1932-05-23 — Page 16

HL WE CAN CAPTURE

Frade That Is Slipping Through Our Fingers

Great opportunity for Metal Trades: A badly needed Collective Campaign: Educate the Public to new uses of Metals.

BY SIR NORMAN ANGELL.

The thoughtful article by Sir Norman Angell, was written for British trade paper, the Advertinar's Weekly, but because id eun- tains so much sound sense, and, so applicable to British trade in the Oricut, we take the liberty of reproducing it. in full, in the hope that British merchants here may profit from it.

rate

à "collective" advertising campaign for, say, British gooda-. as this Empin' Supplement is or for any particular class of goods, addressed to this great potential market of South China, and appearing at regular and stated intervala in selected media, is not diffent to devise, on to carry out.

In fact, one such collection advertising campaign for Bugia sering and Motoring Arms has been carried out in the leading Hong Kong Chinese daily newspaper every week for nearly four years without interruption, by the lending Advertising agency in South China.

What has been done once can be done again, and the sugges tion's made by Sir Norman Angell are well worth the careful con sideration of Hong Kong fris engaged in importing into South China...

HONG KONG DAILY FRESS MONDAY, MAY 23,

as the manufacture of typewriters, cuch registers, adding machines, labour saving devices for the home, many types of machine tools, will depend on whether the British pub appropriate lie oan be made by education--which means the right type of advertising to avail them- solves

of those things quickly enough whether that public enn be made aware of, what British in dustry can do for them in that direction, and whether Britisli in dustry will be quick enough to do it. For it is not by a law of God that, broadly speaking, every type writer and cash register in the world is an American typewriter The earliest and cash register.

wero Buch devices of many

inventions.i But One British may guess that they were put nut by the manufacturer (if nt

hit-or-miss. a) in rather a fashion, with, very inadequats ad- vertising of the right type (if any) to a public which is more conser- Ivative than the Ameen public; a little shyer of new contraptions, And so trades which in thoir num total would to-day make the differ ence between deep depression" and prosperity have passed from us.

*KISMET

か

expensive advertising medium in CANADA'S TRADE the United States, They drive home to the American paulio that from

WITH THE EAST.

YEARS.

The outstanding feature of Cann. dian trade with China and Japan during the past,-docade has been the rapid increase in Canada'ı ex ports to those countries. On the other hand, imports from Japan

ellar to roof sheet steel and. its products can advantageously take the place of wood; on the roof, fat shingles or mission biles, RAPID INCREASE IN TEN fat shoota with standing teams; metal lath, bedroom furniture, kit.}

kitchen chen tables and souls, cabinets of steel surfaced with an- amel, panel kitchen walls, bath room walls, heated laundry dryers, warm air furnaces Otlier advertisements tell of the all-ed factory build ings lower in cost than any other type of permanent construction" Others of steel joists, steel pole standardised steel shelving units for storage and display the sheer list of things would All this page.

Where is the corresponding cam- paign in Great Britain-which has far more urgent need than Aniorien of substituting metal for wood The truth is that in hundreds of thousands of cases metal would be still not large, being at present sed in England where wood is about half the amount of those were from. Japan. Alternatively, Cana- still used if the consumer more systematically reminded by advertising that motal would servo da's exports to Japan have gone up from a total of about 80,000,000 his purpose better.

to 842,000,000 in the last nine years, while exports to China, hava heavy quadrupled in the same period, rising from 86,700,000 in 1920 to $94,200,000 in 1920.

I

I am thus dogmatic because eir cumstances happen to have made me a buyer of farm and household And similar may happen in the

equipment in both countries. A multitude of useful gadgets thrust nose in America are not vant industries which will mark. the farther conquests of metal over wood, alas already happening.obtainable in England, at all. Wo seem to take that British con servatism, which stands in the way of the quick adoption of now de a law of nature something which, vices which we see in America, th

But it is possibly to do something like the weather, we must accept.

Much of the discussion about the just that one detail of substitution. part this advertising might play It is truly the creation" of n in the revival of British industry new market. Not merely is it true seems to be missing the point. Ad- that the old sh windows were of foreign material, and vartising, however good, of drst made

have often, indeed, by foreign labour. prochiet,

only can full effect in certain of our but, which is really more to the staple industries if associated with point the modern metal casement adjustments that must accompany is imineasurably more efficient and ΙΣΟΓΕ systematic salesmanship. often cheaper. And to add to elli- Given those nejustmonts, advertia, oney and cut down costs, met ja not an insurmountable obstacle ing of the proper kind can go far ultimately improved trade in other before, which we must sit helpless, us to do a great deal about it, to save the situation by developing directions as well and an improved The science of advertising ena teach Now this development furnishes That science can go far to over- new markets of a magnitude cer- standard of life, tainly not generally realised.

The case may be illustrated by a hint which does not seem to become the alleged fact of nature-- neting certain fontarein the his widely taken. It came, the change as ineidentally the Americans have,

For they do not trust to the "ne tural" adaptability and enterprise When they want to produce a of the average American, Benedi certain change of habit necessary perhaps for the adoption of new methods, the manufacturers do not wait for the change of habit to take place; they make it.

WHY YOU SHOULD “BUY BRITISH.”

STIRRING BROADCAST SPEECH BY PRINCE OF WALES

The Prince of Wales when in augurating the "Buy British campaign organized by the Empire speech

since the immediate post-war years Marketing Board in 'n have alightly decreased and they broadenst. to all stations from the now total approximately 89,300,000. Birmingham studio of the B.B.C. From China, Canadian importa delivered the following speech- have increased although they are

large, contracts to place to the woman, laying out her housekeep- ing money, must be inquisitive about the sources of what they buy, Fore at least, in the home and at the counter, is the opportunity for in a simple way and evory woman,

I have been asked to inaugurale in her own way, to help her country this evening the Empire Marketing in its hour of need. I appeal jo Board's Campaign in favour of every woman who is listening to Buying British from the Empire me to talos that opportunity and

At the to do our country that services at Home and Overseas," back of this appeal e so many questiona in which I have long taken a keen personal interest, that welcome. this opportunity of speaking briefly about them.

· FOREIGN NATIONS.

The Arst choice should be for

home products, the second choice. for the products of the Empire' overseas. That in the rule which I The appeal of the Marketing

Ask you to follow în great pur- Canada's relations with China Board has always been to buy chases and in small ones. It is a am told "there is no market for them." Well, thore would not be in America if the manufacturer had and Japan go down deeply into whenever reasonably possible, first

any foreign adopted the method of sitting down past ages. It was the search for the produce of our country, and rule which implies no lack of

a shorter route to China that first next the produce of the Empire friendship towards and waiting for the market.

The nation. The whole world is con- Do we read aright the lesson of attracted the discoverer to the wes countries beyond the sona, a relatively small commercial in- " Woolworth shops in Britain Amediately afterwards there sprang that appeal a new weight and a this country ard solidly established, and we cannot rest content with very large business is being built up the trade in sen otter, of which new urgency.

C fortunes while so many of cident like the opening of the tern coast of Canada. Almost im critical events of last autumn gave cerned to see that the fortunes of up by reminding the public of the the great market in the 17th cen numberless small, inexpensive things which can add to their com- tury was Canton Today Canada

producers rekas, on the Pacific coast, the poorest fort and efficiency. They are

a counter. They are them on bought where the more expensive and Japan, and they have become equivalent would not be bought ab the basis of a trade so rapidly ex all.."

panding in volume, and of such undoubted potentiallion for the

study and appraisoment. faturs, as to merit the most caretu!

It is now recognized that as a from abroad more than we are uhle nation we have been lately buying our peoples are unemployed and to pay for by our capons, and that

tory of the metal trades. The rise over from wood to iron or steel realised more fully than we have minded of those things by seeing ports of the continent facing China i ise should concentrate in the first find

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of the metal trades is largely the in this particular case because the story of the substitution of metalocension was, to speak, over-ripa for wood. Until our grandfathers' It was, as it were, the natural time the world's ships were made drift.

But we cannot afford to wa of wood. A wooden shin is now preserved as a piece of history. to be carried along by natural The water pipes dug up the other forces we cannot survive by drift day in Piccadilly were wooden. The ing. The natural processes must

Take this matter of the substica- Arst railway lines were wood with be accelerated and stimulated by a mere covering of iron The first consciously directed Policy in motor-ear bodies ware wood. Our which, as a given point, advertis. tion of metal for wood. America which we are not, so she has not tendency is to regard this processing would, in this case, play a is still a wood producing country, the same urgent need. for finding as finished, but measured in sheer very large role.

Yet, for years now? quantities there is probably as much The change over from, wood to still to be won by metal from the metal in house-building did not, substititas empire of wood,, as has been won of course, begin with window case the metal trades of America have ments, and is not going to stop collectively maintained through al- in the past.

there. And now inventions, or advertising, a persistent education of aptations of old ones designed to the, public in the use of metal in add to the efficiency of the house place of wood. They have not ad- hold, office, farm, factory will be dressed this advertising to builders, moro uumerous in the future than contractors, architects, Ironmongers, in the past. But whether much of but to the public. that trade will slip through our Angers, as hava such vast industries

PRACTICAL EXAMPLES. One takes a few details. Most window frames and sashear are still of wood. But to-morrow shey will be of metal One or two private firms have discovered that there is a vast industry to be founded on

EVERYTHING

la

There are before me as I write dozen pages torn from the most

G.E.C.) ELECTRICAL

your guatgaiv

3

The same principle operates still more in the case of what are truly and farm, and factory, things which capital thinge, equipment of home, cannot well be displayed on a coun

ter.

But they can be displayed in ad- vertising pages. It would be ex- pehaive. But there is such a thing)

BRITISH MANUFACTURERS OF EVERYTHING ELECTRICAL

THE LARGEST BRITISH ELECTRICAL ORGANISATION

IN

THE

EMPIRE

Suppliers of

High Speed

Lifts for the

GLOUCESTER

BUILDING.

Sole Agents for Messra. PETTERS, LTD., YEOVIL,

50 H.P. Petter Atomie Marine Engine,

Comparison. With 1.5. 20

A recent report by the Depart

with-

unem

of many

it. difficult

171

market

therefore, realize how greatly their night through that new Empire prosperity and their ability to buy from the United Kingdom depends upon their finding in this country markets for their own produces

SELLING BRITISH,

what we need-on using to the full place on buying at home more of what they have grown. what our own farms and our own rule of buying, too, which can be manufacturing plants can provide. adopted as readily in every over- There is a great determination set. "Empire country" as here in the

us to lessen our

United Kingdom-which has in- ployment to bring back work to deed, already been very widely Mr. Thomas.. those thousands of homes that among are seeking and waiting for it, and adopted by thein to restore the fortunes of our own when he comes to visit the Domin countryside. In town and country ions, will be able to stress the aliko, un immense amount of in as collective advertising; and with ment of Trade and Commerce, dividual happiness and well-being significance of that message by us. Nor advance there has been here in challenge thus put to collective action among steel men Ottawa, gives an interesting account depends upon our answer to the telling them what a remarkable for advertising, might come collec of the development of the Dominis is an individual question only. tive action in manufacture, render-

the Orient. The skill and craftsmanship of our Empire buying of recent years, and of recent months; and, I ing possible the economier and ation's trade ciencies of large scale mass pro- Figures are presented from year to people are a national asset, and we even duction. This would paks possible year as far back as 1921, while side cannot afford as a nation to allow hope, how convincing and splendid them to rust and tarnish through a response has been forthcoming to a Woolworth cheapnes over a vast field at present untouched. Is it by aide are given corresponding lack of use, and consequent lack of this present special Buy British

appeal. The Empire Marketing not time that British industry begures for the United States, with enterprise..

Buy Board would, I know be the first I back this append to whose operations in this field vom- gan to that about filling it

derives its ultimate force from parison is most easily made. It is British primarily se means of to recognise that such a responat Elleviating the distress and misery soon that while. Canada, as yet does only a small pant of the thuda of which I am continually Anding in something much deeper than any from the patriotic determination North America with the Orient, yet, the homes of the unemployed. Impaign of theirs. It springs relatively speaking, the Dominion's back this appeal not only as a con of mon and women of all parties. progressin recent years has been sumer but also as one of those whom apid The republic's trade with the Empire Marketing Board was that our country shall win through Chins was.00 times that of Canadh set up specially to beneft I mean out of its present difficulties to as a farmer and breeder in both Prosperity, and from their belief 10 years ago, but today it is per- hapsend more than 15 or 20 times, England and Canada I back it that, in order to win through, we while with Japan, United States de Master of the Fishing Fleets, must develop to the uttermost the Arade of 28 times in 1010, and 1991 donarmed to see that the arduous fources of our own country and Hore again therà is need for is now one of 18 times. The trade labours of the fishmen about our of the Empire outside it. of the United States with the coasts should be justly rewarded,

and I back it also as one who has Team Work between all the Peoples Orient, in fact, was considerably i

Been able to travel widely in the of the British Commonwealth. I greater in 1920 than in 1930, price Empire everseas, and who must, wish that I could be speaking to declines, of course, being discounted

broadenating station which the a comparison of this kind:

B.B.O. have decided to inaugurate, One set of statistics in the report

But if my note to-night should under review enlarges somewhat the

reach any of those whose homes outlook upon the relative progress

are in the Empire beyond the seas, of Canada in the trade of the

I would ask them to redouble their Orient" Based on the figures

efforts to do for us what we to-day of the more important Asiatic.

nra doing for them and to dook countries, it shows what a pro-

to the United Kingdom, or some portion Canadian imports con- stituted of the total imports of these

other country of the Empire, when. a form of words to be posted on they cannot supply their needs countries in 1913, 1028 and 1929. In brief, Canada has advanced from the hoardings and bandied radross from their own resources. To them the counter. We must never let the I would pass on the message which being an all but insignificant factor in the trade with Asia to the posi- words become a mere parrot cry the Empire Marketing. Board has im-to-day displayed through this land, tion of arrountry having a strong like that. Buying British

The British Empire, at, Home standing in those markets With plica Selling British, and those China and Japan, for instance, two phrases together imply a long and beyond the seas. offers you the Canada beid only three-tenths of 1 process of team work stretching resources of a quarter of the world per cent of their import trade in back from, the retail shop through Buy British, and ao employ British 1915, while today the figure is up all the channels. of trans and Labour hy land and by sea

distribution to the farma where proximately 3 per cent.

British products are grown and the factories where British goods are manufactured. If Buying

I have beci asked to inaugurate The remaining statistics in the British" is to be made a reality report are designed to present in there must be good honest team this evening the Empire Marketing detail Canada's recent trade, records work all along the line and on at Board's compaign in favour of with the East, including trade in sides. The manufacturer must pro: “ Buying British from the Empire- the more foportant commodities at duce goods of sound quality, staat Home and Overseas," At the the pivotal points 1914, 1922 and reasonable price. The agricultural back of this appeal lies hany 1831, with totals for the whole of producer must do likewise ceding questions in which I have long Asin. It is shown that, whereas bis produce and studying the thiolin taken keen interest, that, I wer it 1914 the Dominion's importe taste. Most of the Empire boun" come this opportunity of oaking from Asia were nearly three times tries oversens have lately made briefly about them.

The response in the last five years the mount of exports to that con great advances in that direction; tinent, in 1022 the two sides of the and over here I regard the intro to the organized effort to extend ledger almost exactly balanced. quation of the Nations Mark for the habit of buying British has Foley, not only is the sum total egmonltural produce as an Im been most marked and valuable four times "greater than before the portant and promising move in the We are Allreddy, now, to buy war, but there is a balance right direction, Manufacturers and British is up to manufactur Canada's favour of approximately farmers alike must enlist the solen ers and to traders of every soft 812,000,000. In 1999 the balance in tile research worker in their ser to give us what we want-bythem favour of Canada was approximate vire, they must learn to market selves selling British. I urge upon ly 854,000,000

their producta ion moden Jines, industry to study the special needs A full list of commodities import and they must see to it that the pub of our home market in all they ed into Canade from Chins and lidar cold what they have to sell make urge the need to mark Japan and exported by Canada Distributors (must be aétive to to label, and to advertise Tell the to each of those countries year loi out new sources of British publie that your goods are. British.. year since 1922 is included in the sphere and abroad in the Remember that this campaign, report. The main contributing Empire The British Industrice only half complete unless the fotors to the increase in Canada's Fair gives them splendid peal to buy British is backed-and exports to Japan are shown to have opportunity for reviewing what the backed with all the tremendous been aluminium, head, when our Empire has to offer them. Disi vigour, and skill of our commerce- and wood pulp. In the case of tributere, too, anh emädant can be the will to wall also Eriti

proza this applice to every China, fish, lumber, silver bullion the mugh to help the when a wheat flour made up duceti letting him

da's imports from

THE GENERAL ELECTRIC CO. OF CHINA, LTD.

QUEEN'S BUILDING

Four Times Greater Than In 1914.

But when I back this appeal 1 am not thinking of it merely as

MR. THOMAS'S SPEECH, Mr. J. H. Thomas said

and how browed to

of chruationsi lits fröm industrialiste to the pow