writ-ous person going about and posing tuary of the Atlas Assurance Com- written more new business in the moting the cause of health, the Miss Yui, Box 378, from London. ing Desk, Dining Tables, Sideboard as if you were well off, and scat-pany, the population in this coun-one year than any other life office protection of life, and the spread should be available in the schoolg

with Bevelled Mirror (by Lane tering 'dud' cheques in every try is carrying somewhat less life in the world.

This company has of education.

as to the various possibilities Crawford, Ltd.), Dinner Waggon, direction to pay for clothes and assurance now than it did in 1912, had continuous advertising cam-1

But what of insurance? In the open to children for their after Wardrobes with Bevelled Mirrors; goods you ordered."

the average round figures quoted paigns since 1896, and for many march of progress brilliant Bedstead with Simmons' Mattresses,

per policy being £205 in 1912 as years has held first place in new schemes and forms of protection As a result of discussions with ' Dressing Tables, etc., etc.

Bingley at West London Police-surance is an article still obtain-surance issued. Combining indus underwriters, but the public in efforts will be made to make avail This remark was made by Mr. against £189 in 1925. Yet life as industrial or weekly payment in-are continually being evolved by representatives of the principal educational bodies in the country, (Further Particulars from

court to Nicholas Ravenell, 22, able at pre-war price, subject to a trial and ordinary, the Prudential most cases are allowed to find out able to the teachers, and through Catalogue). On View on Day of Sale, from 'and giving an addreas at Half-with money worth much less than

described as a company director, larger income tax rebate, paid for of America leads in production all these developments for themselves them to the children, reliable and

life companies but one. Its record or else they are converted to the 10 a.m.

Moon-strect, W., who pleaded in pre-war days!

la 30 million policies in force on idea one by one by word of mouth, up-to-date information as to the Terms: Cash on Delivery. guilty to six charges of obtaining When we look at the new life 20 million lives, with insurance the method adopted by our fore facilities offered by the Govern- prospects in other parts of the LAMMERT BROS.goods to the value of £140 by business figures for 1926, detailed amounting to over ten billion dol- fathers..

Auctioneers. false pretences.

in the "Insurance Shareholders' lars, and in securing this tremen-

ment or by other organisations, Mr. J. A. Morley appeared for Guide," we find that five com- dous amount of insurance, adver- really a very limited conception of girls to grasp those opportunities. Comparatively speaking, there is which would enable our boys and John Barker and Co., one of the panics, four of these Colonial, lead tising has undoubtedly been a fac-the benefits afforded by insurance, many firms prosecuting. He said with world-wide sums assured ex- tor of no inconsiderable value the full significance of which has cial, "I must again emphasise "In doing this," said the off- that Ravenell not only obtained acceding in each case £10,000,000. Under these circumstances the complete outfit of clothes to the It must be noted that these com- company firmly believes that it of the public mind.

not yet penetrated the generality the fact that we have no idea of The need is introducing propaganda to the value of £77 by presenting a panies are the big five which are pays to advertise, cheque, which was dishonoured, really consistent insurance adver- Though I could quote numerous volume has not been created.

present, but the demand in proper schools. It is simply a matter of but tried to procure furniture, tisers. As four of these companies other examples, I think I have

making known, in the interests of Is it creditable to bedding, etc., to the value of are Colonial, would it not seem that given sufleient to show what ad-methods in this country that we sibilities of which might other- existing the children themselves, the pos- £148 with another cheque. the attitude to advertising of most vertising is doing for insurance in should as a nation be so under-in-wise not receive sufficient

In another case, said Mr. British life offices is of advantage the United States, where It has de-sured as regards life assurance sideration." Morley, Ravenell made the ac-to their Colonial colleagues who finitely been assigned to its ap that in 80 years, quaintance of Miss Dorothy Long, find it possible to start operations pointed place as an essential part basis, a 500 per cent. Increase has on a per capita a dancing instructress, of Baron's-over here and to grow a United of salesmanship. The mere fact! been shown in Canada, a 420 per court-road, West Kensington, Kingdom branch into the size of a that an association has been form-cent. Increase in the United States, from whom he stole a cheque whole good, old home office? ed embracing advertising managers and but a meagre pot cent in, book, and whose confidence he ob- I should like to quote an inter-of insurance companies, with a crease fin Great Britain? tained by pretending that he had esting extract from a letter which membership of nearly 300, and In the Intereats of the welfare taken the lease of Pembroke Hall, Mr. E. Wm. Phillips, FLA., mana- with two well-attended conferences of the community is it not right

Sunrise and Sunset in Hong Kong Kensington, as a dancing hall,ger in this country for the Manu-each year, is proof positive that and fitting that insurance com during April, 1928, standard time and would engage her as instruc-¡facturera Life Insurance Company advertising insurance has come to pantes should endeavour by indivi-for the 120th meridian, East of tress.

of Canada 'has sent to me: Istay and is considered a paying in-dual, or by a scheme of non-com- Greenwich, is as follows

In 1926," he says, "I commenc-,vestment in the United States. petitive collective advertising to N ed in a small way to, advertise The co-operative advertising educate the public to their insur- the Manufacturera Life Insur campaign carried out by the life as-ance needs and to the protection ance Company of Canada, a comsurance companies In Canada ori- which is available 7. pany which for all practical purginated by the field men, has start There would seem, in my posen was unknown in this coun- ed on its seventh successive year opinion, to be one answer to this try. As far as possible the ad- of operation, greatly increased in question, and in its practical ap vertising, which has continued its scope. As the outset there plication I venture to think wo karenakan to arrangieren number dr compuney Who hnd many, to endorse my view that ed as to be concentrated as much doubted the value of the scheme, "It pays to advertise insurance."

A REAL BARGAIN.

THE OLD ORIGINAL

CHEFOO STAMPS

UNUSED GENUINE SPECIMENS

$2.00 per set of 6 stamps.

Cask must be sent with urder to Box No. 519

ofa "China Ma!":

Det.-sergeant Coleman handed

to Mr. Bingley a list of previous convictions, from which it ap peared that in 1926 Ravenell was sentencet to twelve months' hard labour at Acton, and nine months' hard labour at the County of London Sessions in May last year."

twelve months' hard labour."

Con-

STANDARD TIME.

SUNRISE AND SUNSET IN TONG KONG

Sunrise, Bunset..

A.M.

p.m.

20rd

5.07.

6.47

24th

5.57

BAT

25th

5.56

6:47

- 26th

5.55 6.48

27th

6.54 0.48

EBC EBAR

1.52

·6.49

5.52

· 0,49