The Dunlop Golf Cup — AboutcAdvertising — Our Customary Export Special Number.
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A sporting event which merits every support, and which is being held now for the third year in suc• cession, is the Dunlop Golf Challenge Cup. This is open for competition amongst members of the motor trade, and, from what I have heard of the previous encounter, a first-rate day, or half day if needs be, has been the result. The former competitions took place at Coventry, but now, I see, it is to be held at Birmingham ; a good change, because the Midland centre is more get-at-able. From what I can see of the prize-list, there is a chance for almost everyone to annex something, and that which will appeal to many is that the long handicap men have special prizes reserved for them. if I can possibly manage it, I shall put in an appearance myself. I recommend all golfers in the motor trade to join in this competition, and to send a line to Mr. Alfred Bednell, Masonic Buildings, Coventry, and he will post a circular by return giving every detail.
Facsimiles of tire-mileage notes from bus companies and corporations • are a novel feature in the latest catalogue issued by the Peter Union Tyre Co., and these records are something of which the Peter Union people may well be proud. The catalogue is printed in three colours and should be obtained by everyone interested. Applications should be addressed to the chief office, 190-192, Great Portland Street, London, W.
Those of our readers who happen to know me personally are aware with what diffidence I touch upon the subject of advertising, when I am compelled to talk on that section of a newspaper's business, and I must fain say that I know something in it. I try to emulate the advice n Spenser's "Fairy Queene," "Bebolde, Be bolde, and everywhere, Be bolde," but I suppose I am by nature too shrinking, it requires more the qualities of a buccaneer. However, the thought came to me for the hundredth time the other day, how often manufacturers miss business by neglecting the advertising side. An instance came prominently before me : I was calling on a very large pneumatictire manufacturer who is tackling the solid-band-tire side, and he had looked in ain through the columns of this journal and other motor journals for the address of a maker of the necessary iron bands. T was fortunately able to supply the information, but an advertiser in this journal would have promptly secured, and no doubt held, this newcomer's busineqs. These eases
tare occurring all the time, and if !this paragraph is examined carefully a powerful moral will be found in it.
Very shortly, now, may be expected the preparations for our annual overseas number. It will be remembered that, for the first time, we last year made this an extra number over and above the ordinary weekly issue, and this course was highly approved by both readers and advertisers. One good reason was that very much of the matter was not of interest to home readers and another was that it could be separately filed for reference, because that issue was a perfect up-to-date directory for the industry, our "Enquire Within upon Everything," the latter being the title of a book I well remember in my early days ; it was one which I used to consult with equal confidence whether I sought information regarding ground-bait, or for sonic light and leading concerning the differential calculus. However, I find the overseas number carefully guarded in every office, and doubtless abroad it is regarded as a text . book. I have so many evidences of this, moving about as I do amongst the manufacturers, and also our editorial staff have received such encouraging comments from agents and others abroad, that we shall all he spurred on to even greater efforts for the forthcoming number. There is no doubt as to the supremacy of British goods abroad, and foreign-made goods handled by British firms, and consequently hall-marked in Britain, are eoually held in respect ; there are, therefore, tremendous possibilities for fresh developments overseas. Lay yourselves out, then, I say, to secure your share of this trade. It may be that you must prepare, in the ease of vehicles, colonial models, and, in the case of tires for the hot countries, you may have to prepare special types, but the result will be worth the efforts, and the orders will mostly come along. Glanc,. through our last year's number—I venture to suggest it will doubtIes, at this period, give you some ideaq, and then lay out your .campaign in good time for the forthcoming issue. It is fixed for December.