1928-07-12 — Page 10

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Shortest, Most Interesting Way to EUROPE

To the United States-

To Canada!

9 Days Across

from Japan

STEAMERS

EMPRESS OF AHIA EMPREES OF CANADA EMPRESS OF RUSSIA EMPRESS OF ABIA EMPRESS OF CANADA EMPRESS OF RUSSIA EMPRESS OF ASIA EMPRESS OF CANADA EMPRESS OF RUSSLA EMPRESS OF ASIA

EMPRESS OF CANADA

The Trans-Caande Limited

SAILINGS 1928. Hongkong Shanghal Koba

Lonve Loave

Leave

July 10 July 21 July 24

Yokohama Ven'vir

Arrive LREVE

THE HONGKONG TELEGRAPH,

NÉED FOR TRUTH IN

ADVERTISING.

FALLACY OF NET SALES CERTIFICATES.

THURSDAY, JULY 12, 1928.

of attractive competitions result-CONSIGNEES NOTICES. ing in a sale of the paper for other than its reading interest, it was obvious that the data upon which the advertising rates were fixed. became a gamble, and all adver- liaera were entitled to know where From MIDDLESBRO', ANTWERP, they stood.

LONDON & STRAITS.

THE BEN LINE STEAMERS, LIMITED.

The Steamship,

"BENRINNES." Bonsignees of Carge are hereby in- formed that all Goods are being land- ed at their risk into the hazardous and/or extra bazardous Godowns of The Hongkong and Kowloon Wharf from the wharves delivery may be obtained.

Competitions Overdone, At practically every session and every function of the Advertising "We all know," be continued, "to Convention, which closed at Bir- what a pitch the coupon competi mingham recently, the question of lion has arrived. I do not com- Press coupon and insurance plain of them as such, but I think Achemes, their effect on eircula-they are overdone, and I submit tion, on the public, and on the that the time has come to call and Godown Co., Ltd, whenco and/or value of advertising space has halt, for they are defeating their been discussed either officially or own object, which in the first unofficially,

place was to Induce people to buy and read a paper in the hope that they would become recular readers and so increase net sales.

tribution areas.

:

No claims will be admitted after the Goods have left the Godowns, and all Goods remaining undelivered after the 17th July, 1928, will.be subject to

rent.

THE

BLUE FUNNE

LINE

RECULAR AND FAST PASSENGER SERVICES |

FREIGHT AND

This interest eulminated when the discussion on the subject, of coupon and insurance schemes to

All claims against the steamer must "boost" circulation reached such "Those of us who belong or intensity that a resolution was have subscribed to the Advertising be presented to the Undersigned on or passed suggesting that papers Association admit the necessity of before the 31st July, 1928, or they, having registered readers, on in-truth in advertising, and have will not be recognized,

All broken, chafed, and damaged within qur surance coupons should give pledged ourselves

where they will be examined on the advertisers some idea of their dis-means to, avold even a tendency Goods are to be left in the Godowns,

to mialend; yet what a travesty the 16th July, 1928, at 10 a.m. by Messrs. LONDON SERVICE"

No Fire Insurance has been effect- This resolution, coming as it did net sales certificato le in danger Goddard and Douglas.

of becoming. from a meeting representative of Oct. 20, 9 Oct. 11

"It has been slated that, reduced jed

Bill of Lading wil be countersign- the firms who find much of the Det. 24, Nov.10

Oct 30 Nov. 1 Nov, 10 24 Oct 27 Oct

revenue for the Press is an indicato the plainest language, the comed by Nov, 13 Nov, 15 Nov. 24 Nov. 7 Nov. 20 Dec.

Dec. 1 Dec. 4

tion of the keenness, with which vetition craze has so falsified the GIBE, LIVINGSTON & CO., LTD. Dec. 6 Dec. 15 15 Dec 18 Dec 20 Dec. 20

commercial interests are following circulation figures of many newe- Dec. 12, Dec.

the action of certain newspapers papers that their net sales certi- Jan. 16 Jan. 19 Jun. 22 Jan, 24 Feb. 2

in these respects. Feb. 6 Feb 0 Fet 12 Fels. 14 Fob, 23

Ag B Aug 11 Aug. 14 Aug. 28 Sept

Sept. 12 Sept.

Oct.

3

Oct.

July 26 Aug. 4

Aug. 16 Aug. 25

Sept. 4 Sept.

Bept G

Bept, 6 Sept. 15

18

Sept 11

Sept. 20 Sept. 28

(E/Axin & B/Ruginenit at Nagasaki the day after departure from Shangbaij

Let a Canadian Pacific agen; or his representative tell you face attractive the through rate; are and... how shot, comfortable and convenient the route.

Canadian Pacific

Pacific Empress

The World's

Greatest Travel System

Atlantie Emspress

Forced up Sales.

;

Beates completely misrepresent the truth, and if we assume that advertising. prices are based upon

Agente. Hongkong, 10th July, 1928.

Commander II. S. H. Ellis, net sales as revealed by certi-certain day for the sake of the afraid this coupons, and that he would be Advertising Manager of Imperial ficates, then I am Chemical Industries, Limited, who, serious charge has yet to be willing without any consideration at all to deliver any number of coplea of different papers to his as a member of the Incorporated answered." Society of British Advertisers,

customers simply by delivering the 5,000 Copies for One Man. spoke at the National Advertisers'

page which contained the coupon Session, said that he was inclined) Commander Ellis stated that the for even by cutting out the coupon to the view that the reader was manager of a suburban railway for them. more important than the adver-station bookstall told him the other tiser, but since the latter provided day that one of his customers who 60 per cent. of a newspaper's went for a trip to South Africa left revenue, the proprietor would be instructions with him to post him unwise if he did not study his £5 or £0 worth of a certain publi- advertisers' wishca

ention, in which he was entering Lhe. competition..*

In the newspaper world the advertising rates were supposed to be fixed on a basis, provided by the net sales certificate, and if the net sales were forced up by virtue

"I have been told," Commander- Ellis added, "of a certain profes- sional solutionist who ordered no less than 5,000 copies of a single issue of a paper, and who enrefully cut out the coupons he required, and then returned the papers to his wholesaler, who actually re- turned them to the publisher as unsold copies, and got his money

The same manager had told him that it was quite common for many of his customers to order six or one dozen copies of a given paper on a back."

American Express Travelers Cheques

Definition of TRAVELLERS' CHEQUES-

The system of Travellers Cheques was originated in 1891 by the American Express, Company with the object of creating a form of travel currency which would give the holder the security of a lattor of credit and at the same time the convenienco of local currency. The Company registered the cheques under the trade name of of AMERICAN EXPRESS TRAVELERS' CHEQUEB the word "Travellers' being spelled with one '1'. This advantage of the Cheques was to apparent that other banking institutions adopted the system."

Quoted from Pitman's Dictionary of Banking by W. Thomson.

Issued in G$10, $20, G$50, G1100 and £5 and 510 dedomination-bound in a small handy walled and cost only. 3/4 of 1 per cent Secure you steamship tickets, hotel reservations and itineraries; or plan your cruise or tour through

THE AMERICAN EXPRESS Co., Inc.

4-A. Des Voeux Road, Central, Hongkong:

THE SWEDISH EAST ASIATIC

COMPANY, LIMITED.

SERVICE OF FAST MOTOR VESSELS

Loading Direct For

ROTTERDAM, AMSTERDAM, HAMBURG and COPENHAGEN, OSLO, GOTHENBURG.

BHANGHAI, JAPAN PORTS and VLADIVOSTOCK.

SHIPBUILDERS.

SHIP REPAIRERS. BOILER MAKERS. FORGE MASTERS. OXY-ACETYLENE AND ELECTRIC WELDERS. MECHANICAL AND ELECTRICAL

ENGINEERS.

M.V. "JAPAN"

M.V. "SUMATRA“

Loading about

14th August

28th August Agents.

For further particulars apply to the

GILMAN CO., LTD.

G. E. ÍLUYGEN.

Canton.

Hongkong.

M

MESSAGERIES

From Marseilles

ANDRE LEBON.......... 11th July. · CBENONCEAUX.

31st July.

M

MARITIMES

MAIL AND CARGO STEAMERS TO AND FROM MARSEILLES, DUNKIRK, U.K. HAMBURG & ROTTERDAM.

For Shanghai and Japan ANDRE LEDON...... 17th July. CHEXONCEAUX..... 31st July. PORTHOS.....

14th Aug. ATHOS II. 28th Aug, For Marseilles ANGERS........ ..... 17th July. PAUL LECAT... 31st July.. ANDRE LEBON...... 14th Aug. CHIENONCEAUX...... 28th Aug.

PORTHOS... ATHOS ...

..14th Aug. ..28th Aug..

From Dunkirk, Antwerp, London

Lt. St. Loubert-Bie (Corgo) 22 July.

.

For Shanghai, Japan and North" China

For Rotterdam, Hamburg, Dunkirk **MIN” (Gargo).......................4th. Aug.

Lt. St. Loubert-Bio (Cargo) 22 July.

For full Particulars, apply to:-

Telephone: 0, 651and 740,

Cie. dai MESSAGERIES MARITIMES,

3, Queen's Building.

--DRY DOCK~~-

LENGTH 787 FEET.

THE TAIKOO DOCKYARD & ENGINEERING "COMPANY

OF HONGKONG, LIMITED,

LENGTH ON BLOCKS 750 FEET

DEPTH ON CENTRE OF

SILL (H W. 5.T) 34 FT 6 INS.

-THREF SUPWAYS-- CAPABLE OF HANDLING SH.PS UP To 3000 TONS DISPLACEMENT. ELECTRIC CRANE AT SEA WALL CAPABLE OF LIFTING 100 TONS AT 70 FEET RADIUS.

BUTTERFIELD & SWIRE, Agents HONGKONG, CHINA & JAPAN,

TEL ADDRESS.—"* TAIKODDOCK" HONGKONG.

TELLANONE NO. 212.

CALL PLA: "#" OVER”ANS, PERNAJPI."

BANK LINE LTD.

AGENTS FOR

ELLERMAN & BUCKNALL S.S. CO., LTD.

SAILINGS BUBJECT TO ALTERATION WITHOUT NOTICE. UNITED KINGDOM & CONTINENT

...

"CITY OF TOKIO" Havre, London, Rotterdam & Hamburg "CITY OF PEKIN" Havre, London, Rotterdam & Hamburg

BOSTON, NEW YORK & BALTIMORE

"CITY OF EVANSVILLE" "CITY OF HALIFAX"

4/1

ELLERMAN LINE

25th July. 25th August.

AMERICAN & MANCHURIAN LINE vis Suez Canal

10th August.

9th September. vis.Suez Canal

ALHO AGENTN FOR

ANDREW WEIR & CO.

SERVICES TO

BOSTON, NEW YORK & HAVANA

"FORRESBANK”.....

T

MAURITIUS & SOUTH AFRICA

*TINHOW"

*...

K

***

AMERICAN & ORIENTAL LINK via Suez Canal ...

*** 20th July, ORIENTAL AFRICAN LINE

7th August.

دو

Loading for Mauritius, Bennion, Delagos Bay, Durban, East London, Aigos Bay (Port Elizabeth), Morse!

and Bay Capetown, Through Bill of Lading fasuod to Beira, Quilimaine, Ibo, Port Amells, Mossœbigns, Chinde, Inhambane Mombasa, Ellindini, Port Nolloth, Lindarila Bay, Walvis Bay and Madagacar. Zanzibar,

For freight or passage on any of the above lines apply:---- Telephone Centra} 4791.

."

THE BANK LINE, Ltd:

24th July. ***PERSEUS"

7th Ang "GLADOUS"

PHILUOTETES" 21st Aug.

*Chile at Carshitoon.

M'las, London, R'dam & Hamburg 'les, London, R'dass & Hamburg M'les, London, N'dam & Hamburg

LIVERPOOL SERVICE

"BHEXENOR" 23th July Genta, Havre, Liverpool & Glagow "ANTILOCHUS" 20thtAug. Genes, Havre Liverpool & Glasgow PACIFIC SERVICE

via Kobe & Yokohama

"PROTESILAU8" 13th July. Victoria, Vancouver & Beattie "TALTHYBIUS" 2nd Aug. Victoris, Vancouver & Beattle NEW YORK SERVICE.

"DARDANUS** 27th July. Oras, Bebton, New York & Baltimore

24th Aug.

Boston, Now York & Baltimore *LYOAON** PASSENGER SERVICE

"AHNEAS "BARTEDON"

L

4th Sept. Singapore, Marsilios & London Bingapore, Marseilles & London

3rd Oct,

H

"NINGUHOW" dus 17th July, S'hai, Moji, Kobe & Yo'hame OUTWARD SERVICE

"ACHILLES"

duo 24th July. S'hai, Moji, Kobo & Yo'hama Also cargo atomers with limited panonger accommodation at spotally reduced fares.

For freight, passage rates, and information apply to

Butterfield & Swire,

Agente

ALAR STRAMŰMIÐ LID MRIGAN MAIL LIMI

"Do I think Fru going to have a good trip ind a good time? Why, my dear, your question is quite out of order. I'm traveling on the President Liners and that should be sufficient to dispel any concern you might have about my comfort or time hanging heavily on my hands. May I suggest that you try. the President Liners and learn what traveling really is!"

famusut

Weekly Trans-Pacific Service

To San Francisco and Los Angeles

To Seattle and Vk 'prin

The Sunshine Belt via Honolulu The Short, Straight Roula to America

Forinisiuly sailings on Tuesdays Fortolalaly sailings on Tuesdays

Pres. Jatterson Tues., July 17, f.m. Pres. Grant Pres. Lindofa Tue July 31st Pres. Cleveland... Pres. Madison... Tues., Aug, 14. Pror Pleres Pres. Jackson --- Tuss,, Aug. 28th Pres. Taft

Tee, July 3415

Tues., Aug. 7th

Tues., Ang. Blet

Tver, Sept. 4th

£120, 112 Specis: rough rates to Europe via United States. Direct connections with all Atlantic lines. Choice of fall lines across United States and Canada,liberal stop-over privileges for sight-seeing

Europe and New York Direct

"ROUND THE WORLD

Fortalghily sailings on Sunday vin Mania, Straits, Colombo, Suca Canal, Alexandık Naples, Genor, Muncilles, New York and Boston Pres. Adam...Son, July 16, Bam, Pres. Monroe...Suo,, Aug, 26, 8 a.m. Pres. GarnoldBan, July 29, 8am. Pres. Wilson Sun., Bept. 9, 9 a.m. Pres. Harrison 8ua, Aug, 12, 8am. Pres. Van Buren. Sua Bept. 23, 8 a.m: To Manila

Pres. Adams... July 15th, 6.m. Pres, Garfield July 29th, Ba.m. Pres. Grant... July 17th, 6p. Pres. Cleveland July Tist; 6 p.m. Pres. Lingola... July 21, 6p. Přes, Madison - Aug 415, 6 p.m.

Pot Booklas, Punger and Feesght faformation apply to Hong Kong and Shanghai Bank Building, Ground Floor Telephone Central 2477, 2478 sud 795

Cable Address "Dollar"

American Mail Line

and

Dollar Steamship Line

CANTON BRANCH-304, Ka Naam Tong Building.

The

h

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