The same conditions applied to many other sections of the advertising field, such as patent medicines, foodstuffs, and other articles, An' inaccurate or fraudulent advertisement reacted unfavourably not only on the advertiser but in some degree on all advertisers and all media. The whole technique of advertising was discredited, This was a serious matter for the genuine advertiser, It was not suggested that the Press bore the sole responsibility for the conditions to which he had referred.
The responsibility was shared in several directions, An over smart and over-imaginative copy writer and agent could contribute a quota o: mischief.
In a well-organized trade, industry, or service a strong central organization could exercise a restraining influence. "There was also wide scope for further consumer education, especially through the Press. Something had been attempted here, but more remained to be done. They must somehow inculcate a sense of real values among the general body of consumers. This was most urgently required in regard to food, though there were other regions in which it was hardly less necessary. If thi sense of values once became widespread they might be spaed at least a proportion of the £2,500,000 now spent in the displayed Press advertise-
Czechoslovakia. The total volume róse by 33 per cent.
Czechoslovakia purchased 29 per cent. more goods from the United Kingdom and sold 32 per cent. more to the same market. The increase in" United Kingdom sales was partly due to larger purchases of raw wool and cotton, but notable increases had also occurred in imports of yarns, metals (especially non-ferrous), and products of these, rubber and leather products. Imports of United Kingdom woollen piece goods alone had risen by about 29 per cent.
A tendency on the part of United Kingdom manufacturers to be less interested than usual in export to Czechoslovakia had been increasingly noticeable.
This attitude," states the report, "may in part be due to nervousness as to the future, but the circumstance that it is being experienced by Czechoslovak firms whose ability to meet their obligations is unquestionable suggests that United Kingdom manufacturers are preferring expanding opportunities at home to the nere difficult export business.
Herein lies a fundamental difference between the outlook of the United Kingdom manufacturer and his Czechoslovak competitor, It is the latter's second nature to prefer export trade for the sake of the precious foreign currency, which he is always so anxious to acquire."
Text read from the printed page and cleaned; old type leaves the occasional error.