'File 29/28 British Industrial Fair' [‎154r] (307/512)

3
'So
under the direction of the Department advertisement layouts and matrices
are prepared by an advertising agent. Contracts for advertising space, and despatch
of matrices to the press overseas, are made by British Export Trades Advertising
Corporation, which is also responsible for collecting voucher copies after publica
tion, with accounts for payment by the Treasury. In a few special cases B.E.T. A.C.
will appoint local sub-agents for these purposes exclusively. The names of sub
agents proposed for 1949 have been submitted to the Posts concerned for approval.
In many instances, however, by dealing with the London agent of a publication
overseas B.E.T.A.C. can effect the entire payment in sterling. The normal
commission due to B.E.T.A.C. as agents is not an additional charge but is deducted
from the quoted costs of space, and represents an overall saving in foreign currency
of more than 10 per cent.
(iii) Uniformity. To ensure economy in administration and production it is
essential that, within reasonable limits, a high degree of uniformity should be
retained throughout the publicity campaign. It will be appreciated that, although
local variations or addresses may be helpful in certain cases, this must be considered
in relation to the above, and the complications which would arise, for example,
where a publication circulates over an area which includes a number of British
Government Posts.
(iv) Schedules of Media. (Preliminary Schedules.) According to the annual
appropriation for each territory a preliminary schedule of publications will be
prepared and submitted to the main Posts concerned for advice and amendment,
within the expenditure proposed. Schedules will be based on previous campaigns,
and will include advice received subsequently. Two copies of this schedule will be
air mailed to Commercial Diplomatic Officers and Trade Commissioners at the
main Posts concerned, in the first week of September, and to facilitate consultation
additional copies will be passed to the Foreign Office and Commonwealth Relations
Office for transmission to Information Officers.
(v) Final Schedules. For reference, and confirmation, final schedules will be
air mailed as above, with one copy to Information Officers for their assistance in
placing editorial publicity.
(vi) Dates of Publication. (Main campaign, and preliminary insertions.)
Unless otherwise advised, dates will be as nearly as possible according to the
previous campaign. In certain distant territories a few small preliminary announce
ments will be published, generally in early December, to help those most concerned
with early booking of passages. Publications proposed for these insertions are
marked on the main schedules.
(vii) Translation of Advertisement Copy. The production and despatch of
matrices cannot proceed until the translation, submitted to the main Posts con
cerned, has been approved or amended. As a precaution against delay of mails,
and in the hope of saving Posts the work of obtaining a complete translation in
every case, a translated version will be first obtained in U.K. and will be forwarded
(in duplicate) as a printed proof together with the English version, for final approval
by cable if possible, or by air mail with corrections. It is hoped that the U.K.
version will not prejudice local expert advice. Hand-written alterations should be
repeated, and clearly explained in a typewritten enclosure. It is emphasised that,
as far as possible, advertisements will be published exactly as approved. Time
does not permit submission of final proofs, or the consultation of certain distant
Posts.
9.— Direct Mail Campaign.
(i) Circular Letters and Enclosures. A series of three “ follow-up ” letters with
enclosures will be addressed from U.K. direct to business men in most territories
according to lists provided by Overseas Officers, and Trade Organisations in U.K.,
including also the names of all previous visitors to the Fair. It is planned to mail
these letters on a time schedule to arrive before and during the period of press
advertising. The letters will enclose an addressed invitation card, a reply post-card,
and a booklet of general information. (See para. 10.) Certain Posts may be re
quested to assist in translation of this material, and copies will be forwarded to all
Posts.
(ii) Mailing Lists. It is not possible to distribute to all Posts copies of the
addresses to which the above have been mailed, as the list totals nearly 100,000
names ; but the index will be revised for B.I.F. 1950, and during October, 1948,
two “ galley pulls” will be sent to the senior Posts concerned. These will contain
the names of all those who will receive invitations by direct mail from U.K. in
1949, one copy of the galley pull will be for retention and the other for revision
and return to the Department.