1930-07-29 — Page 5

He's planning for the future by using Cuticura

OINTMENT and SOAP By using this combination. regularly he is making sure of a healthy scalp and good halr-both now and in later life. You cm bë just as sure as beil Start today! Sample cock Soep, fatment and Talcom' free impen request, frum Dayton, Pric & Company, Lid., P. D. Hon 630, Shanghai.

Soll Throughout the Workl

BROWN

FOR WELL

CUT SUITS

Suite made by us are distinc tively tailored frota Ficest Quality Mater ials and are of Irreproachable CUT, FIT and STYLE and of Unequalled

Value.

2nd Floor 7. Duddell St., opposite Gospel) TEL. 23056.

Shirts and Pyjamas made to Gentlemen's Requirements at Reasonable Prices

MONTSERRAT

LIME JOICE

Reaches Everywhere.

In all parts of the world Montserrat finds its place. It is Nature's great drink→→→ cooling, invigorating and. health-giving.

Ripe cultivated limes, containing stored sunshice and full of vitamins.

Sold by Dealers everynkeru

Prepared in England br Ivana Bona Lenchura Webb Lád Liverpool and London.

Want a Good Tiffin in Town ? Come to the

PRINCE'S CAFE

(Next to A.P.C. BUILDING)

To-day's Tiffin-$1,00.

•

1.-Prince's Fruit Cocktail

2.Ox-tail Soup

3.-Fried Sole, Tartara Sauce

4.-Baked Macaroni a l'Italianne 6-Supreme of Chicken and Corns

6. Roast Veal, Stuffed 7-Mutton Salad and Mayonnaise

Rainbow Jelly

•

D.-Cheese

10.-Deswort

-Tea or Coffee

Cold TIFFIN 75 cts.

Tiram, Japānu Dempora mig zu den Cold Bonat Heaf or Mutton. Cold Balled York Har

Cold Rosat Chicken · -Potato Salad and Mayonnaise Ica Croazia 2-Fruits 24: End Tex

HONG KONG DAILY PRESS, TUESDAY, JULY 29, 1930.

NEWSPAPER ADVERTISING.---VII.

WRITTEN FOR "THE HONG KONG DAILY PRESS.

[BY A LOCAL ADVERTISING SPECIALIST.).

How Advertising Has Created Fortunes.

One of the most convincing proofs of the effectiveness of advertising is the number of vast fortunes that have been created by means of good advertising. A large volume could be written of one simply enumerated the fortunes which have been made by various persons in America and England during the past century, as a result of attrac tive advertising. In many cases. these fortunes have been accumulat- ed even during periods of business depression," or as a result of ad vertising continued during such periods when competitors discon- tinued their advertisements," and in not, a few instances arms on the verge of bankruptcy have been. saved by meins of wise advertising. Among successful advertisers to-day it has become an established policy to redouble efforts in bad times, be- cause of the actual results which have been derived in so many in- stances from the adoption of this policy.

A recent article in the Review of. Reviews, mentions a number of such instances, which are undoubtedly the most unanswerable argumenta, in favour of persistent and scientific advertising.

"The Saturday Evening Post."

article, and all St. Louisaas are naturally proud of the world-wide. Cyrus Curtis, is certainly one of popularity of Listerine. Although the world's greatest advertising probably not superior to many other specialists, and his periodicals are similar products, Listerine has recognised as some of the most been built up into an astounding valuable advertising mediums. He success by Mr. Lambert's belief in has proved that it is possible to advertising. The unthinking credit prosper in bad times as well as halitosis with the growth, bat good. During the worst week of halitosis was 1LT1 incident. The the post-war deflation period, when idea merely gave Mr. Lambert The Saturday Evening Pust car-courage to spend more on Listerine ried only eight pages of advertis- than had even been spent on a ing, he put 850,000 into the news similar product. Here again it was papers to reiterate his belief in the volume of advertising. There advertising The newspapers, too, are numbers of products with argu- were empty. He, therefore, got ments as good as or better than maximum attention and maximum Listerine which could duplicate or results when the tide turded, as exceed these, returns had their business-men do who have the owners Mr. Lambert's faith. courage to cast their advertising bread upon the business waters."

Congoleum.

Wesson Oll..

a

I

Wesson Oil was the Cinderella of a corporation trading in cotton Congoleum also profitted by the seed products seventeen years ago. courage to advertise when timid David Wesson had invented business was curtailing. It was so method of refining cotton-seed- vil fortunate as to have its advertising into an appetizing cooking and agent on its board of directors. salad oil. The directors smiled A. W. Erickson insisted on adver- tolerantly at suggestion for tising during those lean years after packaging and advertising it. But the World War, when most busi when in 1824 the Virginia-Carolina nesses were in the red, including Company went into a receivership Congoleum. His eloquence per the subsidiary company selling suaded his fellow directors to sign Wessen Oil was its only quick asset an iron-clad agreement to spend because this shortening and salad a million dollars and keep on ad- oil possessed the tremendous good vertising, come what would. Con will created by advertising, a fame goleum continued in the red, and that flourished in millions of to that loss was added the hundred kitchens. The subsidiary company thousand dollars monthly outgo.for was sold for ten million, re- advertising. The directors begged capitalized at, twenty-four million, to be let off. But Erickson was and earns a good return on that The advertising adamant. He refused to "tear up capitalization. the scrap of paper." This was the never stopped even during the very occasion for which it had been receivership. In seventeen years drawn. He knew the pull would advertising created a business for be a long one. He knew his fellow-n product that did not even exist directors would get cold feet. It is until about twenty-five years ago, easy to continue advertising when a new kind of food which compelled the profits roll in. It takes courage the housewife to abandon lifelong. to advertise in the fact of constant habita in the use of shortening. losses. As business picked up, Congoleum forged ahead in volume and profits long before its com- petitors recovered from their

"COMING EVENTS."

COMEDY BROADCAST BY

STUDIO PLAYERS.

Included in the radio broadcaat yesterday was a short comedy pre- sented by the Studio Players under the title of "Coming Events." It was introduced at 0.30 p.m. and lasted about fifteen minutes.

Since the experiment was com- menced recently, with The Mar- riage Will Not Takk Place," comedies on these lines have made, a great his with listeners-in and last nights presentation was 'no exception to the rule.

The main theme is Coming Events" is almost identical with that of its predecesser, but instead: of a mischievous young lady harassing a society gentleman who is anxious about his son's matri- monial affairs, we are introduced to Bobby's flat in Jermyn Street an hour before his wedding. Jack, the “beat man," is there together with "Bobby's valet, Rogders. An animated" discussion takes place between the three people, and it seems that Bobby's actions portend a bad time for him. At last a message comes from the bride: Sorry, can't marry you after.all," which he wears is the best news he has received during the day.

COAL JUNK CAPSIZES.

THREE LIVES LOST.

While on its way to Canton from the Colony, a junk loaded with 105 tons of coal capsized on arrival at Chek Wan on the evening of the 24th, resulting in the loss of three lives.

The junk, No. 328, was transport- ing coal for the Mitsui Bussan Kaisha.

On Thursday evening, the junk arrived at Chek Wan when the typhoon was blowing. The vessel began to sink, and the 15 people on board lowered the lifeboats. One of the lifeboats also capsized when three of six persons on board were drowned.,

The survivors returned to the Colony yesterday and made a re: port to the Harbour Office.

The owner of the vessel, Tang Cheung Hay, told Chinese reporters that the names of those drowned are Shib Sam, a woman of 34, Che Chuen, a little girl of 4, and Tang Hee, a boy of 6.

He further stated that the loss

NEWS IN BRIEF.

President Hoover last week order. ed members of his Cabinet to in- quire into their various Govern- ment departments in an effort to re disce the mounting total "expendi- tures Statistics show, it was dis- closed, that for the present year, expenses amount to, G.$200,000,000 in excess of those of last year for the same period.

Special facilities are to be given this year to visitors to the Leipzig Fair which opens on August 1 the railway having agreed to place at the disposal of visitors at great.

reduced rates special trains from various points in Germany, besides two similar trains from Paris and Amsterdam or Rotter- dam. Special identification-cagcis are to be given out to prospective visitors by the Fair's agents all over the world. These entitle the holder to a 33.1.3 tariff reduction' on the special trains besides the issuing free of chargé of passport visus and numerous other facilities."

COATES” ORIGINAL

PLYMOUTH GIN

IS THE BEST DRY GIN FOR COCKTAILS.

Sole Agents:

CALDBECK, MACGREGOR & Co., Ltd.

(Incorporated under the Companies Ordinances of Hong Kong " PRINCES BUILDING, ICE HOUSE STREET.

PHEW THIS HOT WEATHER TAKES IT OUT OF ONE

“DOG'S HEAD" GUINNESS PUTS IT BACK AGAIN THOUGH!

HAVE YOU TRIED IT ?

REFRESHING

NOURISHING

BEVERAGE.

DRINK.

DOG'S HEAD GUINNESS.

Distributors:→JOHN MANNERS & Co, Ltd. Mercantile Bank Building. Tel. 22809. Obtainable from all Dealers.

CLASSIFIED ADVERTISEMENTS.

GODOWN TO LET.

is estimated at over $5,000, exclud TO LET-GODOWN at DUNDAS

про ВТЕКИТ ing the value of the coal, seven'

Mongkok-Water rifles and four guns costing about Frontage and use of pier. Area. 90 ft. 2500, some money amounting to 850241t-Apply Box 9301. c/o Hong Kong

[9901 and clothes.

Daily Press,

SOLDIERS STEAL WATCHES.

J

SHOP TO LET.

FOR SALE.

SALE:-1930

APARTMENTS TO LET

Commander TTRACTIVE Three Boomg.1 FOR SALER 7-895007 Nalou, A FLAIN D HUMFERETS BUILD- Also SHOT in NATHAN Only done 3,000 Miles Paint and mos. KOWLOON. All Modern Con- Condition Perfect Owner leaving. veniences. Colony. Any Trial. What Offers. Road Excellent Business Locality. Apply Box 678 c/o Hong Kong Daily Apply BUMPHREYS ESTATE & FINANCE CO. LTD. ALEXANDRA [678

BUILDINGS..

[9473 SALE Ong Litter of

Press

FThoroughbred RULL TERRIER

PUPS, No Reasonable Offer refused.--

Apply Box No. 680," c/o Hong Kong. LET From 1 AUGUST, 1930, Daily Press.

SITUATION

[680

1. SECOND Ficom, No. 3, CAMBAT ByxADINGas (No. 202 Nathan Road), Kow- LOO. Apply to: CREDIT FONCIER VACANT DEXTREME ORIENT, 4TH FLOOR,

FRENCH BANK BUILDING. [9699

lethargy. It had enjoyed the ad- created by means of advertising is hard labour when they pleaded Kong, Facing on Two Main RoadOD Opening for MAN with | ¿TIO LER-Airy ́Double' and Single

vantage of large space in maga- zines empty of rivals. This was an instance of using advertising logically to make sales when sales were hard to make. It made the

astonished directors rich. -

Kelvinator.

TWO HIGHLANDERS SENT TO PRISON.

Privates Hugh Munro (23) and Alexander Paddau (24) of the Argyll and Sutherland Highlandars, were

Most Central Position of Hong sesterday sentenced to four months' LET on Loose SHOP in the guilty before Mr. E. R. Butters Early Occupation could be arranged. to stealing six rolled gold watches.

In passing sentence the Magis. Bent: Reasonable. Apply Box No

9242, oja Hong Kong Daily Press. trate said that he believed that the defendants had committed the theft with a view of getting out of the army. If such was their intention bear that his Worship understood then they would be disappointed to

from their officer who was in Court that they will not be dismissed from the service.

Welch's Grape Juice. One of the most remarkable in- stances of a vast fortune being that of the Welch Grape Juice Company, which was recently sold to a group of capitalists for a good round sum.. While in a certain American city some years ago the present writer was introduced by a mutual friend to Mr. Welch, jr., and heard from his lips something Kelvinator also had an opportu of the interesting story of how his nity to learn the power of adequate father, started business in a small advertising. It had been doing way making communion-wine, the business at a loss for eighteen entire plant consisting of small

The defendantry visited a gold- months. Its directors could not see pine building adjoining the home- the wisdom of increasing or even stead. At first, there was no thought smith's shop in Queen's Road Central and naked to be shown, contiuring advertising when adver of selling grape-juice as a beverage. tising was not selling the goods. When this was decided upon, the certain watches. A whole tray of Its agents insisted that the remedy first advertising appropriation was watches was produced for their in- was more advertising, not less, and $2,500. Grape-juice as a drink was spection but instead of buying any, the defendanta snatched six and persuaded them to increase their an innovation. Practically. appropriation to $150,000 a year, beverages. were advertised then attempted to run away. They were.. and in six months the company except "the beer that made Mil-chased and arrested. was showing a profit.

waukes famous" The present-day enormous output of mineral-waters, ginger-ales, and grape-juices was all-born when the Welch family decided. To the Publishers

to decide to advertise their tem- perance communion-wine as a palat- able, refreshing drink The Eigh- teenth Amendment has helped, but 11, Ic HoTSE STREET, HONG KONG advertising laid the foundation. It

Please send me the

Lucky Strikes,

по

Lucky Strikes were outselling other cigarettes. The style of ad- vertising employed, paid-for testi monials, was sharply criticized. The president, George W. Hill, de fended it, saying that no other style of copy had produced so many was not a grape-juice those in- sales. He should have explained vestors bought. For a fraction of that on no other style of copy had the purchase-price the purchasers be spent a million dollars a month. could have assembled a grape The testimonials had little to do juicery as good as or better than with it. It was, the volume that the Welch's, but it would have sold Lucky Strikes. Any reason lacked the essential ingredient, a able copy backed by such an appro name favourably known wherever ariation would have done it and thirats ara quenched. Avoided adverse criticism To criticism... 5 Behtifying to note that Mr. Hill has yielded to criticism and changed the style of his copy

A Listerine.

The story of Listerine is similar, This product is manufactured in the home city of the writer of this

Under-advertised Businesses. Many businesses are under-adver tised. There is no half way house. The advertising, must be equal to the opportunity. Too little is no better than none at all the per- simmons hang ten feet high, mine- foot pole is no better than a two- foot pole to get them,

"HONG KONG WEEKLY PRESS":

"HONG KONG WEZELY PRESS

from

addressed as follows:

SUBSCRIPTION PAID IN ADVANCE $13.00 per annum for delivery in Hong Kong

$15.00 per annum to any part of the world (including postage),

[9242

Some Experience of Cellar ROOMS, with Verandah Attach- Work-Write, in English, stating ed, near Ferry, Fall Board. Apply Experience to OALDBECK, MAC Mrs. GARY, I WINGLOCK BUILDING,

PRE-PAID

GREGOR & Co., LTD., HONG KONG,

19567

1ST FLOOR, Natuan Road, or PEO 57603.

ADVERTISEMENTS.

The following classes of advertisements are charged at the price given below- SITUATIONS VACANT. HOUSES AND APARTMENTS WANTED.

HOUSES AND APARTMENTS TO BE LET, MISCELLANEOUS WANTS.

When so required replies to cox numbers will be posted to advertisers daily. Extra stamps for postage should be remitted.

[681

All advertisements must be authenticated by the name and address of the sender Announcements not exceeding 25 Words are inserted under this heading at a Pre-paid Rate of One Dollar for THREE INSERTIONS. If Charges collected, $1.50.

Signature.

THIS FORM MAY BE USED.

Address

Address:The Advertisement MANAGER, Hongkong Daily Press,”

11, Ice House Street, or P.O. Box

Page 5Page 6