'File 29/28 British Industrial Fair' [‎119v] (238/512)

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4. —Press Advertising.
It is anticipated that a grant fronl public funds will be made available, as for the 1947 Fair, for
the purchase of paid advertisement space in the press of most overseas countries. SCHEDULES.—
A suggested list of media is being prepared in consultation with the Central Office of Information ;
British Export Trades Advertising Corporation, and the appointed advertising agents.
The following procedure has also been agreed with all interested Departments :—The proposed
list of media will be forwarded to overseas officers concerned at the earliest possible moment, so that
their comments and advice may be sent by cable or airmail for incorporation in the final schedule.
As amendments can only be incorporated within the limits of funds available it would be of great
assistance if priority is indicated for those alterations which are considered most important. COPY.—
English proofs of the copy for the advertisement together with a translated version submitted by
the advertising agents will be sent to certain officers for their comments. It is hoped that the
enclosure of a suggested translation may simplify the work of correction. If time permits, after the
above has been returned to the Department, a second proof will be forwarded for final approval of
the translated copy.
5. — Orders, Matrices, Etc.
It is considered necessary that final distribution of orders for advertising space, matrices, etc.,
should be made direct from U.K. to the publishing houses irt each territory or in many instances to
their agents in London, with a consequent saving of hard currencies.
Exceptional circumstances may justify other procedure but it is emphasised that simplicity of
administration is essential.
6 . —C entralisation.
Officers will appreciate the need for centralising in order to co-ordinate world publicitv, and also
the need for a uniform and direct procedure in the placing of orders, to ensure the control of
expenditure as required by the Treasury.
7. —Display Material, Etc.
It is intended to produce the following, in several languages where practicable.
(a) Poster for distribution and display under local arrangements with banks, shipping
companies, railways, etc.
(b) Showcards, folders, etc., distribution as above. Folders may possibly be circulated by
British firms with their correspondence.
(c) Poster Stamp. Intended for use on officers’ outgoing correspondence and similarly by
local British firms, Chambers of Commerce, etc. The stamp should be fixed to the
letter rather than the envelope which is not normally seen by the heads of firms.
{d) Menu cards. For local distribution as acceptable in hotels and clubs.
(e) Special Supplements, etc. Bulk supply will be made available if quantities permit
after distribution by direct mail.
(/) Invitation cards. Bulk supply will be distributed to overseas officers.
8 . — Production and Delivery.
It is necessary to emphasise that the Department is aware of the time required for distribution
of this material, and that every effort will be made to secure delivery well in advance of the vital
period for display, according to distance from U.K. Printing delays in U.K. are not yet reduced, and
the period required in transit cannot always be accurately estimated. Packages will be marked
according to contents and addressed with a view to exemption from customs duties.
9. — Quantities.
Officers are requested to return by air mail, the requisition form which is enclosed with this
memorandum. It is intended that this requisition should be used as a guide, and supplies will be
despatched in proportion to the paper available. Showcards, posters, etc., should be very closely
estimated according to facilities obtained for free display.
The Department is again approaching the headquarters in this country of British Banks,
Insurance companies, etc., requesting them to ask the managers of their overseas branches to co
operate with officers in making the Fair known. A list of the organisations which have agreed to
co-operate in this way will be forwarded in due course. Limited distribution may be made direct
from the Department only in response to late requests by agents in U.K. of overseas organisations.
All propaganda material, which may be used in addition to the above, should give prominence to
the initials BIF and the key design which is the emblem of the Fair. It is intended that information
officers should receive with other material for editorial publicity, photographic reproductions of the
designs employed for 1948-. The key emblem will be prominent in the poster and poster stamp.