Evening star., 1919-10-05

valuable " ME detailed reports on
,r.-4. specific lines, Of trade re-
searches by government
agents and the representatives Of pri-
vate business concerns are being used
to guide manufacturers and exporters
regarding definite markets and con-
ditions that must be met in those
markets, '.straws" that come floating
in the general flow OF commercial ad.
vices are being used by the sagacious
business leaders. Such random mes
sages give valuable hints as to how
business may be promoted in a gen.
eral way and for particular lines, how
salesmanship can be improved, how
trade intercourse can be facilitated
and where there are investment op-
portunities.
Advertising is. according to the gen.
eral judgment Of all federal and busi-
ness agents, the best and almost in
dispensable agency for developing i'm
portant and continuing orders for
American-made goods. From all quar-
ters of the globe testimony to this
effect has been received by the State
and Commerce Departments and the
shipping board, but there is room here
for only couple.
The commercial attache at Madrid
has forwarded to the bureau Of foreign
and domestic commerce copies of the
review Messidor, published in BARGE
Iona The director of the paper wishes
to obtain advertisements from Ameri-
can concerns desiring to advertise in
Spain. and copies of this magazine are
being distributed by the United States
government bureau, because its agents
have advised that such Advertising in
Spain is most desirable.
4 i
American manufacturers Of hne
writing paper and stationery have a
lair share Of the trade
Stationery in Hongkons. but mes
Merks4 sases to the Tar eastern
division Of the United
States Department Of Commerce show
that they can very materially increase
this business by more liberal adver-
tisins campaigns
A list Of newspapers, trade journals
and other publications in the principal
cities Of Europe and Africa has been
prepared from names submitted by
American consular officers and repre-
sentatives Of the United States bureau
Of foreign and domestic commerce for
the benefit Of firms interested in for
eign advertising. This Is done be-
cause from overseas has come urgings
that the American interests should ad-
vertise and from the American man
ufaeturers and exporters have come ap-
peals for advice as to the best adver-
tising mediums In the various markets
of the world. The bureau is now
working to be prepared to offer waltz
able advice with regard to American
advertising in all the moro important
markets of the world
The eject Of exchange on Ameri-
can trade Is another matter that is
OF vital concern and it is one to which
United States government oficials
and the Congress Of the United states
are giving most serious attention. To
illustrate this matter one report from
Vice Consul Charles G. Winslow. in
Auckland. New Zealand. will be
quoted:
although there Is plenty Of money
for the opening Of after-war trade
and industry. the trade with America
is not progressing as 1t would If
there were = better system of money
exchange between the two countries.
Merchants who import large Quanti-
ties OF American manufactures are
constantly anxious in regard to this
exchange, as they never know
whether the goods they purchase In
the United States are in the end go
ing to cost them s or 8 per cent more
than the original calculation. The
best step for promoting trade with
this dominion would be the establish.
nent OF the American bank"