1931-02-13 — Page 2

DCL

FACT DLIVER

KARE MANİPARTURE

Bullers Compo

EDINBLAGH,

L

"D. C. L."

MALT EXTRACT

WITH

HONG KONG DAILY PRESS, FRIDAY, FEBRUARY 13, 1931.

ADVERTISING IN THE

NEWSPAPERS.

(Continued from Page 1)

A good example of the effective. ness of advertising is afforded by

Very little, if any of that per contage is passed on to the public, for advertising increners sales and thereby onables the stores to obtain

HIS MAJESTY'S JUDGES.

lower prices for larger orders, MEN OF GREAT AGE AND

ABILITY. British firms are not so open, in rovenling their expenditures as are firms in the United States, the land

COD LIVER OIL the "Eat Moro Fial" campaign of of immense advertising, where, ac

Is made from the fpest 1020. The trawler owners agreed to a levy for advertising purposes of selected Barley and malted

penny per pound on the value of with the greatest care on

fish Inndock In that way they the Company's own pre-

raised £10,000, all of which was mises by the most scientifle

spent in reminding the public of methods of manufacture. the food value of fish. The public THE DISTILLERS, buying 37,000 tons more The trawler owners received 0:053. per ib, more for COMPANY, LTD.

their fish, and their total revenue was £1,100,000 greater, Much of this money has licen spent on new ships, and trawler-shipyarda aro now busy for the first time since the War. That is a gain to labour,

EDINBURGH.

PRICE-Per 1 lb.-Jar...$1.30 Per 2 lb. Jar...$2.50

"SOLE AGENTS: ·

GANDE, PRICE & CO., LTD., St. George's Building, Ice House Street,

HONG KONG

DIAL 20135.

Agfa

Movex

16 m/m Daylight-Loading

↑ Magazines of 40 febt

Movector

thanks to collective advertising..

cording to authoritativo statement, the larger stores spend on an aver agen little less than four per cont," of revenue on printed salesman ship."

'THEIR PICTUREsque` and

HUMAN SIDE,

We reprodues from the Daily Express the following pen picture of those important and picturesque figures, His Majesty's Judges, in England:-

These three are the "correct"? clubs for judges But several vote them stuffy and prefer the gayer, hut still dignified-in spite of its reputation for bohomic-Carrick. I may add that the L.C., is n law unto himself, höre, for he be longs to half-a-dozen clubs, includ- ing the Beefsteak and the Savage, which he likes to visit bate at night to talk with a few friends round the "big" table.

I know only two judges who still keep close touch with politics and politicians by using the club of a political party. One is Bir John How is the £180,000,000 spent in media appropriated Nowspapers

Anthony Hawke, the handsomest Most of them are over sixty-man on the beach, and one of the are the greatest recipients of

Scrutton is soventy-four, Merri- most successful common law en advertising expenditure. Various

vale seventy-five, and Avory of his day. analyses have been made, and it

As befits a Devan would seem that, roughly, £75,000,- seventy-nine, and one might think man, he is a keen yachtaman. His 000 goes into the "coffers of the that they felt a secret reluctance, golf is not so good. newspapers, and £18,000,000 to the their time of life, to return to the long hours, close atmosphore, weeklien. magazines and po

poppler

and hard grind of the courts. Mr. R. D. Blumonfeld, the bril But I never knew a judge who did not find a mysterious source of vigour in his work. There is some thing about it that seems to pre serve and refresh rather than to wear out a man.

'.

·

Although the vast majority of

If it were not for this secret compensation, it might perhaps be more difficult to persuada i ́man to give up so much-monoy, active politics, the luxury of completo freedom to do and say what he like-for the relatively small salary and the very real restric. tions imposed by the judicial life

.

*

The other judge is Sir Henry Slesser, who

still drops

iri

at the Labour Club, He looks more like a philosopher than

judge as he sits in wig and robes with his brethren of the Court of Appon!.

He walks, plays croquet, and puzzles over chess problems. He is a great family friend of the Hendersons, who have a'son in his chambers:

Somo judges like to be at the centre of things, others have a pas sion for retirement. Lord Justics Scrution, the shipowner's son, who has been twenty years judge," is seventy-four, and one of the most erudict of all the judges.

and still another gain is the in-un ex-editor in chief of the Daily Express and now chairman of the greased consimption of coal, a

company, has stated that £1,000,000 matter of 100,000 tons. Britain's

would be required to launch a new fishing industry is more prosperous morning or evening newspaper in to-day than it has been for years London to ensure its success. Yet the Daily Mail, was started on a This happy result reminds one of capital of only £10,000, no more the wonderful Buccess of the Sunthan the revenue which that great kist orange and fruit campaign newspaper reecives for one day's in the United States. Some advertisements. twenty years ago the Californian fruit-growers were unable to sell! their crops advantageously, Much People buy a paper for its reading of their product went to waste, and matter rather than for the adver- such profité as they managed to tisements it contains, it is not with- obtain were but meagre.. They deout significance, that in many cases cided to adverbisa collectively, and the advertisement manager carns bofore long Sunkist oranges and an income larger than that of the fruits worn world famous Sales editor. Mr. James Agate, the dramatic critic, told the members have increased, enormously. Lust season the California Fruit Grow of the Aldwych Club on-one, oc- casion that, while a friend of his, ers Exchange spent £335,000 on advertising, and the value of the the editor of a weekly journal, re- ceived a salary of only £500 a year. sales was £23,775,000.

as much as £2,000 was paid to the man in charge of the advertisement Some of you may, wonder what department. Mr. Agato was very ity,"

muscles in a rowboat on the river. percentage of gross revenue is spent sarcastic about that inequality, One of the leading aricaturists

He hunted, too, but only with h by the big advertisers on making which is explained by the circum-included him in a series of judges. neartown pack. He was never a their-wares known. You see large stance that advertisement managers An American friend of the L.C.J.great geer. epace takon in newspapers, mage-are salesmen who generally work ant over for three copies and nak. A solicitor's son, he was prac zines, and other media, and per on commission for the most part, ed for them to be sent to Lord tially brought up at the Old hape conclude from this that the and, if successful, do very well for Hewart to be signed.

Bailey, and he has a reputation for Braconian judgments.

II.

The ideal Home-Movie-Outfit purchasing public have to my much themselves as well as for their res

For particulars and demonstration apply

to pur dealer or to

DEFAG

DEUTSCHE FARBEN-HANDELSGESELLSCHAFT

Prince's Building,

Waibel & Co.

Chator Road.

more for the goods they buy than pective papers. The man who can they would if there were no adver-add pago after page of advertise- tising. If you include to that ments to his publication is invalu- view, you are wrong.. You may able to the proprietors.

take it no matter of fact that few department stores devote more than five per cent of their revenue to publicity. Perhaps none spends more than eight or ten per cent.

There's no

need to crow

about

McNish Whisky, just try it, that's all!

MONISH WHISKY

GUARANTEED PRE-WAE

Strength,

LANE CRAWFORD LTD.

Lord Hewart of Bury, for in-

But he lives in noisy Piccadil stance, has had to make some con traction in his sense of humour. by, and likes it as much for its Ho has a genial aspect, but pre-hum of life as because it is an easy servos a studied dignity on the bench which some eminent counsel find oppressive. "When I have to make an application to Ho- vrt," said one famous K.C., "I frel as if I am asking for, an over-

walk Beross the park to tho Athem, which bo uses more than most judges who are members

Sir Horace Avory is another townaman to the marrow. He lives in town, fools at home at the Gar

draft on dubious personal securrick, and used to exorting bis

The "aubject",refused. Ho dia liked the aaricature. It certainly was somewhat cruel-a fat com placent face surmounting a patch of scarlet robe, the astuto eyes cocked slyly sideways,

As Lord Howart of Bury, Lord

Chief Justice of England, he does not fool ka can be so easy-going.

"TO-DAY'S " WIRELES

PROGRAMME

BROADCAST BY Z.B.W. ON

55 METRES;

11 to 11.30 nm-Stock quotations. 11.30 am.-Chinese programme. 12.30 p.in-Europeat programme. 1.20 p.10.-Weather report, local time and commercial news.

2 p.m.-Close down.

6

7

to 7 p.m.-Chinese programme.

to 10.30 p.m.-European pro- gramme of Victor records sup- plied by Mozars, Teang Fook Piano Co. p.m.-Stock quotations.

.

7. to 7.44 pa,~~

Orchestral.

"Life in Hungary - Fantasy! (Paepke) Hungarsina Rhap Body Orchestra. "From, the Rhine to the Danube

Medley" (Rhodo). Wofman's Oreli. "Volga, Yolga-Russian

Gerhard

Gypsy,

Dance Coachiman, Don't Forgo the Horses-Tho. Merchant? (arr. Illeagu).-Gypsy Orch. "Alcina Suite" (Handel)--Phil-

harmonic Symphony Orch. "Serenade" (Strauss). De Groot.

and the Piccadilly Orch.

7.41 to 9.50 p.#n.—

Variety.

Instrumental Trio-Down, in the Forest" (Landon Ronald).-Do Groot Trio.

Accordion Solo "Medley of

Italian Aira."-Pietro. 'Bong-"I've Got It."-Helen

Kane:

Song "My Man is on the Make??

Helen Kane,

Song "A Vision of Virginia."-

Gone Austin (Tenor)... Song “Alabama Lullaby.".

Gone Austin (Tenor). Organ Solo" I'll Close My Eyes to the Rest of the World.”— Jesse Crawford,

Organ Solo-"Love Me."-Jepso

Crawford,

Song "Love Made a Gypsy Out

of Bfe."-Welcome Lewis: Song Look What You've Done

to Me."-Welcome Lewis, Chorus Sing You Sinners **. (from Honey "The Revel-

era,

Song-Looking at You" (from

"Honey").-Lewis James. Humorous Song "Lady Luck '*

-Chick Lador,

Humorous Song—" Singing in the

Bath Tub. Chick Endor, Accordion Solo-Coquetté

(Gloviale).-P. Frosini. Accordion Solo-"Spring Seren- ade" (Gioviale).-P. Frosini. Organ Solo Why Can't You !"

Jesse Crawford

Organ Solo-"Little Pal."-Jesso

Crawford.

8.50 to 0,33 plan,

elo,

A Concert.

One does not laugh, though, for Mr. Justice Avory's humour lives.m.Weather report, local time, in a realm where laughter would freeze to death.

Still, lawyers say that his is probably the finest judicial intel- lect on the bench to-day. He did, however, make, ono celebrated Advertisements a great many of

"bloomer," and the Court of Ap-- them; anyhow-do not find their

As a busy Manchester "ocal," peal had to tell a .convicted mur. way into newspaper and magazine as a lawyer-politician in London, derer to walk out, free. offices unsought. There is an army even 29 Attorney-General and He never makes a joke, but a of space-sellers over at work inter- Cabinet Minister, Sir Gordon Ho-certain cold humour crackles up viewing advertisers, informing, ex-

wart, could have laughed and let sometimes behind that rigidly aus. plaining, exhorting. Printed matter it go.

tere facade. of,overy kind is posted to adver- tisers and potential advertisers in enormous quantities. For adver- tiser-resistance is hard to, break down. A quarter of a century ngo the large stores ran half-column and column advertisements in the not whole pages as news/wpers, they do nowadays. It took years of effort to persuade them that big nuvertising" would pay them handsomely, and naturally enough the advertisement manager" of great morning newspaper who took the lead in that business propa ganda, and thereby added vastly to his paper's revenue, also made a fortune for himself.

Lard Merrivale, president of the

Mr. Justion Maugham, of the Probato, Divorce and Admiralty Division, son of a Devon working-Chancery Count, is another great oersman among the judges. "He is man, who began, like the LC.J., as a newspaperman and was not a good shot, too, is interested in called to the Bar until he was writing and art, and lives a com- thirty, taught himself carly to profortable family life between his big serve a solemnity which is now in town mansion and his place in destructible, a

He is as grave at the dinner table as in the act of pronouncing judgment, in deep Devonian,ac cents, on the bench.

And yet

he is quick to see the funny side of things. Watch him, You may, on a rare occasion, ser a suddon grimness fix itself on. that calm and massive counten-

The young barristers, with

Bussex.

Lord Justice Greer's hobby is golf. He took up the game as a young man in Liverpool, where ho practised for twenty pairs before coming to town and rounding off A big fortune accumulated by large, fees in commercial dases.

He is Also learned, patient and courteous, and divides his private life very pleasintly between 'big' placos in town and Sussex...

2

Bir Harry Trelawncy Eve, who is soventy-four and has been judgo of the Chancery Court for twenty-three years, is our only" farmer judge.

In his heyday at the Bar he, was great pleader and a powerful advocato, and he made a nits for tune.

Violin Solo-" La Paloma” (The

Dove) (Tradier, arr. Cibelli).- Giulietta Morino.

(My

Violin Solo O Sole Mio"

Sunshine) (di Capua, arr. Cibelli).Giulietta Morino," Song-The

Cuckoo" (Leb- mann).-Maria Jeritza (So- prano);

Song" Who is Sylvia" (Schu- bert). John MoCormack (Tenor).

Song" None But a Lonely Heart (Tschaikowsky)John McCormack (Tenor). Pianoforto ́Salò-" Album Lenf "

(Grieg).Harold Bauer, Pianoforte Solo — "Capriccio (Brahmi). Harold Bauer D Song" Last Rose of Summer **: (Thomas Moore ).— Madam Amelita Galli-Curci (Soprano). Song-“Lova's Angling" (Bracco and 'Barthelmy).—Tito Schipa (Tenor), pod

•

Violin Solo A Dream" (Cory and Bartlett)-Renee Chemet.. Violin Solo Mäcushin” (Rowe- **MacMurrough, arr. Chemet).—

Renée Chemer

9.33

to 10 p.m. Petruchka Svite" (Strawinsky). Boston Symphony Orch Apollen Musagele" (Strawinsky).

-Boston Symphony Orch.;

10 to 10.30 p.m.--Experimental r

laye

There can be no doubt that ex- penditure on advertising will, for years to come, grow as rapidly as. it has grown since the War.. Prob nbly even more so. Amazing deve- lopments will be seen during the next quarter-century Firms that plenty of time on their hands have learned from experience that while waiting, for the clusive brief sound advertising is a remedy for to come their way, prefer of all many business ills will double and the courts the one over which Sir

Henry McCardio presides quadruple their publicity appro priations Many old established That is because McCardie, a businesses that still look upon ad. Birmingham man of Irish stock, vertising with dnafavour will throw has, besides a fresh and youthful nside the shackles of prejudice, and wind, a vast storo of legal know. thereby add to their fame and ledge (there are some judges who He is not subtle, liko Scrutton, 19.30 p.m.--Close down.

or profound, like Merrivale, or their prosperity. And as advertis are better judges of fact than of

There seems to have been quite ing expands in volume it will adlaw), and loves to elucidate and original, like MeCardia; but he is,

unfailingly patient and kindly, an old-fashioned scene when vance in its ideals. Much of the illuminate novel points of aw, crudeness, the vulgarity, and the Ho lives in a big block of flats.

His strength, like his humour, mouse joined the company at tho

dinger in London of the Associa mendacity that still remain, overlooking the Green Park, dines ever Bags, as he showed when he tion of Women Clarks and Secre miniscent of the End old days, will out often, and gets out of town survived the longest case on record, taries, and women shuddered and wardian manner. All this was disappear, and public confidence at week-ends and during vacations including a thirty-four days' speed knelt on their chaire in the Ed will grow. Probably by 1050 our to shoot, fish and play golf. At by Chancery, anccial. And oven probably due to the new fashion manufacturers and distributors will sixty-one he is still a bachelor. he had enough nervous energy left in evening frocks No one in lend. these days believes that women arò The Atheneum, the United Uni-ors, Upjohn and Hughes, who, than men are, but a man, too, erally in the important matter of versity and the Reform were the cuir tempers gone, had started to would be apprehensive me too

quarrel,

at long draperies if he happened to clubs in which Mr. Justice Wright wise purchasing.Mr. Charles Holt sought refuge from the loneliness

He is happivat wandering the bo wearing any when a mouse ap Stimp in Chambers Journal.

of a bachelor's-lifo.

country in his gipsy caravan.

picared.

educating consumers and users gen

D